乘勢而上的半導體設計廠經營發展策略–以NVIDIA為例

受惠於AI、5G技術、數位轉型時代以及科技革命的浪頭上，NVIDIA正是在這個沸騰的半導體晶片產業乘勢而起的後起之秀，從早期GPU利基市場站穩腳跟，現在已成功轉型為提供「全運算平台」解決方案的頂尖企業。面對高度競爭的晶片設計產業與日新月異的高科技領域，本研究之個案公司NVIDIA在市場上大獲成功，在2020年營收成長超越50%，毛利高達6成，目前更是成為美國市值最高的半導體公司。NVIDIA今日的成功絕非偶然，本研究以個案研究法對NVIDIA進行深入探討，藉由廣泛且大量的佐證資料針對個案公司產業、主要競爭者、核心資源與能力以及事業組合策略進一步分析。首先，剖析產業概況、技術與市場趨勢，再定位出主要競爭者之競爭態勢，並依據五力分析結果歸納出產業關鍵要素。同時，分析NVIDIA之營運績效、核心資源與能力以及其整體事業組合，探究其經營發展歷程與策略成果，並以此為基礎提供未來發展之建議。根據本研究結果發現，主要競爭者雖然營運績效不如NVIDIA亮眼，但仍具有深厚技術底蘊、多元的產品可能性，實力不容小覷。在遊戲繪圖晶片之產業關鍵要素歸納為「產品差異化程度」、「供應商相對於廠商的轉換成本」、「現有競爭者數目與實力」以及「品牌與企業形象」；而在加速運算晶片之產業關鍵要素則為「買方集中程度」、「產品差異化程度」、「供應商相對於廠商的轉換成本」以及「廠商產品的轉換成本」。NVIDIA擁有之核心資源與能力，使其具備產業前瞻性、技術領先、完整的產品佈局以及關鍵合作夥伴的競爭優勢，並在事業組合策略上，藉由AI加速、雲端技術的新應用使遊戲顯示晶片如虎添翼；而穩定的資源挹注與技術收購利於加速運算晶片的持續發展，兩者相互配合達到金牛事業與明星事業的綜效，勢必使NVIDIA邁入其霸業的新高峰。關鍵字：人工智慧、安謀、繪圖處理器、輝達、晶片設計、五力分析

關鍵字

輝達；繪圖處理器；晶片設計；人工智慧；安謀；五力分析

並列摘要

Benefiting from the wave of digital transformation, AI and 5G technology revolution, NVIDIA is undoubtedly the rising star in the booming industry. Starting their business from GPU market and now has successfully transformed to a leading computing platform company. Despite the intense competition in IC design industry and ever-changing nature of technology, NVIDIA reached a huge success in the market theese year. With Revenue grows more than 50% and profit reach higher than 60%, NVIDIA has become the largest U.S. chip maker by market capital. The Success of NVIDIA is never a coincidence. This research is mainly based on the case study method to analyze NVIDIA. Through extensive and massive amount of data evidence, this research digged in to the subject’s industry, major competitor, core resources, and business portfolio strategies. The first part is the overview of the industries, techniques and the market trend. Next, will focus on the major competitors and their performance. Then analyze the industries with the five-force analysis and conclude the key success factors for each industry. For NVIDIA, we will analyze the operation performance, core resources and capabilities, and business portfolio to explore its business development history and strategic results. According to the research, though performances of major competitors are not that outstanding, they do have profound abilities and the possibility to make a comeback. In the industry analysis part, “buyer switching costs”, “supplier switching costs”, “numbers and diversity of rivals” and “brand equity” are the key success factors for the gaming GPU industry. On the other hand, “buyer concentration”, “supplier switching costs”, “numbers and diversity of rivals” and “consumer switching costs” are the key success factors for the accelerate computing chip industry. NVIDIA achieved competitive advantages by vision of industry, leading technology, advanced product strategy and strong relationship with key partners in the industry. Furthermore, in corporate strategy NVIDIA has a strong synergy between cash-cow and star business. By leveraging advanced computing techniques in to gaming GPU business and stable cash flow from gaming business can help developing the growing AI computing business. Keywords: AI、ARM、GPU、NVIDIA、IC design、Five Forces Analysis