王者降臨，NAND Flash模組廠經營發展策略—以群聯電子為例

隨著全球邁入大數據時代，其所產生的巨量資料，推升龐大儲存市場的需求，因而帶動半導體產業與記憶體產業等相關產業的發展。臺灣身為全球半導體供應鏈的一份子，更是有著令人驚豔的成長，其中之一便是群聯。 2020年的群聯表現非常亮眼，其整體營收約485億元，較2019年增長約8.5%，淨利率更是創下歷史新高來至17.95%。因此，群聯自身擁有何種競爭優勢，得以藉此掌握產業關鍵要素，以獲取優異表現，便是本研究核心課題之一。本研究認為群聯的優異表現來自於其掌握快閃記憶體產業的三大關鍵要素，分別為關鍵供應商的合作關係、滿足市場的程度，以及技術領先的程度。這三個關鍵要素形成綜效，群聯於策略聯盟的幫助下增強自身的研發能力，這使得群聯能夠生產具競爭力之產品，以滿足市場的多樣化需求，而市場又能為群聯帶來更多的策略夥伴，因此形成一個循環，而這個循環就是綜效所在之處，也造就群聯成為快閃記憶體產業中模組業之王者。

關鍵字

快閃記憶體；模組業；五力分析；競爭優勢； BCG矩陣

並列摘要

As the world enters the era of big data, the huge amount of data it generates has pushed up the demand for the storage market, thus driving the development of related industries such as the semiconductor industry and the memory industry. As a part of the global semiconductor supply chain, Taiwan has grown amazingly, one of which is Phison. Phison's performance in 2020 is very impressive. Its overall revenue is about 48.5 billion NTD, an increase of about 8.5% over 2019, and its net profit rate has reached a record high of 17.95%. What kind of competitive advantage does Phison own, which can be used to master the key factors of the industry to achieve outstanding performance? This research figured out Phison’s outstanding performance comes from its mastery of the three key factors of the flash memory industry, namely the cooperation of key suppliers, the degree of satisfying the market, and the degree of technological leadership. These three key factors create a synergy. With the help of strategic alliances, Phison strengthens its own R D capabilities. This enables Phison to produce competitive products to meet the diversified needs of the market, and the market as well brings more strategic partners to Phison, forming a cycle. This cycle is where the synergy lies, and also makes Phison the king of the module industry in the flash memory industry.