全球車用半導體產業分析-後疫情時代台廠因應策略 以T公司為例

自2019年以降，全球許多產業受到疫情衝擊而被迫轉型、調整生產流程及規劃或是調整整體企業營運策略。汽車車用晶片領域因終端車廠預估需求與後疫情時代之市場需求產生落差，導致供貨不及及產能短缺之情形，因此本研究自第一章起以全球汽車市場規模做切入及研究起點，欲了解實際市場需求變化及製造供給端情形。第二章主要透過文獻回顧過往與企業核心資源能力與策略擬定相關之相關理論與管理工具，協助本研究後續篇章以更為結構化方式分析探討個案公司現況及未來發展，包含資源基礎理論、策略九說、商業生態系統、生態圈策略、核心競爭力分析模型與波士頓成長矩陣等。第三章主要針對半導體產業進行產業分析，首先針對全球半導體產業之供應鏈分析，了解晶片市場之終端應用產品及其互相之間之競合關係，進而了解消費市場可能因晶片短缺遭受到的衝擊，包含消費性電子產品供貨不及或潛在漲價可能性、車用領域部分被迫更改車電設計等，並以全球各產業半導體市場規模預測未來市場前景及發展情形。透過由前述篇章之半導體市場逐漸聚焦於車用晶片領域，包含藉由多項國際統計數據了解全球車用晶片產業市場發展，以及說明車用半導體相關零組件及主要市場參與者，可藉由了解市場前幾大市佔廠商及其深耕領域，作為後續篇章策略建議的依據及策略擬定方向。本篇章中亦探討車用晶片之技術層次及其供應鏈關係，以說明後疫情時代整車廠追單仍難以避免供應鏈鍛鍊風險的原因，最後針對整體車用市場發展趨勢及未來車用市場成長預估，以了解台灣車用晶片廠商面臨國際供應鏈關係日趨複雜之情形下，可能搶佔之市場機會與衍生挑戰為何。第四章及第五章係主要針對個案台廠公司進行分析及因應策略探討，以該個案公司過往發展歷程、管理文化、核心業務及財務分析等不同面向瞭解其競爭優勢並據以發想未來企業可擬訂之策略。透過各產品線分析，本研究也於此篇章以研究觀點述及事業策略作法與商業生態圈策略的建立模式，並分析外部總體環境發展風險，以供個案公司作為未來企業策略擬定上之參考。總結本研究之研究結果，本研究認為個案公司以技術創新、提供一站式服務作為企業競爭利基對於企業短期內營運相當有利，惟面臨各國企業集團開始以集團式、團體式搶食市場的競爭環境，商業生態系統的建立對於中長期穩定企業發展將至關重要。

關鍵字

商業生態系統；車用半導體；封裝測試； CMOS影像感測器；核心競爭力分析模型；波士頓矩陣；生態圈策略；同欣電

並列摘要

Many industries have been forced to transform, adjust production processes and plans worldwide, or adjust their overall business strategies as a result of the pandemic since 2019. The field of automotive chip due to the end-vehicle plant wrongly estimated of market demand, resulting in poor supply and production capacity shortage situation. Consequently, this research would like to elaborate start from the global automotive market size to from the first chapter, in order to understand the actual market demand changes and manufacturing supply-side situation. The second chapter mainly reviews the relevant theory and managerial tools related to the core competence and business strategy, in order to assists the follow-up chapter of this study to analyze and discuss the current situation and future development of case study companies in a more structural way, including resource-based theory, strategy theory, business ecosystem, ecosystem strategy, core competitiveness analysis model and Boston growth matrix. The third chapter is mainly aimed at the semiconductor industry analysis. First of all, this study conduct the global semiconductor industry supply chain analysis, to understand the chip market end application products and their competing relationship with each other. Second, according to statistics, to understand how consumer market be affected by chip shortage, including consumer electronics supply or potential price increase, automotive design changes. At last, analyzing the global industrial semiconductor market size to predict the future market prospects and development. By gradually focusing on the auto chip field from the semiconductor market in the preceding chapter, including a number of statistics to understand the development of the global auto parts and chips industry, as well as to explain the auto semiconductor-related components and major market participants, we could know more about the top market players and their deep-cultivated areas, as the basis for the strategic recommendations and direction of strategy planning. This chapter also discusses the technical level of auto chips and their supply chain relationship, in order to explain the reason why vehicle manufacturers still difficult to avoid supply chain exercise risks in post-epidemic era. As the conclusion of chapter, this study conducts overall auto market trends and future auto market growth estimates, to understand Taiwan's auto chip manufacturers how to encounter increasingly complex international supply chain relations, and assist them to seize market opportunities and derivative challenges. In chapter four and five, this study mainly aimed at the analysis of case study company and its response strategy. On the basis of case study company's past development history, management culture, core business and financial analysis to understand its competitive advantage and future strategies which it can utilize. Through product line analysis, this study also mentions the approaches to establish business ecosystem and conducting of ecosystem strategies from a research perspective. At the end of the chapter, analyzing the overall external environmental risks for case company as a reference when settling business strategy in the future. To summarize the results of this research, this study considers that case study company could continuously keep its short-term competitive strengths through technology innovation and providing one-stop service. However, in the face of challenges from group-type alliance and ecosystem, the establishment of business ecosystem for long-term stability of enterprise development will be crucial.

並列關鍵字

Business Ecosystem ； Auto Semiconductor ； Package and testing ； CMOS Image Sensor ； Core Competence Model(VRIN) ； Boston growth Matrix ； Ecosystem Strategy ； Tong Hsing Electronic