我國散熱模組產業關鍵成功因素及競合行為之研究

A Study on the Key Success Factors and Co-opetition Behavior of the Thermal Module Industry in Taiwan

吳天祥(Tien-Hsiang Wu)

指導教授 ： 郭瑞祥

國立臺灣大學/管理學院/商學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.10054

摘要

本論文主要是利用波特的五力分析架構，研究我國散熱模組產業的產業生態，以了解產業的競爭態勢及強度，再以個案分析的方式，針對四家主要之領導廠商，透過深度的訪談，以了解個別廠商經營成功之關鍵因素，並藉此歸納出散熱模組產業之共同關鍵成功因素。同時以賽局及競合的角度，探討廠商與客戶間在議價過程中的賽局，以及彼此間的競合行為，並進一步分析散熱模組廠商藉由改變賽局的基本元素，所採取的競合行為及策略。

本研究可獲致以下幾點結論：﹝一﹞我國散熱模組產業的競爭動因，最主要來自同業間的競爭，以及客戶的議價能力強所致，並主宰整個產業的競爭態勢。其次才是供應商的議價能力，而新進入者及替代品的威脅，目前並不顯著。﹝二﹞我國散熱模組產業共同的關鍵成功因素有四，包括與國際CPU大廠的合作關係、服務導向的研發團隊及掌握關鍵技術之研發能力、運用集團資源及垂直整合的能力、與ODM/OEM系統廠的合作關係等四項。﹝三﹞散熱模組產業的關鍵成功因素，會因廠商主要產品的差異，在個別之共同成功因素上，偏重程度也會有所差異。﹝四﹞散熱模組廠商與客戶之間，存在著既競爭又合作的關係，廠商可交互運用，並善用競合策略PARTS分析模式，幫助廠商有條理的去思考如何改變賽局。

關鍵字

散熱模組 ； 五力分析 ； 關鍵成功因素 ； 競合

並列摘要

The purpose of this thesis is to investigate the industrial structure, key success factors, and the co-opetition behavior of the Thermal Module business in Taiwan. The Michael Porter’s Five Forces Model was used to assess the competition status and the potential for profitability in this industry. Through the in-depth interviews with the four major players in the Taiwan Thermal Module industry, we can figure out the key success factors for each of the companies and thus summarize the common factors for their success. In the mean time, the co-opetition behavior and the game during the price negotiation between the vendors and their customers were also studied.

In summary, there are four major findings from this study. (1) The competitive rivalry within the industry and the bargaining power from the buyers are the two major competition forces in the industry. (2) There are four common key success factors for the Thermal Module industry including the relationship with the CPU companies, having a service-oriented RD team with key technical capabilities, the capability of utilizing the group resource and vertical integration, and the relationship with the ODM/OEM customers. (3) The degree of importance for the common key success factors will depend on the major product which the individual vendor is currently focusing on. (4) There exist both the competition and the cooperation relationship between the Thermal vendors and their customers. The Thermal Module suppliers could utilize the co-opetition strategy and thinking to change the business game and better position the company in such a competitive environment.

並列關鍵字

Thermal Module ； Five Forces Model ； Key Success Factor ； Co-opetition

參考文獻

12.許恩得，『競合策略』，培生集團，2004

1.Anderson, P. and Tushman, M. (1990), “Technological discontinuities and dominant designs: a cyclical model of technological change”, Administrative Science Quarterly, Vol. 35, 604-633.

3.Porter, M. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors, Free Press, New York

一、中文參考資料

1.王美珍，『2005年散熱器產業展望』，太平洋證卷股份有限公司，2004