微處理器產業之區域競爭分析

本文旨在討論了 2003到2007第一季期間，技術領導者英特爾以架構設計創新和其他配套策略穩佔85%的市佔率之下；尋求突破的挑戰者超微以原15%以下市佔率，充份的區域策略運用，配合新的六十四位元x86技術，突破轉換成新的架構設計技術領導者。還有面對挑戰的英特爾如何以價格戰及快速的架構設計創新因應的扭轉局勢本文重點在探討了區域策略的重要性，通常策略的制定大多是由總部的全球策略制定影響區域策略，本文貢獻之處，在於說明了區域策略運用也足以影響全球策略，特別是擁有產業互補者而產業客戶又快速成長中的區域(如在本文中的大中華區)，會產生更關鍵性的影響。本文用價值網由探討技術領導者英特爾和挑戰者超微的核心能力入手，了解其核心能力與策略的搭配對競爭的影響；其間探討了其互補者委託設計製造廠商(ODM)和客戶原始設備生產商(OEM)的中央微處理器(CPU)陣營分配比例分配的動機跟誘因；而後依以一些簡單的賽局推演解釋了互補者和客戶的誘因互動推演出2003到2005的英特爾和超微的戰局演化；並且闡明挑戰者超微適當運用這些誘因的來影響中小型互補者和客戶而之後再擴大至大型客戶；中間特別強調的是區域策略的影響力，其中特到提到了中國政府的政策在其間產生的關鍵影響。而在2006 至2007 第一季，面對挑戰的英特爾以新策略應戰時，本文也同樣見到英特爾也開始將區域策略及中國政府政策列入全球策略發展考量。

關鍵字

價值網；微處理器；英特爾；超微；區域策略；大中華區；互補者；委託設計製造廠商；原始設備生產商

並列摘要

The thesis intends to discuss that during the peirod of 2003 to Q1 2007,how did the challenger AMD (Advance Micro Device) with only15% market share, seach for breakthrough with a newly developed technology of x86 64 bit and a succeful regional strategy; at the time of event, the leader Intel was equipped with 85% market share,establish technology innovation mechnism. Then we will go on to discuss how the leader fight back facing certain damages in market share with price war and even faster technology architecture innovation The discussion will focus on imprtance of regional startegy, in normal cases, hedquater will form up a startegy to impact regional startegy in one direction. What we have different contrtibution in the thesis is to explore the other direction that regional startegy could have critical impact on global startegy, particuarly in a regional with high density of industrial complementor and high groeth momentum customers (in our case of greater China area) . The thesis will apply value net framework and start discussion from core competence of two rivals Intel and AMD,analyse through those to understand how the alignment of strategy with corecompetence can impact comptition consquence.The thesis discussed the complementor (ODM) and Customer (OEM) in detail specically on the motivation and incetive to final ratio attribution of CPU camp. Then it apply some simple game theory development to explain how regcomplementor and customers react during period of 2003 to 2005.We then explore how AMD applies those knowlogy to affect reginal compemetor and regional customers and apply those success to get attention and cooperation of larger customer; during which we put stress on the critical impact of Chinese government policy. And for the 2006 to Q1 2007 period,we stated how Intel fight back through different appoaches of price war and accelerated architechtur innovation,we can also see trace of impact from regional strategy and how Chinese government policy have been taken into their new global and regional strategy.

並列關鍵字

Value Net ； CPU ； Intel,AMD ； Reiongal strategy ； Greater China ； Complementor ； ODM ； OEM

參考文獻

25. 江建勳積體電路設計廠商的策略分析，臺大國企所碩士論文 July-2006

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15. Annabelle Gawer， The organization of platform leadership Sloan school Feb-2000

國際替代計量

微處理器產業之區域競爭分析

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