檢測設備廠商經營發展策略之分析-以牧德為例

The Corporate Strategy Analysis of the Inspection Equipment Company: The Case Study Of Machvision

盛怡慈(Yi-Tzu Sheng)

指導教授 ： 陳忠仁

共同指導教授 ： 陳玠甫(Jei-Fuu Chen)

國立臺灣大學/管理學院/商學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202001152

摘要

自動光學檢測設備(Automated Optical Inspection，簡稱AOI)產業，在台灣起步較晚，目前國內主要經營產業包括印刷電路板檢測、半導體檢測、面板檢測，與台灣整體的產業發展走向(電子產業、半導體產業)高度相關。隨著終端電子產品的輕薄短小化，零組件的瑕疵檢測已無法單靠人眼完成，而需要仰賴檢測設備，也因此帶動自動光學檢測設備的需求與發展。
本文以個案研究法，剖析國內自動光學檢測設備產業發展及競爭結構，並以國內PCB產業的檢測設備龍頭企業-牧德科技作為分析標的，探討其發展策略與經營成效，並深入分析該企業的資源配置與核心能力。
首先，本研究運用次級資料分析檢測設備產業之發展現況，辨析牧德科技所在之產業市場與主要競爭對手，再使用五力分析剖析自動光學檢測設備產業，並進一步釐清該產業之關鍵成功要素：維持顧客關係能力、自主研發團隊與專利、掌握市場需求趨勢、品牌營造。接著於第四章節分析牧德的財務營運表現、主要產品市場定位，並辨析牧德科技的資源能力配置，從中釐清其核心競爭優勢：研發能力、地緣優勢、服務能力、策略佈局能力，是否符合產業關鍵因素。接著再進一步探討牧德科技之經營發展策略是否正確，其從PCB檢測產業跨足半導體檢測產業，再到牧德五箭及AI Design House的轉型策略，本研究試針對牧德科技各個階段的經營策略進行檢視，使用BCG矩陣分析主要事業體之策略定位，再使用策略活動系統圖分析其經營策略概況。最後則於本文第五章節試針對台灣自動光學檢測設備產業現況、結合牧德科技的競爭優勢，給予未來發展之相關建議。

並列摘要

The Automated Optical Inspection Equipment industry started late in Taiwan. Nowadays, the domestic equipment firms mainly focus on the industries of the Printed Circuit Board Inspection, Semiconductor Inspection, and Panel Inspection, which are highly correlated to Taiwan overall industry developments (electronics industry, semiconductor industry). As electronic products become more sophisticated, the defect detection of components can no longer be completed by human eyes alone, but need to rely on the AOI equipments, thus driving the demand and development of AOI industry.
This study used the case study method to analyze the domestic AOI industry, and took the leading domestic AOI equipment company in the PCB industry- Machvision, inc as the subject, to analyze its development strstegy, core competences, resources and capabilities.
First of all, this study used secondary data to analyze the AOI industry and Machvision, inc, identified its markets and major competitors, and then applied Porter Five Forces Analysis to analyze AOI equipment industry, and further clarified the key success factors-customer relationship, R D team and patnets, master in the market trends, and brands. Then in the fourth chapter, we analyzed the financial figures and market performances about Machvision, inc, and then further clarified its core competences- R D capabilities, geographical advantages, high-quality services, and strategic layout planning, whether in line with key industry factors. Next, we reviewed Machvision’s corporate strategies by using BCG matrix and Strategic Activity Systems Framework. At last, in the fifth chapter, the study would try to conclude and give some relevant suggestions based on the AOI industry along with Machvision’s competitive advantages.

參考文獻

英文文獻

1.SEMI(2020)。2019 Global Semiconductor Equipment Sales Slip 7 Percent to $59.8 Billion, SEMI Reports。FROM：https://www.prnewswire.com/in/news-releases/2019-global-semiconductor-equipment-sales-slip-7-percent-to-59-8-billion-semi-reports-846020477.html

2.Rudolph Technologies,Inc(2020)。FROM：https://d18rn0p25nwr6d.cloudfront.net/CIK-0000704532/d75cdce6-bbbe-436d-96fc-09fb987ea6fa.pdf

3.Orbotech(2020)。FROM：https://www.orbotech.com/zh-Hant/news-events/press-releases/3q-results-2018

4.Michael E. Porter(1979), How Competitive Forces Shape Strategy, Harved Business Review