台灣類比IC設計產業行銷策略之個案研究~以U公司為例

The Analysis of Marketing Strategy of Taiwan Analog IC Design Industry ~ A Case Study of U Corporation

蘇進明(Chin-Ming Su)

指導教授 ： 李弘暉

元智大學/管理學院/管理研究所/碩士(2006年)

摘要

全球半導體主要生產國中，台灣是唯一具有專業垂直分工產業體系的國家；近年來更因為許多IC設計公司在不同應用領域中大放光芒，使我國半導體的研發設計能力，亦受到國際的矚目。台灣整體類比IC的需求，早期幾乎全賴國外的進口，近年來國內陸續有資金投入此產業，但主要是以IC設計公司為主，而在製造生產上則有少數投入，台灣類比IC設計公司未來的舞台十分寬廣，光是電源IC市場就提供了相當龐大的胃納量，再加上電源管理IC以外的領域，未來發展幾乎可說是一條無限寬廣的康莊大道。
本研究係以U公司為研究對象，分析全球及台灣類比IC產業現況，U公司在台灣類比IC產業競爭優勢及行銷策略，使用Porter 分析模型來分析類比IC產業競爭環境，以及SWOT之情境分析工具，找出U公司可採取之因應競爭策略，再利用Kotler 的行銷策略理論，陳萬淇所著個案研究法，擬定可行之最佳行銷策略。

最後對U公司及業界在從事相關策略規劃，提供建議及參考，U公司主要行銷策略可區分為短期策略與長期策略，短期以發揮整合元件製造(IDM)經營模式之優勢，致力於營運效率提升與以成本領導策略發展，配合自有晶圓封裝製程開發市場利基產品，長期策略則箸重在產品服務差異化以及管理系統之建構，並提昇整合元件製造(Integration Device Manufacturing)為整合設計製造(Integration Design Manufacturing)，進一步強化及擴大核心能力之優勢；藉由積極多元化建構競爭優勢，並加強服務品質、顧客關係管理、客製化服務與提高品牌價值擴大價值鏈來形成競爭優勢。

關鍵字

類比IC ； IC設計 ； 行銷策略 ； 競爭優勢

並列摘要

Among global major Semiconductor manufacturing nations, Taiwan is the sole country consists a system with industrial vertical division of labor. In recent years, number of IC design companies have shown brilliant achievement in several application fields. Hence, it has caught Global attention to our ability of semi-conductor researching and developing. Most of analog ICs requirement in Taiwan are relied on foreign importing in earlier years. In recent year, more domestic companies continually invest in such industry. But, most of companies put in investment to IC design business and only few of them invest in production manufacturing business. Futures of IC design companies in Taiwan are broad and bright, power IC market merely itself offers huge capacity. In addition to fields other than power management IC, analog IC development is infinite in future.
This research is based on U company, analyzing current global and Taiwan analog IC industry and the competitiveness advantage and marketing strategy of U company in Taiwan.In order to analyze competitive condition of analog IC industry by using Porter
analyzing model and scenario analyzing tool of SWOT. U company is suggested to adopt corresponding competitive strategy then utilize Kotler’s marketing strategy theory. “Case study method”, written by Wan-Chi Chen, draw up the best feasible marketing strategy.
Finally, based on U company and industry who are devoting related strategy scheme. Herein are suggestion and reference, U company’s major marketing strategy can be slightly separate into short-term and log-term strategy.
Short-term strategy emphasized on the advantage of IDM operation model development, devoting on operation efficiency elevating and cost-lead strategy development. In cooperate with self-owned wafer packaging process to exploit niche product in market. Long-term strategy emphasized on product service difference and establish of management system. Also, elevating Integration Device Manufacturing in order to strengthen and expand advantage of core competence of Integration Design Manufacturing.Rely on aggressiveness, great diversity to build competitiveness advantage. Yet, service quality strengthen, customer relation management improvement, customize service reinforce, improve brand value and expand value chain to form the competitiveness advantage.

並列關鍵字

analog IC ； IC design ； marketing strategy ； competitiveness advantage

參考文獻

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