- 學位論文
IC封測廠顧客選擇之管理決策研究-以M公司為例
A study of customer selection decision in the IC packaging industry: the case of company M
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摘要
由於半導體產業的景氣循環週期漸漸縮短，封測產業與IC設計公司存在著相當密切的產品合作開發、設備投資的關係，經常從新產品開發設計的階段，即開始合作到最後大量設備投資，產能開出的量產階段，封測廠的產能利用率與IC設計公司的投單量，有著密不可分的關係，穩定而充分的產能利用率已成為封測廠營運獲利的根本需求，故目標客戶的區隔及選擇對封測廠的獲利有直接及顯著的影響，加以封測產業的設備投資動輒數百萬到數億元，故封測產業的管理者所面臨的決策問題常隱含著高度的不確定性風險及複雜性，決策的失當通常造成公司財務及股東權益的嚴重損失，嚴重者將導致公司財務週轉困難，營運陷入窘境，故評估及選擇門當戶對的IC設計公司合作, 為封裝廠獲利成長的關鍵。 本研究主要探討封測廠顧客選擇的管理決策模式，目的在建構一個封測廠顧客選擇之管理決策模型，提供給封測廠高階經營決策者做為顧客選擇的決策模式參考。本研究從企業策略性行銷規劃切入，經由SWOT分析找出影響封測廠顧客選擇的主要因素，運用分析層級程序法（Analytic Hierarchy Process ; AHP），透過個案封測廠的實證分析，研究結果顯示，在企業獲利率成長的總目標下，封測廠首重採行成本領導策略，以控制各項成本的方式，取得成本優勢，並且重視顧客訂單價值，將顧客作虛擬區隔，依所訂製的產品產能及毛利率分群，找出在企業獲目標下虛擬顧客產品類別的準則權重，依實際顧客所投產的產品類別比例，計算出主要顧客的權重，使企業經營管理階層可運用此資訊作為重點經營客戶的選定及內部有限資源分配運用之參考依據，達到企業資源有效分配及更有效提昇企業獲利的目標。
並列摘要
The shortening in business cycle has great impact on relationship between IC design and IC packaging companies in terms of product development and equipment investment. The cooperation between the two groups of companies starts with product design stage till production capacity planning and equipment investment. The utilization rate of an IC packaging company is closely related to the quality and quantity of orders given by its IC design customers. Inappropriate customers usually cause loss in profitability and stockholder equality. For the above reasons, proper selection of IC design customers has become an important management issue to IC packaging companies. This research developed a decision model for customer selection in the IC packaging industry. With Strength, Weakness, Opportunity and Threat (SWOT) analysis, important decision criteria were extracted. The analytic hierarchy process (AHP) then was adopted to establish the model and quantify the relative importance of the criteria and customer orders. The model was applied to a case of IC packaging company to demonstrate its practical utility. The results show that cost leadership is the most important strategy for the IC packaging company and order value is the most weighted criteria for customer orders. Selection of customers therefore can refer to the calculation of customers’ order breakdowns multiplied by the weights of the selecting criteria. The research results are applicable to resource and production capacity allocation in the IC packaging industry.
參考文獻
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