工業記憶體模組廠商經營策略之研究

本論文從競爭激烈的消費性快閃記憶體產品出發，根據每一種快閃記憶體產品的應用與市場定位及技術優劣點分析。在激烈的快閃記憶體產品記憶卡與隨身碟的成熟化與微利化之後，新興廠商超閃科技所面對的是產業標準化，營運大型化與品牌及市場策略的精準定位。工業用快閃記憶體產品製造商的客戶需求與傳統消費性市場有相當大的差異: 客戶尋求穩定的長期供貨與價格，伴隨著高品質標準與技術服務，同時工業用產品生命週期相較於短短數月的消費性產品而言，可能長達五年至十年。這更加考驗庫存及供貨管理，以及技術服務與產品定價的能力。本研究主要探討如何藉由技術服務能力，客製化與供應鍊管理，及導入新技術標準產品等(如DDR4動態記憶體模組，SATA序列ATA固態硬碟)以及嵌入式多媒體卡(eMMC)來滲透甚至取代舊產品及舊廠商的市場。本論文根據新創工業記憶體模組廠商超閃科技股份有限公司(IMSolution Co., Ltd.)在歐洲(德國/英國/東歐)與美國(奧斯丁)發展分公司，並挑戰現有歐美記憶體模組商之經營策略與供應鏈策略。最後，從記憶體產業鏈生態系分析未來記憶體模組商演化與經營模式。

關鍵字

記憶體模組、固態硬碟、工業記憶體、嵌入式多媒體卡

並列摘要

Memory module companies (including Flash and DRAM) are facing the challenges from less suppliers and various technology transition.Since Micron Technology (U.S. Memory chip manufacturer) acquiredElpida (Japan Memory chip manufacturer), other Memory manufacturerswere mostly controlled by Samsung and Sk Hynix, and only few market share were occupied by Nanya Technology and Winbond. In the meantime, DRAM technology is moving from DDR3 (Double Data Rate) DRAM to DDR4 or LPDDR (Low Power Double Data Rate), legacy SD (Secure Digital) card or USB Flash drive is potentially replaced by eMMC (embedded Multi-Media Card) and Solid-State Drive.Most of consumer Memory module companies facesdifficulty to get advantage from multiple suppliers, and gross margin/profit is getting lower. The present study mainly focuses on the competitive strategy analysis of the Industrial Memory module company. Proposition of Industrial Memory module company should support product longevity, stable supply, technical consultant and high quality with affordable price customer willing to pay. This is quitedifferent from consumer Memory module market: always lower price and cutting-edge product. Taking into account both supply and demand, astructural analysis of short/middle/long term strategy is introduced. Short term strategy is used for start-up Industrial Memory module company;mid-term strategy is to bring up this company to grow business size and IPO; and long-term strategy is to involve technology progress and supply to penetrate certain market share.

並列關鍵字

Double Date Rate, Competitive Strategy, Flash, DRAM

參考文獻

[1] 維基百科編者(2009). 固態硬碟. Wikipedia, . Retrieved 03:19, 3月 21, 2009 from http://zh.wikipedia.org/w/index.php?title=%E5%9B%BA% E6%80%81%E7%A1%AC%E7%9B%98&oldid=10247349.