台灣快閃記憶卡製造廠商之競爭策略研究

Research on Competitive Strategy for Taiwan Flash Memory Card Manufacturer

陳立白(Li-Pai CHEN)

指導教授 ： 吳鑄陶

國立清華大學/工學院/工業工程與工程管理學系/碩士(2006年)

摘要

摘要

在競爭激烈的快閃記憶卡產業中，記憶卡製造廠商要創造高獲利的時代已不復見，進而面對的是微利時代的來臨，此產業環境的改變，考驗著製造廠商在其經營策略上是否具有競爭力。就台灣記憶卡製造商而言，在面對產品專利權的障礙時，其營運模式將有別於傳統記憶體模組製造商，且未來在企業經營上將朝著產品專業化、營運大型化及策略精確化等三個大方向演進。

記憶卡之主要應用產品，如：手機、數位相機、及MP3等相關產業的快速發展，連帶讓記憶卡產業也日益蓬勃。但台灣廠商在這過於競爭的市場，及上、下游供應商與通路商的議價威脅下，部份小廠將逐漸被淘汰出局，唯有瞭解台灣廠商目前的優、劣勢、及運用未來可能的潛在機會，才能在這各家廠商激烈競爭卡位的產業中脫穎而出。

本研究主要探討在這激烈競爭的產業中，台灣快閃記憶卡廠商在全球市場之競爭定位，並以台灣記憶卡市佔率最高的前三大廠商為案例，透過次級資料的蒐集，瞭解個別廠商營運概況與經營特色後，綜合快閃記憶卡產業現況、產業特性、及未來發展趨勢的結構分析。並藉由產業競爭策略大師所提出的五力分析與SWOT分析，評核出台灣廠商於目前產業環境中之最有利競爭位置，及經營優、劣勢比較，以瞭解台灣廠商在此產業競爭變化具有什麼機會與威脅。但由於國內快閃記憶卡產業之相關學術性資料較為缺乏，因此期望本研究所提出之分析，可提供國內學術研究及相關產業之企業參考。

關鍵字

五力分析 ； 快閃記憶卡 ； 競爭策略

並列摘要

Abstract

Nowadays, manufacturers in the Flash memory card industry are facing the challenge of low–profit environment as a result of intensified competition; the good old days have gone forever. Such change in the market environment, in a way, is testing the competitiveness in business strategy of the manufacturers. Whilst encountering the obstacles of product monopoly, the Taiwanese Flash card manufacturers, in order to differ themselves from the conventional DRAM module manufacturers, tend to work on three main areas: product specialization, economy of scales and strategy specification.

The main appliances of the memory card are such as mobile phone, digital camera, MP3 and etc. The demands of these products increase rapidly, which brings the memory card sector entered into fast expansion situation. However, being positioned in this over-competitive market together with the existing potential threat of the profit squeezing from both suppliers and subcontractors, thus there’s no doubt that certain small firms will be driven out of the market. The ultimate survivor from the competition are the ones that truly understand the market and able to grab any opportunity whenever possible.

This study will mainly focus on how the Taiwanese Flash memory card manufacturers should be positioned in the competitive global market. A case study will be discussed in this essay and base on three of the most prominent Taiwanese memory card companies. Through the gathered information of these three companies, we try to understand the ways how each company runs its business and the characteristics of its business. Taking into account both the current market condition of the flash memory card and the features of the sector, a structural analysis on the sector’s future development would be formed. In addition, we’ll use Porter’s “Five Force” model as well as the “SWOT” analysis to evaluate and implement the most competitive and advantageous market position for the Taiwanese manufacturers. Also, through the comparison of the pros and cons of the business model, we will gain a better insight of the opportunities and threats brought along by the change of the competitiveness of the sector so as to enable us to derive the best business strategy. But due to the lack of related learned information for the domestic flash memory card industry, we expected the analysis by our institute which can offer a reference to the domestic learned research and the company of related industry.

並列關鍵字

Competitive Strategy ； Five Force Analysis ； NAND Flash Memory Card

參考文獻

22.Andrews, K.R.(1980) ,”The Concept Of Corporate Strategy” , Homewood,I11: Richard Irwin.

24.Michael E. Porter (1985),”Competitive Advantage”: Creating and sustaining superior performance,” New York: Free Press.

31.Multimedia Card Association, http://www.mmca.org/

34.SandDisk Corporation, http://www.sandisk.com

35.Samsung Corporation, http://www.samsung.com/