台灣半導體公司之市場開發策略分析-以M公司為例

Market Development Strategy for Taiwanese Semiconductor Industry – A Case Study of M Company

林育安(Yu-An Lin)

指導教授 ： 林博文 ； 洪世章

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2013年)

摘要

半導體產業的終端應用以3C(資訊、通訊、消費性電子)領域為主，而此領域由於產業內的競爭激烈導致利潤快速下滑，此現象在記憶體產品更為明顯。在產品差異化程度不高的情況之下，各廠商為了保持競爭力就必須持續投入巨額資金，用以研發更先進的製程技術或是擴充產能，最終的目的就是要降低成本，而此發展趨勢顯然對產業中的一線大廠有利，其他中小型廠商在未來將面對更艱難的競爭環境。
本研究將以個案分析的方式進行，探討一家半導體記憶體公司的市場發展策略，個案公司是台灣最早推動自有品牌、產品及技術的半導體企業，為了避開在低利潤的消費性市場競爭，因此企圖開發車用電子市場，車用電子市場受惠於全球新車銷售持續增溫，以及汽車內部半導體元件的滲透率隨著車輛電子化的程度而日益升高，以上二項產業環境的變化將帶動車用半導體的需求。
汽車電子市場是高利潤的利基市場，但是汽車電子的供應鏈向來非常封閉，本研究將分析個案公司進入汽車電子供應鏈所面對的挑戰以及對應的策略，以作為日後相關企業之參考。

關鍵字

汽車電子 ； 個案分析 ； 半導體 ； 市場開發

並列摘要

End-use of the semiconductor industry is mainly applied to 3C (information, communication, consumer electronics), and this area lead to a rapid decline in profits due to intense competition within the industry, this phenomenon is more obvious in memory products. Not in the degree of product differentiation high circumstances, the manufacturers in order to remain competitive must continue to invest huge amounts of money to research and development of more advanced process technology or expansion of production capacity, the ultimate aim is to reduce costs, and this development trend is clearly the first line in the industry manufacturers beneficial to small and medium sized manufacturers. In the future, small and medium sized manufacturers will face a more difficult competitive environment.
This study will be a case-by-case analysis to explore the development strategy of a semiconductor memory market. The case company is Taiwan's first semiconductor company to promote its own brand, products and technologies. In order to avoid competition in the low-margin consumer market, therefore attempt to develop car electronics market, the automotive electronics market to benefit from continued warming of the global new car sales, as well as the penetration of the interior automotive semiconductor components with the ever-increasing degree of vehicle electronic, above two industrial environment changes drive vehicle demand for semiconductors.
The automotive electronics market is highly profitable niche market, but automotive electronics supply chain has always been very closed, this study will analyze the case company into the challenges faced by the automotive electronics supply chain and the corresponding strategy, as the future reference of the relevant companies.

參考文獻

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