記憶體模組廠商進入小型記憶卡的產業競爭優勢之探討

Memory Module House Enter Emerging Memory Flash Card Market Competitive Advantage Study--A Company

李美芝(Mei-Chih Lee)

指導教授 ： 何應欽

國立中央大學/管理學院/企業管理學系碩士在職專班/碩士(2006年)

摘要

個人可攜式消費性電子產品的數位化發展、IA概念興起，對於資訊隨時隨地的存取需求，刺激了具輕薄短小特性的小型記憶卡市場成長，龐大市場商機吸引無數相關廠商的注目，擁有採購及生產設備優勢的記憶體模組廠商也紛紛投入生產，期望由高風險及成長趨緩的記憶體模組產業轉型至高度成長的小型記憶卡產業。
本研究的個案公司雖是記憶體模組廠商的龍頭廠商，卻因多種因素較競爭者約晚2~3年才進入小型記憶卡產業，在快速變化、生命週期極短的電子業中，透過深入訪談了解個案公司在記憶體模組產業的競爭優勢，並以Porter五力分析彙整競爭環境及產業現況後，再以Porter的價值鏈為工具，分析個案公司之價值鏈活動，找出其成本優勢及差異化的來源，藉此推論其可在小型記憶卡產業的競爭策略運用。
由五力分析中得知，個案公司所要面臨的競爭者除了原記憶體模組產業的對手之外，在小型記憶卡最大的競爭者包含小型記憶卡的主要元件NAND Flash供應商Samsung & Toshiba及擁有小型記憶卡專利權的專門製造商 Sandisk，個案公司雖無此些國際型公司的貨源供應及技術專利等競爭利基點，但仍可藉由價值鏈的低成本及差異化來與之競爭。
根據價值鏈的分析，個案公司在記憶體模組產業累積的經驗包含速度、彈性及電腦系統化讓個案公司擁有低成本優勢，再加上與供應商密切合作關係，個案公司成為NAND Flash晶圓廠的主要供應對象，在經常缺貨的情況下，穩定的NAND Flash貨源成為個案公司快速拓展市佔率及獲利的重要因素。
台灣於小型記憶卡的核心—NAND Flash，目前無足夠的自製能力，但台灣專長於生產、低成本，而未來NAND Flash有可能步向DRAM產業後塵，成為標準型產品，則台灣有可能成為NAND Flash重要生產基地。

關鍵字

動態隨機記憶體 ； 記憶體模組 ； 價值鏈 ； 競爭優勢 ； 小型記憶卡 ； 快閃記憶體

並列摘要

Digital personal portable consumer electronics, the booming of IA concept and the needs to data storage anytime and anywhere inspire the rapidly growth of the huge market of Flash Card products. The market attracts quite a few manufacturers’ interest and attention, especially to most of the module manufacturers with high buying power and facilities of manufacture excellence. It is also a trend for module manufacturers to diverse the high-risk saturated module business into high-growth Flash market.
The case study is the top and worldwide well-known independent module manufacturer. However, due to some factors she was two to three years late entering into the Flash market than competitors. In this fast-changing and short life-cycle electronic industry, after deep and intensive interviews to comprehend the competitive advantages of this module manufacturer, Porter Value Chain theory as the tool to analyze the value chain activities, cost prevalence and the sources of dissimilarity, the deployment of competency strategy in Flash market is achieved.
From the analysis, the case study manufacturer is facing not only other competitive module manufacturers; but also NAND Flash semi-conductor manufacturers like Samsung and Toshiba who are Flash product manufacturers as well, even the Flash product IP patent owner Sandisk, Without the prevalence of these multi-national semi-conductor manufacturers that own the unlimited component supply resource and patent owner Sandisk, the case study manufacturer still plays an important role through the lowering cost and finding out the dissimilarity to compete with.
The analysis reveals that the Flash business development and growing of the case study manufacturer utilizes the same accumulated module successful experiences: the just-in-time demand and supply, flexibility and computerization operation process together with the close and tight relationship with suppliers; most of all the NAND Flash the semi-conductor manufacturers. It helps her as the main and liable customer. It is crucial in Flash business as the huge market demand induces shortage year round, the NAND Flash availability and stable supply becomes the key factor the fast market exploitation, market share and gain of high profit margins.
Taiwan is the core of Flash Card – NAND Flash. Presently Taiwan industry is lack of the technology and environment to manufacture the NAND Flash, yet Taiwan industry dominates in manufacturing and lowering the cost. In the future NAND Flash could follow the track of DRAM in the past that over supply makes it as a “commodity”. At that moment, Taiwan could be an important base of NAND Flash manufacturing.

並列關鍵字

Competitive Advantage ； Memory Flash Card ； Val

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