晶圓代工廠與EDA廠商競合策略模式之研究

Research on Co-Opetition Model between Foundries and EDA Vendors

楊林森(Lin-Sen Yang)

指導教授 ： 郭瑞祥

國立臺灣大學/管理學院/商學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.00835

摘要

半導體產業為台灣經濟發展中最重要的產業之一。在整個半導體價值鏈中無論是IC設計業、IC設計服務業、矽智財供應商、晶圓代工業、封裝業、或測試業等台灣業者在全世界的版圖上都占有重要的份量。因此無論在學界或產業界，對這些產業的研究和分析報告頗為豐富。然而對於身為產業鏈中上游的軍火供應EDA廠商的研究報告卻不多見。而且在製程技術快速進步和產業激烈的競爭下，EDA廠商不但和其下游客戶─IC設計業者保持非常緊密的結合和互動，與其客戶的客戶晶圓代工業者也發展出一種特殊的關係。這樣的關係不但有常見的相互合作，還有著微妙的競爭關係。對照Brandenburger和Nalebuff在1996年所出提出的競合觀念，強調策略中的合作行為和競爭行為是同等重要，可以同時存在兩個參賽者之間，實有異曲同工之妙。

本研究想要探討的問題為：「在市場需求快速的變動下和製程技術不斷進步的雙重壓力下，晶圓代工廠與ＥＤＡ廠商之間的競合策略為何？」。首先採用競合理論中的價值網分析法，來分析歸納台積電和EDA廠商之間的競合關係現況。接著 利用制度經濟學的理論，分析雙方經營模式演變之過程，整理歸納出其所採取的競爭策略；並使用競合策略的改變賽局要素，也就是參賽者、附加價值、規則 、戰術、及範圍，來分析其在既定的策略下如何來改變賽局，獲取最大利益。最後，運用價值網為分析架構，歸納出雙方的競合關係的演變。

本研究結果發現，台積電和EDA廠商的競合關係現況，維持著同時合作又競爭的關係。在顧客、供應商、以及互補者三個構面上，有著全面性的合作；而在競爭者面，則只有在矽智財項目中的PHY介面硬智財，呈現輕微的競爭態勢。雙方競合關係的演變，是從採購開啟合作關係，進而透過台積電大力推動加值服務，增強彼此合作關係，最後，因著製程技術的複雜化，兩者合作關係，進一步加強；同時因著硬矽制財有了競爭關係。驅動兩造競合關係變化的因素，主要來自製程技術的快速進步以及台積電所採取的價值鏈垂直整合策略。

關鍵字

競合策略 ； 制度經濟學 ； 價值網 ； PARTS ； 互補者 ； tsmc ； EDA

並列摘要

The semiconductor industry is one of the most important industries in the economic development of Taiwan. The enterprises from Taiwan have gained a significant position in the entire semiconductor supply chain. Therefore, there are plentiful research and analysis reports available from academy and industry. However, it’s rarely to find such information for EDA, the up-stream suppler in the IC industry supply chain. Under the trend of rapid advances of manufacturing process and fierce inter-industry competition, the EDA vendors not only collaborate more closely with its major customers, but also develop an exceptional relationship which includes cooperation and competition with the Foundry, the down-stream player. It can be perfectly reflected to the theory of co-opetition introduced by Prof. Adam M. Brandenburger and Barry J. Nalebuff in 1996. For it refers to a complex structure of firms’ interdependence where cooperation and competition are simultaneously present and intertwined is a new way to conceptualize interfirm dynamic interdependence.

This study attempts to explore one main theme: Under the severe pressure driven from rapid advance of manufacturing process and fierce inter-industry contention, what is the co-opetition strategy between Foundries and EDA Vendors? The study starts to describe the current co-optetion relationship between tsmc and Synopsys by using the framework of Value-Net. Secondly, it not only presents an analysis of business model development and competitive strategy by using the theory of Institution Economic, but also concludes a co-optetion relationship development for the two parties by using the PARTS which includes Players, Added Values, Rules, Tactics, and Scope, 5 elements of changing a game.

The study finds that there is a cooperation and competition relationship between tsmc and EDA vendors at current stage. On the aspect of Customer, Supplier, and Complementor, the two parties have developed a comprehensive cooperation. Only a small extent of competition has existing from the marketing of PHY Interface of Hard SIP. The co-opetition begins with the EDA tools transaction between two parties; next to deepen the cooperation from the value-added initiatives actively pushed by tsmc. At current stage, the cooperation has been further intensified pushed by the complexity of manufacturing process advancement. At the same time, the competition has also arisen from the supply of Hard SIP for their clients. The key driving forces for the co-optetion evolvement between tsmc and EDA vendors are from the rapid advancement of manufacturing process and the vertical supply chain integration strategy adopted by tsmc.

並列關鍵字

Co-optetion ； Institution Economic ； Value-Net ； PARTS ； Complementor ； tsmc ； EDA

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