台灣 USB IC設計公司競爭策略之研究-以G公司為例

A Study On Competitive Strategy Of USB IC Design Company In Taiwan-The Case of G Company

王羽琛(Yu-Chen Wang)

指導教授 ： 楊維楨

淡江大學/管理學院/管理科學學系企業經營碩士在職專班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00191

摘要

台灣的半導體環境造就了不同類型的IC 設計公司，在各自擁有其市場競爭優勢下，發展出各自不同的市場定位與價值。尤其在IC設計市場競爭愈來愈激烈的情況下，如何研發出新的產品、挖掘出新的創意，以及找到新的利基市場成了IC設計業者所面臨的重要課題。本研究進行探索性研究並採用資料蒐集法，使用鑽石理論分析台灣IC設計產業在整體環境中，形成競爭優勢的關鍵因素。個案分析則是透過五力分析找出影響公司競爭優勢的五大作用力。並使用價值供應鍊模型分析個案公司的內在環境，找出其獨特能力，進而創造較高的市場價值及獲利的競爭優勢。最後由競爭執行與營運成效之落差分析及與競爭對手之營運績效分析之結果找出個案公司最佳競爭策略。

本研究針對產業間競爭可採取以下策略：1. 台灣面對全球IC 設計業「大者恆大」成趨勢，台灣IC 設計業者可採取彼此間的被併購或收購以促成更大綜合效果；2. 可投資具潛在獨特技術之IC 設計或矽智財的廠商，可充分取得各種優質技術的來源再從系統上加以整合。而針對個案分析的結果，提出以下四點作為台灣USB IC設計公司競爭策略之參考：1. 研發技術合作；2. 新利基市場開拓；3. 組織重組並強化各部門功能；4. 延攬專業研發設計人才。

關鍵字

IC設計 ； 競爭策略 ； 競爭優勢

並列摘要

The prosperity of semiconductor industry facilitates the variety of IC design houses in Taiwan. Every IC design house has its own advantages in the market competition & builds its own value & position in the market accordingly. As the competition within the IC design industry becomes more & more intense, how to develop new products, dig out novelty, & explore new niches in the market becomes an important issue for every IC design house. This work is an Exploratory Study with the Data Collection Method to analyze the key points of why the IC design industry in Taiwan could form advantages in the competition according to the Diamond Model. The case study adopts the Five Forces Model to find out the five forces which affect the competitive advantage of a company. Moreover, the Value Supply Chain Model is adopted to analyze the interior environment of the studied company to discover its unique ability which can be used to get higher value & profit in the market & to create greater advantages in competition. Finally, the best competitive strategy of the studied company is derived from the analysis of the gap between execution & operation performance of the studied company & its competitors’ operation performance.

The research results show that the following two strategies can be adopted to improve the competitiveness in the IC design industry. 1.In order to accommodate to the trend of the bigger the stronger in the IC design industry, the IC design houses in Taiwan could get greater momentum through mergers or acquisitions. 2.Investment in IC design houses or silicon IP corporations with promising & unique techniques could earn superior techniques which can be integrated into systems. Based on the results of case study, four suggestions are proposed for IC design house of USB IC in Taiwan:1.collaborating in research & development,2.exploiting new niche market,3.reorganizing organizations & strengthening functionalities of every department,4.recruiting professional researchers & designers.

並列關鍵字

IC Design ； Competitive Strategy ； Competitive Advantage

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