台灣封測產業經營模式與競爭策略探討—以p公司為例

台灣半導體產業之所以成功，最重要就是產業鏈分工完整，然而台灣半導體封裝產業已經邁入所謂成熟期，企業獲利逐年降低，雖然從全球封測市場觀點來看，台灣仍是以代工市場為主要走向，但大陸封測市場過去數年高速成長，台灣業者若無法盡快找出因應之道，市佔率恐將會受到影響而衰退。本研究的目的主要針對台灣封測產業發展趨勢與企業經營策略進行分析，透過對台灣封測產業資料整理以及業界間之比較分析，探討此一產業之經營策略。此外，針對個案公司經營方針與競爭策略進行深入的個案研究，並提出對台灣封測產業者之經營策略建議。本研究屬於定性(qualitative)的描述性研究(descriptive study)，主要在探討我國半導體封測業之競爭優勢及策略，藉由廣泛初級資料及次級資料的蒐集，以瞭解產業現況、特性及趨勢，由外部產業環境分析及企業內部條件分析，探討競爭優勢的來源，並以企業個案來做為競爭策略之分析，研究結果顯示: 成功的策略不在客戶多而在於精選客戶，也不是盲目的追求營業額的成長，而在求獲利的穩定。獲利也不是只有靠低成本，效率提昇才是主因。由於產業環境及競爭地位都不斷的改變，選擇適合當時環境的競爭策略成為最重要的任務。面臨微利時代，「低成本策略」可讓公司立於不敗之地，「焦點集中策略」可將公司”核心能力”集中到特定市場或客戶，將有限資源投入優勢競爭，提昇進入障礙，必可因構築的競爭優勢，為公司創造明顯的業績成長與可觀之利潤。

關鍵字

封裝測試產業；核心能力；競爭策略；競爭優勢

並列摘要

The success of semiconductor industry in Taiwan significantly lies in the complete demarcation of the industry chain﹒ However﹐Taiwan IC assembly & testing industry has become mature, and it becomes more difficult to make a profit﹒ From the view of the global assembly and testing market﹐ Taiwan is still the leader of OEM（Original Equipment Manufacturing）part﹐but China assembly & testing industries grow too fast in pass several years﹐there will be a serious impact on the market share of Taiwan companies and may result in recession of the market share if they can not find out a solution﹒ The purpose of this study is to understand the industry and business strategies of assembly and testing firms﹒ Based on the secondary data and three cases of same business to study the strategies were proposed﹒ Additionally﹐a case firm was selected (Case P) for advanced study to understand the strategies of business﹒ This is a qualitative descriptive study mainly on analysis of competitive advantage and strategy of Assembly & Testing Industry in Taiwan﹒ The theme studied is hard to assess by quantified data﹐However through the researcher’s macro review of the industry environment as well as micro review of specific individual case with primary and secondary data all-around collected﹐the present situation﹐character and trend of the industry are understood by analyzing external environment and internal corporate﹐searching source of competitive advantage in line with a case study of competitive strategy﹒ The conclusion on future competitive strategy of Assembly & Testing Industry in Taiwan based on the case study indicate that: The success of strategy is not focuses on more customer but good customer﹒ It is neither pursue high revenue but profit .The high margin is not the only way by low cost﹒ To improve operation efficiency is the short way to get profit﹒ The research result points out because of the continuous changes in industry environment and competitive status﹐making a strategy that suits for the current situation is the most important mission﹒ In the trend of micro profit﹐low-cost strategy can have a firm stay in a undefeated position﹒ Focus strategy can have a firm’s “core competence” focus on a specific market or customer and put the limited resource into advantage competition and raise up the firm’s ability on the threshold of breaking through barriers﹒ Then it builds up the competitive advantage for the firm and makes outstanding business achievement and a considerable profit﹒