製造服務化：利用協同電子商務系統促進新產品開發 ─ 以晶圓代工產業為例

半導體產業的垂直分工發展趨勢助長了愈來愈多的協同式電子商務系統應用在交換商業資訊以及促進合作廠商間的有效溝通。一個積體電路產品的實現需要充分整合複雜的電路設計及半導體製造知識，而就半導體產業現況而言，這些知識大多分散在個別的專業設計及製造公司中。因此，能夠有效促進這些跨組織協同活動的服務便成為一個重要的差異化策略武器，特別是對那些晶圓代工廠商而言更是如此。當現有文獻多數集中於探討使用電子商務系統在交易層面上所產生的成效，本研究則將焦點放在增進了解使用電子商務系統對協同式新產品開發的幫助，並採取兩階段研究設計來探討此問題。在探索研究階段，本研究進行與高階專業經理人的焦點團體討論，以藉此研究方法確認對協同式新產品開發成功有所幫助的服務。此外，為了解晶圓代工廠商客戶對這些服務所感知到的價值及這些感知價值的驅動力，本研究也進行大規模的問卷調查收集資料及分析。在驗證研究階段，我們與該產業的領導廠商合作進行個案研究，由實際的交易資料庫及電子商務系統使用紀錄中進行資料分析，並對本研究所導出的假設模型進行檢定。研究結果顯示，不同的服務藉由不同的價值驅動力使晶圓代工廠商客戶感知該服務對協同式新產品開發成功的價值。各類提供相關服務的電子商務系統的使用均正向相關於新產品開發效能，而以支援設計相關活動系統的使用效果最大。積體電路設計公司在電子商務系統使用效果上優於整合元件廠商，而亞洲公司則在電子商務系統使用效果上優於歐美公司。本研究建議晶圓代工廠商應針對不同客戶型態及文化差異提供不同的電子商務服務以促進行跨組織協同新產品開發效能。在電子商務系統的設計上，配合企業策略並強化各服務主要價值驅動力能提昇客戶的感知價值與使用成效。

關鍵字

電子商務；新產品開發；技術對話；服務系統

並列摘要

The trend of vertical disintegration in semiconductor industry promotes more and more collaborative e-commerce systems (ECS) for interchanging business information and facilitating efficient communication between the specialized firms. Given the industrial reality that the integrated circuit (IC) implementation requires integration of both sophisticated design and manufacturing knowledge, which are usually possessed by individual firms, for completing new product development (NPD). Hence, services to facilitate the inter-organizational collaborative activities become an important competitive weapon to differentiate a company from others. Since such services and related ECS to support and deliver them are still not very clearly understood, this study proposes a two-stage research design to address the research questions. At the exploratory study stage, we will invite several senior managers to conduct a focus group study for identifying the services that are critical to successful collaborative NPD practice. Besides, we also conduct a survey study to realize the value of service perceived by foundry customers and the value drivers behind the respective service. At the confirmatory study stage, we conduct a case study on a leading foundry and collect data from the real system usage and transactional records to test the hypotheses we posit. The research results show that respective service can provide perceived value to collaborative NPD through different value drivers. All kind of ECS usage is positively correlated to collaborative NPD performance while the design collaboration system usage has the largest impact. The ECS usage effect to the fabless is larger than to the IDM and the effect to the eastern company is larger than to the western company. This study suggests a foundry should provide customer with different e-commerce services by its type and location. The ECS should be developed to fit the corporate strategy and to reinforce the specific value drivers of delivered services for increasing the customer’s perceived value.

並列關鍵字

E-commerce ； New Product Development ； Service System ； Technical Dialog

參考文獻

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國際替代計量

製造服務化：利用協同電子商務系統促進新產品開發 ─ 以晶圓代工產業為例

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