台灣半導體通路商在大陸地區的經營模式與行銷策略之探討－以W公司為例

侯龍文(Lung-Wen Hou)

指導教授 ： 李小梅

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2008年)

摘要

近年來，國際半導體產業趨於將製造部門向低成本製造地區轉移，這種演變為中國半導體產業的發展提供了良機，憑藉著廉價的生產成本和高速發展的電子消費市場需求，促使全球半導體產業重新配置，呈現出整體投資流向中國的趨勢，進而快速推動了中國半導體產業的蓬勃發展。
半導體通路商處於半導體產業鏈之中樞地位，隨著中國半導體產業競爭的加速，對半導體通路商也提出更多樣化及創新的要求，在面對中國經銷產業競爭日益加劇的今天，如何應對市場之需，突顯其重要價值呢？無論是國際通路商、港臺通路商還是中國通路商，都在尋找其競爭策略以爭得一席之地。
本論文之研究目的，主要在探討台灣半導體通路產業在中國趨於白熱化的競爭環境中，面對電子產業的快速變化與複雜不確定性及來自國際通路商之競爭威脅下，如何發展出自身獨到之競爭優勢。
本研究首先經由整體經營環境分析，探討中國大陸半導體產業之特性、現況及未來發展趨勢，並以策略群組分析及五力分析探討半導體通路產業的競爭情況，以做為產業競爭優勢及發展策略分析之基礎，進而瞭解個案公司的組織結構及經營模式，並就SWOT分析探討個案公司之優勢、劣勢、機會與威脅，且藉由企業之主要價值活動分析探討產業競爭優勢之形成，並歸納出其關鍵成功因素，最後總結與建議提供個案公司及業界參考。
經由個案研究歸納出個案W公司的關鍵成功因素為代理百條產線，產品種類齊全；完整的行銷據點，客戶導向之專業行銷服務；優化經營成本，體現經營效益；廣泛運用IT技術，強化電子供應鏈；高效物流系統，彈性交貨模式及客製化的加值服務。並希望透過本研究之建議，以期提供國內半導體通路業者未來西進發展之參考。

關鍵字

半導體通路產業 ； 策略群組 ； 競爭策略

並列摘要

In recent years, international semiconductor industry has gradually moved its manufacture section to the areas with low cost. This significant change has provided an excellent opportunity for the development of such industry in China, which is armed with economically manufacturing cost and rocketing demand of electronic market. This brings the re-configuration of global semiconductor industry and presents the overall investment flowing toward China, which accelerates the flourish growing of its semiconductor industry.
Semiconductor distributors play a pivot role in this industry. With the increasing competition in China, they are facing the challenge of diversities and innovation. How to tackle the market demand and show its value in such strong competition environment? No matter the distributors who are either from the global society, Hong Kong, Taiwan or China, they are all looking for competent strategies to make themselves stay in the leading position.
The study purpose of this thesis is mainly to probe how the Taiwan distributors develop its unique competition advantage in China’s severe environment, while confronting the speedy change and complex uncertainty of electronic industry and the strong competition coming from the global distributors
First, by analyzing the overall business environment, this study looks into the characteristics, the current status and the future development of China’s semiconductors industry. And analyze the status quo of semiconductor distributors industry by strategy module and Porter 5 forces analysis in order to act as the foundation of industry competition advantage and developing strategy. And then understanding the organization structure and business model, Summarize the key success factors by exploring the strengths, weaknesses, opportunities and threats of individual company via SWOT methodology and analyzing the industry main value activities as of the formation of the competition advantage. Finally provide the conclusion and recommendation as a referential material for individual company and industry.
Through the study of the individual case, we can conclude the key successful factors of W company are as listed below:
? acting as an agent of hundreds of product lines and complete product types.
? complete sales posts and professional service as customer oriented.
? better operation cost and efficiency.
? wide coverage of IT technique and strengthening electronic supply chain.
? high efficient logistic system and flexible delivery model
? enhanced customized service.
Hope the suggestions of this study can act as a guideline to the Taiwan semiconductor distributors industry whoever longs to deploy business in China.

並列關鍵字

Semiconductor Distributors Industry ； Strategic Groups ； Competitive Strategy

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