台灣IC設計產業策略研究—以M公司智慧型手機成長策略為例

The strategy research for the Taiwan IC design house—An Example of M company Growth Strategy in Smartphone

曹筑昕

指導教授 ： 林博文 ； 洪世章

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2013年)

摘要

2008 年金融海嘯與2011年的歐債危機，使得整體經濟成長率下滑，高經濟成長率的地區普遍落在新興市場，但由於新興市場均所得偏低，因此低價的消費性電子產品在新興市場往往普遍受到歡迎。此外，新興市場具有人口眾多優勢，因此可以大幅帶動低價消費性電子產品的銷售量，智慧型手機市場便是如此。
本個案分析以低價手機晶片代表廠商M公司為例，在2001年開始手機開發，全年營收在2009與2010年區間達到最高峰，但因為2G手機太成功，將所有的研發資源放在2G市場的競爭，面對2010年同時也是3G智慧型手機開始迅速成長的一年，卻來不及轉型，以致於3G晶片延遲推出。
3G已經是現階段的主流，市場商機龐大，但也引來眾多廠商競爭，本研究主要探討這兩年來，M公司如何制訂市場目標，運用自己的技術與差異化策略，在上下夾擊的中低端智慧型手機市場做好準備，設定戰略佈局，扭轉頹勢。

關鍵字

IC設計 ； 策略佈局 ； 智慧型手機

並列摘要

The outbreak of the financial crisis in 2008 and the European debt crisis in 2011 have driven down worldwide economic growth. While emerging markets have seen high economic growth rates, per capita incomes in these markets have remained low. Therefore, low-priced consumer electronics have been particularly popular in emerging markets. In addition, the large population in emerging markets also provides a significant boost to the sales of low-priced consumer electronics, as is evidenced by the Smartphone market.
This case study will focus on the development of M company, a leading chip vendor for low-priced mobile phones. After kicking off mobile phone development in 2001, M company's full-year revenue peaked between 2009 and 2010. Due to the overwhelming success of 2G mobile phones, the company has concentrated all of their R&D resources in this market. As 3G Smartphones rapidly picked up in 2010, M company failed to transform its business in time and was compelled to delay the launch of 3G chips.
3G has become a mainstream technology nowadays. While the technology has heralded tremendous market opportunities, it has also heated up industry competition. This study will focus on how M company have set their market goals in the past two years, and how they have prepared themselves strategically through their technology strength and differentiation advantages in the value-line and mid-range Smartphone market amid intense competition.

並列關鍵字

IC design ； Strategic deployment ； Smartphone

參考文獻

[01] Everett M. Rogers, Diffusion of Innovations. 5th Edition, Free Press. 2003

[03] Christensen, Clayton M., The innovator's dilemma: when new technologies cause great firms to fail, Harvard Business School Press. 1997

[04] Journal of Computer Science, Object Oriented and Multi-Scale Image Analysis: Strengths, Weaknesses, Opportunities and Threats - A Review. 2008/02

[06] Gartner, Worldwide Mobile Phone Sales Declined 1.7 Percent in 2012. 2013/02/13

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