競合兼容的商業模式創新－ 晶測電子的價值創造

Abstract

隨著電子產品的日益普及，全球半導體產值也在近幾年有著顯著的增加。而台灣在全球半導體產業中，不論在專業技術、廠商家數以及產能規模上，都佔有一席之地。例如，積體電路（Integrated Circuit，以下簡稱IC）設計的聯發科、瑞昱半導體；晶圓代工的台積電、聯華電子；IC封裝的日月光、矽品；以及製程最末端的測試服務如京元電子……等，台灣的廠商都扮演了重要的角色。 不過，在全球半導體產業鏈當中，半導體測試設備平台供應商卻幾乎由外商所獨佔；即便在產業鏈完整的福爾摩沙島，現階段本土的測試平台供應商仍無法在市佔率上有重大突破。 另一方面，由於同樣提供測試服務的廠商眾多，彼此同質性高、廠商差異化不大，造成測試服務廠間競爭激烈；同時，在高姿態的主流測試平台供應商與主要客戶（IC設計公司）的雙重壓力下，測試服務廠漸漸趨向價格競爭，無法在測試單價上，反應出測試技術與規格因應積體電路日漸複雜而要求精準所需付出的相對代價。 本論文藉由實際的案例 — 致茂電子集團成立晶測電子半導體事業處，來觀察一個新成立的半導體測試服務公司，如何從價值鏈的角度來檢視目標客戶群的需求、如何利用垂直整合來提供及創造出價值網中各個參賽者都能感受到的新價值；並且進一步重塑產業結構、改變競爭態勢、重新檢視彼此間的競合關係，而在原本競爭激烈的環境中生存與成長。

With the growing popularity of electronic products, the output value of the global semiconductor has significant increases in recent years. In the global semiconductor industry, we could found that Taiwan plays an important role from its leading professional technology, the number of firms, and production scale as well. In Taiwan, there are integrated circuit (hereinafter referred to as IC) design houses like MediaTek and Realtek; foundries like TSMC and UMC; IC package assembly houses like ASE and SPIL; and also the end of semiconductor process, testing service, such as King Yuan Electronic .......... Even Taiwan, the Formosa Island, has complete semiconductor industrial chain in manufacturing, the local ATE (Automatic Testing Equipment) platform suppliers still cannot make a major breakthrough in terms of market share. The worldwide testing equipment market is dominated by top three foreign companies for a long time. On the other hand, the competition among testing houses are huge because there are large number of vendors who also provide similar testing services without differentiation from each other. Under the dual pressures from the mainstream ATE suppliers and major customers (IC design companies), the testing houses gradually tend to use price competition. In this result, the testing unit price cannot reflect the relative costs of testing techniques and specifications in response to the growing complexity of integrated circuits requiring precision. This thesis is based on the case study of Testar Electronics Semiconductor Division, which is established by Chroma Group, to observe a newly-established semiconductor testing service company on how to review the needs of target customers by the value chain; and to see how it creates new advantages among the participants in the value net through strategic vertical integration. And, how to further reshape the industrial structure, change the competitive situation, and re-examine the competing relationship in the original environment through co-opetition.