中小型 IC 設計公司競爭與發展策略之研究 —以 A 公司為例

Abstract

台灣 IC 設計業界已有顯著往大者愈大的趨勢發展；對於中小型的IC 設計公司來說，不如大型廠商擁有較多資源與較完整的產品線，因此在公司朝向大型設計公司持續發展上，處境尷尬。目前的競爭環境極為險峻，如何找尋有利的市場定位，成了中小型業者所面臨的重要課題。 本研究旨在於探討台灣中小型 IC 設計公司的產業競爭優勢，並經由個案研究探討其競爭策略以及後續發展策略，競爭優勢及競爭策略的分析必須從整體產業環境及個案公司本身環境等層面來探索。本個案公司為台灣一家已上櫃之中小型 IC 設計公司，經由分析其外在產業環境及實際競爭執行與營運成效之落差，然後與競爭對手之間做營運績效比較，並針對其主要產品線現況分析，希望可以找出其較適合的競爭與發展策略。 本研究透過蒐集相關資料來分析台灣類似中小型 IC 設計公司的優勢條件及企業的核心競爭力，希望可以清楚明瞭中小型 IC 設計業者所面臨的產業競爭態勢與相關產業競爭與發展策略，進而掌握重要的關鍵性成功因素，維持產業發展的競爭優勢，以因應競爭激烈的產業環境。

The trend of the developing on the IC design houses in Taiwan these recently is, those companies with the larger business scales in the filed are getting bigger and bigger. Thus, for those IC design houses who are still in middle or small sizes, it’s difficult to grow continuously because larger companies own more resources and more completed product lines. How to define the accurate market position is a key lesson for the middle/ small sizes Ic design houses. This research is to study the competition advantages of the middle/small sizes IC design houses in Taiwan, and through the study on the case company to discuss its competition strategy and future developing strategy. Those analysis must be completed based on the whole industry environment and the filed where the case company locates. The case company is a public middle-to-small size Ic design company in Taiwan, through analyzing its current situation in the environment of the industry, the differnecs between the expectation and the financial results after competitions, compare the operation results with its major competitors, then analysis its major productlines and hope to find out a more appropriate competition and developing strategy for the case company. This research is to analyze the advantages and core competitiveness on the case company thrugh collecting related data, hope to find out the current competition status and possible developing strategy of those similar middle-to-small sizes IC design houses in Taiwan, to help them to define their key successful factors clearly, and to reinforce the competitiveness advantges in the industry in the strong competition environment.