台灣無線通訊IC設計公司經營模式個案研究

Abstract

多年來台灣在電子產業累積了豐富的資源，從早期的代工，慢慢擴展到上、中、下游產業，而產品及應用也群聚在台灣，以台灣電子產業在世界上舉足輕重的地位，這些蓄積多年的能量孕育出提供IC設計公司發展的環境，IC設計產業靈活、彈性，強調技術的特性，又有台灣上、中、下游完整的供應錬環境，使得台灣的IC設計公司在創業上更具備優勢及國際競爭力。 因技術與規格的不斷更新、各種策略聯盟或產品互補者加入，或競爭者策略規劃，已使得品牌�通路商、系統代工廠、互補者、競爭者，還有IC設計公司間的價值網絡產生很大的變化及相互影響，IC設計公司的經營模式必須更有彈性，且與上下游必須建立更好的合作關係，方能因應這股趨勢。 對於不同規模的IC設計公司，如何以其本身所擁有的資源，在價值網內維持與其它參與者的關係，進而擴大整體價值網的價值，必須因應本身條件架構出適合的經營模式，本研究針對個案公司的經營模式作進一步的整理，也希望本研究可以提供給其他IC設計公司一些建議與思考方向。 本研究針對個案探討的結果，就經營模式的五項要素，分別歸納出下列幾項建議： 一、從價值主張來看，強調客戶服務能力的競爭力。 二、從營運範疇來看，強調目標市場的競爭力、與互補者綜效的競爭 力。 三、從掌握利潤來看，強調成本結構的競爭力。 四、從策略控制來看，強調人才素質競爭力、維持競爭優勢的能力。 五、從執行面來看，強調執行力的強弱關係著企業的成敗，貫徹執行 力才能維持企業的競爭力。

Taiwan has accumulated immense experiences and resources in electronic industry over the past decades and becomes a global leading player in this industry as it has developed a complete value chain emerging from OEM operators in early days, and expanding to both upstream and downstream business with abundant providers for electronic products and applications. This background is an ideal incubation for IC design houses in Taiwan. With rapid adaptability in technology and a complete supply chain in Taiwan, the IC design houses possess advantages and competitiveness in the global market place. Due to rapid and constant innovation in technologies and product standards, the participants in this value chain, including brand name companies/sales channel, manufacturers, system integrators, suppliers, customers and IC design houses exceedingly interact and influence each other by way of establishment of various strategic alliances, introduction of new product replacement or implementation of competing strategies. Hence, IC design houses need to adopt more flexible business model and build up enhanced relationship with suppliers and customers in order to survive in the fierce competition environment. In selecting an appropriate business model, an IC design house would need to carefully evaluate its own scale and resources and its relationship with other participants in the value chain. This thesis is a study on specific cases by collecting and analyzing relevant information of such cases in the hope to offer suggestions to other IC design houses. Based on the analysis, this study provides for the following suggestions to IC design houses based on the five elements of business model: 1.Value proposition: emphasizing their ability to provide customer service. 2.Business scope: emphasizing their competitiveness in the target market and their ability to create synergy with complementors. 3.Profit capture: emphasizing their competitiveness in cost structure. 4.Strategic control: emphasizing the ability to attract and retain the talented human resource. 5.Execution: emphasizing the ability to enhance the execution.