IC設計產業後進者的競合策略： 安格科技研究個案

Abstract

由於台積電於半導體產業專業代工的成功商業模式，造就了台灣過去二十多年來蓬勃發展的IC設計產業，但由於台灣市場規模較小，自有品牌且能主導規格的系統公司較少，使得IC設計產業在成長初期皆以跟隨國際大廠規格為主，透過公開技術的授權以後進者的角色進入市場，此競爭模式在過去數十年台灣IC設計產業中可說相當常見。因此，後進者的競爭策略對於台灣IC設計產業就相對的重要，如何以後進者的角色，取得市場上有利的戰略位置，逐步累積資源，並更進一步成為下一個新市場的先行者，為一個新創IC設計公司不可不討論的課題。 本研究針對一台灣新創IC設計公司為個案，探討公司成立動機、產業背景，並蒐集相關文獻與資料整理，運用Michael E. Porter (1980)五力分析模型討論個案自身既有資源、產業競爭優勢、產品定位與市場進入策略。並透過布蘭登柏格(Adam M. Brandenburger) 和奈勒波夫(Barry J. Nalebuff)於1996提出之競合策略，探討在MHL市場中強勢的先行者Silicon Image規格主導下的競爭與合作關係。再者，2014年USBIF協會公布了新一代介面USB Type-C，可橋接MHL與DisplayPort視訊訊號，本研究透過價值網分析模型，分析在市場環境從MHL變遷至USB Type-C介面下，先行者、互補者與個案間動態賽局的變化。最後，透過Marvin B. Lieberman及David B. Montgomery發表之先行者優勢理論探討在技術的不連續性下後進者的契機，以及提供在契機來臨時快速整合自身既有資源的行動方案。

Because the successful business model by TSMC in semiconductor industry, created the booming IC design industry in Taiwan in the past over twenty years, but because of the smaller scale of Taiwan market, there is less own-brand companies and system companies which can lead the system specifications, the IC design companies in its infancy often to follow the technology from leading companies in other advanced countries, and join the market as the role of latecomer through licensing the public technology, it’s quite common that this mode of competition in the past few decades in Taiwan's IC design industry. Thus, co-opetition strategy for a latecomer in Taiwan IC design industry is relatively important, how the future role of entrants, and achieved favorable strategic position on the market, the gradual accumulation of resources and further become the next new market pioneer for a new IC design companies cannot create issues not discussed. In this study, a startup IC design companies in Taiwan as a case study, the company set up to explore the motivation, industry background, and collect relevant documents and data compilation, using Michael E. Porter (1980) Five Forces model to discuss the case of their own existing resources, competition advantages in the industry, product positioning and market entry strategies. And through the co-opetition strategy in MHL market, proposed by Adam M. Brandenburger and Barry J. Nalebuff in 1996, to explore the competition and cooperation relationship under strong technology leading by a first-mover company (Silicon Image). Moreover, in 2014, USBIF association announced the new interface specification, called USB Type-C, which could be bridged to MHL or DisplayPort video interface, through Value net analysis model to analyze changes from MHL market to USB Type-C, and the dynamics between innings of a first-mover, complementors and the studying case. Finally, through the first-mover advantage theory by Marvin B. Lieberman and David B. Montgomery, explores the latecomer advantages by technological discontinuities that provide “gate-ways” for new entry, as well as the suggested action programs to rapidly integrate existing resources while the opportunity comes.