DRAM產業廠商轉型之策略－南亞科技個案研究

Abstract

在企業成長面臨停滯、產業進入生命週期的衰退期時，企業需要去思考如何創造新的市場。因此企業轉型一直是企業發展的一個重要課題。台灣DRAM廠商面對嚴峻的產業環境，嘗試運用組織的轉型，來提升企業組織的績效與競爭優勢，拓展相關產業或開發新市場空間，以確保其永續發展。 面對產業環境變革，本研究以南亞公司為例進行個案分析，分析台灣DRAM產業之廠商如何經由產品轉型轉虧為盈的經驗。 研究結果說明如下： 1. 品質策略方面：專注提高良率; 2. 市場轉型方面：進入利基型市場產品，如智慧型機上盒、行動、車載，甚至多晶片封裝; 3. 轉移營運重心方面：整合進入美光以及中國供應鏈; 4. 鞏固核心技術方面：強化30奈米製程之應用。 本研究同時針對個案公司未來經營策略提出改善與建議。

When a company goes into stuck and not moving forward in a mature industry, the company should think about creating new markets. Thus, the corporate transition has been an important topic to sustainable development. The DRAM industry in Taiwan is facing a grim environment, seek to enhance organizational performance and its competitive advantage, and also expand related industries and develop new market space in order to ensure its sustainable development. Under the changing industry environment, this study take Nanya company, one of the famous DRAM manufacturer, as an example to carry out a case analysis, we try to explain the survived experiences of DRAM industry in Taiwan, how Nanya turned a profit by product transformation. The results shows there are four major changes in Nanya transformation: 1. Focus on high quality manufacturing and high yield; 2. New product market development, especially in set top box, Mobile DRAM and car subsystem, even Multi Chip Package, etc.; 3. Embedded in Micron and China supply chain; 4. Strengthen the 30nm applications. This research also summarizes the succeed transformation strategy via above four major changes and provides suggestions to improve the operations strategy for the company.