IC設計產業廠商之經營與發展策略分析—以瑞昱半導體股份有限公司為例

Abstract

台灣IC設計產業全球排名第二，以瑞昱半導體為代表的台灣IC設計廠商不斷利用其核心資源與能力打造競爭優勢，參與國際競爭。 技術的演進、產品生命週期縮短、IC設計大廠透過併購擴大市佔、各國對IC設計產業的扶植帶來新的競爭者，使得產業競爭越趨激烈。而在國際政治經濟局勢的動盪下，IC設計產業乃至半導體產業都面臨不確定性。透過分析IC設計產業所處的內外部環境，歸納產業關鍵因素並找出IC設計廠商之最適的經營發展策略對於廠商能否保持競爭力、實現長久經營至關重要。 本研究採用個案研究的分析方法，以瑞昱半導體為案例。在對IC設計產業相關技術、市場和產品進行整體介紹和用PEST分析、五力分析探討出產業關鍵因素之後，對瑞昱的經營與財務情況、主要競爭者、事業組合、公司與事業層級經營發展策略、商業模式等情況進行了詳細介紹。瑞昱之核心資源與能力和產業關鍵因素能夠匹配，在此基礎上的公司層級策略、事業層級策略、策略活動系統都最大程度發揮了企業的競爭優勢。

Taiwan’s IC design industry ranks second in the world, IC design firms from Taiwan are using their core resourses and capabilities to bulid competitive advantages then participating in international competitions. Realtek, a leading IC design company is one of those firms. The competition of IC design industry is becoming more and more intense because of the technology evolution, the shortening of product life cycle, mergers acquisitions and new competitors. Besides, Under the turbulence of the international political and economic situation, IC design industry and the whole semiconductor industry are facing uncertainty. Thus, analyzing the internal and external environment in which the IC design industry is located, summarizing the key factors of the industry and finding out the most suitable business development strategies are crucial for IC design firms to maintain competitiveness and achieve long-term development. This study uses case study analysis method and takes Realek as an example. After introducing the IC design related technologies, markets and products, and doing PEST analysis and 5 force analysis to find the key industry factors, this study introduces the business and financial situation of Realtek, its main competitors, busuness protfolios, strategies and business model. Realtek’s core resourses and capabilities match with industry key factors, corporate-level and business-level strategies based on the key factors have maximized its competitive advantages.