跨國半導體業之全球市場策略與組織管理

Abstract

本文試著從業務的角度切入全球化的議題，討論全球市場的策略布局與組織管理，內容包含了海外業務組織架構，如何建立海外業務團隊，海外業務策略，全球化市場之課題，跨區域學習與合作共五個面向。 在海外業務組織架構中我們著重探討的是公司整體性的架構及其與海外業務團隊的互動方式，並且會透過幾個實際的案例說明各種作法的優缺點。接著將進一步說明如何有效地建立一個海外業務團隊，同時藉由海外業務的策略帶出領導這個團隊的執行要領。當公司順利進入更多市場後不可避免地會面臨全球化市場的課題，包含了跨區域的價格問題，代理商操作與設計導入的模式，最終我們尋求透過跨區域的學習與合作來為上述問題提供解答。

This thesis will discuss the topic of globalization from a sales perspective, with focus on global market strategy and organization management for multi-national semiconductor business. It is composed of five aspects: overseas sales organization structure, how to build up overseas sales team, overseas sales strategy, issues with globalized market, and worldwide learning and cooperation. In the first chapter the focus is on the corporate sales structure and how to interact with overseas team. Few examples will be discussed in details with pros and cons. In the next step it will be further explained how to build up a overseas sales team and to lead such team to success with the right strategy. When companies successfully enter more markets, inevitably they will face the challenges from a globalized market, such as cross-regional price issues, distributor operations & design-in models. In the end, we seek for solutions of above issues from worldwide learning and cooperation.