DRAM產業記憶體模組商業模式研究－以G公司為例

Abstract

本論文主要在了解個案記憶體模組公司因應內在本質市場不穩定性與外大環境之衝擊下，陸續以創新的思維、競合關係上的管理運用以及搭配紮實技術所採行之經營策略。 本文利用波特的五力分析架構，研究我動態隨機存取記憶體產業生態，以較為宏觀的方式探討動態隨機存取記憶體產業之競爭關係，並分析產業的競爭態勢及強度。接著採取質性研究的方式，旨在探討個案記憶體模組公司之經營模式與策略，資料取得上，以筆者自身經營者經驗與角度及訪談業界先進，搭配個案公司相關財務資訊，以增加研究之信實度，並透過商業成功四大要素架構 – 顧客價值主張、利潤公式、關鍵資產以及關鍵流程，逐項分析歸納出個案記憶體模組廠商- G公司之關鍵成功因素，並進一步分析未來可採取的競合行為及策略。 最後將研究結果提供記憶體產業同業管理階層與未來相關研究人員，提出實務經驗上的具體三大建議：(一) 開發市場白地，設立明確未來經營模式創新策略、 (二) 鞏固既上下游關係，系統化競合運作關係、 (三) 投入行銷資源，發展品牌力，並落實於流程。

The purpose of this thesis is to investigate the industrial structure and the 4 key success factors of the DRAM Module business in Taiwan. The Michael Porter’s Five Forces Model was used to assess the competition status and the potential for profitability in this industry. Through the insights of the CEO (myself) from G Corporation, one of the leading companies in the Taiwan DRAM Module industry, and interview leader advanced, we can figure out the key success factors of the company and summarize the common factors for the industry as a strong reference case. In summary, there are three major findings and insights for DRAM Module business from G Company’s case study. (1) Keep exploring the White Space by correctly indentifying the customer value proposition being” It’s not about taking out the competitors, it’s about creating the win-win situation. (2) Maintain key resources such as stable relationships with upstream and downstream industry chain. (3) Develop and impletment key processes to the investment of WOM marketing and branding.