奈米製程世代IC設計服務廠商的經營策略：以A公司為例

Abstract

隨著科技的進步與創新的應用，全球半導體市場蓬勃發展，自2008年金融海嘯之後以每年3.5%複合成長率成長。而隨著摩爾定律，半導體製程在2016年正式正式邁入鰭狀電晶體的量產，開啟了全新的世代與應用。更低漏電、高效能的電晶體啟動了高效能運算與人工智慧的興起。同時，先進製程卻也帶來了高昂的晶片開發費用，拉高了產業的進入門檻。2014年中國政府頒布「國家集成電路產業發展推進綱要」大力拉抬中國大陸半導體產業崛起。市場的蓬勃發展與競爭也使得2015年起全球半導體併購屢創新高。IC設計服務業位在半導體的最上游自然也受到來自技術、成本、市場與產品變化所帶來的衝擊。 本研究嘗試以個案的方式探討在奈米製程鰭狀電晶體世代，IC設計服務公司的經營策略。以資料收集法透過五力分析找出影響IC設計服務公司的作用力以及產業關鍵因子。再透過BCG矩陣分析找出個案公司的事業組合策略，最後以Michael Porter的競爭策略提出個案公司的經營策略選擇。 針對產業間的競爭，研究指出IC設計服務公司應從IC設計能力、供應鏈管理、矽智財產品策略與售後服務來強化競爭力。而針對個案事業組合分析的結果，個案公司對於矽智財與IC設計服務應採取建立策略、投入資源；ASIC生產則應以維持策略以最少的投入貢獻營收與挹注矽智財的開發。最後，在競爭策略方面，個案公司宜採取差異化的策略透過產品技術差異化、人員差異化與形象差異化的途徑傳遞獨特的價值給客戶，以強化矽智財的競爭力並擴大IC設計服務與生產的經營績效。

With the advancement of science and technology and the innovative application, the global semiconductor market has been growing at a compound annual growth rate of 3.5% since the financial tsunami in 2008. Following Moore's Law, the semiconductor process entered the mass production of FIN-FET technology in 2016, opening up new generations and applications. Lower leakage and high-efficiency transistors have led to the rise of high-performance computing and artificial intelligence. At the same time, advanced processes have brought high wafer development costs and have also pushed the industry's entry barrier. In 2014, the Chinese government promulgated the “Outline for Promoting the Development of the National IC Industry” and vigorously lifted the rise of the semiconductor industry in mainland China. The vigorous development and competition in the market have also led to a record high in global semiconductor consolidation since 2015. The IC design service industry is at the top of the semiconductor industry. It is also affected by changes in technology, cost, market, and product. This study attempts to use a case study to explore the operating strategies of IC design service companies in FIN-FET technology era. The data collection method was used to analyze the influence of IC design service companies and the key factors of industry through Five-Force analysis. Then through the BCG matrix analysis to find out case company's portfolio strategy, and finally using Michael Porter's competitive strategy to propose the case company's competition strategy’s choices. In view of the competition among industries, the research pointed out that IC design service companies should strengthen their competitiveness from IC design capabilities, supply chain management, SIP product strategy and after-sales services. As for the results of the case study, the case company should adopt a strategy of establishing and investing resources in SIP and IC design services; while ASIC production should keep maintenance strategy and generate revenue with minimum input. Finally, case companies should adopt differentiated strategies to deliver unique values to their customers through product technology differentiation, personnel differentiation, and image differentiation, in order to strengthen SIPs’ competitiveness and expand the performance of IC design services and ASIC production.