日異月更，IC 設計產業廠商之經營與發展策略分析 — 以聯詠科技股份有限公司為例

Abstract

台灣的半導體產業市值為全球第二大，位處全球中的關鍵地位，其中更有四間 IC 設計領導廠商排名於全球前十名中，顯示台灣的 IC 設計廠商具備與國際大廠競 爭的實力。然而由於近幾年外部經濟環境急遽變動，再加上科技技術也持續革新， 皆使得產業競爭狀況更加嚴峻。本研究將以聯詠科技作為個案分析法之標的企業， 首先探討產業與技術的發展概況和競爭狀況，再透過五力分析歸納出產業發展的 關鍵要素。另外也針對個案公司的資源能力進行盤點與分析，進一步與產業關鍵要 素進行匹配，探討企業的成長策略與做法，以及各事業組合與事業競爭之策略，從 外部產業環境至企業內部的經營情況進行深入分析，以解析 IC 設計廠商聯詠科技 面對未來挑戰與維持競爭優勢之經營策略。 透過以上研究方法，本研究歸納出 IC 設計產業中的平面顯示驅動晶片與 SoC 晶片市場變化與終端消費需求息息相關，顯示器技術也隨次世代技術的逐漸普及 而升級，吸引多方競爭者進入市場。本研究也認為產業內的關鍵競爭因素主要在於 供應商關係、顧客關係以及技術研發和人才，而聯詠在這三方面皆擁有充分的資源 與能力發展出競爭優勢。在事業競爭策略方面，聯詠則能透過發揮過去所累積的研 發經驗產生綜效，讓非驅動晶片的營收逐漸成長。在管理意涵上，企業可以視產業 情況投入研發資源於明星事業和問題事業，持續優化產品組合，提升企業的核心能 力與獲利能力，以拉大與競爭者的技術差距，並創造出長期的競爭優勢。

Taiwan's semiconductor industry is the second largest in the global. Among them, four leading IC design manufacturers are ranked in the top ten in the world. However, due to the rapid changes in the external economic environment in recent years, coupled with the continuous innovation of cutting-edge technologies, the competition has become more severe. This research will take Novatek as the target of the case analysis method, firstly discuss the development of the industry and technologies, and then summarize the key competing elements. In addition, the research will also discuss the growth strategies, as well as the business portfolio strategies. Through in-depth analysis, this research concludes that the market changes in flat-panel display driver chips and SoC chips in the IC design industry are closely related to the end consumer market. This study also believes that the key competitive factors in the industry are relationships with suppliers and customers relationships, and also the R&D capabilities. Novatek has excellent resources and capabilities to develop competitive advantages in the above aspects. In terms of business competition strategy, Novatek can generate synergies by leveraging the R&D experience, so that the revenue of non-driver IC can gradually grow. To sum up, in terms of management strategies, companies shall invest R&D resources in Stars and Question Marks depending on the industry situation, and continue to optimize product portfolios, in order to improve their core capabilities and profitability, and create long-term competitive advantages.