電源管理積體電路公司經營策略分析-以 M 公司為例

Abstract

2021年的疫情影響下，供應鏈失衡加上電子產品銷售劇烈成長，讓”電源管理積體電路”這個原本不太起眼，但每個電子產品中都不可或缺的電子零件獲得全世界的注意元件。 最近幾年隨著AI運算，電動車，綠能，核能安全與ESG概念興起，讓能源話題成為關注焦點；手持與IoT裝置追求更高效能還有更久的待機與使用時間，都是能源管理相關的議題。之後的機器人與太空旅行更是無處不需要能源轉換，所以電源管理這議題雖然出現已久，但仍不斷隨著時代進步，持續引領話題與變革。 搭配美中貿易戰、紅色供應鏈崛起的第三代半導體也是一個例子，各國無不想辦法布局在能源管理上的各項科技與產業。而其中的核心就是半導體中的電源管理積體電路系列產品與技術。 本論文研究了近年來在電源管理領域成長的佼佼者:芯源系統有限公司 (Monolithic Power Systems Inc.)公司。其快速的營收成長超越市場平均，並用其技術領先的產品獲得業界關注。本研究的主要問題是：個案公司在電源管理領域，採取了哪些經營策略與建立怎樣的核心能力，能在整合元件製造廠(IDM)大公司環伺的電源管理產業，面對競爭與挑戰，實現企業的持續發展和成長。 本研究透過產業分析，了解產業發展趨勢和競爭對手，並隨對個案公司的發展歷史背景、關鍵特色，資源與能力、以及競爭策略進行分析。個案公司採用了特殊的虛擬整合元件製造(Virtual IDM)核心能力與專注技術的方針，搭配差異化的策略讓公司產品具有高整合度的特殊競爭力。並在使用其差異化策略時，同步考慮將來當公司成長，需要大量生產與分散因素，讓公司在產生差異化領先後，還可以擴大規模。成功絕非單一因素，因科技業對於持續創新的需求，故本論文使用轉型的CSOP架構分析公司之成功因素。探討公司組織架構，如何保持具彈性的創業家精神讓品線持續開展成長。本論文最後總結出個案公司成功之軌跡、產業趨勢並提出未來競爭與發展策略之建議。

Under the influence of the COVID-19 pandemic in 2021, along with imbalanced supply chains and significant growth in electronic product sales, the previously inconspicuous "power management integrated circuits," which are indispensable components in every electronic device, have garnered global attention. In recent years, with the rise of AI computing, electric vehicles, green energy, nuclear energy safety and ESG concepts, energy has become a focal point of interest. Issues related to energy management include the pursuit of higher efficiency and longer standby and usage times for handheld and IoT devices. Furthermore, future advancements in robotics and space travel will heavily rely on energy conversion, making power management an enduring topic that continues to lead discussions and drive changes. The emergence of third-generation semiconductors, coupled with the U.S.-China trade war and the rise of the red supply chain, exemplifies how countries are striving to position themselves in various technologies and industries related to energy management. At the core of this lies the semiconductor technologies related to power management integrated circuits. This study aims to analyze industry trends and competitors through industry analysis. It investigates the historical background, key features, resources and capabilities, as well as competitive strategies of the case company. The case company adopts a unique core competency of Virtual Integrated Device Manufacturing (Virtual IDM) and a focused technological approach, combined with a differentiation strategy, to create a high level of product integration and distinctive competitiveness. Additionally, when implementing its differentiation strategy, the company considers future growth and the need for large-scale production and diversification, allowing the company to expand its scale while maintaining its differentiation advantage. Success is not attributed to a single factor, especially in the technology industry where continuous innovation is crucial. Therefore, this thesis employs the CSOP framework of transformation analysis to identify the factors contributing to the company's success. It explores how the company's organizational structure maintains an entrepreneurial spirit and enables continuous growth of its product line. Finally, this thesis concludes with the trajectory of the case company's success, industry trends, and provides recommendations for future competition and development strategies.