半導體通路商國際化策略佈局－以W公司為例

Abstract

半導體產業作為人類科技發展之核心，為人類提供了運算、顯示、轉換訊號等科技基礎，使人類能透過半導體設計出各式各樣之電子產品，因此半導體產業在電子產品逐步普及下以穩定的形式成長，產業中的供應鏈也基於各國競爭優勢發展而分工透徹。 然而近年產業發展一反常態，隨著中美間的貿易角力、新冠疫情的經濟衝擊以及地緣政治造成的不確定性，使半導體產業產生出了區域生產、供應鏈移轉、政治籌碼角力等新興議題，台灣將半導體發展作為經濟發展命脈，掌控了全球半導體上中下游的產業群聚，在各式新興議題下首當其衝，廠商們勢必得在全球浪潮上做出回應。 本論文以半導體通路商的視角看待供應鏈的變化，分析現有之時事與未來趨勢，將如何改變通路商個案公司(以下通稱W公司)的國際化發展策略，並透過拆解半導體賽局之方式，為個案公司提出回應、改變甚至是翻轉賽局之建議， 藉此提升其在於產業中的議價能力。 本論文首先以產業分析角度切入，透過五力分析理解通路商產業的競爭樣貌，此外也透過時事議題的探討，理解廠商、產業、國家層級的議題如何改變全球半導體產業動態。接著分析個案公司的發展軌跡，藉此理解其國際化發展的動機與誘因，並利用價值鏈分析個案公司的優勢基礎，鋪陳其在於策略發展所能運用之關鍵資源與核心能力。 在分析完產業與個案公司優勢後，本論文透過PARTS拆解半導體通路商賽局，將影響產業發展的要素拆解討論，並基於個案公司之優勢，為其尋找PARTS中能操作的切入點，幫助其翻轉賽局並提升議價力。最後則是結合所有翻轉賽局的建議，為其在全球主要的三大半導體市場，分別提供完整的國際化競合策略以及短中長期的具體行動建議，使其完成變成國際型通路商的最終目標。

As the core asset of technological development, semiconductors have laid the foundation for computing, displaying, and signal conversion for humanity. Consequently, the semiconductor industry has experienced consistent growth, and the supply chain has become specialized based on the competitive advantages of different nations. However, the industry has changed dramatically due to U.S.-China economic conflicts, the COVID-19 pandemic, and geopolitical uncertainties. Taiwan has an extensive semiconductor industry cluster, playing a significant role in the global electronics supply chain, so it’s vital for companies to adapt to these international challenges and respond immediately. This thesis applies a case study, using a semiconductor distributor’s perspective to consider how these dynamic challenges change its internalization strategies. Initially, it employs a five forces analysis to comprehend the competitive situation among distributors. Subsequently, it examines how industry players' and governments' actions impact the entire industry. Secondly, it utilizes the value chain to find out the value creation process of the case company and its competitive advantages. Lastly, it analyzes the business game of distributors using the PARTS framework and offers co-opetition strategy recommendations.