半導體元件通路商之經營成長策略分析-以大聯大投資控股公司為例

Abstract

隨著半導體元件的日新月異及市場需求的快速變化，為因應產業的轉變，迫使半導體通路商不能像過往只是單純地買賣元件，而必須要做更多的轉變，以符合上游半導體供應商與下游產品製造商的期待。在全球經濟起伏不定、市場需求急劇變化與競爭激烈的外部環境下，本研究之個案公司大聯大依然穩居市占率亞太區第一、全球第三的市場領導地位，故本研究將其選為研究對象，欲探討該公司是如何在上下游廠商間，同時面臨雙方嚴峻的挑戰下，免遭上、下游去中間化的情況發生，並持續獲利與成長。 本研究主要是以個案研究法對大聯大控股公司進行研究探討，透過產業分析與個案公司發展歷程：併購成長、組織整合、數位轉型之三階段經營發展，以及競爭優勢、事業組合策略、競爭策略等分析，探究其經營發展歷程與策略成果。本研究透過次級資料分析半導體元件產業發展現況與半導體元件通路市場的主要競爭者，再以五力分析剖析通路產業，並進一步歸結出產業關鍵成功因素與不利因素。於第四章探究個案公司之經營發展策略，分析大聯大之資源與能力，辨別其核心競爭能力與競爭優勢。再以BCG矩陣分析半導體元件分銷事業中主要代理產品類別之市場定位，辨別出明星產品、金牛產品、瘦狗產品與問題產品，並分析其採用的成本領導之競爭策略。最終本研究針對半導體元件產業發展趨勢與大聯大之競爭優勢，給予其未來經營發展之建議。

With the rapid changes in semiconductor components and in end-used product market demand, semiconductor distributors are forced to make more changes to meet upstream semiconductor components suppliers and downstream end-used electronic product manufacturer's expectations, in order to respond to the changes in the semiconductor industry. In the volatile external environment of rapid changes in market demand and fierce competition, the company of case study, the WPG, is still ranked in the first place of the Asia Pacific market and in the third place of the worldwide market. Therefore, WPG is selected as the research object to discuss how the company overcome the severe challenges that come from both upstream and downstream sides at the same time, avoid the situation of de-intermediate, and continue to make profit and grow. This research is mainly based on the case study method to analysis WPG company, through industry analysis, and case study including the three-stage business development path: M A process, organizational integration, digital transformation, as well as discussion of competitive advantages analysis, business portfolio strategies analysis, competitive strategies analysis, etc., to explore its business development history and strategic results. This research analyzes the development status of the semiconductor component industry and the main competitors in the semiconductor component channel market through secondary data, also analyzes the channel industry with a five-force analysis, and further concludes the key success factors and disadvantages of the channel industry. In Chapter 4, it includes the business development progress of WPG company, analysis company resources and capabilities, and identify its core competitiveness and competitive advantages. Through using the BCG matrix model to definite the market positioning of the main agent product categories in its semiconductor component distribution business, we can know which the star products, cow products, dog products and problem products are, and analyze the cost-led competitive strategies adopted by WPG company. In the end, this research gives some suggestions for case company base on the future development of the semiconductor component industry and the competitive advantages of itself.