半導體設備經營策略研究—以D公司為例

Abstract

台灣自七○年代以來一直以半導體產業的發展為傲，然而在中國大陸半導體產業的崛起，技術與人才不斷地外流，勢必漸漸無法再保有產業的絕對優勢。半導體產業的投資中，固定資產的支出往往是整體資本支出的大宗，而機台設備的採購支出又是資本支出中金額最高者。在紅色供應鏈的影響下，半導體設備產業的競爭將會較過去更為激烈。 在傳統上，設備產業的競爭優勢往往著重於產品的品質與價格，將產品面顧好，即能滿足顧客的需求。隨著高科技的快速進步，半導體設備供應商與製造商由過去相互對立演變為相互依存的關係。因此半導體設備產業除了自身產品的品質外，更須兼顧對顧客各部門的服務品質及顧客滿意度。 本研究旨在探討半導體設備供應商D公司的服務品質與顧客滿意度關係之研究，透過對於相關文獻的探討以及參考個案公司對該公司顧客所採用的顧客滿意度問卷，進而分析並建議該公司可以採行的服務創新模式，更期望研究的結果提供相關產業做參考。 本研究建議個案公司應重視服務品質中「反應性」與「保證性」，進而對於欲改善部分採用過去文獻中服務創新的概念，以提升該公司顧客的服務滿意度並維持該公司的產業競爭力。

Since the 70s, Taiwan has been the leading player in the development of semicon- ductor industry. However, in recent years, the emergence of mainland China has resulted in a drain of technology and talent in Taiwan, which no longer retains the absolute superiority in the semiconductor industry. Fixed assets often contribute to the bulk of overall capital investment spending in the industry, such as procurement of machine equipment. And given the rise of 'red supply chain', the competition in the semiconductor equipment industry will even be more intense. Traditionally, the competitive advantage of equipment industry tends to be in product quality and price. Typically, customers’ needs can be met so long the product quality is good. But with the rapid progress of technology, the relationship between semiconductor equipment suppliers and manufacturers has since evolved from being competitors to interdependent in nature. Therefore, besides placing importance on the quality of their products, the semiconductor equipment company should also focus on the quality of service provided and the level of customer's satisfaction. The intent of this research report is to explore the nexus between the service quality and the satisfaction of the semiconductor equipment supplier companies. Through in-depth study of related material and making reference to company's satisfaction survey, data will be analyzed extensively. Thereafter, an innovative service model will be recommended for the companies’ consideration and the new results will in turn be used for industry reference. This study suggests the company concerned pays attention to 'reactive' and 'assurance' in the area of quality service, and adopt the concept of innovative service model. This will serve to enhance the company's customer service satisfaction and maintain the company's industrial competitiveness.