中小型IC設計公司轉型策略之研究

Abstract

有鑑於一般中小型IC設計公司，在規模、財力、技術的累積及市場佔有率多不如大型或超大型IC設計公司的前提下，在面臨市場競爭激烈，技術發展快速，發展遭遇到瓶頸時，不得不採取行動來因應; 本論文即研究如何分析判斷，和探討一系列可行且有效的轉型策略。 本論文將藉由Michael Porter的五力分析、Andrew Grove的六力分析、及Allan Afuah 的利潤決定因素等三個分析模型，探討目前IC設計產業的架構及所面臨的競爭態勢。本論文也以一家實際的中小型IC設計公司為例，更明確深入的剖析一個中小規模的IC設計公司當前所處的外在環境與內在組織因素、公司定位及產品的定位等級、所遭遇到的困難以及可能的根本原因等層面。 最後，我們整理中小型IC設計公司過去發展過程中所曾遭遇的困難、所做的改變和經驗，及相關的統計數據，歸納出未來這些公司可能的一系列轉型策略措施，以期對面臨到瓶頸的中小型IC設計公司，提供有價值、實用且有效的建議方案。

IC design houses are different from each other in many aspects such as the scale, financial strength, technologies and market share. For the small and medium-scale IC design houses, they have been facing more fierce challenges than the large and super large-scale companies in terms of market competition and rapid technological advances. Hence, it is important that these organizations conduct strategic planning and management to identify and describe the strategies that managers can pursue to achieve superior performance and competitive advantages for their organizations. In this thesis, we adopt three analytical models : Michael Porter Five Forces Model, Andrew Grove Six Forces Model and Allan Afuah Determinants of Profitability, to analyze the current IC design industry and its competitive environment to identify opportunities and threats. Furthermore, a Taiwan medium scale IC design house is used as an example to provide in-depth examination of the challenges and difficulties it faces, including external competitive environment, internal operating environment, organization's positioning in the industry and market segment. Finally, based on our analysis, a set of strategies are proposed for struggling small and medium-scale IC design houses to attain competitive advantages and achieve organization's goals such as strategic shift and organizational transformation.