手機晶片廠商的事業發展策略 - 以 M 公司為例

Abstract

手機晶片產業是一個持續成長的產業，行動通訊的技術演進帶來很多產業的變革，更提供很多的便利給消費者。然而，晶片產業是一個技術密集、高進入障礙的產業， 產業內的競爭激烈，需要持續投入大量的研發資源。在這樣的產業環境裡，企業想要維持它的成長，應該採取何種成長策略？ 本研究採用個案研究的方式，分析一家手機晶片廠商的事業發展策略。透過五力分析模型找到產業的關鍵因素，再藉由價值鏈分析企業本身的資源與能力為何。比較產業的四項關鍵因素(產品功能差異化、公板設計、一次購足及高性價比)與廠商的做法，探討其如何採取產品功能差異化、高性價比及公板設計的策略來做為企業的事業發展策略。 本研究結果發現手機晶片產業是個技術密集且高進入障礙的產業，近年來新進入的廠商不多，反倒是陸續有廠商選擇退出這個廠業。產業內的廠商數目不多，前面的兩家廠商就占了近80%的市占率，其他廠商也都有強大的集團資源來支撐，產業內的競爭是非常激烈的。在策略群組分析中，每家廠商都有其對應的群組，廠商如果要移動到其他的群組，各有其先天的限制和障礙。 本研究顯示手機未來的成長以中低階產品為主，除了成本控制之外，手機晶片廠商必須持續投資在研究開發上，在產品功能差異化上作最大的努力，並提供高性價比的方案，同時也要能提供完整的公板設計和晶片組方案，如此才能在競爭激烈的晶片市場持續成長。

Mobile chip industry is the market that never stops growing. The evolution of mobile communications technology defines and redefines the sector’s constant shifts and consumers greatly benefit from it. However, the severe competition and the necessity of large R&D investment makes IC design a technology-intensive industry with high threshold. How to formulate a technology firm’s growth strategy to achieve and sustain its profitable growth in this industry? This study aims to analyze the business development strategies of a mobile chip company by taking the approach of case study. It’s to identify the key factors of the industry through Porter Five Forces Analysis and the company’s resources and capabilities by value chain analysis. The company’s business development strategy can be drawn by comparing four industry key factors (product differentiation, turnkey design, one-stop shopping, and cost-effective solution) and the general practices of the industry. Based on this study, mobile chip industry is manifested in a tech-intensive and high entry-barrier sector. In recent years, the number of new comers is decreasing while numerous vendors have decided to withdraw from this market. Top 2 vendors take nearly 80% of market share, and the rest are supported by resourceful groups. The competition is intensive. Strategic Group analysis indicates that each vendor belongs to a specific group. There are insurmountable limitations and obstacles for one to shift from one group to another. This study indicates that the future growth of mobile phones market mainly relies on the middle-end and low-end products. In addition to the efforts of cost control, mobile chip vendors must continue to invest in R&D and strive for product/feature differentiation. They also need to provide cost effective solutions as well as turnkey designs and complete IC chipset solution so to survive the fierce competition and enjoy profitable and continuous growth.