臺灣類比IC設計業結構分析與競爭策略之研究

Abstract

台灣身為半導體產業的重鎮以及電子產品製造大國，IC設計產業因此蓬勃發展，而台灣類比IC設計從第一家沛亨半導體在1992年進入後，發展至今已有超過20家的廠商。觀察國內幾家主要類比IC設計公司，在近10年間內營收改變趨勢有明顯的差異，領先的立錡則持續成長，2010年年營收已經突破100億元大關，而落後的幾間公司年營收額仍未突破10億元。本研究主要目的在以有系統的方法，探討台灣類比IC設計的產業結構與變化，以及類比IC設計公司的競爭動態與消長的可能原因為何，以提出未來類比IC設計公司的發展策略。 本研究藉由相關文獻與資料收集，以五力分析比較台灣類比IC之產業結構變遷，以策略群組、價值網與策略活動系統分析4家主要的台灣類比IC廠商。研究顯示類比IC產業過去的關鍵成功因素包含1)產品研發的能力、2）完善的知識管理與產品管理、3）良好的產品服務、技術整合與快速回應的能力、4）具經營能力的管理人才。而未來的關鍵成功因素有：1）完善的知識管理與產品管理、2）有價值且完整的專利布局、3）熟悉市場趨勢與應用的人才、4）上下游產業的策略結盟、5）具經營能力的管理人才。而歸結類比IC發展不順的原因，包含客戶上缺少主力客戶提供穩定的訂單、切入的產業為非高成長性的產業；產品部分缺乏核心主力產品，產品開發速度慢或是成本遠高於競爭對手；而生產端缺少主要供應商可以提供穩定的交期及成本優勢的產品。 針對類比IC設計公司未來的發展策略，本研究建議領導的廠商：1）進入高毛利的市場、2）產品朝向高整合度開發、以及3）整合數位的功能。而落後的廠商則：1）尋找策略聯盟夥伴、2）整併或是外包以取得技術專利、以及3）進入新興且未有標準規格的市場。

Ever since the first analog IC design house, AIC, established, the analog IC industry sector has more than 20 years of history and contains more than 20 companies in Taiwan. However, the industry landscape has changed significantly since the early days. The largest analog IC design house has achieved the 10 billion mark of sales, while the smallest one still less than one billion in sales. The purpose of this research is to explore why the landscape has changed and what factors determining the performance difference among major players. Our study encompasses both industry structure analysis and comparative analysis among four major players. Results indicate that key successful factors in the past includesthe ability to developing product,the ability to manage products and knowledge,good service, fast response and capability for system integration, and well trained management. Nevertheless, the following factors become critical in the future, including intact and valuable patent planning, possession of talents who are familiar with market and applications, and strategy alliance. Our study also found that several factors leading toward company decline, including lacking of key customers and competitive products, staying in low growth sector, less efficient in product development, weak supplier supports, among others. Finally, our research suggests several directions for future pursuit, including getting into high profit margin segment, developing integrated products, and integrating digital functions inside IC. For lagging companies, they shall work hard in strategy alliance, technology acquisition and find niche market segments.