被動元件產業演進與成長策略探討－以國巨公司為例

Abstract

被動元件主要是以電阻、電容、電感為主的基礎電子零件，隨著台灣電子產業自1980年代蓬勃發展以來，培養了相關的被動元件廠商。國巨公司自1997年成立，以電阻產品為主，隨著台灣電子產業的發展和台灣企業在個人電腦產業中的崛起，更是扶植了國巨公司和相關公司的快速成長。國巨公司持續以併購的策略作為企業的成長手段，2000年併購了國際大廠飛利浦的被動元件部門和其他的公司之後，大幅開拓國際通路，並擁有國際級的大客戶，也將產品線擴及電容和電感產品線，整個國巨集團已經涵蓋了大部分被動元件產品線。 隨著終端應用產業的演進，個人電腦產業和數位家電產業於2010年後進入成熟期，取而代之的是智慧型手機而帶動第二成長曲線的行動通訊行業、節能產業和汽車電子產業。這也深深影響被動元件產業的產品開發與需求，特別是智慧型手機引領小型化和高速穩定運算需求，改變過去由被動元件廠商規格主導的情勢，轉由終端應用產業的設計主導新產品開發。其中對於被動元件的大宗產品貼片式電阻和陶瓷電容的影響最大，世界級的領導廠商仍以美商Vishay和日商Murata 為龍頭公司，而韓國公司三星集團子公司SEMCO在短短五年之內，就於2010年成為世界第二的陶瓷電容供應商，在低價策略橫掃之下，日系公司TDK和Taiyo Yuden虧損累累。 併購手段已經不再是唯一靈藥的狀況之下，國巨公司下個十年的成長策略該如何來規劃呢？根據本研究和探討之後， 規劃為以下的成長策略和關鍵成功要素： • 提高產品產組合的ASP以保持最佳的產品力 • 緊密連結成長期的終端應用市場來取得先進優勢 • 全球因地制宜的通路差別定價策略以達到持續獲利的成長

Passive components including resistor, capacitor and inductor are used as basic components for electronic circuit design. Benefited from the growth of electronics industry, Taiwan’s passive component companies have experienced phenomenon growth too. Yageo Corporation established in 1977 and focus on providing resistor products. In 2000 Yageo merged Philip’s Passive Component Division to extend its international channel and customer coverage. Yageo continued M&A strategy to expand product line coverage into ceramic capacitor and inductor between 2000 and 2008. Both Personal Computer Industry and Digital Appliance Industry are going to maturity period of industry life cycle. The major growth drivers will come from the Smart Phone Industry, which is the 2nd growth curve of Mobile Industry, Energy Industry and Automotive Electronics Industry. Smart Phone Industry drives the major innovation and new product development to meet requirements of compact design and high speed computing in the market. Such kind of situation already changed the product development ecosystem of Passive Component Industry. Vishay in the Chip Resistor and Murata in Ceramic Capacitor (MLCC) are the global leader in terms of revenue and technologies. Samsung’s Subsidiary SEMCO became the worldwide #2 ceramic capacitor manufacturer within 5 years. Japanese Companies such as TDK and Taiyo Yuden turned into the negative operation margin due to the SEMCO’s aggressive price strategy. Through this study we come out the Yageo’s 10-year growth strategies to keep Yageo as worldwide top leading passive component company. • Increase ASP for overall product portfolio as a global product and technology leading company • Fast response to market requirements of end-user markets to gain the first-mover advantage • Regional channel price discrimination strategy to achieve profitable growth