臺灣NAND Flash記憶體產業成長經營策略探討-以S科技公司為例

Abstract

因應智慧裝置、大數據(Big data)、物聯網(IoT)與雲端運用(Cloud)等資訊資料爆發性成長的世代來臨，Nand Flash不管是獨立(Stand-alone)或嵌入式(Embedded)，都將是系統架構中的關鍵元件。而伴隨Nand Flash 在生產規模逐漸擴大，繼而帶動相關Nand Flash 控制晶片產品的蓬勃發展。 本研究目地在探討S科技公司成長經營策略和重要成功因素，S公司成立在1995年，卻在2002當年度賠掉半個資本額(萌芽期)，繼而到2005年獲利 EPS 8元，成功在美國那斯達克上市，但又在2008年金融海嘯時賠錢裁員(危機重整期)，當時美股股價USD 1.9元，2011年到2013年的耕耘期，再到2017年進入爆炸成長期，獲利EPS 25元爆炸成長期，美股股價USD 50元。市場生態丕變，如何運用競爭策略度過重重難關，各階段性探討與分析，繼而保有競爭優勢而能在Nand Flash 進入成長爆炸期時發揮淋漓盡致，進入高獲利期。 本研究方法是透過相關產業資訊次級資料文獻蒐集和專家訪談歸納整理，再運用個案研究來驗證，其中研究個案中運用產品生命週期理論(PLC) 和五力分析來進行產業吸引力的分析，再聚焦S科技公司分析與競爭策略，利用BCG矩陣和Ansoff矩陣分析其產品組合管理策略和產品市場策略，再論述其如何在併購策略、產品定位、產品競爭力、市場區隔有差異化的藍海競爭策略。再針對S科技公司產業競爭未來發展可能的瓶頸提出建議和後續策略作為。

According to the explosive growth of smart devices、big data、Internet of Things (IoT), and cloud computing information. No matter standalone or embedded system, the NAND Flash will be a key element in the system architecture. With the gradual expansion of NAND Flash's production marketing scale, NAND Flash controller chip is relative to NAND Flash industry supply chain, so NAND Flash controller chip company will continue to flourish. The purpose of this research is to explore the growth strategy and key success factors of S company, which was established in 1995 but has great loss in 2002.However, S company start turning from a loss to a profit in 2005. In 2005, S company earn EPS $8 and IPO successfully in the United States NASDAQ. It was first Taiwan IC design house IPO in NASDAQ. In 20008, global economy encounter financial tsunami risk, S company cost down and layoff employee to faced, the US stock price is only $1.9. From 2008 to 2017, S company earn profit EPS $25 in 2017, and US stock price is around $50. The market ecological always changed, how to use competitive strategies to tide through the difficulties, the various stages of discussion and analysis, and then maintain competitive advantage and can enter the high profit period when NAND Flash industry into the growth explosion period. This research method is summarized through the collection of relevant industrial information secondary data, expert interview method, and then verified by case studies. In the case study, product life cycle theory (PLC) and five force analysis were used to analyze the industrial attractiveness. After that, focusing on S company's competition strategy analysis, using BCG matrix method and Ansoff matrix method to analyze its product portfolio management strategy and product market strategy. It will find out S company how to build up differentiation in the merger strategy product positioning, product competitiveness, and product market segmentation. Both of cost competitiveness and differentiation competitiveness condition, it was named “Bule Ocean Competitive Strategy”. It also proposes suggestions and follow-up strategies for possible bottlenecks in the future development of S company's industrial competition.