中國IC 設計產業之成長經營策略探討以紫光集團為例

Abstract

紫光集團為一中國IC 企業，獨特的國有背景自2013 年起，強勢的發起多起IC 企業併購案引起市場注目。紫光集團旗下企業分為芯、雲產業，依循著「從芯到雲」的發展策略，以IC 設計企業：展訊與銳迪科，所組成的紫光展銳為整個集團成長重點。在2013、2014 年紫光集團接連併購IC 設計大廠展訊以及銳迪科後，紫光集團將原本為在手機晶片設計產業為競爭對手的兩公司明定位，展訊定位手機晶片、銳迪科定位物聯網，將兩公司定位於不同產業避免了兩公司在手機晶片市場相互競爭，兩公司更因在不同產品的領域為強而在合併後產生綜效。 紫光集團以未來五年內成為手機晶片佔有率全球第一為目標，在政府政策以及國家半導體產業基金的支持下，展訊以低毛利的價格競爭策略搶佔手機晶片市場佔有率，對其競爭對手高通、聯發科造成極大的威脅。2014 年在英特爾入股展訊並簽訂合作協議，展訊將產品策略由原先的主打中低階產品轉往中高階產品發展。然而，儘管擁有龐大的資金以及國家政策支持作為後盾，紫光集團欲以併購方式快速擴展其IC 事業，但在發起多項併購案後皆以失敗收場。目前，在專利數量、研發人才以及技術階落後於其競爭對手的困境下，紫光集團是否能夠達到其世界第一目標為一極大的挑戰。 本研究將展訊、銳迪科發展分為三大階段，並利用其資源能力、競爭優勢討論其成長之機會與挑戰，以及該如何突破技術與人才的困境持續的成長，達到五年內手機晶片市佔率全球第一之目標。

Tsinghua Unigroup is a Chinese IC corporation, since 2013 it started to issued several mergers and acquisitions aggressively with its unique state-own background and provoke people’s attention. It divided its business into two part: IC industry and Cloud industry. It follows the 'from the core to the cloud' as its developing strategy. Fabless company Spreadtrum and RDA Microelectronics are the key companies of Tsinghua Unigroup. In 2013 and 2014, Tsinghua Unigroup merged Spreadtrum and RDA Microelectronics Group, and positioned them clearly. In order to avoid Spreadtrum and RDA compete with each other, Spreadtrum is positioned in mobile phone chip industry and RDA is positioned in IoT industry. The two companies competed in the mobile phone chip market originally, but after them merged, they created synergies. In the next five years, Tsinghua Unigroup aims to get the world's biggest market share of mobile phone chip industry, with the support of government’s policy and “Big Fund” financial aid, Spreadtrum is able to low-margin and price competition strategy to gain the market share. It caused its competitor, Qualcomm and MediaTek, a great threat. In 2014, Intel investment in the Spreadtrum and signed a cooperation agreement with Spreadtrum. As a result, Spreadtrum changed its product strategy from the low-end to high-end. However, despite the huge capital and national policy’s support, Tsinghua Ungroup wanted to expand rapidly by merge and acquisition, after several mergers and acquisitions have failed. Now, Spreadtrum is far away behind its competitor in several aspects, such as number of patents, technology and human resource. Due to these reason, Tsinghua Unigroup will face serious challenge on the road to the top. This study divides Spreadtrum and RDA into three stages, and uses its resource andcapacity and competitive advantage to analyze its growth opportunities and challenges. Give advice to Tsinghua Unigroup how to break through the dilemma achieve the world's first in mobile phone chip industry in five year.