晶圓測試產業廠商之經營與發展策略分析–以A公司

Abstract

2019年是A公司邁向二十週年的時候，從草創初期少數幾家國內的客戶，一路發展到今天的跨國企業，延伸據點到新加坡、韓國及南京，截至2019年整個集團的合併營收為八十億新台幣，於台灣的封測產業為前11大。筆者有幸能跟隨公司一路的成長，也有機會到新加坡協助設廠經營。藉由這次的個案研究能為其他同業或後進者作為分析與參考的對象。 此論文研究方法是以個案研究方式，先蒐集半導體封裝測試產業的發展與現況，再以個案公司為主軸，進行相關五力分析以找到產業的關鍵因素，進而以產業現況歸納分析企業的核心能力，利用BCG矩陣、波特的競爭策略分析及策略活動系統圖做為研究的架構之基礎，對個案公司進行研究與分析，而提出相關的發展策略及競爭策略。 藉由本研究可以觀察到一家企業如何專精於「集中差異化」的策略與其他競爭者區隔，建構出極大代價的轉換成本，而採取集中差異化策略是為了避開主流大眾市場，專攻特定的產品族群，將企業的所有資源投入在這個利基市場，其獲利程度就有機會遠高於原先放棄主流市場的獲利。另一方面透過不斷「集中差異化」的過程，會增加組織內的成長動力及發展屬於企業內的核心能力，無形中也強化及提升了企業的整體競爭力。

By 2019, it was just the 20th anniversary of Company A. From the few domestic customers in the early days of grassroots development, it has developed all the way to today's multinational companies, extending to Singapore, South Korea and Nanjing. As of 2019, the combined revenue of the entire group was NTD 8 billion. The packaging and testing industry in Taiwan was Top 11. The author was fortunate to be able to follow the company's growth, and also had the opportunity to Singapore to assist in setting up a factory. This case study can be used as an analysis and reference object for other peers or laggards. The research method of this thesis is to collect the development and current status of the semiconductor packaging and testing industry based on the case study method. Then use the case company as the main axis to conduct the relevant five-force analysis to find the key factors of the industry, and based on the current status of the industry to analyze the core capabilities of the company. Using BCG matrix, Porter's competitive strategy analysis and strategy activity system diagram as the basis of the research framework, research and analysis of the case company, and put forward the related development strategies and competition strategies. According to this research we can observe how a company specializes in the strategy of 'Focus Differentiation' and distinguish it from other competitors, constructing a very expensive conversion cost. The focus differentiation strategy is to avoid the mainstream market and specialize in the specific product groups to invest all resources in this niche market, and their profitability is much higher than the profitability of the abandoning mainstream market. On the other hand through the process of 'Focus Differentiation', it will increase the growth momentum and development of the organization and belong to the core competence of the enterprise. It also strengthens and enhances the overall competitiveness of the enterprise.