中小型IC設計公司經營策略

Abstract

企業核心能力與產品競爭力是企業在市場上生存的基本要素，而此要素往往因企業規模不夠大而變得至關重要，中小型企業在資源有限的情況下如何在各大型企業的夾縫中找到機會？面對全球景氣大環境變遷詭譎難測之景氣衰退，企業規模不夠大的中小型企業猶如汪洋中的小船在這種突如其來的風浪中，如何找到避風港？以抵擋全球景氣變化的能力；企業經營唯有不斷適時調整轉換策略方向，才能有機會永續經營。

本研究運用深度訪談與個案研究方式，分析個案公司，其選擇市場策與面對全球景氣變化的對策。在全球企業M型化的趨勢，中小型IC設計公司在小股本和資源有限的情勢下，如何運用適合的策略以得續存進而創造新成長契機。

本個案研究，可以看出個案公司的成功商品皆是從利基型市場與既有的核心技術能力出發，並且善用網際網路無遠弗屆的特性，做好網路行銷與提供顧客參考藍圖資訊等服務；效果誠如長尾理論效應般，累積客戶數量，累積多樣性聯網應用方案，加總起來的總量可具經濟規模，也可累積出相當的利潤。

雖然研究個案公司並不足以代表台灣中小型IC設計公司，但其所面臨的經營問題應該與其他同質性公司相同，而且能夠從2000年迄今(2019)，連續19年持續獲利、財務穩健；所以選擇以此標的公司較深入地探討其經營模式。

The core technology competence and the competitiveness of products are the basic elements to support enterprises growth and survival. The trend of global enterprises is big getting bigger then make their competitive advantages strong getting stronger. This M-shape Society trend makes small-sized company business operation getting weak because of limited resource and lower bargaining power, etc.

The economic cycle is hard to predict and most corporate usually hard to get past economic slump without declining business, especially to a small and medium-sized corporation. Corporate must adjust the right strategy direction constantly based on their wisdom then keeps operate sustainably.

For a small and medium-sized corporation, the only way for survival is to make success niche market and performs profitable business based on their reasonable resources to grow out of startup mode and become profitable. Although this corporation of the case study can’t representative of all the small and medium-sized IC companies they all face the same situation to make a profitable business and fight to overcome its formidable competitors in the international IT industry.

This case study looks into a small and medium-sized IC design corporate operation and tries to understand their strategy to get survival and keeps profitable for 19 straight years, since the year 2000.