晶片設計產業事業經營策略研究-以A公司為例

Abstract

IC晶片設計產業雖為知識與技術密集的產業，在市場上所創造出的商業利潤遠高於一般產業，然而，不容否認的是在IC晶片設計公司領域裡絕大多數公司的規模仍屬一般，所擁有的相關資源遠不及其他科技製造業，以致於領導廠商過去的成功經驗不見得可以完全複製與學習。因此，如何就既有公司所處的市場和所經營的事業，突破產業競爭的現狀，從中開創新局持續成長，是永續經營中最重要的目標。

本論文的研究重點是為一個中小型IC晶片設計公司，針對個案公司既有事業「發光二極體(LED)驅動IC」的經營策略進行完整的盤點與分析，從五力分析、價值網分析、PEST分析盤點整體的外部環境，有效快速了解既有事業的外部市場，再從價值鏈分析自身的核心能力，審視企業內部所參與的價值過程。在完整盤點內外部的一些客觀因素之後，利用SWOT分析再次歸納既有事業所看到外部的威脅與機會，內部所擁有的強弱項，並提出進入新興事業是為重要而且適宜的策略。

因此，在選擇以「動態區域調光(Local Dimming)背光模組驅動IC」為新興事業進入之後，從研究中再次利用相同的分析模型提出有效策略，找出持續成長與永續經營的關鍵。挾著個案公司的核心能耐及優勢，偕同既有資源投入一個已經成形並且準備起飛的機會市場，以奠定企業下一個黃金十年，並期盼本論文的研究，能給予經營者在決策時的參考啟發。

General speaking, although IC design in technology industry can generate higher profit with higher knowledge-based technologies compared with others, successful experiences of IC design company before can not duplicate again due to scale and limited resources compared with manufacturer in same industry. Therefore, based on the business as usual in company how to break through the competitive status and find out the strategy to sustain company for decades is most important.

The case study in this thesis is a general IC design company. First, we review its business as usual – “LED (Light Emitting Diode) driver IC” by using five force, value net and PEST analysis tools to check external environment in order to understand outside status, and value chain analysis tool to review internal core value and competitiveness in company. Besides, we use SWOT analysis tool to summarize threatens and opportunities of external environments, weaknesses and strengthens of internal resources to conclude a strategy and suggest to enter an emerging marketing in order to preserve and extend business of company.

Second, we reuse same tools and models to analyze again and propose the suitable entry strategy of emerging marketing for company. We suggest that “Local dimming backlight unit driver IC” is the right target to be next core business in company for decades based on existing core value and competitiveness internally and booming-up market with great opportunities externally. We hope that the case study of this IC design company with overall analysis in thesis is meaningful for shareholders reference when making decision.