ASIC晶片設計服務之市場競爭與營運策略研究-以F公司為例

Abstract

隨著科技進步，各種新興產品應用相繼出現，如5G網路通訊、物聯網以及AI人工智慧等，不少公司已無法滿足傳統晶片公司所提供的通用晶片，業界興起以應用為導向的特殊應用積體電路晶片(Application Specific Integrated Circuit，ASIC)設計思路，晶片專用化的概念逐漸被大多數企業採用，ASIC晶片委託設計服務的市場也跟著蓬勃發展，而傳統晶片公司察覺到此趨勢也逐漸開始提供客製化的服務，身為ASIC晶片委託設計服務的先驅，智原科技成立至今近三十年，在業界創下有目共睹的好成績，對智原來說，如何守住過去輝煌的成就並在未來再創佳績成為企業面臨的重大課題，為此，智原正視自身解決方案製程落後的弱勢，於2018年做出重大的決定進行改革，加入三星半導體SAFE聯盟，成為三星在台灣地區與台積電的重要夥伴。 本研究分析智原歷年的年報、財報、法說會資料、半導體產業資訊以及主要競爭對手之公開資訊，加上研究者本身曾參與智原之營業活動與半導體產業之經驗，利用PEST與五力分析理論知識來解析其產業整體環境並歸納其關鍵成功因素，透過策略活動系統圖歸納智原近幾年所採取之商業活動進而疏理其策略目的，結合梁伯嵩(2013)基於價值網所提出的綜效鏈概念，對智原結盟三星的商業模式與營運策略進行分析，探討其選擇背後之原由與動機，以及此舉動未來對於智原的產品(服務)種類、客群廣度、企業營收與供應鏈之影響，最後，總結上述資訊，分析智原是否在面臨未來更加劇烈的競爭環境下，仍能保持自身的競爭優勢，成為ASIC晶片委託設計服務產業的領先廠商。

With the advance of science and technology, various novel product applications have emerged one after another, such as 5th Generation Wireless Systems, Internet of Things, and Artificial Intelligence. Many companies were no longer satisfied with the general-purpose chips provided by traditional chip companies so the idea of customized ASIC (Application Specific Integrated Circuit) design has materialized in the industry. The concept of chip specialization is step by step adopted by most companies and the market for chip design services is booming. The traditional chip companies have noticed this trend and gradually began to provide customized services as well. As a pioneer in chip design services, Faraday Technology has been established for nearly 30 years. It has achieved good results very visibly in the industry. For Faraday, how to keep the brilliant achievements of the past and achieve better results in the future has become a major issue. For this reason, Faraday faced its own weakness of processes node, a major decision was made to reform in 2018, joining the Samsung Semiconductor SAFE Alliance, and it became an important partner of Samsung compete with TSMC in Taiwan. This thesis analyzes Faraday's annual reports, financial reports, investor conferences, semiconductor industry information, and public information of major competitors over the years. In addition, me as the researcher myself has participated in Faraday's business operation activities and the experience of working in the semiconductor industry. Using PEST and theory of Five Forces Analysis was used to analyze the overall environment of the industry and to summarize its key success factors. Strategic Activity System were utilized to summarize the business activities that Faraday has taken in recent years to clarify its strategic goals. This was combined with the synergy chain concept proposed by Mr. Liang based on the value net to analyze the business model, operation strategy and the motivation of Faraday's alliance with Samsung for the future impact of this move on Faraday's service types, customer segments, revenue and supply chain. At last, this paper will summarize the above information and analyze whether Faraday can still maintain its own competitive advantage and become a leading manufacturer in the ASIC design service industry in the face of increasingly fierce competition in the future.