企業轉型策略分析─以力積電為例

Abstract

本研究主要探討學校所學之理論與業界實務面臨的挑戰，找出關鍵因素，希望可以透過實務個案，找出公司面臨轉型時，可以參考的學術依據，因此，本研究透過：（1）資源說 Resourced-based Theory、（2）賽局理論、（3）五力分析、（4）SWOT 分析、（5）其他臺大EMBA課程所學概念等工具，將力積電的策略以及轉型的過程進行頗析，找出核心競爭力以及差異化競爭優勢。 本案公司所屬產業為臺灣晶圓代工產業，為當今世界半導體業不可或缺的關鍵供應鏈一環，即使是代工產業，仍須找出一套屬於自身企業的核心競爭優勢策略，並且取得客戶端及供應端的信賴，增加策略夥伴合作關係，提高新進者進入市場的門檻，而本案公司自2012年轉型開始，便透過轉投資、Open Foundry模式、建設產業平台、開發利基型商品等方式，增加自身資源的建置，同時，掌握目前市場關鍵趨勢，如：5G應用會增加額外記憶體需求、電動車量產會增加電源IC需求、消費性電子產品於疫情後市場需求大增，會提升面板IC的需求等，使競爭對手不易複製其成功關鍵。 企業轉型，是一項長時間且富有挑戰性的過程，若非找尋自身企業核心競爭策略，並且配合適當的時機，便不易成功；然而，企業要找到長期於市場生存的關鍵，需要思考如何建立差異化競爭優勢，如：力積電透過客製化利基型產品，為成熟晶圓客戶提供更高效率、高性能的選擇，當市場中客戶願意成為公司的策略夥伴，便會提升公司「做專、專精、做強」長期競爭力。

The research mainly discusses theories learned at NTU and challenged faced by practices, and finds out that the key factors in the successful case. Through practical cases, I hope to find out the academic basis for companies to refer when facing transformation. Therefore, the methods in the research are included:（1）Resource-based Theory;（2） Game Theory;（3）Five Factors Analysis;（4）SWOT Analysis;（5）Other strategic concepts learned at NTU EMBA courses. Through the transformation process of Powerchip Semiconductor Manufacturing Corporation (PSMC), the research identifies the core competitiveness and differentiated competitive advantages. PSMC is kind of foundry supplier in Taiwan foundry industry, which is an indispensable part of the key semiconductor supply chain around the world. By getting the trust from clients and suppliers, companies can increase the number of strategic partnership and raise the threshold for new entrants to enter the foundry market. Since the transformation in 2012, PSMC has invested other companies, such as IC design companies, used “Open Foundry” strategy, built the industrial platforms, and developed niche products. As a result, PSMC catches the key trends of the current market, such as 5G applicants increasing the demand for additional memory, the mass production of electric vehicles increasing the demand for power IC, and consumer products increasing the demand for display IC. Through establishment of company’s resources, it is difficult for competitors to copy the key so that company can sustain success. Company transformation is a long-term and challenging process. It is not easy to succeed unless company can find out its the core competitive strategy during the right time. Nonetheless, if the company wants to find out the successful factors to survive in the market, it needs to consider how to create differentiated competitive advantages. For example, PSMC provided efficient and high-performed mature wafer fabrication and niche products for clients. Thus, when clients are willing to become the company’s strategic partners in the market, it will enhance the long-term competitiveness, which maintains “Professional, Specialized, and Stronger” strategy.