半導體自動化設備商之經營與發展策略分析 -以S公司為例

Abstract

台灣半導體產業舉世聞名，在全球晶圓代工領域不論技術或市占率均是世界第一，近來每年設備投資支出高達三百多億美金，穩居全球半導體設備前三大市場之一，但是台灣在半導體設備產業起步相對較晚，大部分的半導體生產設備都還是仰賴國外進口，近幾年在地緣政治興盛之際，是否能掌握半導體生產設備的關鍵自主技術，對半導體產業發展之長遠影響程度，是一個值得探討的議題。 本文以個案研究方式，來剖析半導體自動化設備產業發展與競爭結構，並以國內半導體自動化(Robot)設備領導廠商-S公司作為研究標的，探討其發展策略與營運績效，並深入解析該企業之資源配置與核心能力。 透過次級資料了解半導體產業及半導體自動化(Robot)設備之現況與未來發展趨勢，分辨出S公司所處產業之市場規模及主要競爭對手，再運用五力分析了解產業是否具有吸引力，以及進一步辨識出半導體自動化設備產業的關鍵成功要素。 其次經由訪談個案研究公司，了解公司歷年營運表現、主要產品、資源能力配置，從中分析其核心競爭優勢： 技術能力、客製化服務理念、地緣優勢，是否與產業關鍵因素相符。 最後再探討S公司之經營發展策略，第一階段、垂直整合策略-從代理商轉型為製造商；第二階段、專注策略-深耕半導體產業；第三階段、差異化策略-客製化服務切入中國市場，本文針對各階段的經營策略進行探討，運用BCG矩陣分析主要事業體的策略定位，再結合策略活動系統圖分析其經營策略是否正確。 總結，嘗試從台灣半導體設備產業的現況與機會，以及個案S公司的企業能耐分析觀點，來給予未來成長發展之建議。

Taiwan's semiconductor industry is world-renowned. It ranks first in the world in terms of technology and market share in the global foundry field. Recently, the annual equipment investment expenditure has reached more than 30 billion U.S. dollars, ranking among the top three global semiconductor equipment markets. However, Taiwan started relatively late in the semiconductor equipment industry, and most of the semiconductor production equipment still relies on imports from foreign manufacturers. When geopolitics is booming in recent years, whether it can master the key independent technologies of semiconductor production equipment has a great impact on the development of the semiconductor industry. The degree of long-term impact is an issue worthy of discussion. This article uses a case study to analyze the development and competition structure of the semiconductor automation equipment industry, and takes the leading domestic semiconductor automation (Robot) equipment manufacturer-S company as the research target to discuss its development strategy and operational performance, and deeply analyze the resources of this enterprise configuration and core competencies. Understand the current situation and future development trend of the semiconductor industry and semiconductor automation (Robot) equipment through secondary data, identify the market size and major competitors of the industry in which S company is located, and then use the five-force analysis to understand whether the industry is attractive, and further Identify key success factors for the semiconductor automation equipment industry. Secondly, through interviews with case study companies, understand the company's operating performance, main products, and resource capacity allocation over the years, and analyze its core competitive advantages: whether technical capabilities, customized service concepts, and geographical advantages are in line with key industry factors. Finally, we will discuss the business development strategy of S Company, the first stage, vertical integration strategy - transforming from an agent to a manufacturer; the second stage, focus strategy - deepening the semiconductor industry; the third stage, differentiation strategy - customized service entry In the Chinese market, this article discusses the business strategies at each stage, uses the BCG matrix to analyze the strategic positioning of the main business entities, and then analyzes whether their business strategies are correct based on the strategic activity system diagram. To sum up, try to give suggestions for future growth and development from the current situation and opportunities of Taiwan's semiconductor equipment industry, as well as the analysis of the core capabilities of the case company S.