中國電動車之半導體佈局與競爭策略─ 以比亞迪為例

Abstract

2023年末，比亞迪超越對手特斯拉並正式成為全球最大的電動車生產商，同時也顯示出中國電動車品牌的崛起。然而品比亞迪的彎道超車並非一夕之間完成，而是來自於其在電動車研發技術和供應鏈整合策略的成果，以及外部環境因子推動而成。在供應鏈方面，疫情帶來的缺料危機帶動整體電動車產業對於半導體資源的重視，也讓各家車企重塑半導體佈局。 本文將剖析全球與中國半導體市場，了解各家廠商使用車用半導體之趨勢，接著進入電動車產業分析，解釋電動車品牌與半導體商的合作模式，並利用鑽石模型解釋中國電動車產業興盛原因。個案則以比亞迪為代表，使用價值網分析及VRIO分析解釋其如何創造持續性競爭優勢，並在研發與供應鏈能力超越同行對手。佈局方面則會說明在功率半導體、計算控制晶片、感測器晶片及光電半導體四大產品線的狀況，並總結其在不同半導體領域的優勢與挑戰。此外，本文透過策略群組分析了解全球與中國不同企業規模和特性之車廠間在半導體策略的落點。最後，本研究希望提供電動車產業管理者在變動快速的電動車產業中建構韌性供應鏈之管理建議。

By the end of 2023, BYD had surpassed its competitor Tesla and officially become the world's largest electric vehicle manufacturer, highlighting the rise of Chinese electric vehicle brands. However, BYD's overtaking of Tesla was not accomplished overnight but was the result of its achievements in electric vehicle R&D technology, supply chain integration strategies, and external environmental factors driving the change. In terms of the supply chain, the shortage crisis caused by the pandemic has driven the entire electric vehicle industry to pay more attention to semiconductor resources, reshaping the semiconductor layout of various car manufacturers. This article analyzes the global and Chinese semiconductor markets, understand the trends of various manufacturers in using automotive semiconductors, and then delve into the electric vehicle industry to explain the cooperation models between electric vehicle brands and semiconductor manufacturers. Using the Diamond Model, it will explain the reasons for the rise of the Chinese electric vehicle industry. The article uses Value Net Analysis and VRIO analysis to explain how BYD creates sustainable competitive advantages, surpassing its peers in R&D and supply chain capabilities. In terms of semiconductor strategy, the article explains BYD’s tactic in four major product lines of power semiconductors, computing control chips, sensor chips, and optoelectronic semiconductors, and summarize its advantages and challenges in different semiconductor fields. Additionally, this article will use Strategic Group Analysis to understand the positioning of different car manufacturers of various sizes and characteristics in semiconductor strategies globally and in China. Finally, this study hopes to provide management recommendations for electric vehicle industry managers to build resilient supply chains in the rapidly changing electric vehicle industry.