快閃記憶體IC設計公司之車用儲存產品策略分析： 以PH電子公司為例

Abstract

台灣眾多的科技業公司，雖然都已在各產業供應鏈中扮演不可或缺的角色，但實際上對於終端客戶需求的掌握，未必都能夠佔據優良的位置，甚至受限於與代工廠商、平臺廠商、通路廠商的資訊不對稱環境影響，造成許多台灣科技業公司在產品規劃、定價策略還有行銷策略上顯得左支右絀。 在這個背景下，筆者認為像PH電子這類的廠商，都是從「無處容身」到「據高而戰」，從車用儲存產品的控制IC供應商，漸進式的轉為車用儲存產品的成品供應商，面對的客戶從半導體廠商，轉而直接面對車廠（OEM）以及車廠的一級供應商（Tier 1），雖然一樣是B2B的生意模式，但在整個供應鏈上的角色定位，已經是更往接近終端客戶的地方前進，且最大的不同點在於，新角色定位能更清楚地知道終端客戶的實際需求，以及客戶對於未來規格的想像與要求。 在本篇論文中，筆者嘗試利用「五力分析」與「C-SOP」，分別從產業的外部導向（Outside-in），形塑出PH電子在車用儲存裝置布局的策略，此策略不僅引導組織內部的文化、人員轉型成長，而且轉型成長後又成為策略的內部導向（Inside-out）。 接下來，本文再利用Michael Porter提出的「競爭策略」，結合上產業界人士的「深度訪談」結果，歸納出PH電子的「核心能力」，並且從中發現了PH電子在此策略之下，使其轉型成功的車用儲存裝置「核心產品」以及「終端產品」。

Many of Taiwan's technology companies play indispensable roles in various industry supply chains. However, despite their significant presence, not all are well-positioned to fully grasp end customer demands. Many are constrained by asymmetric information environments with contract manufacturers, platform providers, and distribution channels. This situation often leads to challenges in product planning, pricing strategies, and marketing efforts for these Taiwanese technology firms.

In this context, companies like PH Electronics are noteworthy examples of transformation—from struggling to find a foothold to achieving competitive positioning. Initially serving as a NAND Flash control IC supplier for automotive storage products, PH Electronics has progressively shifted to supplying finished products directly to OEMs and Tier 1 suppliers in the automotive industry. This shift in role within the supply chain brings them closer to end customers. Importantly, this new positioning allows them clearer insights into actual customer needs and future specifications.

This paper explores PH Electronics' strategic positioning in automotive storage device deployment using frameworks such as "Five Forces Analysis" and "Culture-Strategy-Organization-People (C-SOP)" model. These frameworks guide PH Electronics in shaping the strategy from both external (Outside-in) and internal (Inside-out) perspectives, influencing organizational culture and personnel growth.

Furthermore, leveraging Michael Porter's "Competitive Strategy" and insights from industry experts through in-depth interviews, this paper identifies PH Electronics' core competence. It highlights their successful transformation in automotive storage devices, focusing on core products and then the end products tailored to their strategic approach.