半導體通路商之競爭策略分析-以A公司為例

Abstract

傳統的電子業供應鏈模式，是由半導體廠商依據市場上的應用需求，製作出適合的IC晶片，並透過半導體通路商，將IC晶片提供給產品製造商研發設計成產品，並將產品銷售給有需求的終端客戶，或是銷售到市場上供一般消費大眾所使用，而半導體通路商在將IC晶片提供給產品製造商的同時，從中獲取通路業在運送上的利潤。 然而，隨著電子產品的日新月異及市場需求的快速變化，為因應電子產業的轉變，現階段整體半導體產業正大幅的調整變動，迫使半導體通路商不能像過往只是單純地運送IC晶片，而必須要做更多的轉變，以符合半導體廠商與產品製造商的期待，也由於產業鏈身處於半導體廠商與產品製造商之間，需同時面臨兩者之間嚴峻的挑戰。 本研究主要是透過產業分析之相關資訊與數據，並以某A公司之半導體通路商為探討對象，分析此個案公司所執行的策略模式，在全球經濟起伏不定、市場需求急劇變化與競爭激烈的大環境下，是如何規劃佈局與上、下游之間做互補，以避免遭上、下游去中間化的情況發生，同時透過價值再創新，以因應電子產業的快速變遷，並藉由此個案公司來找尋半導體通路產業在未來該採取的策略模式，以利半導體通路商永續經營之方法。Traditional electronics industry supply chain pattern is that semiconductor sales companies make IC chips based on market needs and further provide semiconductor manufacturing companies with IC chips to research and design new products for end users through semiconductor distributors. At the same time, semiconductor distributors make profits by being the middleman between semiconductor sales companies and semiconductor manufacturing companies. Nevertheless, in order to adapt to the rapidly changing electronics industry, the whole semiconductor industry has been adjusting recently. For example, semiconductor distributors have to change themselves to meet semiconductor sales companies and semiconductor manufacturing companies’ expectation and also deal with the critical challenges from both of them. This research chooses company A as the subject, trying to analyze the strategies that company conducts and how they cooperate with upstream and downstream supply chain when competing in fast-changing global market. By this case study, we hope to find out the strategies that semiconductor distributors should conduct in the future and therefore help them be able to create their own value and develop their business sustainably.