標準規格IC設計公司經營發展策略之個案研究-以G公司為例

Abstract

在臺灣IC設計產業中，有很大一部分之公司，其設計之產品為標準規格之IC，競爭對手之產品彼此之差異性並不大，非常容易互相替代。因此，本研究動機為探討此類中小型IC設計公司如何克服此以問題，藉由透過對個案公司G公司為例，對公司內部經營策略，產品定位，研發能力，以及市場環境與競爭對手等方面來進行探討。 藉由公開資訊與小部分訪談等次級資料，來探討其經營發展之關鍵策略。同時對比其近年來之經營績效之變動曲線，來研究探討其產品定位策略與客戶關係，並且藉由經營績效之變動曲線研究其在獲利與虧損時之經營策略差異之比較。

The IC design industry in Taiwan, most of the company, its product is standard specification IC. The product difference is small between each other, and each product is easy to be replaced by competitor’s product. This research is attempted to discuss how the small and midsize IC design house overcome this problem. A case study of a IC design house (G company) to identify its internal administration and development strategies, product position, research and development ability, market environment and its competitor action. Base on the secondary date that includes open information and few interviews to find the key strategies of its administration and development. At same time, we use its operation performance curve to identify its strategies of product position and its customer relationship. And try to compare its different of administration between profit and deficit.