探討半導體“A”公司之企業成長策略

Abstract

本論文以個案研究的方法，以半導體A公司為例探討其企業成長之策略，並就其配合之組織變革於執行面上提出建議。 研究結果顯示，透過水平併購來達成企業成長是科技產業常用的方法。而對市場的領導公司而言，由於其強大的財務後盾及已建立之週邊設施 (硬體、軟體以及人才)更是一個好的策略。但決定併購之前，必須就市場之前瞻性作一審慎評估，以求達到最大之效益。一般而言，併購的對象不會是市場的領導品牌，故併購之後，如何在進入市場之後和原有之領導品牌競爭亦為一重要課題。 本研究中就個案公司透過併購所新進入的市場中，研究其產品策略，競爭分析，而在全力提升新產品的市場佔有率上，個案公司亦做了相對的組織變革。而針對此一新的組織，就其操作面上所引發的一些問題提出建議。

This thesis is a case study on the growth strategy of the semiconductor equipment company “A” and addresses some suggestions on the organizational change which is to match the company initiatives. The study shows it is quite a common way to get growth through M&A for a technology company. Especially for those leading companies due to their strong financial status and well-built infrastructure (hardware, software, and people etc.) However, before making the acquisition decision, a sophisticated research on the market is a must in order to ensure the success of the acquisition. Typically, as the acquired company is not the market leader, so after the merge, how to compete with the market leader becomes a very important issue to solve. In this case study, we focus on the new market segment which Company “A” get into through acquisition. We studied their product strategy, the competitiveness analysis, and the impact of the new organizational change which was initiated to improve the market share. Some suggestions on the new organization are specially iterated.