先進半導體代工行銷管理：台積電90奈米技術個案研究

Abstract

半導體代工業在１９９０年以後，已經佔有半導體業重要的地位。而這種優勢根據 分析報告指出，會愈來愈重要且持續到２０１０年。造成整個半導體供應鍊解體的主要原因是台灣積體電路製造股份有限公司（台積電）1９８７年成立，以往半導體整合元件製造商從設計、生產、到行銷一手包辦的情況，從此被改變。台灣積體電路製造股份有限公司也是世界最大的半導體代工公司。半導體代工業的優勢主要在成本和效率，這也是半導體整合元件製造商所缺乏的。但是隨著愈來愈多的公司加入半導體代工業，包括純代工業者以及整合元件製造商，除了成本和效率之外的差異化就愈顯得重要，而且成為成功的主要關鍵因素。 一個半導體代工公司要如何差異化？如何獲利？本研究內容主要是藉由個案研究以及專家訪談來研究半導體代工業先進技術行銷策略。個案內容則是以台積電９０奈米先進製程技術為主。經由本研究我們發現一個新的半導體代工行銷管理計畫可以作為其他半導體代工業的參考，甚至於推廣到非半導體的代工業。經由此行銷管理計畫，台積電９０奈米先進製程技術市佔率正逐步擴大而且將會支配整個市場。但我們也發現，在制定新的行銷管理方案時，公司組織也必需配合改變，才能達到新的行銷管理方案之目標。 在本研究中，我們也比較了成熟製程技術與先進製程技術的行銷管理策略的異同，以及各半導體廠商的競爭力。最後，總結出一個新的半導體代工業產品及市場拓展的方式，和對不同市佔率市場的行銷策略。

Semiconductor foundry business play an important role in the semiconductor supply chain since 1990 and will become more important in the future. Foundry business, according to many analysis reports, is one of the highest growth market in the whole semiconductor industry. The dis-integration of semiconductor supply chain was due to the foundation of TSMC in 1987. It also changed the situation from a single flow: design, manufacture, and sales to individual steps. TSMC is the world largest semiconductor foundry company now. The advantage of semiconductor foundry is because of cost and efficiency benefits. As more and more players, both pure play foundry and IDM, joining this semiconductor foundry business, the differentiation besides cost and benefit becomes the key success factor to the company. How do a foundry company differentiate with others? And to make profit. This study is to discuss the semiconductor foundry marketing strategy for advanced technology through a case study of TSMC 90-nm technology and interview with experts in semiconductor industry. A new approach for semiconductor foundry business was found for other companies to leverage. On the other side, it is also a good reference to other industries. Through this marketing management methodology, TSMC 90-nm market share is growing faster and will dominate the market. In the same time of building a new marketing plan, the organization of company must be modified to fit the whole marketing strategy. In the study, we also compared mature technology marketing strategy vs. advanced technology marketing strategy and SWOT analysis of different semiconductor companies. At last, we conclude a new product/marketing expansion approach for semiconductor foundry industry and summarize the strategies for different market segment by share of market.