晶圓代工的行銷策略

Abstract

全世界自從2008年9月，遭受到金融海嘯襲擊，各行各業無一倖免，到目前全世界正處於金融海嘯中，在此外在險惡的環境下，晶圓代工業者，除了得面對因為金融海嘯所造成的經濟衰退外，又得同時面對以上半導體晶圓代工同行在市場的激烈競爭，而晶圓代工對台灣半導體相關產業影響巨大，本研究將以晶圓代工產業為例，透過個案的觀察及分析，了解其在”摩爾定律”下如何避免因技術成熟而導致股東權益報酬率降低，所採用的行銷策略。 為了研究晶圓代工的行銷策略，首先，我們針對目前全世界專業積體電路代工的背景及現況分析做一個探討，分析台灣晶圓代工的競爭優劣勢；其次，分析晶圓代工的上游客戶”電路設計業者”，由於技術的進步，已朝向開發功能及技術更加複雜但利潤更高的晶片系統（System-on-chip；SoC），或稱系統單晶片。對於電路設計業者而言，愈早開發及推出產品，則能掌握市場，獲得利潤。在此環境下，促成矽智財(SIP: Silicon Intellectual Property)等相關產業的興起。 在了解晶圓代工業的現況以及電路設計業者的需求，我們應用行銷管理中常提到的產品及技術生命周期模型對於晶圓代工的技術發展做分析，並以SWOT分析台灣及世界晶圓代工不同陣營的優劣勢。在行銷戰略中有提到，若企業要達到永續經營，則公司必需運用4Ps (即: Product產品，Price 價格，Place通路， Promotion促銷) 在外部環境(即 PEST: Political政治、 Economic經濟、 Social社會和Technical技術)下與對手競爭。 透過個案的觀察，我們發現台灣的晶圓代工為了達到永續經營，所採用的行銷策略為“由純製造業轉為矽智財服務業”，並藉由矽智財來增加轉單成本。且善加利用戰略行銷與上游電路設計業者全國合作結盟，具體作為有1.建立合夥(或合作)關係；2.提供豐富且經過驗證的矽智財；3.提供良好的電路設計環境；4. 提供One-stop Turnkey Service；5. 提供可靠性(Qualification) 驗證6. 提供良率，產能及生產週期(process cycle time) 穩定性7.品牌的加分。

The financial crisis started in September 2008. All companies in the world suffered severely. For semiconductor foundry companies, they not only compete with each other but also need to overcome the economic recession due to the financial crisis. In Taiwan, semiconductor foundry business has huge influence on all semiconductor supply chains. In this thesis, we study the how semiconductor foundry companies adopt a marketing strategy to prevent the decreasing ROE (Return On Equity) due to the mature technology under Moore’s law from case studies. To study the marketing strategy of semiconductor foundry companies, we give the background of foundry companies in the world. We also analyze the strength and weakness of semiconductor foundry companies in Taiwan. Besides, we also discuss the business of IC circuit design companies which are the customers of semiconductor foundry companies. The IC circuit designers are developing SOC (System-on-chip) with powerful function and advanced technology due to better ROE. For IC designers, the earlier they promote their product to the market, the more money they earn. As a result, the business of Silicon Intellectual Properties (SIP) increases day by day. We adopt the models of ‘Product Life Cycle’ and ‘Technology Adoption Life Cycle’ in the textbook of ‘Marketing Strategy’ to analyze the technology development of semiconductor foundry companies after we know the background of foundry business and all requirements of IC design companies. Meanwhile, we do the SWOT (Strengths, Weaknesses, Opportunities, and Threats) analyses on foundry companies. Furthermore, from Marketing Strategy, a company should adopt 4Ps (Product, Price, Place, and Promotion) to compete with other companies in outer PEST (Political, Economic, Social, and Technical) environment for survival. From case studies, we find that for survival, the foundry companies have changed their marketing strategy from only manufacturers to SIP providers to increase switching costs for circuit design companies. The actual actions are :1.Form a good partnership 2. Provide abundant and qualified SIPs; 3. Provide a better environment for circuit designers；4. Provide one-stop turnkey service；5. Provide a qualified technology; 6. Have stabilities of yield, production, and process cycle time; 7. Provide the famous brand.