台灣利基型DRAM產業之藍海策略與未來競爭力

Abstract

台灣獨特的半導體產業專業分工結構與完整的產業群聚環境，成功塑造了台灣DRAM 製造與設計產業優異的發展，然而產業內的競爭日益激烈，相關廠商之間的競爭與消長也相當顯著，企業必須清楚明瞭產業整體環境與發展趨勢，藉以維持企業發展的競爭優勢，與因應競爭激烈的產業環境。 本研究希望藉由完整的產業分析架構，探討台灣利基型DRAM產業的產業現況、產業結構與市場發展趨勢，並佐以相關產業競爭力分析，藉由相關藍海策略理論，架構出從產業大環境至產業內企業的整體競爭策略分析，以清楚明瞭整體台灣利基型DRAM產業所面臨的產業競爭態勢與相關產業競爭策略，進而掌握重要的關鍵性成功因素，以維持產業發展的競爭優勢，因應競爭激烈的產業環境。另一方面，以台灣利基型DRAM廠商-華邦電子公司為個案研究，藉由產業分析與藍海策略分析，探討其公司的經營現況、產業環境與相關的競爭策略。最後提出本研究的結論與相關建議。

Taiwan’s DRAM industry during the 8 inch fab era, the globalwise DRAM production increased significantly. However during the past decade (2000~2010), the worldwide semiconductor industries suffered an economic recession, especially in 2008. To keep competitive and surviving , most of DRAM manufacturers still expanded the capacity and invested advance technology for 12 inch fab then result in supply increasing sharply. Under such conditions, global DRAM market always in oversupply situation, most of DRAM manufacturers can not gain the money from the market. As for Taiwan DRAM manufacturers, the technology all reply on world-wide leaders and need to share the capacity and profit with the technology providers, the market share is small and hard to compete with world-wide leaders. During this period, WEC (Winbond Electronic Corporation) changed her strategy and concentrate on specialty DRAM market. With own 12 inch fab and advance technology, provide complete product portfolio and product long term support to fulfill customers. In 2010, she really became a specialty memory company and leader in Taiwan specialty memory industry. In this thesis, we study the competitive environment for DRAM manufacturers and try to use blue ocean strategy to find out the key factor why WEC success.