臺灣DRAM封裝測試業企業轉型之研究─以力成科技為例

Abstract

隨著競爭同業紛紛進入記憶體封裝測試業，而且大舉擴產，造成產能似有過剩之虞。力成科技意識到過去被視為藍海的DRAM封裝測試業務即將轉為紅海，因此決定提前於2008年進行轉型。然自2008年以降，力成科技客戶先後發生財務危機，其中最大客戶更於2012年2月底聲請破產保護，成為力成科技在大股東金士頓入主以來最大的挑戰。 在面臨客戶和產業劇烈變化下，力成科技積極採取轉型動作。在近五年時間內，力成科技也祭出多項對策因應。本研究透過個案研究與訪談，歸納出以下四項轉型策略：一、產品轉型策略；二、市場轉型策略；三、經營型態轉型策略，包括策略聯盟和收購；四、經營體質調整。藉此可供臺灣DRAM封裝測試產業在轉型上作為可行的策略參考方向。 經營者在企業經營過程中，難免會面臨高低起伏的營運現象。當企業發展到陷入瓶頸，成長動能趨緩，或者所面臨的市場環境潮流趨勢轉變時，導致整體營運狀況走下坡。為了讓企業持續成長，經營者必須改變經營型態、經營策略或經營架構來因應。而企業的轉型策略將牽動著企業未來的走向。

There was an oversupply of memory assembly and testing capacity caused by new entries to the industry. Powertech Technology Inc. decided to restructure its business to counter the overly competitive DRAM assembly and testing industry in 2008. However, its customers encountered several financial crises since then. Its largest customer filed for bankruptcy protection at the end of February 2012 which was its biggest challenge since Kingston became the company’s major shareholder. Powertech Technology Inc. assertively restructure its business to counter the dramatic changes of customers and the industry for the past five years. This study summarized the following four transformation strategies: 1. Product strategy. 2. Market strategy. 3. Business strategy. 4. Operating adjustments. These strategies are good transformation references to Taiwanese DRAM assembly and testing industry. It is inevitable for business operators to be impacted by operation cycle and therefore might face temporary ups and downs. Most companies are bound to face bottleneck, economy down cycle issues or changes in market demand due to market changes. Companies need to change its management style, business model or strategies in order to drive growth. A company’s future is usually the result of its strategies.