台灣記憶體IC封裝測試廠商之競爭優勢來源之研究-以A公司為例

Abstract

摘要 本論文主要在探討台灣記憶體IC封裝測試廠商之競爭優勢來源。首先歸納出記憶體IC封裝與測試產業之情勢，以A公司為例，透過A公司的績優經營成效，經由五力分析、SWOT分析、並訪談A公司之主要關鍵主管，再歸納出A公司在IC記憶體封裝與測試產業的優勢、劣勢、機會、與威脅；竟而歸納其關鍵成功因素與策略性意涵。封裝測試機台隨著高階產品的發展而愈趨昂貴，封裝測試廠林立，產品代工價格因競爭而不斷的降低，但是A公司的營業毛利率卻能從2002年的14% 成長到2005年的34%。A公司擁有哪些競爭優勢，值得我們探討。經由五力分析、SWOT分析，我們歸納出A公司的主要競爭優勢有 1.與世界第一級廠商具有緊密之股權與策略聯盟關係，A公司支援客戶之產能需求，客戶支援A公司之訂單；2.與客戶關係良好，可以由關鍵客戶移轉入先進的封裝與測試技術，與客戶共同開發新產品製程，能與客戶同步成長；3.A公司與Kingston之供應鏈策略聯盟模式，可以爭取到更多的IDM/OEM客戶，也進一步為A公司爭取更多的訂單。A公司透過規模經濟以取得獲利與價格優勢，並確保機台之高產能利用率，除了提供客戶產能需求之外，並提供其較為優惠的價格。另外，A公司除了利用供應鏈經營策略，使其保有較高產能利用率之優勢外，對材料成本控制也有良好的規劃；在代工價格因競爭不斷地降低，A公司更以不斷地擴充產能來提升代工利潤，這也是A公司的獲利傲視同業的原因。

ABSTRACT The purpose of this thesis is to use a case study of A Corporation to do the analysis of competitive advantage of Taiwan IC Assembly and Testing Industry. Firstly, we consolidate and review the industry situation of Assembly and Test. Base on outstanding operation performance of A Corporation, we list down A Corporation’s Strengths, Weaknesses, Opportunities and Threats through Porter 5 Force Analysis、SWOT Analysis and Interview to A Corporation top managers.The price of assembly and testing equipment is getting higher and highter when new product generation upgraded. However, the OEM price becomes lower and lower. How come A Corporation can increase the gross margin from 14% in 2002 to 34% in 2005. It is a good topic for us to study it. Through the 5 Force Analysis and SWOT analysis, we come out the Competitive Advantages of A Corporation. 1. Good relationship with world wide 1st tier companies by the Strategic Alliance. 2. Growth with key customer through Advance Technologies support. 3. Supplier Chain Strategic Alliance with Kingston. A Corporation can maintain the high utilization rate through Kingston business channel. Besides, A Corporation has good material cost down plan and capacity expansion plan. They will be the key factors for A Corporation to keep the high gross margin from 2002 to 2006.