限制理論在市場與行銷的應用-以半導體前段製程設備業為例

Abstract

近年來，由於半導體產業的蓬勃發展，帶動了其他許多相關的行業。半導體前段製程設備業也就因為身處產業的供應鏈當中，數年以來，銷售總額已成長有倍數以上。然而競爭是愈來愈劇烈，在這樣劇烈的競爭環境下，各家設備廠商都必須好好思考如何才能制定良好的市場策略來提昇競爭實力。 Eliyahu M. Goldratt博士於西元1986年創立了限制理論，起初它只應用於生產上的管理，但近年來限制理論的應用範圍已被拓展到專案、配銷管理以及市場策略。限制理論顛覆了許多傳統上的經營典範，並且認為企業必須脫離原來的經營典範，才能發展出真正具有競爭實力的市場策略。 本研究利用限制理論的思維模式，找出對象公司的核心問題和未來的市場策略，並且分析整體策略下所必備的各個構想及其實施順序。

Recent years, semiconductor industry has achieved a remarkable development and, at the same time, has forwarded the growth of other related businesses. Moreover, semiconductor processing equipment firms play an important role in the supplying chain; consequently, total amount of sale has grown in times. However, competition is getting keener and keener, equipment firms have to set up marketing strategies to improve their strength in competition. Dr. Eliyahu M. Goldratt established TOC（Theory of Constraints） in 1986. At the beginning, the theory was only applied on production management, but recent years, TOC has been expanded on project, distribution management and marketing strategies. TOC overthrew traditional management models, and asserted that enterprises should be independent from original management models to develop competitive marketing strategies. By using the thinking process of TOC, this research finds out core problem of the target company, inspires marketing strategies that the target company needs for the future operation and analyses required ideas and their priorities.