應用材料公司的成功策略分析

Abstract

眾所周知, 一個成功的企業, 其因素可能來自多方面; 而其中不可或缺的, 是優良的企業文化, 和高瞻遠矚的企業領導人. 本文針對應用材料公司 (Applied Materials, Inc.) 的成功, 分析其成功因素, 並探討其策略應用. 應用材料公司是全球最大的半導體製程設備供應廠商, 在過去十年, 應用材料公司的營業額成長超過十倍, 而與市場上第二名的競爭對手之營業額相差有二倍之多, 同時, 應用材料公司在過去十年的年複合成長率, 達到35%, 超過半導體製程設備產業的平均成長率15%; 應用材料公司各個產品線的平均市占率超過50%. 本文將探討應用材料公司的企業策略, 包括市場策略, 產品技術策略, 組織策略, 並將運用Michael Porter的競爭力理論, 將理論與企業實務經驗, 作比對分析. 近年來, 亞洲半導體市場的崛起, 為全世界所矚目, 而臺灣, 韓國, 新加坡, 以及中國大陸, 更成為資訊產業製造及出口重鎮; 本文將針對應用材料公司在亞洲的佈局及未來策略, 作探討分析.

It is well known that the semiconductor industry has been booming globally over the last two decades, which brought in a lot of major changes for human lives. The enabling of the continuous advancement of the integrated circuit technology is largely facilitated by the Wafer Fabrication Equipment ("WFE") Industry - an industry that innovates and commercializes various kinds of capital equipment, which are used by the chip making industry for the highly technological semiconductor fabrication operations. Applied Materials ("AMAT" or "the Company"), the world's leading WFE supplier since 1992, experienced over 10 times growth in the last decade. AMAT grew in an average of 35% CAGR (compounded annual growth rate), surpassed the industry's 15% CAGR. And it dominates the majority of the markets that it serves. This thesis is in an attempt to conduct an analysis on the success of Applied Materials, hoping to share the company's experience with other companies and industries in the region.