半導體封裝新進設備商切入策略研究分析－以B公司為例

Abstract

台灣半導體產業的發展，跟隨全球半導體產業發展一起成長，尤其獨特的產業特性，使傳統產業使用的思考方式無法完全適用在半導體產業。台灣半導體產業的景氣現象跟隨著週期循環變動，景氣高漲時市場需求不斷提升，在市場需求旺盛的引誘下，吸引許多的新進入競爭者投入市場。在景氣低迷時供給又遠大於需求，現有業者則努力提高生產效率以降低成本提升競爭力或者推出新產品以提高毛利，利用差異化以創造新市場需求，在許多新產品源源不斷推陳出下，產生新的需求，又吸引更多新進入者投入。台灣半導體產業在充分垂直分工的情況下，封裝業在產業中具有較低的進入門檻，新進入競爭者更多，競爭也最為激烈。 本論文檢視一家半導體封裝設備市場的新進設備商，在企業草創時期如何面對困境與策略思考決策過程，如何在競爭市場中採取何種切入與成長策略，因此本論文之研究目的主要是包含台灣半導體封裝業之關鍵成功因素，成功之競爭策略，競爭策略對應產品與市場之關係與成長過程中競爭策略之調整與修正。競爭策略的形成因素包含外部環境與內部環境分析，公司領導人之經營管理能力，產品發展狀況與市場發展狀況。競爭策略依上述因素分析後研擬成形並執行，並將績效結果回饋，做為往後競爭策略的調整與修正。

Development of Taiwan's semiconductor industry has followed the global semiconductor industry to grow together. Due to the unique characteristics of the industry, competitive strategies used in traditional industries are most fully applicable in the semiconductor industry. Taiwan semiconductor industry is characterized with boom and bust cycle changes. When the economy improves with high market demand, it will attract many new entrants into the market. When supply exceeds demand the existing industry players continue to improve production efficiency by reducing costs and to improve competitiveness by introducing new products to increase profit margins. The new introduction of different products to create new market demand but also would attract many new entrants into the market. Taiwan semiconductor packaging industry has low barriers to entry in the industry, with more new entrants and more fierce competition. The case study explores how the decision-making process to formulate competitive strategies in a competitive market with burden. The main purpose of this paper includes the explanation of the key success factors of semiconductor packaging industry and the success of competitive strategy corresponding to the hit between products and markets and the growth process of strategic adjustment and correction. Form factors of competitive strategy include external environment and internal environment analysis, management system, product development and corporate leaders in the market development.