半導體設備商服務產業分析與競爭策略研究-以應用材料公司為例

Abstract

卓越服務的優勢始終是產業競爭的重要指標也逐漸成為市場主流，隨著產業結構變遷顧客對設備商在降低整條供應鏈的服務成本與提昇供應鏈的服務速度表現已成為半導體製造廠選擇合作的要因。 因此本論文旨在了解設備服務市場的發展現況與趨勢，並以個案研究的方法，藉由標竿企業個案公司為例，探討其企業在因應高風險景氣循環的產業特性中，設備製造商切入相關延展性服務業務時其成長的契機與所進行的競爭策略選擇，並就其配合之執行面進行深入探討與建議。 本研究結果顯示設備服務業的現況與發展是潛力無窮且競爭激烈，而快速反應與彈性以掌握成長契機、競爭優勢是勝出的關鍵。研究建議設備供應商與相關業者藉由本身對產品與市場的熟悉、已建立之完整基礎建設與內部資源專注於技術領先與創新、併購與策略聯盟的整合能力等去思考服務商機之策略方向。

Outstanding service advantage always plays a key role of industry competition and becomes the mainstream business model. The overall service cost reduction and service response enhancement of whole supply chain are the cooperation priority for semiconductor manufacturing customer. The primary purpose of this thesis is to understand the present stage of semiconductor equipment service business as well as the future trend. Moreover, through the benchmarking company’s case study this research will focus on the growth opportunity and the selection of competitive strategy once the manufacturing involving the downstream service business as the high risky and cyclic industry environment. Recommendations and suggestions will be addressed on the strategy which is to match the company initiatives. The research reveals that the service business has huge business potential with strong competition. Prompt response and flexibility to catch the growth opportunity and competitive advantage are the keep success factor. According to the study, because the equipment manufacturer and related company have an intimate knowledge of their products and marketing and built infrastructure, they should focus on the technology leadership and innovation, integration capability of M&A or alliance etc. to position and gain the service business.