金士頓科技股份有限公司藍海策略之探討

Abstract

本研究旨在探討記憶體模組(DRAM Module & Nand Flash Cards)產業的發展策略。近幾年來，記憶體模組產業看似蓬勃發展，在整體產業鏈中(從晶片生產到終端消費者)，記憶體模組產業扮演著越來越重要的角色，整體營業額均有成長，個個樂觀，收益亦似乎比上游DRAM業者還好。但深入探討，其整體產業體質又嫌不夠結實，因為此產業有其特性，技術層次不高，投資也不多，參與產業鏈過程又不長。若元件價格波動過大，則記憶體模組產業容易受到傷害，故對長期成功的記憶體模組廠商有值得借鏡與研究的必要。 本文將針對記憶體模組產業，從市場特性與機會進行產業分析與供應鏈分析，歸納出產業特性。記憶體模組產業經營的複雜與不確定性造成記憶體模組產業大部分公司是在艱困中度日。再分析此論文的個案公司 － 金士頓科技的策略及藍海策略，用競爭草圖分析強弱項，期「它山之石，可以攻錯」的思維可供，作為此產業相關廠商研擬“贏的策略”的參考。

This research is exploring the development strategy of the memory module (DRAM Module and NAND Flash Cards) industry. In recent years, the development of the memory module industry has appeared robust with the memory module industry playing an increasingly important role in the food chain from the fabrication of wafers to the consumption by end-users. After a through study, however, the constitution of the whole industry is not so solid as it appears. In fact given that this industry has its own characteristies. For instance, the technology level is not high; required investments are not big; participation in the food chain is not long. As such, the memory module industry is susceptible to volatility in prices. Therefore there is a need to conduct a study the business model of a successful player. This theirs begins from the analysis of its market characteristics, exploring and opportunities, followed by the analyses of the industry, suppliers, and industry dynamics etc. It is clear up to now that there are difficulties for the memory module industry and many players' businesses are tough. To analyze competition strategy and blue ocean strategy of for Kingston’s, Kingston, coupled with the analysis of its strategic map winning strategy as a reference for relevant players in this industry especially in Taiwan. This theirs mainly highlights the strategy of the company studied, and rarely compares information on its competitors, considering that the company studied is an existing and proven leading player in the field. Highlighting its strategy hopefully could actually better provide relevant players in this industry with more learning and thinking opportunities.