科技創新企業之競爭策略分析-以群聯電子為例

Abstract

群聯電子於2000年11月，創立於台灣省新竹縣工研院創業育成中心，是以專業創新的IC 設計技術及系統整合應用設計服務，提供客戶完整的解決方案。群聯主攻的是NAND Flash 應用控制IC，於2001年5月推出全球第一顆USB快閃記憶體驅動系統單晶片，並搭上隨身碟(大姆哥)熱潮。

PHISON (Five Son)，是由5 位交大畢業生集資所成立的。當時，才剛踏入社會的潘健成 總經理與其他幾位志同道合的盟友集資，五位未滿三十歲的年輕人，只利用了短短兩個月的時間，募得資本三千萬元，可見其豐沛的人脈關係與群聯電子受人肯定的潛力，也因此安然度過創業時的第一個危機，而公司名稱亦採用五個創業元老的英文名字第一個字母縮寫而來，落實「分享、誠信、效率、創新」經營理念，擁有實力堅強的創新技術研發團隊、專業有效率的研發流程、創新優質的利基產品、掌握關鍵的專利、完善的行銷策略，始其一直居於領先的市場地位。

本研究以群聯電子為研究主體，研究目的旨在探討群聯電子之藍海策略及關鍵成功因素。研究方法採用個案研究、專家訪談等，探討群聯電子如何在公司成立第二年，即賺進一個資本額，並創下稅後盈餘13 元的佳績，其所具備的競爭優勢及關鍵成功因素。

PHISON, established in November, 2000, originated from Taiwan Province Hsinchu County, The Industrial Technology Research Institute’s Incubator Center. PHISON specialized at innovation IC design technology and the system integration application design service, which provides the customer an integrity solution. PHISON’s main strength is NAND Flash application controls IC, promotes its worldwide first USB Flash Memory driven system IC chip in May, 2001, this is also catching the trend of personal disc demand.

PHISON (Five Son) is funded by 5 students graduated from Chiao Tung University. At that time, General Manager Pan Chien-Cheng was just graduated from college, with several partners, they funded this company. Five under 30 year-old young men, spend only two months, funded Thirty Million TWD to start up the company. This obviously showing their abundant personal relations and PHISON’s growing potential in the industry. With the sufficient capital, the company safely passed the first crisis. The corporate also named itself with five start-up partners’ English name initials, to express their core management concept: "share, honesty, efficiency, innovation". With their strong technology RD team; the professional and effective RD flow; high quality nitch product; key patent; well-arranged marketing strategy, these are the reasons that PHISON maintains its market leader position.

This research takes PHISON as the research main subject, the goal is to discover PHISON’s blue sea strategy and key factors which make PHISON success today. The research technique used here includes case study, interview experts, etc. The purpose of this research is to discover how PHISON gain its 1st capital and creates $13 TWN dollars revenue per share within first two years after company established. The research also puts its analysis on PHISON’s competition strength and on those key factors for being success.