臺灣半導體自動化設備產業的競爭優勢與經營策略之研究－以A公司為例

Abstract

半導體自動化設備產業為相當基礎且關鍵之產業，臺灣半導體設備產業也已發展多時，不過由於國內產業特性使然，國內設備業者大多屬於中小型規模，尚未切入關鍵設備市場。然而隨著國內設備業者逐漸掌握市場與技術，全球半導體市場快速轉變，目前也已出現一些發展契機。基於國內發展自動化工業多年的經驗，已有業者開始投入此一市場。由於半導體自動化設備市場切入不易，除了技術需求度高，如何能進入此一寡占市場更是挑戰之一。因此，本研究希望藉由對半導體自動化設備產業的分析及個案廠商的競爭優勢與策略發展演進之解析，探討廠商如何在產業強力競爭之環境下，建立競爭優勢，規劃因應環境的策略方向，順應環境演變快速調整策略，以強化其競爭力。 經由本研究之探討，歸納結論如下： （1） A公司宜以集中差異化策略為修正後的新方向。 （2） A公司應加強在行銷策略方面的規劃與執行，以導正以往過於偏向研發的策略方向。 （3） 持續維持在技術、品質、快速回應顧客的服務能力、成本與網絡聯盟等的競爭優勢。

The semiconductor automation equipment industry is a kind of basic and key industry. The semiconductor equipment industry has been developed for many years. But most local player is still in small and medium sizes because of local industrial characteristics, and still not entered those key fields yet. However, those domestic equipment providers gradually mastered the market and technologies in the rapidly changed semiconductor field and they also found some critical points of opportunities. Based on the experiences of many years for developing domestic automation industry, enterprises have invested in the market. It is not easy to enter the semiconductor automation equipment market. In addition to higher technologies requirements, there is another challenge to enter this oligarchy market. Therefore, this research hope through the analysis of the semiconductor automation equipment industry, the development strategy evolution and the competitive advantages of the representative firm, we investigated how the firms can build up their competence advantages in the strong competitive environment and how they can plan the strategic directions to comply with the environment, to survive successfully in the fast-moving and competitive global market. There are some conclusions listed below by the investigation of this study: 1. The A firm should modify their strategy to be a focus differentiation strategy. 2. The A firm should strengthen the plan and implement in the matter of marketing strategy to adjust the used strategy which focused more on product research and development. 3. Keep maintaining those competitive advantages by technologies, quality, and service on prompt response customer needs, cost and net alliance.