個案討論─聯發科技是否應發展GPRS手機晶片組

Abstract

摘要 在過去二十年，台灣的半導體產業由沒有變為世界半導體產業的重鎮，但是台灣過去的成功，主要是靠模仿─利用強大的工程能力來模仿，利用挖角造成技術擴散來模仿。在產品複雜度日益增高，模仿日益困難的今天，如何利用自己獨特的技術、資源、企業特質與產業環境，選擇最適合自己的產品，走出最適合自己的路。 本文先介紹策略規劃的一般原則、描述手機市場的概況與趨勢，再敘述聯發科技本身企業文化、營業與財務狀況。介紹的主要目的在於建構策略規劃所需的背景─在此特殊的時空、企業資源與產業環境中，企業老板所做的選擇。本文主角之所以選擇聯發科技是因為該公司在台灣設計公司中算是一個相當成功的公司。 聯發科技是一無工廠積體電路設計公司，該公司成立不足五年，即於二○○○年成為世界第十三大的純設計公司。本文利用該公司在增加新產品線時，如何依自身特性選擇手機晶片組做為標的，加以個案分析，探討產品規劃的思考模式。主要評估的方向是以風險、五力分析與適合性三方面作評估。

ABSTRACT In the past 20 years, Taiwan semiconductor industry starts from nothing. Now, it plays a very important roll in the whole world. The key success factor in the past is imitation – by using powerful engineering capability, by using technology spread through people. Today, product design complexity becomes high. It increases the execution difficulty of imitation strategy. How to use the unique technology, resource, culture and environment of each company choose the most beneficial products and enhance the unique core competence. This thesis starts from introducing the general rule of strategy, describing the mobile phone market situation, Mediatek business status and her financial reports. The main purpose of introduction is to provide the strategy background information – under this unique timing, business resource and industrial environment scenario, the CEO choosing. The reason why I choose Mediatek, a Taiwan fabless design house, is because of her special achievement. Mediatek is a fabless design house established four years (1986) ago. In 2000, Mediatek becomes the 13 largest fabless design house in the world. Recently, Mediatek decide to increase their product line to mobile phone chip set. We use this opportunity to analysis why they chose mobile phone chip set as their second core competence and why they believe the mobile phone product line can fit their company’s unique situation. I try to figure out the model of their thinking logic and write it as a case study. Analysis is focus on “ Five force” ,fitness and risk.