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| Title: | 半導體垂直整合製造供應商銷售實務-以策略行銷4C架構觀點分析
Case Analysis of Semiconductor Integrated Design and Manufacture Supplier: From 4C Framework Aspect |
| Authors: | 丁子芸
Ding, Tzu-Yun |
| Contributors: | 巫立宇
傅浚映
Wu, L.Y.
Fu, Jun-Ying
丁子芸
Ding, Tzu-Yun |
| Keywords: | 策略行銷4C
波特五力分析
半導體產業
半導體垂直整合製造供應商
4C framework of strategic marketing
Porter’s five forces
Semiconductor industry
Semiconductor Integrated Design and Manufacture Supplier |
| Date: | 2021 |
| Issue Date: | 2021-08-04 16:36:14 (UTC+8) |
| Abstract: | 半導體產業近年來隨著資料中心、雲端運算的需求持續成長，此外，許多新興領域如汽車和人工智慧等亦為半導體產業帶來充分的新機會，預估未來十年，自動化、電動化、數位聯網及安全系統的發展，將推動汽車電子設備和子系統中半導體元件的數量不斷上升。根據IC insight的調查，半導體產業的產值在2018年突破了5,000億美元，而接下來在2023年，產值被預測將突破6,000億美元。在高集中度的半導體產業，當前上下游參與者間的競爭激烈，併購活動亦相當活躍。企業在高度競爭的環境下如何透過行銷策略提升競爭力與營收成果，是重要的課題。
本研究以全球規模前十大之半導體垂直整合製造供應商I公司作為研究對象，探討其採取哪些行銷4C策略以降低顧客交易成本，再以五力分析歸納個案在產業內的定位與競爭分析，最後結合行銷4C策略與五力分析之結果，探討I公司成功經營的關鍵因素，並進一步連結產業發展趨勢，建議Ｉ公司未來應採取之策略。
本研究結果得出，道德危機成本是電子產業中的客戶決定是否採用供應商產品的重要考量因子，而Ｉ公司相對而言在降低買者道德危機成本上亦採取最完善的策略，其在保證產能供給方面，採取積極的擴廠策略，此舉除了可向客戶證明I公司的當前的營運能力，也是對未來成長的長期承諾；其次，因晶片屬於高涉入性質的產品，降低買者資訊搜尋成本亦為I公司須著重的重要策略項目，故其針對潛在客戶、現有客戶、通路商以及大眾市場等不同的區隔，採取不同的降低買者資訊蒐集成本之策略。根據五力分析的結果，當前競爭力道最強的是同業競爭者間的競爭，在高集中度之市場，大而強的企業如何積極的運用併購策略並真正的發揮綜效，繼續擴張市場版圖，是支持大型半導體垂直整合製造供應商之市佔率持續成長的重要策略。
In recent years, the semiconductor industry has continued to grow with the demand for data centers and cloud computing. In addition, many emerging fields such as automobiles and artificial intelligence have also brought new opportunities for the semiconductor industry. It is estimated that in the next ten years, the development of automation, electrification, networking and security systems will continuous increase the number of semiconductor components in automotive electronic equipment and subsystems. According to IC Insight survey, the output value of the semiconductor industry exceeded US$500 billion in 2018. In 2023, the output value is predicted to exceed US$600 billion. In the highly concentrated semiconductor industry, competition between upstream and downstream players is fierce. Mergers and acquisitions activities in the industry are also quite active. How companies can improve their competitiveness and revenue through marketing strategies in a highly competitive environment is an important topic.
This study takes I company, the world`s top 10 Semiconductor Integrated Design and Manufacture Supplier, as the research object. The study will discuss what marketing 4C strategies it adopts to reduce customer transaction costs. Then adopt five forces analysis to analyze its position in the industry. Last, combining the marketing 4C strategy and the results of the five forces analysis, discuss the key factors of I company`s success, further link to industry trend, and suggest what strategy I company should adopt in the future.
The results of this study conclude that the cost of moral crisis is an important factor for customers in the electronics industry to decide whether to adopt supplier’s products. I company also adopts relatively more strategy to reduce the cost of moral crisis for buyers. I company take active expansion strategy to guarantees its capacity of supply. This strategy not only proves to customers their operating capabilities, but also a long-term commitment to growth. Secondly, because the chips are high-involved products, how to reduce buyer’s information search cost is also an important strategic that I company focus on. Therefore, it adopts different strategies to different segments such as potential customers, existing customers, distributors and the mass market. In the Five Forces analysis, the strongest competitiveness is the rivalry among existing competitors. In a highly concentrated market, how can large and strong companies actively use mergers and acquisitions strategies and exert synergies, continue to expand their market territory, is an important strategy for large-scale Semiconductor Integrated Design and Manufacture Supplier to grow their market share. |
| Reference: | 李珮慈（2019）。半導體設備製造商拓展業務之成功銷售案例- 以策略行銷4C分析。政治大學企業管理研究所（MBA學位學程）學位論文，未出版，台北。
巫立宇、邱志聖（2015），銷售與顧客關係管理（第二版）。台灣：新陸書局。
林光龍（2019）。電子系統製造商採購記憶體晶片之半導體通路商選擇策略:4C策略行銷成本觀點。政治大學經營管理碩士學程（EMBA）學位論文，未出版，台北。
邱志聖（2014）。策略行銷分析:架構與實務應用（第四版）。台灣：智勝出版社。
陳明煇（2021）。半導體未來浪潮-新興機會與致勝策略。台灣：勤業眾信。
蕭文姃（2018）。國際半導體通路商經營績效之分析。北商學報，33 ，1-24。
IC insights (2021). The McClean Report 2021- A Complete Analysis and Forecast of the Integrated Circuit Industry. America: IC insights.
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363043 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363043 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202100744 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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