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| Title: | 以策略矩陣分析法探討類比 IC 設計公司事業策略之研究
The Strategic Matrix Analysis of Business Strategy in an Analog Design Company |
| Authors: | 潘宏坤
PAN, Hung-Kun |
| Contributors: | 彭朱如
Pang,T-A
潘宏坤
PAN, Hung-Kun |
| Keywords: | 策略矩陣分析法
類比 IC 設計
Strategic matrix analysis
Analog IC design |
| Date: | 2024 |
| Issue Date: | 2024-09-04 13:49:51 (UTC+8) |
| Abstract: | 本研究應用「策略矩陣分析法」探討類比 IC 設計公司事業策略，個案公司主要產品項目以電源轉換及管理 IC、放大及驅動 IC、離散式功率元件以及等相關產品為主。因近年來個案公司雖新產品數量增多，但卻無法因而創造營收整體業績增長，且因新產品開發性質與客戶選擇因素，導致業績與毛利無法增長情況，而公司內部也面臨研發相關人才缺乏的問題。為解決上述問題，個案公司憑藉過去累計的產品開發具重複使用的 I/P 特性以及良好的客戶關係逐步拓展至其他新應用與客戶。本研究經由個案公司的產品研發、生產封測、與行銷銷售等重要經營流程展開策略矩陣，分析其現在策略形態之目標達成程度、痛點分析，以及現在策略模組及其外部環境變化分析，找出個案公司在產品開發、生產與封測、以及行銷方面的競爭優勢。根據分析，本研究提出未來的三個策略方案，分別為方案一擴大既有產品客戶規模、方案二風扇馬達 IC 進入日本家電市場、以及方案三加速產品上市進入車用市場。就個案公司而言，本研究的策略方案有助於引導公司未來在選擇客戶及新產品開發的策略方向，搭配各部門的行動計劃，期能有助於提升公司毛利與業績成長。本研究結果對其他類比 IC 設計公司的策略選擇方向，亦能提供價值參考。
In this study, we will use the strategy matrix analysis method to explore the business strategy of an analog IC design company, and the main product items of the case company are power conversion and management ICs, amplification and driver ICs, discrete power components, and related products. In recent years, although the number of new products has increased, the company has not been able to create overall revenue growth, and due to the nature of new product development and customer selection
factors, the performance and gross profit cannot grow, and the company is also facing the problem of lack of R&D-related talents.
In order to solve the above problems, the case company gradually expanded to other new applications and customers based on the product development with reusable I/P features and good customer relationships accumulated in the past. This study develops a strategy matrix through the important business processes of the case company, such as product development, production packaging and testing, and marketing and sales, and analyzes the degree of goal
achievement and pain point analysis of its current strategy form, as well as the analysis of the current strategy module and its external environment changes, so as to find out the competitive advantages of the case company in product development, production and packaging and testing, and marketing.
Based on the analysis, this study proposes three strategic plans for the future, namely option 1 to expand the customer scale of existing products, option 2 fan motor IC to enter the Japan home appliance market, and option 3 to accelerate product launch into the automotive market.
For the case company, the strategic plan of this study will help guide the company's future strategic direction in selecting customers and new product development, and together with the action plans of each department, it is expected to help improve the company's gross profit and performance growth. The results of this study can also provide a valuable reference for other analog IC design companies to choose their strategic directions. |
| Reference: | 【中文參考文獻】
書籍
1. 司徒達賢(2016)，策略管理新論：觀念架構與分析方法（三版），臺北：智勝文化事業有限公司
學位論文
1. 趙幼彬(2010)。台灣類比 IC 產業成功策略研究主要探討台灣類比 IC 設計產成功的七項策略。元智大學，管理研究所。
2. 戴志明(2020)。半導體 IC 設計產業人才競爭優勢中探討 IC 設計產業中面臨的競爭環境挑戰及人才競爭的優勢。國立台北科技大學，管理學院 EMBA 華南專班。
3. 吳家壽（2008）。國家政策工具應用於台灣類比 IC 設計產業競爭優勢及策略之研究以 SWOT 分析台灣類比 IC 產業的競爭優勢。國立台北大學，企業管理學系碩士論文。
【英文參考文獻】
書籍
A. Osterwalder, and Y. Pigneur (2010). Business Model Generation: A
Handbook for Visionaries, Game Changers, and Challengers. John Wiley
and Son. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
110932050 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110932050 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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