台灣地區的IC設計產業，近幾年來的發展十分蓬勃，總產值排名全球第二，僅次於北美，全球市場佔有率約22%左右；截至2005年底，台灣IC設計業者總數已達268 家，其中有8家業者擠進全球前30大IC設計公司排行榜。
除了一些規模屬中、大型的IC設計業者有機會站上國際舞臺，且生命力相對穩定，其他小型台灣IC設計業者若無創新技術以及經營策略做為武器，很難在競爭激烈的市場中存活。
本研究嘗試分析台灣IC設計業的現況，找出其全球競爭的優勢，並以一台灣小型IC設計公司的創業實例，結合吳思華教授的策略三構面以及Scott A. Shane科技創業聖經的分析，試圖找出小型IC設計公司的成功之道，供其他新創IC設計公司做決策時的參考。
本研究旨在回答下列三個問題：
一、 探討台灣新創小型IC設計公司如何選擇公司創立時的產品方向。
二、 台灣新創小型IC設計公司因各項資源短缺，如何選擇適合的營運模式。
三、 小型IC設計公司沒有市場知名度，如何做上下游的合縱連橫，才能成功銷售產品。
本研究得到下列結論：
一、 組成有較高技術能力的研發團隊，找出有技術門檻的產品，可擺脫與其他小型IC設計公司直接競爭的可能性。另外，應找出市場規模不大但穩定成長的產品，因為這種市場的需求量不符合大公司的經濟規模，大型IC設計公司比較不想進入相同的市場。而且因為市場規模不大，產品單價較高，毛利率可相對提高。雖然市場需求量不是非常大，但是小公司的營業費用較低，若產品的毛利率高，且市場穩定成長，公司獲利的機會就高。
二、 小型IC設計公司的資金以及人員不足，無法自行完成所有前後段IC設計，需要外包後段IC設計以及生產安排；而且如果增加後段IC設計的人員，會造成整個公司的營業費用變高，若市場規模不大，獲利的機會將會降低。
因此，小型IC設計公司應利用台灣IC產業完整的供應鏈supply chain做互補性資產，慎選供應商以快速切入市場。
三、 小型IC設計公司應利用台灣製造業王國主導關鍵零組件選擇權的優勢，並利用Local Support達成Time to market的優勢，與大企業合作共同尋找潛在產品，並以利潤分享模式，確定顧客願意使用以及推廣，保障基本營收，借力使力克服其他客戶對小型公司的疑慮，進而開拓市場知名度，增加長期競爭力。 / The development of IC design industry has been prosperous for the recent years in Taiwan. The total production value ranks the second in the worldwide, and the entire production value takes up 22% share among the worldwide market, only being inferior to that in North America. The number of IC design companies has been increasing to 268 ones in Taiwan, up to the end of the year 2005; eight of which even squeezed into the worldwide top 30 companies at the ranking chart.
It is only the medium and large companies that stand a fair chance to sparkle themselves on the international stage, and they fill with steady vitality as well. As for other small ones, it will be hard for them to survive in the keen competitive market if they are deficient of the innovative technology and managerial strategy as their weapons.
The gist of this research focuses on analyzing the current situation of Taiwan IC design industry and exploring its superior advantage against the global competition. A real case is taken from a Taiwan small start up IC design company with which combined Dr. Wu’s “three aspects in strategy” in his “The nature of the Strategy” and “Finding Fertile Ground” by Scott A. Shane. It is the purpose to try to find out a road leading the small start up IC design companies to achieve success and to hope that can be a strategic reference for the new start up IC design companies.
The object of this research is to answer the questions listed below:
1. Discussing how a small start up IC design company sets his direction in defining their product during the initial period.
2. How can a small start up IC design company choose a proper business model under the limited company resources.
3. Being lack of the market prestige of a small start up IC design company, how to jointly and coordinately cooperate with his strategic customer to have their products enjoy a steady and successful sale?
This research concluded the followings:
1. Composing R/D team with greater inventive ability and inventing some products with more difficult threshold in order to get rid of the directly competitive possibility with other small IC design companies. Moreover, they should find out the product without huge market demand while it owns stable growth rate. Since the demand at the market does not meet the economy scale of big companies; thus, the big companies would rather not get into the same market. And since the market demand is not big, the products selling price can be higher, the more gross profit they can get in this kind of small market. Although there is not a great demand for the product, the small companies can still get better profit from the lower business expense, and the small company can be profitable due to the steady growing market demand.
2. Small start up IC design companies might be lack of sufficient capital and employees, so they can not complete both the front end and the back end IC design process alone. Thus outsourcing the back end IC design process and production arrangement are necessary. Otherwise, the business expense will be too high if they increase the labor force of the back end engineering. The overall profit will get worse if the market demand is not big.
So, small IC design company should make good use of the sufficient supply chain in Taiwan IC industry as a supplementary asset, and select the suppliers by higher criteria, then penetrate the market timely.
3. Taiwan electronic manufacturing industry has occupied a dominant position in key components, so the small IC design companies should take advantage of that, and use the strength of “local support” to achieve the advantage of “time to market”. Cooperate with big firms in order to find out the potential products. Small companies can take profit sharing business model to ensure the strategic customers have the willingness to use and promote their products. Then the other customers can spontaneously eliminate their concern toward a small start up company.
In this way, the small start up company can assure to gain a basic income first; furthermore, they would enjoy a positive increasing market reputation and a stronger long term competitive capability.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0093932915 |
| Creators | 陳清宏, Chen, Ching-Hung |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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