台灣IC設計服務公司的競爭策略-無特定晶圓代工廠支持之個案研究

Abstract

目前IC產品的趨勢朝向輕、薄、短、小，因此整合技術及先進製程的開發日趨重要。但不是每一個晶圓代工廠都有能力負擔跟隨先進製程開發，也不是所有IC產品都需要使用到此先進製程技術。在成熟製程( Mature Process)，如0.13um、0.18um甚至0.35um 或是0.5um的技術生產在電源控制(Power Management )IC、TFT LCD Driver IC、RF、Image Sensor、8-bit or 16-bit MCU、甚至MEMS的應用、及一般消費性產品。 大多數的IC設計服務公司並無特定支持的晶圓代工廠。本研究即針對在台灣無特定代工廠支持的IC設計服務公司提出個案研究，藉由資源基礎理論結合五力分析進行全方位的分析。希望找出此個案公司的競爭優勢，並藉此為無特定晶圓代工廠支持的IC設計服務公司提出可行性的競爭策略。 發現整體環境中，提供0.13um/0.18um以上成熟製程的5、6、8吋晶圓代工廠大多已完成固定成本回收，因此可提供更低的價格服務，使得台灣IC設計服務廠商更有價格競爭優勢。同時由五力分析得知現有廠商競爭程度為環境中最需考慮的事項。再進一步分析個案公司，發覺其內部具有異質性與不可移動性的資源為彈性化的Turnkey設計服務，及全方位的Know-How，與開發SiP技術提供客戶輕、薄、短、小的產品的解決方案。 因此建議IC設計服務公司利用此成熟製程的優勢，同時與封裝、測試廠策略聯盟。提供客戶：KGD(Known Good Die)諮詢、SiP成本分析、SiP封裝設計到測試與控制chip的IP、電路設計，並掌握先進SiP封裝技術，開發高附加價值的應用。另外統包解決方案(TurnKey Solution)可消弭客戶的不便，降低開發成本(Cost)、提昇產業服務價格(Price)、傳遞優勢價值(Value)給IC設計公司或系統公司，讓客戶得到物超所值，亦為成功的關鍵。

Since the tendency of IC chip development is toward lighter, thinner, smaller, and shorter, the technologies of integration and advanced process become more and more important. However, those technologies, which most foundries can’t afford, aren’t necessary for all IC chips. The other technology, mature process like 0.13um, 0.18um, 0.35um and 0.5um, also can product consumer IC chips, which included power management IC, TFT LCD diver IC, RF, Image Sensor, 8-or 6-bit MCU and even though MEMS application and electronics. Most IC design service companies cooperate with not specific dedicated foundries. This paper focus on the case study of an IC design service company in Taiwan with no specific cooperating foundries. We examined the competitive advantage of this company by applying the resource-based theory and Porter 5 force analysis to find out the capable of competitive strategies for firms in this industry without specific cooperating foundries. We found that 5, 6 and 8-inch foundries which can provide 0.13um or 0.18um mature processes, had already recovered their fixed cost, so they can offered a lower price for IC design service companies in Taiwan. With this price advantage in the industry, we also found that the rivalries among existing firms were the threat which should be concerned most. Moreover, by the case study, we discover the main resource in this firm are that they provided flexible Turnkey design service with wide range of Know-How and concentrated on developing SiP technology which can also fit the lighter, thinner, smaller, and shorter tendency of IC chips solution. In conclusion, we suggested that IC design service companies in Taiwan should take advantage of their competitive price from mature process foundries and make strategy alliance with assembly and testing firms. Besides, they should provide: KGD(Known Good Die) consulting, SiP service which contained cost analysis, assembly and testing, offering IP and circuit design for control chip, and focus on SiP assembly technology to develop high value-added product. Finally, we thought the key strategy is Turnkey solution, which can improve convenience for clients, reduce developing cost, increase service price and pass the advantage value to client like IC design companies or system companies.