Competitive Strategy Analysis of Taiwan Semiconductor Packaging Industry - Case Study

• Main Authors: Keng Hung Chen, 陳畊宏
• Other Authors: 龔尙智
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/41102482093317947398

碩士 === 輔仁大學 === 科技管理學程碩士在職專班 === 95 === Taiwan semiconductor industry has built a complete supply chain and acts the pivotal role in the global market. Among, semiconductor packaging industry grows faster. So, this thesis takes semiconductor packaging industry as object of analysis and induces the key success factors of this industry. By the means of case study (ASE and SPIL), we compare their present management situations and competitive strategies. We hope that we can propose the relevant suggestions for the industry to improve the international competitive ability and provide the relevance for the industry and related people. Firstly, we carry on the literature study about traditional competitive strategy theory and the blue ocean strategy theory as the basis of the empirical analysis. Next, we engage in the industrial analysis for Taiwan semiconductor industry and packaging Industry to understand their industrial structure and industrial characteristics. Then, we take the case study for ASE and Spil to discover their competitive strategies and sources of competitive advantage and compare these two companies in terms of the key success factors. Then, we utilize the blue ocean strategy theory, draw up their strategy canvases, and find out the characteristics of case companies’ value curves. Finally, we put forward the suggestions for this industry and future research. The findings of our research show that these two case companies both apply diversified management strategies and own unique value curves. In intensely competitve environment, they are actually the representative Taiwan’s blue ocean strategy model. However, the blue ocean market is unable to continue permanently because high-technology industries are fast changing and the product life cycle is shorter. So, firms should integrate supply chain, research and innovate, provide perfect customer service, and go into global layout actively. By continually achieving the value innovation, they can prepare themselves for the next blue ocean. Future research can gather widespread information on domestic and foreign packaging firms and make a comparison between them to provide the basis of the future development for domestic packaging industry.