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| Title: | 半導體垂直整合製造供應商與代理商之策略行銷 4C 分析 ：以 I 公司為例
Case Analysis of Integrated Device Manufacturer and Agent Based on 4C Framework Aspect |
| Authors: | 林郁璇
Lin, Yu-Hsuan |
| Contributors: | 巫立宇
林智偉
Wu, Lei-Yu
Lin, Chih-Wei
林郁璇
Lin, Yu-Hsuan |
| Keywords: | 策略行銷 4C
半導體產業
代理商
晶片
4C Framework of Strategic Marketing
Semiconductor industry
Agents
Chips |
| Date: | 2022 |
| Issue Date: | 2022-09-02 15:48:21 (UTC+8) |
| Abstract: | 2020 年初開始，新冠肺炎逐漸在全世界擴散開來，大幅影響了各個產業的營運狀況，其中半導體產業也深受其影響，例如半導體的原料短缺、前端製造及後端的封裝與測試工廠人力緊縮、集中產品的倉庫受到當地疫情之影響、產品運輸延宕等，不管是原料、尚未完成的在製品或最終的完成品都受到疫情相當嚴重的影響。又加上科技不間斷的進步以及人類的各項需求上升，更推升了對於半導體晶片及相關產品之需求，同時因為資料中心、智慧城市、智慧工廠、智慧生活、雲端運算等各種需求的成長，半導體產業前景看似一片光明。根據IC insight的報告顯示，在2018年度半導體產業的產值統計超過5,000億美元，同時IC insight也預估2023年產值會比2018年多出1,000億美元，總共來到6,000億美元。因此供給受影響又加上需求上升，導致供給和需求不但無法達到均衡點，還會有嚴重的落差，身為半導體直整合製造供應商的一員，對於此現象有深刻之感受。
而供不應求之狀況導致半導體代理商身為面對上游設計及製造的原廠和下游接近終端消費者的品牌廠或幫品牌代工的代工廠雙邊龐大的壓力，代理商每周需要和品牌廠開會更新每顆晶片的供應狀況，也要和原廠建立好最即時的溝通管道，在供給有可能跳票的情況下，於第一時間就能夠收到即時的訊息，同時想辦法維持原本可以拿到貨的交期，原廠方面也隨之增加十分多追料的工作，為了就是讓下游顧客的工廠能夠如期得拿到產品並進行生產製造，防止工廠斷線的問題產生。
本研究是以策略行銷4C架構分析，剖析原廠與代理商兩家公司之間的合作及互動關係，在疫情之前不需要每天追貨的時代和疫情發生後每分每秒都在追貨的日子，產生了哪些很不一樣的差異。而最終本研究結果得出，策略行銷4C架構中，外顯單位效益成本C1、資訊搜尋成本C2、道德危機成本C3、專屬陷入成本C4，都有不同程度上的影響，其中又以道德危機成本上升幅度最高，接者為資訊搜尋成本，再來是外顯單位效益成本，最後則為專屬陷入成本。而道德危機成本上升幅度最高之原因來自於代理商因為外在因素導致產品沒有辦法如期繳到顧客手中，而產生工廠有斷線之可能性；資訊蒐集成本上升之原因來自於原本設定要購買的料，因為供應量不足，所以需要找替代料來彌補原始用料短缺的問題，而尋找替代料又要花時間及金錢去做研究、搜尋、測試等；外顯單位效益成本上升來自於代理商取得半導體產品或其他相關服務所必需要支付的總成本增加，但代理商可透過轉嫁成本給下游顧客而減輕外顯單位效益成本上升之幅度；最後，專屬陷入成本在追貨時代前後與其他三項成本比較差異最少。
Since the beginning of 2020, covid-19 has been spreading around the world. It significantly affects the operations of various industries, including the semiconductor industry. It leads to the shortage of raw materials, the labor shortage in front-end manufacturing factories and backend assembling and testing factories, delivery center shutdown, and the delay in product transportation for semiconductors. In addition, the advancement of technology and the rise of human needs have boosted the demand for semiconductor products. According to IC insight`s survey, the output value of the semiconductor industry exceeded US$500 billion in 2018 and is forecast to exceed US$600 billion in 2023. As a member of the semiconductor industry, I have a deep understanding of this phenomenon.
The supply shortage has caused the semiconductor agent to face huge pressure from the upstream semiconductor supplier and downstream companies. The semiconductor supplier has also added a lot of work to improve the supply, so that the downstream customer`s factory can get the product on time and proceed with the production, and prevent the risk of factory line down.
In this study, the 4C framework of strategic marketing is used to investigate the difference between before and after Heavy Allocation for semiconductor supplier and the agent. The results of this study showed that there are different degrees of impact on the 4C framework. The highest increased cost is moral hazard cost, followed by the cost of information search, then the cost of unit benefits, and finally the cost of exclusive involvement. The reason for the highest increased moral hazard cost is that the agents are not able to deliver the products to the customers as scheduled due to external factors, and there is a possibility of factory line down. The reason for the increase in information searching cost is that the materials originally set to be purchased are not in sufficient supply, so it is necessary to find alternative materials to make
up for the shortage of the original materials. That takes time and money to do research, search, and testing to find alternative materials. The external unit benefit cost comes from the increase in the total cost paid by the agent to obtain the product or service, but agent can reduce the
increase in the external unit benefit cost by passing on the cost to downstream customers. Lastly, the cost of exclusive involvement is the least different before and after Heavy Allocation. |
| Reference: | 邱志聖（2020），策略行銷分析：架構與實務應用第四版，志聖出版社。
巫立宇、邱志聖（2015），銷售與顧客關係管理，新路出版社。
林董祥（2000），「影響供應鏈夥伴關係相關因素之研究- 以半導體供應鏈為例」，碩士論文，國立中央大學資訊管理學研究所。 |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363006 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363006 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201382 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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