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| Title: | 分離式半導體策略行銷分析 -以喜可士公司業務為例
Strategic Marketing Analysis of Discrete Semiconductor Market - Taking SeCoS Corporation as an Example |
| Authors: | 劉明銜
Liu, Ming-Hsien |
| Contributors: | 巫立宇
劉明銜
Liu, Ming-Hsien |
| Keywords: | 分離式半導體
策略行銷
4C
喜可士 |
| Date: | 2024 |
| Issue Date: | 2024-11-01 11:33:34 (UTC+8) |
| Abstract: | 分離式半導體（Discrete Semiconductors）是一種獨立的半導體元件，如電晶體、場效應電晶體，二極體等，主要用途是搭配電子迴路中使用。市場上分離式半導體的需求非常廣泛，從消費性電子產品到工業控制、汽車電子、醫療產品，甚至軍事及太空領域等產品皆有應用。近年來，隨著物聯網（IoT）、5G通信、電動汽車、AI等新興技術的發展，對於分離式半導體的需求持續增加。同時受到全球能源使用效率提升的要求、小型化、高性能等方面的要求也在推動著分離式半導體在技術上及數量增加的需求不斷上升。
然而，分離式半導體市場也面臨著激烈的競爭和技術更新的挑戰。總的來說，分離式半導體市場仍然是一個充滿活力和機遇的領域，但也需要企業保持創新，提高產品競爭力，以應對市場變化和競爭壓力。
台灣的電子產品在世界上佔有重要的地位，但分離式半導體的市場中台灣廠商的市場佔有率與國際知名品牌相較依然低的很多，原因是早期生產這些分離式半導體需要有很強的基礎材料科學及精密的生產設備同時要有長期生產經驗的累積，由於國際性品牌進入產業的時間早，且買者對品牌的使用習慣及產品品質的水準有高的性賴基礎，縱使目前台灣的分離式半導體品牌廠商的生產技術及生產設備及產品品質與國際品牌相較沒有很大的差異，但目前很多電子成品的品牌廠商，採用國際大廠的分離式半導體產品的比例仍然很高。
根據本論文整理發現，依據策略行銷分析架構與實務分析的分析方法中，喜可士公司在C1對於降低買者外顯單位效益成本方面，在產品產出過程中，重設備資產的生產部分外包以降低成本，同時提供客戶免費的測試服務增加買者效益。C2降低買者資訊蒐集成本中，在創業初期透過代理商的銷售模式及加強官方網站的內容和大型廣告看板的建置，皆降低了買者資訊蒐集成本。在C3買者道德危機成本方面，喜可士取得德國品牌授權，申請了產業界的認證及知名單位的評比及獲獎皆也降低買者道德危機成本。C4買者專屬陷入成本中以貨款折讓(Rebate)的方式行銷，向上游原廠推廣品牌成為上游原廠指定的零件供應商和IC設計公司列名的特有零件型號的專屬資產，如此增加了買者專屬陷入成本。
喜可士公司在持續的努力經營當中，讓公司得以永續的經營發展，並期盼本研究結果可以作為喜可士公司未來規劃行銷工作的參考。
Discrete semiconductors are independent semiconductor components, such as transistors, field-effect transistors, diodes, etc., which are mainly used in electronic circuits. Discrete semiconductors are in demand for a wide range of applications, from consumer electronics to industrial control, automotive electronics, medical products, and even military and space applications. In recent years, with the development of emerging technologies such as the Internet of Things (IoT), 5G communications, electric vehicles, and AI, the demand for discrete semiconductors has continued to increase. At the same time, the global demand for improved energy efficiency, miniaturization, and high performance is also driving the demand for discrete semiconductors in terms of technology and quantity. However, the discrete semiconductor market is also facing fierce competition and the challenges of technological refreshment. Overall, the discrete semiconductor market is still a dynamic and opportunistic area, but it also requires companies to remain innovative and improve product competitiveness to cope with market changes and competitive pressures. Taiwan's electronic products occupy an important position in the world, but the market share of Taiwan manufacturers in the market of discrete semiconductors is still much lower than that of internationally renowned brands, because the early production of these discrete semiconductors requires strong basic material science and precision production equipment and long-term production experience accumulation, because international brands enter the industry early, and buyers have a high level of brand habits and product quality. Although the production technology, production equipment and product quality of Taiwan's discrete semiconductor brand manufacturers are not very different from those of international brands, the proportion of many brand manufacturers of electronic finished products using discrete semiconductor products from international manufacturers is still very high. According to the analysis method of strategic marketing analysis framework and practical analysis, SeCoS corporation in C1 is used to reduce the cost of buyers' explicit unit benefits, and in the process of product output, the production of heavy equipment assets is outsourced to reduce costs, and at the same time, customers are provided with free testing services to increase buyers' benefits. C2 Reducing the cost of buyer information collection, in the early stage of the business, through the sales model of agents, strengthening the content of the official website and the construction of large-scale advertising billboards, all of which reduced the cost of buyer information collection. In terms of the cost of moral crisis for C3 buyers, SeCoS has obtained the authorization of Germany brands, applied for industry certification, and the evaluation and awards of well-known association have also reduced the cost of moral crisis for buyers. C4 buyer exclusive into the cost of marketing in the form of rebate, to promote the brand to the upstream original factory, to become the upstream original factory designated parts supplier and IC design company listed unique parts model exclusive assets, so as to increase the buyer's exclusive cost of falling into the cost. In the continuous efforts of the company, the company can achieve sustainable business development, and it is hoped that the results of this study can be used as a reference for the future planning and marketing work of the company. |
| Reference: | 一、 中文文獻
邱志聖（2020），策略行銷分析：架構與實務應用，第五版，智勝文化事業有限公司。
二、 英文文獻
Alderson, W., & Martin, M. W. （1965）. Toward a formal theory of transactions and transvections. Journal of Marketing Research, 2（2）, 117-127.
三、 參考網站
4. WSTS (World Semiconductor Trade Statistics); URL: https://www.wsts.org/
5. Trend Force Corp. 集邦科技股份有限公司; URL: https://www.trendforce.com.tw/
6. Canalys ; URL: https://canalys.com/
7. SIG (Susquehanna International Group); URL: https://sig.com/
8. 萬德資訊Wind; URL: https://www.wind.com.cn/
9. McKinsey & Company; URL: https://www.mckinsey.com/
10. OUTLOOK科技觀察觀測平台; URL: https://outlook.stpi.narl.org.tw/index
11. 產業價值鏈資訊平台; URL: https://ic.tpex.org.tw/
12. 經濟部統計處; URL: https://www.moea.gov.tw/Mns/dos/home/Home.aspx
13. Business Insider; URL: https://markets.businessinsider.com/
14. IDC (International Data Corporation); URL: https://www.idc.com/
15. Gartner; URL: https://www.gartner.com/en
16. DIGITIMES大椽股份有限公司; URL: https://www.digitimes.com.tw/ |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
111932405 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111932405 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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