我國IC設計產業近年來不但成長快速，位居世界第二位，同時也是驅動我國半導體產業的重要成員之一，更有可能繼晶圓代工之後，成為全球市佔率第一的明星項目，因此其未來發展十分重要；本研究將以我國IC設計產業為研究對象，分析其在產品進入策略上的佈局，以產品線寬度與產品線相似度劃分不同的策略群組，探討不同群組間的毛利率是否具有顯著差異，進而找出有效的產品進入模式。

根據三十七家樣本公司的產品線寬度及相似度所劃分的四組樣本，經單因子變異數分析後發現四組間的確在產品線寬度及相似度上有顯著性差異，因此可以繼續進行迴歸分析與單因子共變數分析；在迴歸分析中使用PLB(產品線寬度值)、PLP(產品線相似度值)、AGE(公司成立年限)、NS(淨營收)、COSTD(成本差異)與VALUE(價值差異)為自變數，Gross Profit Margin(毛利率)為應變數；在單因子共變數分析中則使用Group(組別)為自變數，AGE(公司成立年限)、NS(淨營收)、COSTD(成本差異)與VALUE(價值差異)為共變數，Gross Profit Margin(毛利率)為應變數。

本研究結論如下：
1﹒逐步進入法(Stepwise)的迴歸分析中，對毛利率有預測力的只有VALUE、COSTD、NS三項，PLB、PLP、AGE因未達顯著水準而被排除。
2﹒單因子共變數分析中，顯示依產品線寬度值及相似度值所劃分為四組樣本，在毛利率的表現上並無顯著差異，雖然就數值上來看似乎顯示產品線相似度低者(第三組與第四組)的毛利率較高，與一般認知相同，也與迴歸分析中的PLP與毛利率呈負相關結果相符，但仍不具統計上的顯著差異。
3﹒公司成立年限雖然在此次研究上顯示並非影響毛利率的顯著因子，但由於此次取樣樣本有限，且排除成立不滿四年的公司，再加上我國IC設計產業發展至今不足三十年，樣本公司中也有不少公司是由整合元件大廠(Integrated Device Manufacturer，IDM)所分立出來，因此有再深入探討的必要。
4﹒就近幾年營收排名來看，我國IC設計業者有大者恆大的趨勢，而工研院公佈的我國業者家數仍在成長當中，由附錄的產品分類表可看出在某些產品線上競爭十分激烈。

最後個人的心得是：根據終端產品應用領域的潛力與本身的核心能力，決定進入的目標市場，其重要性將比選擇那些產品線與採取何種產品進入策略要高，每家公司都必須有全面性的規劃，而不是一味追隨市場潮流或固守本位。

Rocketing IC design industry﹐one of the major driving force of Taiwanese semiconductor industry﹐its yearly revenue ranked no.2 in 2003 globally﹐will be another rising star after its foundry business which shared at about 70% of the worldwide market﹒
This study will focus on Taiwan-based IC design houses to analyze their deployment of product strategy by PLB(product line breadth) and PLP(product line proximity) and use proper measurements of PLB and PLP to categorize different product strategy groups﹐and then compare the gross profit margin of different groups to see if we can find a optimal model.
In total 37 sampling companies which are categorized into 4 groups by PLB and PLP﹐we find the mean of their PLB and PLP reach significant difference between groups by ANOVA﹐which we can continue following regression analysis and ANCOVA﹒
In regression analysis﹐we use PLB﹐PLP﹐AGE(company’s age)﹐NS(net sales)﹐COSTD(difference of cost)﹐VALUE(value of product) as independent variables and gross profit margin as depedent variable﹒
In one-way ANCOVA﹐we use group as independent variable﹐AGE﹐NS﹐COSTD﹐VALUE as co-variates and gross profit margin as dependent variable﹒
The conclusions of this study are as following：
1﹒In stepwise regression analysis﹐VALUE﹐COSTD and NS account for major influence of gross profit margin﹐while PLB﹐PLP and AGE are excluded﹒
2﹒In one-way ANCOVA﹐4 groups categorized by PLB and PLP show no significant difference in gross profit margin statistically﹐though the result seems like that the groups with lower PLP(sub-set 3﹐4) are accompanied with higher gross profit margin ﹐which is compliance with previous regression analysis-PLP is negatively related to gross profit margin﹒
3﹒Owing to fewer samples﹐excluding age of companies lower than 4 years when sampling﹐some sampling companies were separated from IDM (Intergrated Device Manufacturer) and the development of Taiwan-based IC design industry is under 30 years﹐we think the result of “AGE is not a major influential factor of gross profit margin”will need to be exploited more in detail﹒
4﹒The trend of bigger is bigger showed on revenue ranking in Taiwan-based IC design houses and the number of them is still growing announced by ITRI(Industrial Technology Research Institute)﹒
We also find the competition is very fierce in some product lines after checking the appendix-Table of Product Category﹒
Finally﹐we suggest the company should focus on its core competence and the potential of its target market more than just choosing product lines and making product strategy﹐what the company really need is all-dimension planning ﹐not status quo or chasing vogue only﹒

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