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Author: 黃淑美
Shu-Mei Huang
Thesis Title: 企業經營策略與挑戰 - 以力晶科技為例
Business Strategies and Challenges of Chip industry – The case study of Powerchip
Advisor: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
Committee: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
黃世禎
Sun-Jen Huang
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2019
Graduation Academic Year: 107
Language: 中文
Pages: 60
Keywords (in Chinese): 半導體動態隨機存取存儲器創業家精神融資順位理論開放式創新商業經營模式
Keywords (in other languages): Chip industry,, Dynamic Random Access Memory, Leadership, Pecking order theory, Open innovation, Business model
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  • 力晶科技股份有限公司創立於 1993 年,位於新竹科學園區,公司主要業務為記
    憶體製造及晶圓代工。二十五年來經歷了亞洲金融風暴,記憶體產業數次的衰退危機,
    2006 年創辦人黃董事長身陷旗下關係企業之內線交易案,2009 年又因某半導體內線
    交易案受到牽連,這個期間更值全球記憶體廠不斷的擴充,供過於求產能過剩,價格
    慘跌之時期,產業狀況慘烈,銀行信用緊縮,外部人覬覦經營權之危機,困境重重中,
    對公司進行變革,轉型成功,帶領公司員工度過難關,讓公司從返獲利,創造高科技
    產業起死回升之奇蹟,終將記憶體廠根留台灣。本個案乃在討論企業領導者在順境中
    如何居安思危,如何發現改變的契機?在危機時帶領著部屬,說服銀行,供應商,客
    戶支持共度難關。探討的問題包括:黃董事長之創業家精神與變革決策,並分析董事
    長在逆境中變革的根據與阻礙,進而提出經營上的建議。本研究採用哈佛個案教學方
    式撰寫,內容為研究者經營事業歷經環境起伏變化下所採取的因應策略與過程,提供
    企業在創業過程中,面臨景氣衝擊或市場挑戰時,可作為參考與借鏡。本研究可用於
    討論領導特質、融資順位、組織變革、商業模式及等議題。


    Powerchip Technology Co., Ltd. founded in 1993, located in Hsinchu Science Park.
    The main business of which are access memory manufacturing and wafer foundry. In the past 25 years, memory industry has faced a recession due to the continuous expansion of global memory factories, therefore contributed to oversupply. The price of products slumped, while Powerchip was facing bank credit crunch. In the meanwhile, outsiders coveted the right of management. The founder, Chairman Huang, reformed the company, leading the employees overcame the difficulties and showed a turn from loss to profit, which became a legend of high-tech industry. This case is to discuss how business leaders to be alert to dangers even in times of calm and how they find out the proper time to reform.
    Persuading banks, suppliers, customers to support each other and overcome the dilemma and difficulties. This particularly enterprises' development in decision-making and strategies forming can be used as a reference for other enterprises, startups, and entrepreneurs in facing economic recessions or market challenges. A Harvard case study is adopted in this research to discuss the leadership, pecking order theory, open innovation, business model. This case study could exert a profound influence on the environment, society, and the social mass.

    摘要..................................................................................................................................................................I ABSTRACT ................................................................................................................................................... II 致謝...............................................................................................................................................................III 目錄.................................................................................................................................................................V 圖目錄 ........................................................................................................................................................ VII 表目錄 .......................................................................................................................................................VIII 壹、 個案本文.....................................................................................................................................1 第一節、開場白........................................................................................................... 1 第二節、力晶科技所面臨的決策難題與挑戰........................................................... 2 第三節、動態隨機存取記憶體(DRAM)及半導體產業概況............................... 6 半導體概況................................................................................................................... 6 半導體產業結構........................................................................................................... 7 半導體產業特性........................................................................................................... 8 半導體的發展歷程..................................................................................................... 10 動態隨機存取記憶體(DRAM)............................................................................. 11 DRAM 廠商變化........................................................................................................ 14 第四節、力晶科技公司的發展沿革歷史................................................................. 16 第五節、力晶科技近年來所面臨的經營難題......................................................... 17 良禽擇木而棲 (1999-2002 年).................................................................................. 17 世代廠之轉型契機 (2003-2007 年).......................................................................... 19 VI 險遭 TIMC 滅頂 (2008-2009 年)............................................................................. 19 聯貸銀行團龐大債務還款壓力 (2010-2014 年)...................................................... 21 第六節、四面楚歌的挑戰......................................................................................... 21 第七節、突破重圍..................................................................................................... 22 第八節、力晶下一步................................................................................................. 23 貳、 教學指引..................................................................................................................................24 第一節、個案總覽..................................................................................................... 25 第二節、教學目標..................................................................................................... 26 第三節、課程適用對象............................................................................................. 27 第四節、學員問題討論............................................................................................. 28 第五節、個案人物背景............................................................................................. 28 第六節、個案分析..................................................................................................... 29 課程目標一:領導者特質探討................................................................................. 31 課程目標二:融資順位理論..................................................................................... 32 課程目標三:開放式創新......................................................................................... 36 課程目標四:商業經營模式探討............................................................................. 38 第七節、教學建議..................................................................................................... 43 第八節、板書規劃..................................................................................................... 44 參考文獻.....................................................................................................................................................47

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