摘要
本篇個案研究主要目的再探究W公司在動態隨機存取記憶體產業的產品策略，由於台灣在記憶體產業投資甚鉅，但是苦無自有研發技術，空有產能優勢，確在景氣下滑時，無法全身而退，導致很多記憶體相關公司，紛紛轉型或是關廠，但是W公司因為提早轉型，避開了景氣循環的下滑週期，對於下一個階段，要如何規劃產品，則是更重要的課題。
本文首先討論全球的動態隨機存取記憶體產業的整體概況分析，目前有三大兩小的分布，前三大分別是韓國三星、韓國海力士、美國美光集團(含日本爾必達)，至於兩小分別是台灣南亞科技跟台灣W公司。
本研究發現大廠的先進製程固然領先，加上產能優勢看似無縫隙可以切入，但實質不然，因為在景氣好時產能供不應求，加上三大廠有默契已賺錢為優先的前提下，擴產的動作非常謹慎，深怕不小心，價格崩盤的舊事重演，導致大幅虧損的噩夢重現，因此以開發先進製程為主，這樣相對的有空間給台灣W公司，有機會滲透入不以先進製程為主，以高度客制化的利基型記憶體做主要切入方向，目前看來這樣的策略有明顯成效，也讓W公司在動態隨機存取記憶體領域占有一席之地。
當然最重要的是產品策略，如何跟隨利基型市場主流趨勢，和重要的客戶開發出客製化產品，並且做到準時上市，增加客戶的黏度，都是本篇個案研究所探討的方向。

關鍵字:動態隨機存取記憶體、利基型市場

Abstract
Since Taiwan's investment in the memory industry is very huge and they cannot develop self-pattern and advanced process technology, the main purpose of this study is to explore the case company in the dynamic random access memory industry's product strategy. Basically, the only and best way is to take advantage of the capacity. Due to economic recession, many memory-related companies are not able to get out this market. They have to transit or close the companies. However, for the case company W, it has early transition to avoid the cyclical downturn. Thus, for the next stage, how to plan the product strategy has become a very important issue.
This study discusses the overall profile of global dynamic random access memory industry analysis. The current company distribution is three big and two small. The top three companies are South Korea's Samsung, Hynix, and Micron Group (including Japan's Elpida) and the two smaller companies are Taiwan companies which are Nanya Technology and Winbond Electronics.
This study found that although top three plants advanced process leading plus productivity advantages without other opportunity cut, yet it exists specialty opportunity. The reason is that when meeting shortage, the first priority is to maximize the profit for these three plants and expanding production moves very cautiously. Hence, the price of a repeat of the collapse of the history will be worried. This will lead to substantial loss nightmare to reproduce. These companies will focus on the development of advanced process. Thus, there is space for case company W which does not have the opportunity not to penetrate with advanced process but highly customized niche memory. It seems that such a strategy has obvious effect and let case company W has a place in the field of dynamic random access memory.
Of course, the most important issue is product strategy. How to follow the mainstream niche market trends and key customers to develop customized products, achieve on time to market and increase customer viscosity are discussed in this case study.

Keywords: dynamic random access memory, niche market.

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