固態硬碟設計製造廠經營策略之探討─以S公司為例

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题名:	固態硬碟設計製造廠經營策略之探討─以S公司為例
作者:	周祐豪;Chou, Yu-Hao
贡献者:	高階主管企管碩士班
关键词:	固態硬碟;儲存裝置;經營策略;五力分析;策略;矩陣策略;Solid-state Drive;Business Strategy;Porter’s Five Forces Analysis;SWOT Matrix
日期:	2020-06-02
上传时间:	2020-09-02 16:46:27 (UTC+8)
出版者:	國立中央大學
摘要:	提及電腦的發展演化就一定會提到電腦中必要存在的儲存裝置，儲存裝置的發展史在時間及技術的推移下，不斷的更新進化，現今的固態硬碟（Solid-State Drive 又稱SSD）更是近年來儲存裝置的閃亮之星，歷經數十年的發展，如今固態硬碟的輕薄、耐震、省電及超快速的讀寫等優勢，加上NAND快閃記憶體（Flash）製程不斷的突破，在成本上更是取得了更大的競爭優勢，使得多年來由機械式硬碟（HDD）所主導的儲存市場出現了巨大的轉變。此研究將以台灣廠商S公司為例，SSD主要硬體的關鍵零組件：NAND快閃記憶體、與控制晶片（Controller），另一個重要的因素在於韌體（Firmware-F/W）的配合與設計，以目前快閃記憶體製程及控制晶片的成熟度而言，硬體好壞僅能區分高低階，而韌體分位設計的優劣更是在這高低階分明的區塊中決定一個SSD好與壞的勝負關鍵。S公司如何僅靠掌握韌體設計的核心技術，在面對全球擁有NAND 快閃記憶體及控制晶片製造技術的國際一線大廠所競逐的市場中，以精確及穩定的策略找到SSD的應用發展趨勢，以自身的核心技術創造公司的價值，在固態硬碟的競爭中贏得生存空間並取得市場中的方寸之地。研究中將以不同的分析手法，解析S公司在各個應用市場中的機會及危機，提出適當的建議，以做為產業未來新進公司經營的發展參考。經由個案研究分析的方式，蒐集外在環境與內在資源的分配狀況，以五力分析與SWOT矩陣策略進行綜合探討，研究過程中一併加入次級資料蒐集分析，嘗試找出目前現今儲存裝置產業的競爭狀況、未來發展趨勢、機會與威脅，運用策略矩陣分析個案公司自身的優勢和劣勢，進一步與產業的機會及威脅交互分析。研究發現固態硬碟的發展與相關技術不斷的加速進化，也帶動了整體產業的激烈競爭，在長期缺乏關鍵零組件主導權及產品組合過於極端的狀況下，將在市場發展時期因缺少靈活的資源配置、多元化的客源出口，導致最終在面向供應商或購買方時談判的籌碼不足而落入不利的狀況；若能運用競合關係或技術合作、結盟等方式，補足自身不足的劣勢，將可在固態硬碟產業長期發展中獲得更穩固的經營基礎；若無法因應市場快速的變化及多元的需求，S公司應考慮產業轉型採取退避策略，往其他較穩定的代工產業發展；期望經由本研究能提供個案公司具體可行之攻擊、差異化、防禦及退避等經營策略組合運用之方向。;Referring to the development and evolution of computers, the necessary devices are storage devices. The storage device has constantly improved and evolved from time and through technological advances. In recent years, solid-state drive (also known as SSD) is the shining star of storage device. After decades of development, now the solid-state hard drives are thin, shock-resistant, power-saving, and ultra-fast in reading and writing; moreover, with continuous breakthroughs, the manufacturing process of NAND has achieved a greater competitiveness in cost, leading to a huge change in the storage market that had been dominated by mechanical hard disk drives (HDDs) for many years. This study takes Taiwanese S company as an example. An SSD has two key components: a flash controller and NAND flash memory chips; and another important factor for producing SSD is the combination and design of the firmware (firmware-F/W). In terms of the maturity of flash memory chips and control systems, we can only distinguish the quality of hardware between high and low levels, but the decisive factor of advantages and disadvantages of SSD is the firmware. In terms of flash design, S company can only compete with the world first-tier NAND flash memory chips and control manufacturers by mastering the core technology of firmware. Using a precise and stable strategy to find SSD future application trends, and creating the company’s core values by its own core technology may help the case company survive and obtain a place in the market of solid-state drives. In this research, we will use different analytical frameworks to analyze the opportunities and threats to S company in each application market. The result of the study is expected to propose appropriate suggestions, and serve as a reference for the case company to develop strategies in the future. This case study collects the distribution status of external environment and internal resources, discusses comprehensively the situation facing the case company by the five force analysis and SWOT analysis, and uses secondary data when appropriate in the research process. The analysis tries to find out the competitive situation, future development trends, opportunities and threats of current storage device industry. The study then analyzes S company’s internal strengths and weaknesses, and then integrates the internal analysis with the industry’s opportunities and threats to produce the strategy matrix of the SWOT analysis. The study finds that the development of solid-state drives and the continuous evolving of related technologies have also driven fierce competition in the industry. S company however has been lacking dominance in main components and thus has limited in resources and clients base since the appearance of SSD. Therefore, when negotiating with suppliers or buyers, S company tends to fall into an unfavorable situation because of lack of bargaining power. However, if the case company can use competitive partnerships, technical cooperation, alliances or other methods to reduce its own disadvantages, the company may obtain a stable business for the long-term development in the solid-state hard disk industry; if S company is unable to respond to the rapid changes in the market and multiple needs, it should consider shifting to other more stable OEM industries. It is hope that the result of the study can provide various specific and feasible business strategies that combine attack, differentiation, defense and back off strategies for the case company to take in the future..
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