| 摘要: | 本研究旨在探討中國一家砷化鎵（Gallium Arsenide，GaAs）晶片製造企業，如何在市場成熟期，面對激烈競爭與產業變革的挑戰，並透過產品轉型提升競爭優勢。於當前市場環境下，個案公司需應對兩大核心挑戰，（1）價格競爭：競爭對手依賴政府補貼進行削價競爭，導致利潤空間受壓縮；（2）LED（Light-Emitting Diode）產業整併加速：市場趨勢向「大者恆大」發展，中小企業生存空間受限。因此，個案公司急需運用其核心技術能力與產能調配，因應市場需求進行產品升級及轉型，以提升個案公司於市場競爭力，並尋求高附加價值應用，最終在高端市場中取得一席之地。
本研究採用波特之五力分析（Porter’s Five Forces Analysis），評估產業競爭情形，透過分析供應商的議價能力、買方的議價能力、潛在進入者的威脅、替代品的威脅及現有競爭者的市場競爭強度，來判斷產業的競爭態勢與個案公司的市場定位。此外，透過強弱危機分析（SWOT Analysis），深入探討個案公司的內部優勢（Strengths）與劣勢（Weaknesses），以及外部市場的機會（Opportunities）與威脅（Threats），從而為企業制定適當的轉型與競爭策略提供依據。
本研究亦針對個案公司的產品發展方向進行產業分析，涵蓋市場需求變化、主要競爭對手的技術布局、產業技術升級趨勢，以及相關法律法規的影響。透過這些分析，個案公司能夠明確自身在產業中的定位，找出潛在的市場機會，並制定相應的競爭策略，以因應市場變動與技術革新帶來的挑戰。
本研究透過五力分析與SWOT分析，系統性地探討個案公司的產品轉型策略，以應對市場變化與競爭壓力。研究結果可為個案公司提供具體的發展建議，幫助企業強化產品技術能力、提高市場競爭力，並確保在快速變動的市場環境中取得可持續性的競爭優勢。本研究的成果亦可提供同類型企業參考，協助其在化合物半導體產業內制定更有效的發展策略，進一步增強產業競爭力。;This study aims to explore how a Chinese Gallium Arsenide (GaAs) substrate manufacturing company faces the challenges of fierce competition and industrial changes in the mature market stage and enhances its competitive advantage through product transformation. Under the current market environment, the case company needs to cope with two core challenges: first, market price competition is becoming increasingly fierce, and competitors rely on government subsidies to compete by undercutting prices, resulting in a compression of profit margins; second, the LED (Light-Emitting Diode) industry consolidation is accelerating, and the market trend is developing towards "bigger gets bigger,” which limits the survival space of small and medium-sized enterprises. Therefore, the case companies urgently need to use their core technical capabilities and production capacity allocation strategies to transform their products in line with market demand in order to enhance their market competitiveness, seek high value-added applications, and ultimately gain a leading position in the high-end market.
This study uses Porter’s Five Forces Analysis to evaluate the industry’s competitive landscape. It determines the industry’s competitive situation and the company’s market positioning by analyzing the bargaining power of suppliers, the bargaining power of buyers, the threat of potential entrants, the threat of substitutes, and the market competition intensity of existing competitors. In addition, through SWOT Analysis, we deeply explore the internal strengths and weaknesses of the case companies, as well as the opportunities and threats in the external market, so as to provide a basis for enterprises to formulate the best transformation and competition strategies.
This study also conducts industry analysis on the product development direction of the case companies, covering changes in market demand, technology layout of major competitors, industry technology upgrading trends, and the impact of relevant laws and regulations. Through these analyses, the case companies are able to clearly define their position in the industry, identify potential market opportunities, and formulate corresponding competitive strategies to cope with the challenges brought about by market changes and technological innovations.
In summary, this study systematically explores the product transformation strategies of the case companies through five forces analysis and SWOT analysis to cope with market changes and competitive pressures. The research results can provide specific development suggestions for case companies, help them strengthen their product technology capabilities, improve their market competitiveness, and ensure sustainable competitive advantages in a rapidly changing market environment. The results of this study can also provide reference for similar companies, helping them to formulate more effective development strategies in the compound semiconductor industry and further enhance their industry competitiveness. |
