企業轉型的經營策略與作法--以華邦、旺宏為例

Semiconductor industry had been regarded as the major project for developing country’s high technology by Taiwan Government in the late 20th centry, and that did make Taiwan semiconductor industry prosperous for years, and played an important role within the supply chain. Owing to over-optimistic expectation for the wave of PC replacement with the new release of Microsoft Windows Vista in 2006, all the PC DRAM makers increased the investment for enlarging their production capacity. Unfortunately, the wave of PC replacement didn’t happen, and all the DRAM makers suffered from oversupply and weak price. After going through the global financial tsunami in 2008 and European debt crisis in 2009, most consumers worried about the unstable economic situation and curtailed expenditure. In 2010, Apple launched iPad and led the wave of mobile devices, and that also eroded the sales growth of PCs, and all the DRAM makers faced the serious problems of profit loss and debt issue. To confront the wave of mobile devices and meet the specification requirements, such as light, thin, and low power consumption, etc., most semiconductor manufactures try very hard to improve their products or adjust their business model as soon as they can; otherwise, will be eliminated by the market. Through the literature reviews and analysis, the thesis tried to find some key successful factors of business redirection, and some required conditions to lead enterprises to the way of success from case studies of Winbond Electronics Corp. & Macronix International Co., Ltd. The key finding of the thesis is that not every enterprise has the chance to succeed in business redirection, and some basic internal and external conditions are required as follows: 1. Internal Conditions: (1) Improving the financial situation (2) Returning to the essence of enterprise and refining business model with strategic consideration (3) Having fully communication with all the employees and proper structural organization adjustments (4) Enhancing enterprises’ core competences (5) Key technology developed or acquired (6) Knowing customers and keeping good customers’ relationship 2. External Conditions: (1) Knowing industry trend well (2) Keeping good personal networks and relationship with related industry, Government, finacial organizations, etc. Enterprises need to consider further before they make the strategy of business redirection, and meet the above conditions in advance and then they could get a chance of business redirection, and achieve the goal of business transformation successfully.