FLASH產業關鍵成功因素之研究

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Title:	FLASH產業關鍵成功因素之研究
Authors:	葉蓓珊
Contributors:	企業管理學系企業實務管理數位學習碩士在職專班
Keywords:	關鍵成功因素 key success factors AHP層級分析法 AHP
Date:	2012
Issue Date:	2012-10-18
Abstract:	近年來，在記憶體產業的變化與發展中，DRAM產業經歷了低潮期；然而，隨著消費性電子產品的快速崛起，帶動Flash應用市場需求大增。NAND Flash在多元的發展應用之下，以及不斷擴大的記憶容量需求推動著市場的快速增長，過往對於DRAM產業關鍵成功因素的調查，似乎已不能滿足目前產業之所需。因此本研究藉由文獻探討過去研究者所提出的關鍵成功因素，再整理出有關影響FLASH產業的各種關鍵成功因素，透過專家訪談，AHP層級分析法分析結果。本研究發現，FLASH產業關鍵成功因素共有五大構面，分別排序是：產品行銷、研發技術、財務及公司治理、產業、組織管理；而前十名項目依序為：1.製程專利技術創新能力；2.具備技術整合的能力；3.具備滿足顧客需要的設計能力；4.專利權之佈局能力；5.掌握市場環境與產業趨勢；6.全球或區域市場需求遽增；7.行銷通路擴充市佔率；8.市場開發能力；9.行銷與產品創新能力；10.健全的財務結構，以提供相關產業業者及學術專家作為後續研究之參考。 In recent years, with the ever evolving and developing memory industry, DRAM memory industry had experienced an all time low. However, thru the rapid merge and growth of personal computing/consumer electronic products have brought up a fast growing Flash memory industry with exponential demand with new products and their applications. Thru the variety of NAND Flash products and applications, with continuous memory capacity growth that drives the market rapidly, prior marketing strategy analy-sis based on the success of DRAM industry can no longer satisfy the need of current Flash industry. Therefore, this research will study the key elements of how to drive a successful industry thru existing marketing study documents and reports by prior researchers, along with interviewing of industry specialists and AHP layer analysis results. By combining all these results, we will then reorganize and summarize the key compo-nents and elements which effects the developing and the growing of Flash memory in-dustry. This research has, thru our study, discover that, the top 5 key structures of driv-ing a successful Flash memory industry are: Product Sales Marketing、Research and Development、Accounting and Corporate Management、Industry、Organization Management; and the top ten key success factors are: 1. Development and Technology patent of IC fabrication process 2. Ability of technological integration 3. Ability of In-House design that can satisfy customer's requirement 4. Distribution and application of Patent rights 5. Market situational awareness and industry trend 6. Global or regional marketing demand 7. Sales/Marketing channel for expansion of market share 8. Market development 9. Sales/Marketing brainstorming and New Product creativity 10. Healthy and sound financial structure We have concluded this report with the above results as a reference for educa-tional research, industry study and all related purposes.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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