The Study of Applying Project Management to New Semiconductor Equipment Launch onto Target Market—A Case Study of Semicon-SK Company

• Main Authors: Wei-Hua Su, 蘇維華
• Other Authors: Lia-Wang Wang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/80976557717057031964

碩士 === 國立高雄應用科技大學 === 工業工程與管理系 === 98 === Electronics sci-tech industry life cycle, from the inception innovation stage, has experienced differentiation and cost competition to the stage of meager profit. Therefore, today’s semiconductor equipment businesses are no longer “growth type” industry. In addition, their product life cycles are continuously getting shorter, and innovative technologies are also continually emerging, resulting in businesses’ continuous innovation. In other words, the key success factors for semiconductor equipment manufacturers are product competition. Accordingly, under the stiff competition, semiconductor equipment manufacturers should own the strategy plan of the new product launch onto target market, in which project management may provide a method of solution. The project management aims to solve nonroutine type or project type tasks, often accompanied by relative risks, which are also problems semiconductor equipment manufacturers frequently face when their new products are launched onto target market. Therefore, this study uses project management, in the way of framework, process, stages, and method to discuss how to enhance the performance of the new product launch onto target market. Firstly, we analyze semiconductor equipment industry life cycle and its product characteristics, and understand their critical impact on marketing and technical service capability of semiconductor equipment manufacturers. Secondly, in theory we conducted project management related literature review; but in practice we carried out in-depth analysis concerning today’s situation of semiconductor equipment manufacturing industry and how manufacturers launch new products onto target market. After that, the framework of project management can be built. Finally, through case study, evaluation and analysis, the reference framework of project management for new equipment onto target market is proposed. This study reveals that, with project management, new equipments can be more systematically and efficiently launched onto target market, resources waste can be relatively reduced, and time and cost benefits also significantly increase.