| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 102 === China government issued policy to encourage the development of fab-less IC design house. It will re-form the world-wide market landscape. Currently, Qualcomm, Mediatek and Hisilicon are representatives in the top-3 IC design clusters, U.S., Taiwan and China. Their revenues are 17B, 4.5B, 0.95B USD in 2013, respectively. However, the CAGR of revenue is much higher in China region and the forecasted sum-up revenue will possibly surpass the number of Taiwan region in 2015. In additions, China government also issued policy to encourage display panel makers, BOE, China Star, CEC-Panda and Tianma expanding capacity. Again, it will re-form the ecosystem of world-wide display panel industry. We wonder that China display driver fab-less IC design house will boom or not after the growing local panel capacity. The research is subjected to study the scenarios of China display driver fab-less IC design house in the coming future. It takes reference fromthe theories of Michael Porter’s diamond model and competitive strategy.
The research analyzes diamond model of Taiwanese display driver IC design house. Panel makers such as AUO, Innolux had brought a lot of demands to display driver IC design house. The head-to-head competition between driver IC companies, Novatek, Himax, Orise, Ilitek, Sitronix and Raydium had pushed these venders to enforce any weakness themselves. Firm strategies are variety, competition structure is complete and rivalry is severe. Benchmark of yearly fiscal performance on these companies even can explicitly and quantitatively interpret competitiveness. The related and supporting industries are also strong in Taiwan. All the supply chain companies, foundry makers: TSMC, UMC, VIS; gold bump houses: Chipbond, ChipMOS and testing houses: KYEC. Ardentec, had made Taiwanese driver IC design even stronger. The diamond model in China is also discussed. Michael Porter’s competitive strategy theory is applied to simulate the coming scenarios that China display driver IC design house will face.
The research concludes that China display driver IC design house will take the advantage of government’s policy support. Recently, many panel-makes had expanded a lot of capacity and therefore bring local opportunity of huge demands. Existed IC design houses, Focaltech, G-core and Solomon started to invest more resource to enable driver IC production line. The factor conditions such as human resource, knowledge gap will then be improved under continuously financial support. The scenario is so-called healthy cycle of diamond model. Even though, the growing China driver IC design house will suffer many challenges from exited world-wide NO. 1 companies in Taiwan. Therefore, the proposed best strategies are “FOCUS” and “COST LEADERSHIP”. Vender may choose either one of key panel makers, BOE, China Star, CEC-Panda or Tianma to collaborate with. We propose to put all resources on either one of key customers in order to seek the breakthrough of obstacle ahead. In the meantime, continuous cost reduction is neededin order to survive in the market successfully.
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