Relationship Marketing Strategy of Pure Foundry Firms-from Transaction Cost Perspectives
|關鍵字:||交易成本;關係行銷;晶圓代工;Transaction Cost;Relationship Marketing;Foundry|
Along with fierce competition, efficiency is on longer the sufficient condition of pure IC foundries’ competitiveness. IC foundry could not make a stable profit but establish long-term relationship with clients. During transactions, buyer and seller usually consider lots of intangible cost in addition to price, and choose to deal with ones which make the transaction with lowest total cost. This study first categorized various transaction cost what between IC foundry and its clients, including IDM companies and Fabless companies. Considering the two leading Taiwan IC foundry companies’ different customer relationship marketing strategies to attract potential customers, to lock-in present clients and to establish effective entry-barrier and to sustain competitive advantage, and then further explored with a case study approach. Fabless and IDM companies consider the same factors differently. In addition to considering capacity and yield of the foundry services, IDMs pay more attention to their IPRS especially process technologies than Fabless firms do. For avoiding the risk of building IC manufacturing factory, IDMs prefer to outsourcing the manufacturing activities. Because of severe competition of the industry, Fabless firms are more concerned with the factors which affect their products’ time-to-market and time-to-volume more than IDMs, namely manufacturing cycle-time and delivery time. As the whole process of IC product manufacturing is so complicated that customers would not change their cooperated foundry firms easily. Cusomters’ switching is also affected by capacity availability, turn-key services and their previous cooperative experiences between the foundry companies. TSMC and UMC have adopted differentiation strategies according to individual competitive advantages (1)TSMC adopted a focus strategy on continuously improving its manufacturing strength and customer services. (2)UMC adopted collaborative strategies such as forming joint ventures and technological cooperation with clients to leverage customer resources successfully to establish long-term relationship with clients.