半導(dǎo)體產(chǎn)業(yè)供應(yīng)鏈

1、半導(dǎo)體產(chǎn)業(yè)供應(yīng)鏈,覃培雄,交大 EMBA5/19/01,Semiconductor Supply Chain,與半導(dǎo)體業(yè)+網(wǎng)路軟體業(yè)的淵源80年代美日半導(dǎo)體大戰(zhàn)、90年代臺(tái)灣異軍突起靠產(chǎn)業(yè)政策與商業(yè)模式96年 Stanford+Berkeley Consortium on Enterprise Internet UsesWho We Are: 最資深，有縱深的華人B2B軟體顧問(wèn)公司1996年創(chuàng)立於柏克萊：電機(jī)、經(jīng)濟(jì)、企管、軟體

2、開(kāi)發(fā)顧問(wèn)群B2B Portal and Process Integration Leader in Asia since 1998RosettaNet Leader in Asia since 1999What We Do: 協(xié)助臺(tái)灣先進(jìn)電子企業(yè)創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)臺(tái)積、日月光、華邦、聯(lián)電、京元、威盛、世平、環(huán)電、明碁、 新寶…IT enabled business excellence 虛擬晶圓廠、集團(tuán)統(tǒng)合、虛擬倉(cāng)儲(chǔ)…電子業(yè)企業(yè)資

3、訊團(tuán)隊(duì)立功升官的忠實(shí)夥伴與長(zhǎng)期戰(zhàn)友,以供應(yīng)鏈垂直專(zhuān)工、虛擬整合領(lǐng)先世界的xx半導(dǎo)體業(yè),,,Semiconductor Supply Chain (simplified),To EC industry,,Materials,,Shipping and Logistics,,,,,Equipment,Foundry,Assembly Test Probe,Device Mftr,Distributor,CEM/OEM,A sin

4、gle, contiguous supply chain from materials to systems,,,EC Supply chain,SM Supply chain,Semiconductor Manufacturing Supply Chain,To EC industry,,,,Testandburn-in,,Assembly/packaging,,Probe,,Fabrication,Process coordi

5、nation,Shipping and logistics,,,,,Design,,,Materials and equipment,,Masks,Process,Package,,It is much more complicated upstream from the device manufacturers,Shipping and logistics,,Materials,Masks,Package,,,,,,Equipment

6、,Foundry,Assembly Test Probe,Fabless Device Mftr,Independent Device Mftr,Air ProductsJSRShin-Etsu HandotaiShinkoSumitomo BakeliteSumitomo MetalTOKToppan,Applied MaterialsTokyo Electron,TSMCUMCChartered,Am

7、kor ASESPIL,Xilinx,Agere (Lucent)AgilentIntelLSI LogicMicronMotorolaNational SemiconductorNECPhilipsSamsungTexas InstrumentsToshibaWinbond,SM Board Members by Segment,半導(dǎo)體產(chǎn)業(yè)電子化觀感分享,企業(yè)運(yùn)籌 ¹ Logistics 

8、5; SCM劉邦：『運(yùn)籌策於帷帳之中，決勝於 千里之外，吾不如子房。』如何幫助您的半導(dǎo)體企業(yè)在加速變動(dòng)的世界市場(chǎng)中運(yùn)用知識(shí)來(lái)致勝賺錢(qián)。一個(gè)粗淺的邊做邊學(xué)架構(gòu)，願(yuàn)能駕簡(jiǎn)馭繁。教學(xué)超分工整合：經(jīng)濟(jì) è 工工 è B2B è IC,開(kāi)宗明義,新經(jīng)濟(jì)演進(jìn)：一波波的專(zhuān)工委外,經(jīng)濟(jì)生產(chǎn)是企業(yè)與市場(chǎng)交互運(yùn)作的結(jié)果新經(jīng)濟(jì)的一體兩面就是電子化企業(yè)與電子市集霧煞煞的新經(jīng)濟(jì)說(shuō)穿了就是一波

9、接一波的專(zhuān)工委外B2B 的首要內(nèi)容就是 eSourcingeSourcing 的演進(jìn)先後包含企業(yè)市場(chǎng)化與市場(chǎng)企業(yè)化電子業(yè)的先進(jìn)經(jīng)驗(yàn)可以幫助我們預(yù)見(jiàn)其他產(chǎn)業(yè)的未來(lái),企業(yè)市場(chǎng)化有兩面：實(shí)體專(zhuān)工、虛擬整合實(shí)體分工古已有之，於今為烈Adam Smith: “The division of labor is limited by the size of the market.”全球聯(lián)網(wǎng)擴(kuò)大市場(chǎng)規(guī)模，促進(jìn)細(xì)密分工Robert Coas

10、e: The size of the firm is determined by market transaction cost.互聯(lián)網(wǎng)降低交易成本迫使整合元件廠委外代工Network Allows Higher Level of Optimum Disintegration,企業(yè)市場(chǎng)化：實(shí)體專(zhuān)工、虛擬整合,企業(yè)市場(chǎng)化之一：垂直專(zhuān)工,新經(jīng)濟(jì)大贏家密訣：虛擬整合,虛擬整合是新經(jīng)濟(jì)盟主創(chuàng)造與爭(zhēng)取價(jià)值的關(guān)鍵晶圓代工廠，虛擬晶圓廠，虛擬整

11、合廠創(chuàng)造價(jià)值：虛擬整合廠比實(shí)體整合廠成本低爭(zhēng)取價(jià)值：價(jià)值鏈整合者掌握客戶、主導(dǎo)分配TSMC、DELL 的供應(yīng)鏈整合日月光虛擬整合世界各地購(gòu)併廠,,,,System DesignIC Design,,,,,TaiwanFoundries,Contract Assembly & Test,System Design,IC Design,Fab,Assembly & Test,,DesignServic

12、es,Foundry,Assembly & Test,IP,,ICDesign,,,IC Design,,,,,,,IDM,System,1980s,1990s,After 2000,,,System Design,System Design,,Assembly & Test,,Fab,,,Fab,Assembly & Test,System DesignIC Design,,,,,Intel

13、TI..,,IDM,Fabless,IDM,Fabless,EDA,Tester,,,,,企業(yè)市場(chǎng)化之二：虛擬整合,,,,,,eBusiness Architecture,RepositoryDatabase,Adapter,SMTP. FTP,,VAN, EDI,eBusiness,Direct Supplier / Customer,Supplier/ customer,Extricity,Web Channel,Net Mar

14、ket,Portal,,Partner Channel,InterfaceDatabase,,RosettaNet,經(jīng)濟(jì)知識(shí)化、產(chǎn)業(yè)電子化與企業(yè)運(yùn)籌,經(jīng)濟(jì)知識(shí)化、知識(shí)網(wǎng)路化與企業(yè)的運(yùn)籌課題,超分工整合：半導(dǎo)體超高度集成驅(qū)策 B2B2B2B2B…資訊流產(chǎn)銷(xiāo)脈絡(luò)管理：提高價(jià)格靠集結(jié)特長(zhǎng)、降低成本靠廣泛交易押中利基產(chǎn)品：PC è IA 、 梯階式創(chuàng)新 è 過(guò)河式創(chuàng)新機(jī)動(dòng)組隊(duì)生產(chǎn)：TSMC è TSVC

15、變形蟲(chóng)產(chǎn)業(yè)組織電子化知識(shí)創(chuàng)造價(jià)值：IP + IT 技術(shù)知識(shí)、市場(chǎng)知識(shí)、協(xié)力知識(shí),,企業(yè)間電子商務(wù)發(fā)展脈絡(luò)與企業(yè)的運(yùn)籌手段,'96 網(wǎng)路化 Extranet 客服網(wǎng)關(guān)： Foundry to Fabless'97 自動(dòng)化 Extricity 統(tǒng)合平臺(tái)： Foundry to IDM'98 標(biāo)準(zhǔn)化 RosettaNet 流程標(biāo)準(zhǔn)： IT to EC to SM'99 中介化 Net Market

16、網(wǎng)路市場(chǎng)： MRO to Material to Mind,一砂一世界劃滿細(xì)線靠全球知識(shí)超分工：專(zhuān)精、規(guī)模超整合：靈通、簡(jiǎn)便B2B資訊川流不息超分工：量變超整合：質(zhì)變產(chǎn)業(yè)進(jìn)入資格客戶要求,運(yùn)籌課題一：,超分工整合 B2B2B2B2B…,網(wǎng)路賺錢(qián)？è B2B賺錢(qián)？è經(jīng)濟(jì)知識(shí)化、知識(shí)網(wǎng)路化,一脈相承：價(jià)格的提高靠特長(zhǎng)，需善選夥伴協(xié)力Core Competence Coupling例：威盛 ─ 臺(tái)積電

17、─ 日月光絡(luò)繹於途：成本的降低靠兼容，需挑好市場(chǎng)交易PostponementModularizationMarketization,點(diǎn)石成金：B2B 的本事相對(duì)於 IntraBiz 愈形重要,運(yùn)籌課題二：,產(chǎn)銷(xiāo)脈絡(luò)管理 ó SCM,運(yùn)籌課題三：,押中利基產(chǎn)品 PC è IA,押對(duì)寶： Collaborative Forecasting 協(xié)同預(yù)測(cè),電子產(chǎn)品創(chuàng)新趨勢(shì)變革 è 利基產(chǎn)品預(yù)測(cè)不確定性大增,梯

18、階式創(chuàng)新：過(guò)河式創(chuàng)新：,晚下注： Postponement 延遲,DFSCM , 延後產(chǎn)品之間差異化，大同小異Product Modularity產(chǎn)品模組化,關(guān)係複雜感情專(zhuān)一的多贏策略產(chǎn)脈：一脈相承的協(xié)力夥伴銷(xiāo)絡(luò)：絡(luò)繹於途的兼容品市場(chǎng)採(cǎi)買(mǎi)對(duì)象產(chǎn)品、程序模組化è Direct Material 機(jī)動(dòng)組隊(duì)生產(chǎn),運(yùn)籌課題四：,機(jī)動(dòng)組隊(duì)生產(chǎn) TSVC,TSMC è TSVC 統(tǒng)合 整合,ITñ

19、è SCMñ 變形蟲(chóng)產(chǎn)業(yè)組織電子化,Taiwan rises in IC/PC by making the industries B2B,Foundries è Fabless è IDM outsourcingMotherboards è SubCons è PC System outsourcing,,IP: 公開(kāi)知識(shí) + 公權(quán)力保護(hù) ó IT: 私用知識(shí)

20、+ 私營(yíng)手段保護(hù),運(yùn)籌課題五：,知識(shí)創(chuàng)造價(jià)值 IP + IT,IT :產(chǎn)品差異化è知識(shí)差異化 技術(shù)知識(shí)：市場(chǎng)知識(shí)：協(xié)力知識(shí)：AQR : 正確快速 決策回應(yīng),IP : 蕊片線路付費(fèi) Cell Library天下文章一大抄,B2B 發(fā)展脈絡(luò)與企業(yè)的運(yùn)籌手段,企業(yè)間電子商務(wù)發(fā)展脈絡(luò)與企業(yè)的運(yùn)籌手段,'96 網(wǎng)路化 Extranet 客服網(wǎng)關(guān)： Foundry to Fabless&#

21、39;97 自動(dòng)化 Extricity 統(tǒng)合平臺(tái)： Foundry to IDM'98 標(biāo)準(zhǔn)化 RosettaNet 流程標(biāo)準(zhǔn)： IT to EC to SM'99 中介化 Net Market 網(wǎng)路市場(chǎng)： MRO to Material to Mind,,,,Specialized StrategicRelationship,CommodityExchange,企業(yè)間供應(yīng)關(guān)係深淺分佈圖,Spot Mkt. P

22、lastic,Outsourced Warehouse mgmt.,Collaborative Forecasting,Direct Procurementof raw materials,OutsourcedDesign services,Collaborative Production Planning,EFT,CustomComplexDynamic,StandardSimpleStable,CatalogInfor

23、mation Mgmt.,Transportation Management,ContractManufacturing,MRO Procurement(Staples,Paper Clips, Mops, etc.),客服網(wǎng)關(guān) ExtraNet,運(yùn)籌手段一：,統(tǒng)合平臺(tái) Extricity,運(yùn)籌手段二：,1997-? B2B自動(dòng)化,Extricity eSynch Architecture: 多層次、多單位 流程整合 駕簡(jiǎn)

24、馭繁,作業(yè)流程整合實(shí)例：日月光,流程整合，駕簡(jiǎn)馭繁： 公司統(tǒng)籌、廠區(qū)自主,流程整合，駕簡(jiǎn)馭繁： 公司統(tǒng)籌、廠區(qū)自主,跨企業(yè)作業(yè)流程 接受訂單,Partner Group,PO Process,各廠區(qū)可視需要制訂不同的作業(yè)流程，以符合客戶需求,訂單 in ASEK,,,企業(yè)內(nèi)部作業(yè)流程,企業(yè)內(nèi)部作業(yè)流程,,統(tǒng)合需求，產(chǎn)地採(cǎi)購(gòu)，全球運(yùn)籌,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

25、,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,企業(yè)總部運(yùn)籌中心,,採(cǎi)購(gòu)訂單,,原物料需求,原物料交貨,,原物料需求,,,,,,,,,原物料採(cǎi)購(gòu)指令,原物料交貨,採(cǎi)購(gòu)人員,歐洲發(fā)貨中心,北美發(fā)貨中心,亞洲發(fā)貨中心,成品交貨/倉(cāng),成品交貨/倉(cāng),成品交貨/倉(cāng),成品交貨/倉(cāng),供應(yīng)商,流程標(biāo)準(zhǔn) RosettaNet,運(yùn)籌手段三：,1998-? B2B標(biāo)準(zhǔn)化,流程標(biāo)準(zhǔn) RosettaNet,運(yùn)籌手段三：,Revie

26、w partner review product /service reviewProduct Introduction preparation for distribution product change notificationMarketing Management marketing campaign management lead & opportunity management design wi

27、n management (EC),Order Management quote & order entry transportation & distribution product configuration returns & finance managementInventory Management price protection collaborative forecasting

28、 inventory allocation & replenishment inventory & sales reporting ship from stock and debit/credit (EC)Service & Support warranty management asset management technical support,ROSETTANET SCOPECLUSTERS

29、 & SEGMENTS – POST EC,,,,網(wǎng)路市場(chǎng) Net Markets,運(yùn)籌手段四：,MRO to Material to Mind,1999-? B2B中介化,Many Buyers vs. Many Suppliers,,,,,,,,,,,,,,,,,,,,Buyer,Buyer,Buyer,Buyer,Net-Market: Revolution,,,,,,Net-Market,經(jīng)濟(jì)知識(shí)化、產(chǎn)業(yè)電子化與企業(yè)運(yùn)籌

30、,經(jīng)濟(jì)知識(shí)化、知識(shí)網(wǎng)路化與企業(yè)的運(yùn)籌課題,超分工整合：半導(dǎo)體超高度集成驅(qū)策 B2B2B2B2B…資訊流產(chǎn)銷(xiāo)脈絡(luò)管理：提高價(jià)格靠集結(jié)特長(zhǎng)、降低成本靠廣泛交易押中利基產(chǎn)品：PC è IA 、 梯階式創(chuàng)新 è 過(guò)河式創(chuàng)新機(jī)動(dòng)組隊(duì)生產(chǎn)：TSMC è TSVC 變形蟲(chóng)產(chǎn)業(yè)組織電子化知識(shí)創(chuàng)造價(jià)值：IP + IT 技術(shù)知識(shí)、市場(chǎng)知識(shí)、協(xié)力知識(shí),,企業(yè)間電子商務(wù)發(fā)展脈絡(luò)與企業(yè)的運(yùn)籌手段,'96 網(wǎng)路化

31、Extranet 客服網(wǎng)關(guān)： Foundry to Fabless'97 自動(dòng)化 Extricity 統(tǒng)合平臺(tái)： Foundry to IDM'98 標(biāo)準(zhǔn)化 RosettaNet 流程標(biāo)準(zhǔn)： IT to EC to SM'99 中介化 Net Market 網(wǎng)路市場(chǎng)： MRO to Material to Mind,RosettaNet: Gaining Speed & Traction,Jen

32、nifer Hamilton, CEO19 April 2001,34,,Implementation Successes,IMPLEMENTATION SUCCESS,35,,RosettaNet Basics Approach,Start with agreed Subset of PIPs?5 PIPs: PO-3A4/3A7, ASN-3B2, Invoice-3C3, Payment-3C4 Must interope

33、rate with all major trading partners,Intel,Compaq,HP,PSP,Multiple majors certify business solutionProvide starting point for Business Certification RosettaNet EC & IT Board company interest/support,Alternative Trad

34、ing Partner SolutionsMore than one solution provider - interoperable,Available eBusiness Solutions/Service Providers- Geography dependent,XX,Committed initial SME Trading Partners Range of sizes ideally,,,,RN PIP proc

35、esses are pre-modeled (pre-built, pre-configured) in Extricity,Project B-Plan: WPI-Intel Experience TransferExtricity for RosettaNet: Pre-model PIP’s,Pre-built, pre-configured RosettaNet Business Objects that follow Ro

36、settaNet message guidelinesCatalogs; Orders; Partner Agreements;CollaborativeForecasts; etc.Fully Documented!,,,Project PlanB: Delta SAP ?3A4/3A7 Pre-Configured Business Objects,Internal Workflow (WPI) within 3A4

37、 :Check Data StructurePM Approve Send P/O request -> vendorAuto email notice user,WPI: Private Process (within 3A4): Process Improvementby Enabling Senior Management and Clerk Involement,,,Improving Partner Rel

38、ationship: Intel now allows WPI to Change & Cancel PO,,,,,,,Logic IDM,品佳…奇普仕,Manufacturing Partner,TestPack,Fab,Foundry,東芝、富士通,凌陽(yáng)…等,華東華新日月光、京元,臺(tái)積電,Design,Sell,OEMs:康柏、 瀚宇彩晶…,設(shè)備廠,生產(chǎn)物料,MRO,,,,,,ERP,PDM,MES,,,,WI

39、P,EDA,ePO,WIP,EDA,ePO,,Equip, Spares,Asset LCM,,Direct MaterialProcurement,Indirect MaterialProcurement,,,,,ePO,VMI,dsgn-in,Forecast,Lock-in,Relationship,WIP,EDA,ePO,ATP,Forecast,ePO,Catalog,ATP,Forecast,Service,CRM,,C

40、ustom Design,BizCommunity Intgrtn,,Extricity B2B Multi-nodal Process Backbone,SCP,,A Simplifying Blueprint for Winbond,切合華邦低價(jià)多角經(jīng)營(yíng)策略的駕簡(jiǎn)馭繁B2B統(tǒng)一架構(gòu),,,Logic IDM,Manufacturing Partner,TestPack,Fab,Foundry,華東華新日月光、京元,Design,S

41、ell,,ERP,MES,,,Extricity B2B Multi-nodal Process Backbone,SCP,,Footprint 1: 3D8,9 to 全套後段整合,日月光後段資料經(jīng)驗(yàn)豐富，華邦以 Extricity 搭配推進(jìn)容易，見(jiàn)效快速。,3D8, 3D9, custom WIP Purchase Order Order Confirm FG Bank Ship Out Lot Event As