半導體產(chǎn)業(yè)供應鏈

覃培雄交大EMBA

5/19/01SemiconductorSupplyChain與半導體業(yè)+網(wǎng)路軟體業(yè)的淵源80年代美日半導體大戰(zhàn)、90年代臺灣異軍突起靠產(chǎn)業(yè)政策與商業(yè)模式96年Stanford+BerkeleyConsortiumonEnterpriseInternetUsesWhoWeAre:最資深，有縱深的華人B2B軟體顧問公司1996年創(chuàng)立於柏克萊：電機、經(jīng)濟、企管、軟體開發(fā)顧問群B2BPortalandProcessIntegrationLeaderinAsiasince1998RosettaNetLeaderinAsiasince1999WhatWeDo:協(xié)助臺灣先進電子企業(yè)創(chuàng)造競爭優(yōu)勢臺積、日月光、華邦、聯(lián)電、京元、威盛、世平、環(huán)電、明碁、新寶…ITenabledbusinessexcellence虛擬晶圓廠、集團統(tǒng)合、虛擬倉儲…電子業(yè)企業(yè)資訊團隊立功升官的忠實夥伴與長期戰(zhàn)友以供應鏈垂直專工、虛擬整合領(lǐng)先世界的xx半導體業(yè)SemiconductorSupplyChain(simplified)ToECindustryMaterialsShippingandLogisticsEquipmentFoundryAssemblyTestProbeDeviceMftrDistributorCEM/OEMAsingle,contiguoussupplychainfrommaterialstosystemsECSupplychainSMSupplychainSemiconductorManufacturingSupplyChainToECindustryTestandburn-inAssembly/

packagingProbeFabricationProcesscoordinationShippingandlogisticsDesignMaterialsandequipmentMasksProcessPackageItismuchmorecomplicatedupstreamfromthedevicemanufacturersShippingandlogisticsMaterialsMasksPackageEquipmentFoundryAssemblyTestProbeFablessDeviceMftrIndependentDeviceMftrAirProductsJSRShin-EtsuHandotaiShinkoSumitomoBakeliteSumitomoMetalTOKToppanAppliedMaterialsTokyoElectronTSMCUMCCharteredAmkorASESPILXilinxAgere(Lucent)AgilentIntelLSILogicMicronMotorolaNationalSemiconductorNECPhilipsSamsungTexasInstrumentsToshibaWinbondSMBoardMembersbySegment半導體產(chǎn)業(yè)電子化觀感分享企業(yè)運籌1Logistics1SCM劉邦：『運籌策於帷帳之中，決勝於

千里之外，吾不如子房?！蝗绾螏椭陌雽w企業(yè)在加速變動的世界市場中運用知識來致勝賺錢。一個粗淺的邊做邊學架構(gòu)，願能駕簡馭繁。教學超分工整合：經(jīng)濟

è工工è

B2B

èIC開宗明義新經(jīng)濟演進：一波波的專工委外經(jīng)濟生產(chǎn)是企業(yè)與市場交互運作的結(jié)果新經(jīng)濟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)濟說穿了就是一波接一波的專工委外B2B的首要內(nèi)容就是eSourcingeSourcing的演進先後包含企業(yè)市場化與市場企業(yè)化電子業(yè)的先進經(jīng)驗可以幫助我們預見其他產(chǎn)業(yè)的未來企業(yè)市場化有兩面：實體專工、虛擬整合實體分工古已有之，於今為烈AdamSmith:“Thedivisionoflaborislimitedbythesizeofthemarket.”全球聯(lián)網(wǎng)擴大市場規(guī)模，促進細密分工RobertCoase:Thesizeofthefirmisdeterminedbymarkettransactioncost.互聯(lián)網(wǎng)降低交易成本迫使整合元件廠委外代工NetworkAllowsHigherLevelofOptimumDisintegration企業(yè)市場化：實體專工、虛擬整合企業(yè)市場化之一：垂直專工新經(jīng)濟大贏家密訣：虛擬整合虛擬整合是新經(jīng)濟盟主創(chuàng)造與爭取價值的關(guān)鍵晶圓代工廠，虛擬晶圓廠，虛擬整合廠創(chuàng)造價值：虛擬整合廠比實體整合廠成本低爭取價值：價值鏈整合者掌握客戶、主導分配TSMC、DELL的供應鏈整合日月光虛擬整合世界各地購併廠SystemDesignICDesignTaiwanFoundriesContractAssembly&TestSystemDesignICDesignFabAssembly&TestDesignServicesFoundryAssembly&TestIPICDesignICDesignIDMSystem1980s1990sAfter2000SystemDesignSystemDesignAssembly&TestFabFabAssembly&TestSystem/ICDesign

SystemDesignICDesignIntelTI..IDMFablessIDMFablessEDATester企業(yè)市市場化化之二二：虛虛擬整整合eBusinessArchitectureRepositoryDatabaseSCMPDMERPMESCRMAdapterSMTP.FTPVAN,EDIeBusinessDirectSupplier/CustomerSupplier/customerExtricityWebChannelNetMarketPortalEDIPartnerInterfaceDatabaseMiddleWareRosettaNet經(jīng)濟知知識化化、產(chǎn)產(chǎn)業(yè)電電子化化與企企業(yè)運運籌經(jīng)濟知知識化化、知知識網(wǎng)網(wǎng)路化化與企企業(yè)的的運籌課課題超分工工整合合：半半導體體超高高度集集成驅(qū)驅(qū)策B2產(chǎn)銷脈絡管理：提高價格靠集結(jié)特長、降低成本靠廣泛交易押中利基產(chǎn)品：PCèIA、

梯階式創(chuàng)新è

過河式創(chuàng)新機動組隊生產(chǎn)：TSMCèTSVC變形蟲產(chǎn)業(yè)組織電子化知識創(chuàng)造價值：IP+IT技術(shù)知識、市場知識、協(xié)力知識企業(yè)間間電子子商務務發(fā)展展脈絡絡與企業(yè)的的運籌手手段'96網(wǎng)網(wǎng)路化化Extranet客客服服網(wǎng)關(guān)關(guān)：FoundrytoFabless'97自自動化化Extricity統(tǒng)'98標準化RosettaNet流程標準：ITtoECtoSM'99中介化NetMarket網(wǎng)路市場：MROtoMaterialtoMind一砂一劃滿細線靠全球知識超分工：專精、規(guī)模超整合：靈通、簡便B2B資訊川流不息超分工：量變超整合：質(zhì)變產(chǎn)業(yè)進入資格客戶要求運籌課課題一一：超分工工整合合B2B2B2B2B…網(wǎng)路賺賺錢？èB2B賺錢？è經(jīng)濟知知識化化、知知識網(wǎng)網(wǎng)路化化一脈相相承：價格格的提提高靠靠特長長，需需善選選夥伴伴協(xié)力力CoreCompetenceCoupling例：威盛──臺積積電─日日月光絡繹於途：成本的降降低靠兼容容，需挑好好市場交易易PostponementModularizationMarketization點石成金：：B2B的的本事相相對於IntraBiz愈愈形重要要運籌課題二二：產(chǎn)銷脈絡管管理óSCM運籌課題三三：押中利基產(chǎn)產(chǎn)品PCèIA押對寶：CollaborativeForecasting協(xié)同同預測電子產(chǎn)品創(chuàng)創(chuàng)新趨勢變變革è利基產(chǎn)品預預測不確定定性大增梯階式創(chuàng)新新：過河式創(chuàng)新新：晚下注：Postponement延遲DFSCM,延延後產(chǎn)品之之間差異化化，大同小小異ProductModularity產(chǎn)品模模組化關(guān)係複雜感感情專一的的多贏策略略產(chǎn)脈：一脈脈相承的協(xié)協(xié)力夥伴銷絡：絡繹繹於途的兼兼容品市場場採買對象象產(chǎn)品、程序序模組化èDirectMaterial機動組隊生生產(chǎn)運籌課題四四：機動組隊生生產(chǎn)TSVCTSMCèTSVC統(tǒng)合整合合IT?èSCM?變形蟲產(chǎn)業(yè)業(yè)組織電子子化TaiwanrisesinIC/PCbymakingtheindustriesB2BFoundriesèFablessèIDMoutsourcingMotherboardsèSubConsèPCSystemoutsourcingIP:公開知知識+公權(quán)力保護護óIT:私用知知識+私營手段保保護運籌課題五五：知識創(chuàng)造價價值IP+ITIT:產(chǎn)品差異化化è知識差異化化技術(shù)知識：：市場知識：：協(xié)力知識：：AQR:正確快速決策回應IP:蕊蕊片線路路付費CellLibrary天下文章一一大抄B2B發(fā)展脈絡與與企業(yè)的運籌手段企業(yè)間電子子商務發(fā)展展脈絡與企業(yè)的運籌手段'96網(wǎng)網(wǎng)路化Extranet客客服網(wǎng)關(guān)關(guān)：FoundrytoFabless'97自自動化Extricity統(tǒng)合合平臺：FoundrytoIDM'98標標準化RosettaNet流程程標準：ITtoECtoSM'99中中介化NetMarket網(wǎng)路路市場：MROtoMaterialtoMindSpecializedStrategicRelationshipCommodityExchange企業(yè)間供應應關(guān)係深淺淺分佈圖SpotMkt.PlasticOutsourcedWarehousemgmt.CollaborativeForecastingDirectProcurementofrawmaterialsOutsourcedDesignservicesCollaborativeProductionPlanningEFTCustomComplexDynamicStandardSimpleStableCatalogInformationMgmt.TransportationManagementContractManufacturingMROProcurement(Staples,PaperClips,Mops,etc.)客服網(wǎng)關(guān)ExtraNet運籌手段一一：統(tǒng)合平臺Extricity運籌手段二二：1997-?B2B自動化化ExtricityeSynchArchitecture:多層次、多多單位流流程整合駕駕簡馭繁繁作業(yè)流程整整合實例例：日月光流程整合，，駕簡馭繁繁：公司統(tǒng)籌、、廠區(qū)自主主流程整合，，駕簡馭繁繁：公司統(tǒng)籌、、廠區(qū)自主主跨企業(yè)作業(yè)業(yè)流程接受訂單PartnerGroupPOProcess各廠區(qū)可視視需要制訂訂不同的作業(yè)流程，，以符合客客戶需求

訂單inASEK企業(yè)內(nèi)部作作業(yè)流程企業(yè)內(nèi)部作作業(yè)流程統(tǒng)合需求，，產(chǎn)地採購購，全球運運籌工廠工廠企業(yè)業(yè)總總部部運籌籌中心心採購原物物料料需需求求原物物料料交交貨貨原物物料料需需求求原物物料料交交貨貨採購購人人員員歐洲洲發(fā)貨貨中中心心北美美發(fā)貨貨中中心心亞洲洲發(fā)貨貨中中心心成品品交交貨貨/倉倉成品品交交貨貨/倉倉成品品交交貨貨/倉倉成品品交交貨貨/倉倉供應應商商流程程標標準準RosettaNet運籌籌手手段段三三：：1998-?B2B標標準準化化流程程標標準準RosettaNet運籌籌手手段段三三：：Reviewpartnerreviewproduct/servicereviewProductIntroductionpreparationfordistributionproductchangenotificationMarketingManagementmarketingcampaignmanagementlead&opportunitymanagementdesignwinmanagement(EC)OrderManagementquote&orderentrytransportation&distributionproductconfigurationreturns&financemanagementInventoryManagementpriceprotectioncollaborativeforecastinginventoryallocation&replenishmentinventory&salesreportingshipfromstockanddebit/credit(EC)Service&SupportwarrantymanagementassetmanagementtechnicalsupportROSETTANETSCOPECLUSTERS&SEGMENTS––POSTECPurchasingEngineBuyerPurchasingERPLinkSupplierOrderEntry&InvoicingERPLinkCompleteStandardReportsE-DesignCollaborationShipmentTrackingAuctionandExchangeFeatureRFQFeatureCommunityandContentMulti-Currency&LanguageCapabilityCompleteSupplierCatalogsConsultingServicesBuyerSpecifiedLimitedCatalogsBankingandAutoPaymentFacilities網(wǎng)路路市市場場NetMarkets運籌籌手手段段四四：：MROtoMaterialtoMind1999-?B2B中中介介化化ManyBuyersvs.ManySuppliersSupplierSupplierSupplierSupplierSupplierBuyerBuyerBuyerBuyerBuyerNet-Market:RevolutionSupplierSupplierSupplierSupplierSupplierBuyerBuyerBuyerBuyerBuyerNet-Market經(jīng)濟知識化、、產(chǎn)業(yè)電子化化與企業(yè)運籌籌經(jīng)濟知識化、、知識網(wǎng)路化化與企業(yè)的運籌課題超分工整合：：半導體超高高度集成驅(qū)策策B2B2B2B2B…資訊流產(chǎn)銷脈絡管理理：提高價格格靠集結(jié)特長長、降低成本本靠廣泛交易易押中利基產(chǎn)品品：PCèIA、梯階式創(chuàng)新è過河式創(chuàng)新機動組隊生產(chǎn)產(chǎn)：TSMCèTSVC變形蟲產(chǎn)業(yè)組知識創(chuàng)造價值：IP+IT技術(shù)知識、市場知識、協(xié)力知識企業(yè)間電子商商務發(fā)展脈絡絡與企業(yè)的運籌手段'96網(wǎng)路路化Extranet客服網(wǎng)關(guān)關(guān)：FoundrytoFabless'97自動動化Extricity統(tǒng)合合平臺：FoundrytoIDM'98標準準化RosettaNet流程程標準：ITtoECtoSM'99中介介化NetMarket網(wǎng)路路市場：MROtoMaterialtoMindRosettaNet:

GainingSpeed&TractionJenniferHamilton,CEO19April200134ImplementationSuccessesPartnersImplementationResultsArrow&CarrierUpandrunninginsixweeksReduceda5-daybatcheddeliverycycletoovernight;resultsininventoryreduction,improvedcustomersatisfactionBourns&

TTIImplementedPIP?3A2intwoweeksNewprocessconvertedaccesstoinventoryinformationfromaweek’sdelaytoreal-timedata;improvedcustomerserviceCompaq&

Delta(Taiwan)ImplementedPIP3A4andPIP3A7Reducedtheorderprocessingleadtimetoseveralminutes;enabledCompaqtoreceivetheP.O.acknowledgementimmediatelyandalloweddepartmentsinvolvedintheprocesstoreceiverelatedinformationinrealtimeIntel&WPI(Taiwan)ImplementedPIP3A4andPIP3A7AutomatedprocessreducedthecycletimefororderprocessingbetweenthecompaniesSamsung&

SonyFirstimplementationbetweenKorea-and

Japan-basedpartnersMovedintoproductionthismonth;expectedtoshortenleadtimeIMPLEMENTATIONSUCCESS35RosettaNetBasicsApproachStartwithagreedSubsetofPIPs5PIPs:PO-3A4/3A7,ASN-3B2,Invoice-3C3,Payment-3C4MustinteroperatewithallmajortradingpartnersIntelCompaqHPPSPMultiplemajorscertifybusinesssolutionProvidestartingpointforBusinessCertificationRosettaNetEC&ITBoardcompanyinterest/supportAlternativeTradingPartnerSolutionsMorethanonesolutionprovider-interoperableAvailableeBusinessSolutions/ServiceProviders-GeographydependentXXCommittedinitialSMETradingPartnersRangeofsizesideallyISV(1)SI(a)TradingPartnerISV(2)SI(b)TradingPartnerRNPIPprocessesarepre-modeled(pre-built,pre-configured)inExtricityProjectB-Plan:WPI-IntelExperienceTransferExtricityforRosettaNet:Pre-modelPIP’’sPre-built,pre-configuredRosettaNetBusinessObjectsthatfollowRosettaNetmessageguidelinesCatalogs;Orders;PartnerAgreements;CollaborativeForecasts;etc.FullyDocumented!ProjectPlanB:DeltaSAP3A4/3A7Pre-ConfiguredBusinessObjectsInternalWorkflow(WPI)within3A4:CheckDataStructurePMApproveSendP/Orequest->vendorAutoemailnotice