Abstract
End-use of the semiconductor industry is mainly applied to 3C (information, communication, consumer electronics), and this area lead to a rapid decline in profits due to intense competition within the industry, this phenomenon is more obvious in memory products. Not in the degree of product differentiation high circumstances, the manufacturers in order to remain competitive must continue to invest huge amounts of money to research and development of more advanced process technology or expansion of production capacity, the ultimate aim is to reduce costs, and this development trend is clearly the first line in the industry manufacturers beneficial to small and medium sized manufacturers. In the future, small and medium sized manufacturers will face a more difficult competitive environment. This study will be a case-by-case analysis to explore the development strategy of a semiconductor memory market. The case company is Taiwan's first semiconductor company to promote its own brand, products and technologies. In order to avoid competition in the low-margin consumer market, therefore attempt to develop car electronics market, the automotive electronics market to benefit from continued warming of the global new car sales, as well as the penetration of the interior automotive semiconductor components with the ever-increasing degree of vehicle electronic, above two industrial environment changes drive vehicle demand for semiconductors. The automotive electronics market is highly profitable niche market, but automotive electronics supply chain has always been very closed, this study will analyze the case company into the challenges faced by the automotive electronics supply chain and the corresponding strategy, as the future reference of the relevant companies.