Abstract
This study focused on the domestic semiconductor industry, packaging and testing equipment industry, business analysis, the case is a 16-year-old OTC semiconductor packaging and testing equipment testing company that provides products and optoelectronic semiconductor assembly and test interface and wafer, LED cutting IC packaging machines and bumping machine. After initial testing with IC interface as the main business investment continue optoelectronic products and product applications wafer cutting machine business, then bumping machine development and sales. The search for sustainable development and greater revenue breakthrough, more actively involved in the depth and breadth, technology and services company case of the need to develop a clear business strategy of cutting equipment, cutting accelerate the expansion of optoelectronic semiconductor equipment industry market share, bring stable revenue and company growth. For enterprise competitiveness, this study Michael Porter's five forces analysis to explore the semiconductor equipment industry cutters external environment, we found a high threat of existing competitors, how to enhance the core precision cutting equipment will be the key to a breakthrough. Thus, the case the company should focus on its own product research and development of energy technology and converted to advantages, enhanced product quality and service. Meanwhile, the analysis of its own research and development of cutting equipment in the future market opportunities and entry point forward the point, and SWOT analysis to determine product marketing strategy. The results found that the case the company can actively developing innovative technology products, expand marketing and business channels, provide better value services and its own brand of technical equipment, in order to achieve closer links customer relationships.