Abstract
In recent years the communication industry vigorous development, the handheld communication terminal product greatly puts the extraordinary splendor in particular, is verifying the NOKIA advertisement famous saying: “The science and technology comes from throughout the human nature”. The Taiwan semiconductor entrepreneur has not certainly absented in this mainstream industry. Opposite, the Taiwan entrepreneur instead displays the small shrimp to resist the big whale's spirit, the strength anti-international big entrepreneur superiority, the development super wisdom, ejects an attractive business model, finally in 2006 blossoms and bears fruit, realizes the sharp result. The case company is Taiwan biggest integrated device manufacture company, has the suitable degree regarding the handset semiconductor industry to occupy rate, in which multimedia product center intention splits out blue sea in the handset industry. This article by the case teaching elaboration, mainly discusses the case company multimedia chip of supply chain in the handset industry, its multimedia processor product, facing competitor's swallowing up, encounters the existing space the compression, the penetration thorough case company intrinsic product and the external market development elaboration, the expert interview and the literature discussion, the research discovered even if the existing space is limited, but in industry and the competition environment analysis discovers the key success factor because of outside, the analysis competition driver factor, may formulate the new competition strategy, again open market position and struggle for existence space.