Abstract
Semiconductor companies in Taiwan confront the rigorous competition of competitors from South Korea, Mainland China and Southeast Asia, they constantly faced severe challenges on innovative research capability, product quality improvement and production cost down in terms of new product development. New products have to survive in the price competition and replacement of other new products. Product Life Cycle (PLC) might early fall into maturity stage or decline stage if it lacked effective planning. Therefore, the purpose of this research is to significantly enhance the competitiveness of products and companies in new product development if the relevant product features, quality issues, production patterns and overall cost control could be early considered to figure out the best solution before market intorduction. This research investigates how a company under limited resources and technology capability can develop new products with a ase study on SiP product development in wireless communications industry. We firstly identify main features or minor features of key components in SiP product by Value Engineer (VE). Then, we conduct an in-depth interview and adopt the advice of experts to evaluate the cost and quality issues of key components and give weights to all of key components with Analytical Hierarchical Process (AHP). Finally, we propose an optimum solution in SiP new product development and which could effectively streamline production processes, improve process stability and production yield to achieve a cost reduction of 5% to main features, 15% to minor features, 8.5% in packaging process, and 33% in testing process. This research would be applied to review new product to enhance the competitiveness and accurately grasp the benefit of new product before mass production. It could be a reference guideline for decision makers and designers as a decision support system.