1、半導體產業(yè)供應鏈,覃培雄,交大 EMBA5/19/01,Semiconductor Supply Chain,與半導體業(yè)+網路軟體業(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業(yè)政策與商業(yè)模式96年 Stanford+Berkeley Consortium on Enterprise Internet UsesWho We Are: 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、經濟、企管、軟體

2、開發(fā)顧問群B2B Portal and Process Integration Leader in Asia since 1998RosettaNet Leader in Asia since 1999What We Do: 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…IT enabled business excellence 虛擬晶圓廠、集團統(tǒng)合、虛擬倉儲…電子業(yè)企業(yè)資

3、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、虛擬整合領先世界的xx半導體業(yè),,,Semiconductor Supply Chain (simplified),To EC industry,,Materials,,Shipping and Logistics,,,,,Equipment,Foundry,Assembly Test Probe,Device Mftr,Distributor,CEM/OEM,A sin

4、gle, contiguous supply chain from materials to systems,,,EC Supply chain,SM Supply chain,Semiconductor Manufacturing Supply Chain,To EC industry,,,,Testandburn-in,,Assembly/packaging,,Probe,,Fabrication,Process coordi

5、nation,Shipping and logistics,,,,,Design,,,Materials and equipment,,Masks,Process,Package,,It is much more complicated upstream from the device manufacturers,Shipping and logistics,,Materials,Masks,Package,,,,,,Equipment

6、,Foundry,Assembly Test Probe,Fabless Device Mftr,Independent Device Mftr,Air ProductsJSRShin-Etsu HandotaiShinkoSumitomo BakeliteSumitomo MetalTOKToppan,Applied MaterialsTokyo Electron,TSMCUMCChartered,Am

7、kor ASESPIL,Xilinx,Agere (Lucent)AgilentIntelLSI LogicMicronMotorolaNational SemiconductorNECPhilipsSamsungTexas InstrumentsToshibaWinbond,SM Board Members by Segment,半導體產業(yè)電子化觀感分享,企業(yè)運籌 ¹ Logistics 

8、5; SCM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，願能駕簡馭繁。教學超分工整合：經濟 è 工工 è B2B è IC,開宗明義,新經濟演進：一波波的專工委外,經濟生產是企業(yè)與市場交互運作的結果新經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濟說穿了就是一波

9、接一波的專工委外B2B 的首要內容就是 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)的先進經驗可以幫助我們預見其他產業(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Adam Smith: “The division of labor is limited by the size of the market.”全球聯(lián)網擴大市場規(guī)模，促進細密分工Robert Coas

10、e: The size of the firm is determined by market transaction cost.互聯(lián)網降低交易成本迫使整合元件廠委外代工Network Allows Higher Level of Optimum Disintegration,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,新經濟大贏家密訣：虛擬整合,虛擬整合是新經濟盟主創(chuàng)造與爭取價值的關鍵晶圓代工廠，虛擬晶圓廠，虛擬整

11、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,,,,System DesignIC Design,,,,,TaiwanFoundries,Contract Assembly & Test,System Design,IC Design,Fab,Assembly & Test,,DesignServic

12、es,Foundry,Assembly & Test,IP,,ICDesign,,,IC Design,,,,,,,IDM,System,1980s,1990s,After 2000,,,System Design,System Design,,Assembly & Test,,Fab,,,Fab,Assembly & Test,System DesignIC Design,,,,,Intel

13、TI..,,IDM,Fabless,IDM,Fabless,EDA,Tester,,,,,企業(yè)市場化之二：虛擬整合,,,,,,eBusiness Architecture,RepositoryDatabase,Adapter,SMTP. FTP,,VAN, EDI,eBusiness,Direct Supplier / Customer,Supplier/ customer,Extricity,Web Channel,Net Mar

14、ket,Portal,,Partner Channel,InterfaceDatabase,,RosettaNet,經濟知識化、產業(yè)電子化與企業(yè)運籌,經濟知識化、知識網路化與企業(yè)的運籌課題,超分工整合：半導體超高度集成驅策 B2B2B2B2B…資訊流產銷脈絡管理：提高價格靠集結特長、降低成本靠廣泛交易押中利基產品：PC è IA 、 梯階式創(chuàng)新 è 過河式創(chuàng)新機動組隊生產：TSMC è TSVC

15、變形蟲產業(yè)組織電子化知識創(chuàng)造價值：IP + IT 技術知識、市場知識、協(xié)力知識,,企業(yè)間電子商務發(fā)展脈絡與企業(yè)的運籌手段,'96 網路化 Extranet 客服網關： Foundry to Fabless'97 自動化 Extricity 統(tǒng)合平臺： Foundry to IDM'98 標準化 RosettaNet 流程標準： IT to EC to SM'99 中介化 Net Market

16、網路市場： MRO to Material to Mind,一砂一世界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：質變產業(yè)進入資格客戶要求,運籌課題一：,超分工整合 B2B2B2B2B…,網路賺錢？è B2B賺錢？è經濟知識化、知識網路化,一脈相承：價格的提高靠特長，需善選夥伴協(xié)力Core Competence Coupling例：威盛 ─ 臺積電

17、─ 日月光絡繹於途：成本的降低靠兼容，需挑好市場交易PostponementModularizationMarketization,點石成金：B2B 的本事相對於 IntraBiz 愈形重要,運籌課題二：,產銷脈絡管理 ó SCM,運籌課題三：,押中利基產品 PC è IA,押對寶： Collaborative Forecasting 協(xié)同預測,電子產品創(chuàng)新趨勢變革 è 利基產品預測不確定性大增,梯

18、階式創(chuàng)新：過河式創(chuàng)新：,晚下注： Postponement 延遲,DFSCM , 延後產品之間差異化，大同小異Product Modularity產品模組化,關係複雜感情專一的多贏策略產脈：一脈相承的協(xié)力夥伴銷絡：絡繹於途的兼容品市場採買對象產品、程序模組化è Direct Material 機動組隊生產,運籌課題四：,機動組隊生產 TSVC,TSMC è TSVC 統(tǒng)合 整合,ITñ

19、è SCMñ 變形蟲產業(yè)組織電子化,Taiwan rises in IC/PC by making the industries B2B,Foundries è Fabless è IDM outsourcingMotherboards è SubCons è PC System outsourcing,,IP: 公開知識 + 公權力保護 ó IT: 私用知識

20、+ 私營手段保護,運籌課題五：,知識創(chuàng)造價值 IP + IT,IT :產品差異化è知識差異化 技術知識：市場知識：協(xié)力知識：AQR : 正確快速 決策回應,IP : 蕊片線路付費 Cell Library天下文章一大抄,B2B 發(fā)展脈絡與企業(yè)的運籌手段,企業(yè)間電子商務發(fā)展脈絡與企業(yè)的運籌手段,'96 網路化 Extranet 客服網關： Foundry to Fabless&#

21、39;97 自動化 Extricity 統(tǒng)合平臺： Foundry to IDM'98 標準化 RosettaNet 流程標準： IT to EC to SM'99 中介化 Net Market 網路市場： MRO to Material to Mind,,,,Specialized StrategicRelationship,CommodityExchange,企業(yè)間供應關係深淺分佈圖,Spot Mkt. P

22、lastic,Outsourced Warehouse mgmt.,Collaborative Forecasting,Direct Procurementof raw materials,OutsourcedDesign services,Collaborative Production Planning,EFT,CustomComplexDynamic,StandardSimpleStable,CatalogInfor

23、mation Mgmt.,Transportation Management,ContractManufacturing,MRO Procurement(Staples,Paper Clips, Mops, etc.),客服網關 ExtraNet,運籌手段一：,統(tǒng)合平臺 Extricity,運籌手段二：,1997-? B2B自動化,Extricity eSynch Architecture: 多層次、多單位 流程整合 駕簡

24、馭繁,作業(yè)流程整合實例：日月光,流程整合，駕簡馭繁： 公司統(tǒng)籌、廠區(qū)自主,流程整合，駕簡馭繁： 公司統(tǒng)籌、廠區(qū)自主,跨企業(yè)作業(yè)流程 接受訂單,Partner Group,PO Process,各廠區(qū)可視需要制訂不同的作業(yè)流程，以符合客戶需求,訂單 in ASEK,,,企業(yè)內部作業(yè)流程,企業(yè)內部作業(yè)流程,,統(tǒng)合需求，產地採購，全球運籌,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

25、,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,企業(yè)總部運籌中心,,採購訂單,,原物料需求,原物料交貨,,原物料需求,,,,,,,,,原物料採購指令,原物料交貨,採購人員,歐洲發(fā)貨中心,北美發(fā)貨中心,亞洲發(fā)貨中心,成品交貨/倉,成品交貨/倉,成品交貨/倉,成品交貨/倉,供應商,流程標準 RosettaNet,運籌手段三：,1998-? B2B標準化,流程標準 RosettaNet,運籌手段三：,Revie

26、w partner review product /service reviewProduct Introduction preparation for distribution product change notificationMarketing Management marketing campaign management lead & opportunity management design wi

27、n management (EC),Order Management quote & order entry transportation & distribution product configuration returns & finance managementInventory Management price protection collaborative forecasting

28、 inventory allocation & replenishment inventory & sales reporting ship from stock and debit/credit (EC)Service & Support warranty management asset management technical support,ROSETTANET SCOPECLUSTERS

29、 & SEGMENTS – POST EC,,,,網路市場 Net Markets,運籌手段四：,MRO to Material to Mind,1999-? B2B中介化,Many Buyers vs. Many Suppliers,,,,,,,,,,,,,,,,,,,,Buyer,Buyer,Buyer,Buyer,Net-Market: Revolution,,,,,,Net-Market,經濟知識化、產業(yè)電子化與企業(yè)運籌

30、,經濟知識化、知識網路化與企業(yè)的運籌課題,超分工整合：半導體超高度集成驅策 B2B2B2B2B…資訊流產銷脈絡管理：提高價格靠集結特長、降低成本靠廣泛交易押中利基產品：PC è IA 、 梯階式創(chuàng)新 è 過河式創(chuàng)新機動組隊生產：TSMC è TSVC 變形蟲產業(yè)組織電子化知識創(chuàng)造價值：IP + IT 技術知識、市場知識、協(xié)力知識,,企業(yè)間電子商務發(fā)展脈絡與企業(yè)的運籌手段,'96 網路化

31、Extranet 客服網關： Foundry to Fabless'97 自動化 Extricity 統(tǒng)合平臺： Foundry to IDM'98 標準化 RosettaNet 流程標準： IT to EC to SM'99 中介化 Net Market 網路市場： MRO to Material to Mind,RosettaNet: Gaining Speed & Traction,Jen

32、nifer Hamilton, CEO19 April 2001,34,,Implementation Successes,IMPLEMENTATION SUCCESS,35,,RosettaNet Basics Approach,Start with agreed Subset of PIPs?5 PIPs: PO-3A4/3A7, ASN-3B2, Invoice-3C3, Payment-3C4 Must interope

33、rate with all major trading partners,Intel,Compaq,HP,PSP,Multiple majors certify business solutionProvide starting point for Business Certification RosettaNet EC & IT Board company interest/support,Alternative Trad

34、ing Partner SolutionsMore than one solution provider - interoperable,Available eBusiness Solutions/Service Providers- Geography dependent,XX,Committed initial SME Trading Partners Range of sizes ideally,,,,RN PIP proc

35、esses are pre-modeled (pre-built, pre-configured) in Extricity,Project B-Plan: WPI-Intel Experience TransferExtricity for RosettaNet: Pre-model PIP’s,Pre-built, pre-configured RosettaNet Business Objects that follow Ro

36、settaNet message guidelinesCatalogs; Orders; Partner Agreements;CollaborativeForecasts; etc.Fully Documented!,,,Project PlanB: Delta SAP ?3A4/3A7 Pre-Configured Business Objects,Internal Workflow (WPI) within 3A4

37、 :Check Data StructurePM Approve Send P/O request -> vendorAuto email notice user,WPI: Private Process (within 3A4): Process Improvementby Enabling Senior Management and Clerk Involement,,,Improving Partner Rel

38、ationship: Intel now allows WPI to Change & Cancel PO,,,,,,,Logic IDM,品佳…奇普仕,Manufacturing Partner,TestPack,Fab,Foundry,東芝、富士通,凌陽…等,華東華新日月光、京元,臺積電,Design,Sell,OEMs:康柏、 瀚宇彩晶…,設備廠,生產物料,MRO,,,,,,ERP,PDM,MES,,,,WI

39、P,EDA,ePO,WIP,EDA,ePO,,Equip, Spares,Asset LCM,,Direct MaterialProcurement,Indirect MaterialProcurement,,,,,ePO,VMI,dsgn-in,Forecast,Lock-in,Relationship,WIP,EDA,ePO,ATP,Forecast,ePO,Catalog,ATP,Forecast,Service,CRM,,C

40、ustom Design,BizCommunity Intgrtn,,Extricity B2B Multi-nodal Process Backbone,SCP,,A Simplifying Blueprint for Winbond,切合華邦低價多角經營策略的駕簡馭繁B2B統(tǒng)一架構,,,Logic IDM,Manufacturing Partner,TestPack,Fab,Foundry,華東華新日月光、京元,Design,S

41、ell,,ERP,MES,,,Extricity B2B Multi-nodal Process Backbone,SCP,,Footprint 1: 3D8,9 to 全套後段整合,日月光後段資料經驗豐富，華邦以 Extricity 搭配推進容易，見效快速。,3D8, 3D9, custom WIP Purchase Order Order Confirm FG Bank Ship Out Lot Event As