半導體產業(yè)供應鏈管理概論

半導體產業(yè)供應鏈

覃培雄交大EMBA

5/19/01SemiconductorSupplyChain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+BerkeleyConsortiumonEnterpriseInternetUsesWhoWeAre: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、軟體開發(fā)顧問群B2BPortalandProcessIntegrationLeaderinAsiasince1998RosettaNetLeaderinAsiasince1999WhatWeDo: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…ITenabledbusinessexcellence虛擬晶圓廠、集團統(tǒng)合、虛擬倉儲…電子業(yè)企業(yè)資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)SemiconductorSupplyChain(simplified)ToECindustryMaterialsShippingandLogisticsEquipmentFoundryAssemblyTestProbeDeviceMftrDistributorCEM/OEMAsingle,contiguoussupplychainfrommaterialstosystemsECSupplychainSMSupplychainSemiconductorManufacturingSupplyChainToECindustryTestandburn-inAssembly/

packagingProbeFabricationProcesscoordinationShippingandlogisticsDesignMaterialsandequipmentMasksProcessPackageItismuchmorecomplicatedupstreamfromthedevicemanufacturersShippingandlogisticsMaterialsMasksPackageEquipmentFoundryAssemblyTestProbeFablessDeviceMftrIndependentDeviceMftrAirProductsJSRShin-EtsuHandotaiShinkoSumitomoBakeliteSumitomoMetalTOKToppanAppliedMaterialsTokyoElectronTSMCUMCCharteredAmkorASESPILXilinxAgere(Lucent)AgilentIntelLSILogicMicronMotorolaNationalSemiconductorNECPhilipsSamsungTexasInstrumentsToshibaWinbondSMBoardMembersbySegment半導體產業(yè)電子化觀感分享企業(yè)運籌1Logistics1SCM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

èIC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AdamSmith:“Thedivisionoflaborislimitedbythesizeofthemarket.”全球聯(lián)網擴大市場規(guī)模，促進細密分工RobertCoase:Thesizeofthefirmisdeterminedbymarkettransactioncost.互聯(lián)網降低交易成本迫使整合元件廠委外代工NetworkAllowsHigherLevelofOptimumDisintegration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SystemDesignICDesignTaiwanFoundriesContractAssembly&TestSystemDesignICDesignFabAssembly&TestDesignServicesFoundryAssembly&TestIPICDesignICDesignIDMSystem1980s1990sAfter2000SystemDesignSystemDesignAssembly&TestFabFabAssembly&TestSystem/ICDesign

SystemDesignICDesignIntelTI..IDMFablessIDMFablessEDATester企業(yè)市市場化化之二二：虛虛擬整整合eBusinessArchitectureRepositoryDatabaseSCMPDMERPMESCRMAdapterSMTP.FTPVAN,EDIeBusinessDirectSupplier/CustomerSupplier/customerExtricityWebChannelNetMarketPortalEDIPartnerChannelInterfaceDatabaseMiddleWareRosettaNet經濟知知識化化、產產業(yè)電電子化化與企企業(yè)運運籌經濟知知識化化、知知識網網路化化與企企業(yè)的的運籌課課題超分工工整合合：半半導體體超高高度集集成驅驅策B2B2B2B2B…資訊流流產銷脈脈絡管管理：：提高高價格格靠集集結特特長、、降低低成本本靠廣廣泛交交易押中利利基產產品：PCèIA、梯階式式創(chuàng)新新è過河式式創(chuàng)新新機動組組隊生生產：TSMCèTSVC變形蟲蟲產業(yè)業(yè)組織織電子子化知識創(chuàng)創(chuàng)造價價值：：IP+IT技技術知知識、、市場場知識識、協(xié)協(xié)力知知識企業(yè)間間電子子商務務發(fā)展展脈絡絡與企業(yè)的的運籌手手段'96網網路化化Extranet客客服服網關關：FoundrytoFabless'97自自動化化Extricity統(tǒng)統(tǒng)合合平臺臺：FoundrytoIDM'98標標準化化RosettaNet流流程程標準準：ITtoECtoSM'99中中介化化NetMarket網網路路市場場：MROtoMaterialtoMind一砂一一世界界劃滿細細線靠靠全球球知識識超分工工：專專精、、規(guī)模模超整合合：靈靈通、、簡便便B2B資訊訊川流流不息息超分工工：量量變超整合合：質質變產業(yè)進進入資資格客戶要要求運籌課課題一一：超分工工整合合B2B2B2B2B…網路賺賺錢？èB2B賺錢？è經濟知知識化化、知知識網網路化化一脈相相承：價格格的提提高靠靠特長長，需需善選選夥伴伴協(xié)力力CoreCompetenceCoupling例：威威盛──臺臺積積電──日日月月光絡繹於於途：成本本的降降低靠靠兼容容，需需挑好好市場場交易易PostponementModularizationMarketization點石成成金：：B2B的的本本事相相對於於IntraBiz愈愈形形重要要運籌課課題二二：產銷脈脈絡管管理óSCM運籌課課題三三：押中利利基產產品PCèIA押對寶寶：CollaborativeForecasting協(xié)協(xié)同同預測測電子產產品創(chuàng)創(chuàng)新趨趨勢變變革è利基產產品預預測不不確定定性大大增梯階式式創(chuàng)新新：過河式式創(chuàng)新新：晚下注注：Postponement延延遲DFSCM,延延後產產品之之間差差異化化，大大同小小異ProductModularity產產品模模組化化關係複複雜感感情專專一的的多贏贏策略略產脈：：一脈脈相承承的協(xié)協(xié)力夥夥伴銷絡：：絡繹繹於途途的兼兼容品品市場場採買買對象象產品、、程序序模組組化èDirectMaterial機動組組隊生生產運籌課課題四四：機動組組隊生生產TSVCTSMCèTSVC統(tǒng)合整整合合IT?èSCM?變形蟲蟲產業(yè)業(yè)組織織電子子化TaiwanrisesinIC/PCbymakingtheindustriesB2BFoundriesèFablessèIDMoutsourcingMotherboardsèSubConsèPCSystemoutsourcingIP:公公開知知識+公權力力保護護óIT:私私用知知識+私營手手段保保護運籌課課題五五：知識創(chuàng)創(chuàng)造價價值IP+ITIT:產品差差異化化è知識差差異化化技術知知識：：市場知知識：：協(xié)力知知識：：AQR:正確快快速決策回回應IP:蕊蕊片片線路路付費CellLibrary天下文文章一一大抄抄B2B發(fā)展脈脈絡與與企業(yè)的的運籌手手段企業(yè)間間電子子商務務發(fā)展展脈絡絡與企業(yè)的的運籌手手段'96網網路化化Extranet客客服服網關關：FoundrytoFabless'97自自動化化Extricity統(tǒng)統(tǒng)合合平臺臺：FoundrytoIDM'98標標準化化RosettaNet流流程程標準準：ITtoECtoSM'99中中介化化NetMarket網網路路市場場：MROtoMaterialtoMindSpecializedStrategicRelationshipCommodityExchange企業(yè)間間供應應關係係深淺淺分佈佈圖SpotMkt.PlasticOutsourcedWarehousemgmt.CollaborativeForecastingDirectProcurementofrawmaterialsOutsourcedDesignservicesCollaborativeProductionPlanningEFTCustomComplexDynamicStandardSimpleStableCatalogInformationMgmt.TransportationManagementContractManufacturingMROProcurement(Staples,PaperClips,Mops,etc.)客服網關ExtraNet運籌手段一一：統(tǒng)合平臺Extricity運籌手段二二：1997-?B2B自動化化ExtricityeSynchArchitecture:多層次、多多單位流流程整合駕駕簡馭繁繁作業(yè)流程整整合實例例：日月光流程整合，，駕簡馭繁繁：公司統(tǒng)籌、、廠區(qū)自主主流程整合，，駕簡馭繁繁：公司統(tǒng)籌、、廠區(qū)自主主跨企業(yè)作業(yè)業(yè)流程接受訂單PartnerGroupPOProcess各廠區(qū)可視視需要制訂訂不同的作業(yè)流程，，以符合客客戶需求

訂單inASEK企業(yè)內部作作業(yè)流程企業(yè)內部作作業(yè)流程統(tǒng)合需求，，產地採購購，全球運運籌工廠工廠企業(yè)總部運籌中心採購訂單原物料需求求原物料交貨貨原物料需求求原物料採購購指令原物料交貨貨採購人員歐洲發(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/倉流程標準RosettaNet運籌手段三三：1998-?B2B標準準化流程標準RosettaNet運籌手段三三：Reviewpartnerreviewproduct/servicereviewProductIntroductionpreparationfordistributionproductchangenotificationMarketingManagementmarketingcampaignmanagementlead&opportunitymanagementdesignwinmanagement(EC)OrderManagementquote&orderentrytransportation&distributionproductconfigurationreturns&financemanagementInventoryManagementpriceprotectioncollaborativeforecastinginventoryallocation&replenishmentinventory&salesreportingshipfromstockanddebit/credit(EC)Service&SupportwarrantymanagementassetmanagementtechnicalsupportROSETTANETSCOPECLUSTERS&SEGMENTS––POSTECPurchasingEngineBuyerPurchasingERPLinkSupplierOrderEntry&InvoicingERPLinkCompleteStandardReportsE-DesignCollaborationShipmentTrackingAuctionandExchangeFeatureRFQFeatureCommunityandContentMulti-Currency&LanguageCapabilityCompleteSupplierCatalogsConsultingServicesBuyerSpecifiedLimitedCatalogsBankingandAutoPaymentFacilities網路路市市場場NetMarkets運籌籌手手段段四四：：MROtoMaterialtoMind1999-?BManyBuyersvs.ManySuppliersSupplierSupplierSupplierSupplierSupplierBuyerBuyerBuyerBuyerBuyerNet-Market:RevolutionSupplierSupplierSupplierSupplierSupplierBuyerBuyerBuyerBuyerBuyerNet-Market經濟濟知知識識化化、、產產業(yè)業(yè)電電子子化化與與企企業(yè)業(yè)運運籌籌經濟濟知知識識化化、、知知識識網網路路化化與與企企業(yè)業(yè)的的運籌籌課課題題超分分工工整整合合：：半半導導體體超超高高度度集集成成驅驅策策B2B2B2B2B……資訊訊流流產銷銷脈脈絡絡管管理理：：提提高高價價格格靠靠集集結結特特長長、、降降低低成成本本靠靠廣廣泛泛交交易易押中中利利基基產產品品：PCèIA、梯階階式式創(chuàng)創(chuàng)新新è過河河式式創(chuàng)創(chuàng)新新機動動組組隊隊生生產產：TSMCèTSVC變形形蟲蟲產產業(yè)業(yè)組組織織電電子子化化知識識創(chuàng)創(chuàng)造造價價值值：：IP+IT技技術術知知識識、、市市場場知知識識、、協(xié)協(xié)力力知知識識企業(yè)業(yè)間間電電子子商商務務發(fā)發(fā)展展脈脈絡絡與與企業(yè)業(yè)的的運籌籌手手段段'96網網路路化化Extranet客客服服網網關關：FoundrytoFabless'97自自動動化化Extricity統(tǒng)統(tǒng)合合平平臺臺：：FoundrytoIDM'98標標準準化化RosettaNet流流程程標標準準：ITtoECtoSM'99中中介介化化NetMarket網網路路RosettJenniferHamilton,CEO19April200134ImplementationSuccessesPartnersImplementationResultsArrow&CarrierUpandrunninginsixweeksReduceda5-daybatcheddeliverycycletoovernight;resultsininventoryreduction,improvedcustomersatisfactionBourns&

TTIImplementedPIP?3A2intwoweeksNewprocessconvertedaccesstoinventoryinformationfromaweek’sdelaytoreal-timedata;improvedcustomerserviceCompaq&

Delta(Taiwan)ImplementedPIP3A4andPIP3A7Reducedtheorderprocessingleadtimetoseveralminutes;enabledCompaqtoreceivetheP.O.acknowledgementimmediatelyandalloweddepartmentsinvolvedintheprocesstoreceiverelatedinformationinrealtimeIntel&WPI(Taiwan)ImplementedPIP3A4andPIP3A7AutomatedprocessreducedthecycletimefororderprocessingbetweenthecompaniesSamsung&

SonyFirstimplementationbetweenKorea-and

Japan-basedpartnersMovedintoproductionthismonth;expectedtoshortenleadtimeIMPLEMENTATIONSUCCESS35RosettaNetBasicsApproachStartwithagreedSubsetofPIPs5PIPs:PO-3A4/3A7,ASN-3B2,Invoice-3C3,Payment-3C4MustinteroperatewithallmajortradingpartnersIntelCompaqHPPSPMultiplemajorscertifybusinesssolutionProvidestartingpointforBusinessCertificationRosettaNetEC&ITBoardcompanyinterest/supportAlternativeTradingPartnerSolutionsMorethanonesolutionprovider-interoperableAvailableeBusinessSolutions/ServiceProviders-GeographydependentXXCommittedinitialSMETradingPartnersRangeofsizesideallyISV(1)SI(a)TradingPartnerISV(2)SI(b)TradingPartnerRNPIPprocessesarepre-modeled(pre-built,pre-configured)inExtricityProjectB-Plan:WPI-IntelExperienceTransferExtricityforRosettaNet:Pre-modelPIP’’sPre-built,pre-configuredRosettaNetBusinessObjectsthatfollowRosettaNetmessageguidelinesCatalogs;Orders;PartnerAgreements;CollaborativeForecasts;etc.FullyDocumented!ProjectPlanB:DeltaSAP3A4/3A7Pre-ConfiguredBusinessObjectsInternalWorkflow(WPI)within3A4:CheckDataStru