半导体产业供应链
- 1. 半導體產業供應鏈 覃培雄交大 EMBA 5/19/01Semiconductor Supply Chain
- 2. 與半導體業+網路軟體業的淵源 80年代美日半導體大戰、90年代台灣異軍突起靠產業政策與商業模式 96年 Stanford+Berkeley Consortium on Enterprise Internet Uses Who We Are: 最資深，有縱深的華人B2B軟体顧問公司 1996年創立於柏克萊：電機、經濟、企管、軟体開發顧問群 B2B Portal and Process Integration Leader in Asia since 1998 RosettaNet Leader in Asia since 1999 What We Do: 協助台灣先進電子企業創造競爭優勢 台積、日月光、華邦、聯電、京元、威盛、世平、環電、明碁、 新寶… IT enabled business excellence 虛擬晶圓廠、集團統合、虛擬倉儲… 電子業企業資訊團隊立功升官的忠實夥伴與長期戰友以供應鏈垂直專工、虛擬整合領先世界的xx半導體業
- 3. Semiconductor Supply Chain (simplified)To EC industryMaterialsShipping and LogisticsEquipmentFoundryAssembly Test ProbeDevice MftrDistributorCEM/OEMA single, contiguous supply chain from materials to systemsEC Supply chainSM Supply chain
- 4. Semiconductor Manufacturing Supply ChainTo EC industryTest and burn-inAssembly/ packagingProbe FabricationProcess coordinationShipping and logisticsDesignMaterials and equipmentMasksProcessPackageIt is much more complicated upstream from the device manufacturers
- 5. Shipping and logisticsMaterialsMasksPackageEquipmentFoundryAssembly Test ProbeFabless Device MftrIndependent Device MftrAir Products JSR Shin-Etsu Handotai Shinko Sumitomo Bakelite Sumitomo Metal TOK ToppanApplied Materials Tokyo ElectronTSMC UMC CharteredAmkor ASE SPILXilinxAgere (Lucent) Agilent Intel LSI Logic Micron Motorola National Semiconductor NEC Philips Samsung Texas Instruments Toshiba WinbondSM Board Members by Segment
- 6. 半導體產業電子化觀感分享企業運籌 ¹ Logistics ¹ SCM 劉邦：『運籌策於帷帳之中，決勝於 千里之外，吾不如子房。』 如何幫助您的半導體企業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
- 7. 新經濟演進：一波波的專工委外經濟生產是企業與市場交互運作的結果 新經濟的一体兩面就是電子化企業與電子市集 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 eSourcing eSourcing 的演進先後包含企業市場化與市場企業化 電子業的先進經驗可以幫助我們預見其他產業的未來
- 8. 企業市場化有兩面：實体專工、虛擬整合 實体分工古已有之，於今為烈 Adam Smith: “The division of labor is limited by the size of the market.” 全球聯網擴大市場規模，促進細密分工 Robert Coase: The size of the firm is determined by market transaction cost. 互聯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 企業市場化：實体專工、虛擬整合
- 9. 企業市場化之一：垂直專工
- 10. 新經濟大贏家密訣：虛擬整合虛擬整合是新經濟盟主創造與爭取價值的關鍵 晶圓代工廠，虛擬晶圓廠，虛擬整合廠 創造價值：虛擬整合廠比實体整合廠成本低 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
- 11. System Design IC DesignTaiwan FoundriesContract Assembly & TestSystem DesignIC DesignFabAssembly & TestDesign ServicesFoundryAssembly & Test IP IC DesignIC DesignIDMSystem1980s1990sAfter 2000System DesignSystem DesignAssembly & Test Fab FabAssembly & TestSystem/IC Design System Design IC DesignIntel TI ..IDMFablessIDMFablessEDATester企業市場化之二：虛擬整合
- 12. eBusiness ArchitectureRepository DatabaseSCMPDMERPMESCRMAdapterSMTP. FTPVAN, EDIeBusinessDirect Supplier / CustomerSupplier/ customerExtricityWeb ChannelNet MarketPortalEDIPartner ChannelInterface DatabaseMiddleWareRosettaNet
- 13. 經濟知識化、產業電子化與企業運籌經濟知識化、知識網路化與企業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 、 梯階式創新 è 過河式創新 機動組隊生產：TSMC è TSVC 變形蟲產業組織電子化 知識創造價值：IP + IT 技術知識、市場知識、協力知識企業間電子商務發展脈絡與企業的運籌手段 '96 網路化 Extranet 客服網關： Foundry to Fabless '97 自動化 Extricity 統合平台： 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
- 14. 一砂一世界 劃滿細線靠全球知識 超分工：專精、規模 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
- 15. 一脈相承：價格的提高靠特長，需善選夥伴協力 Core Competence Coupling 例：威盛 ─ 台積電 ─ 日月光 絡繹於途：成本的降低靠兼容，需挑好市場交易 Postponement Modularization Marketization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
- 16. 運籌課題三：押中利基產品 PC è IA押對寶： Collaborative Forecasting 協同預測電子產品創新趨勢變革 è 利基產品預測不確定性大增梯階式創新： 過河式創新：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
- 17. 關係複雜感情專一的多贏策略 產脈：一脈相承的協力夥伴 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 TSVCTSMC è TSVC 統合 整合ITñ è SCMñ 變形蟲產業組織電子化Taiwan rises in IC/PC by making the industries B2BFoundries è Fabless è IDM outsourcing Motherboards è SubCons è PC System outsourcing
- 18. IP: 公開知識 + 公權力保護 ó IT: 私用知識 + 私營手段保護運籌課題五：知識創造價值 IP + ITIT : 產品差異化è知識差異化 技術知識： 市場知識： 協力知識： 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
- 19. B2B 發展脈絡與企業的運籌手段企業間電子商務發展脈絡與企業的運籌手段 '96 網路化 Extranet 客服網關： Foundry to Fabless '97 自動化 Extricity 統合平台： 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
- 20. Specialized Strategic RelationshipCommodity Exchange企業間供應關係深淺分佈圖Spot Mkt. PlasticOutsourced Warehouse mgmt.Collaborative ForecastingDirect Procurement of raw materialsOutsourced Design servicesCollaborative Production PlanningEFTCustom Complex DynamicStandard Simple StableCatalog Information Mgmt.Transportation ManagementContract ManufacturingMRO Procurement (Staples,Paper Clips, Mops, etc.)
- 21. 客服網關 ExtraNet運籌手段一：
- 22. 統合平台 Extricity運籌手段二：1997-? B2B自動化
- 23. Extricity eSynch Architecture: 多層次、多單位 流程整合 駕簡馭繁
- 24. 作業流程 整合實例：日月光流程整合，駕簡馭繁： 公司統籌、廠區自主
- 25. 流程整合，駕簡馭繁： 公司統籌、廠區自主 跨企業作業流程 接受訂單Partner GroupPO Process各廠區可視需要制訂不同的作業流程，以符合客戶需求 訂單 in ASEK企業內部作業流程企業內部作業流程
- 26. 統合需求，產地採購，全球運籌工廠工廠企業總部 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 發貨中心北美 發貨中心亞洲 發貨中心成品交貨/倉成品交貨/倉成品交貨/倉成品交貨/倉供應商
- 27. 流程標準 RosettaNet運籌手段三：1998-? B2B標準化
- 28. 流程標準 RosettaNet運籌手段三：Review partner review product /service review Product Introduction preparation for distribution product change notification Marketing Management marketing campaign management lead & opportunity management design win management (EC) Order Management quote & order entry transportation & distribution product configuration returns & finance management Inventory Management price protection collaborative forecasting inventory allocation & replenishment inventory & sales reporting ship from stock and debit/credit (EC) Service & Support warranty management asset management technical supportROSETTANET SCOPE CLUSTERS & SEGMENTS – POST EC
- 29. Purchasing EngineBuyer Purchasing ERP LinkSupplier Order Entry & Invoicing ERP LinkComplete Standard ReportsE-Design CollaborationShipment TrackingAuction and Exchange FeatureRFQ FeatureCommunity and Content Multi-Currency & Language CapabilityComplete Supplier CatalogsConsulting Services Buyer Specified Limited CatalogsBanking and Auto Payment Facilities網路市場 Net Markets運籌手段四：MRO to Material to Mind1999-? B2B中介化
- 30. Many Buyers vs. Many SuppliersSupplierSupplierSupplierSupplierSupplierBuyerBuyerBuyerBuyerBuyer
- 31. Net-Market: RevolutionSupplierSupplierSupplierSupplierSupplierBuyerBuyerBuyerBuyerBuyerNet-Market
- 32. 經濟知識化、產業電子化與企業運籌經濟知識化、知識網路化與企業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 、 梯階式創新 è 過河式創新 機動組隊生產：TSMC è TSVC 變形蟲產業組織電子化 知識創造價值：IP + IT 技術知識、市場知識、協力知識企業間電子商務發展脈絡與企業的運籌手段 '96 網路化 Extranet 客服網關： Foundry to Fabless '97 自動化 Extricity 統合平台： 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
- 33. RosettaNet: Gaining Speed & TractionJennifer Hamilton, CEO 19 April 2001
- 34. *Implementation SuccessesPartnersImplementationResultsArrow & CarrierUp and running in six weeksReduced a 5-day batched delivery cycle to overnight; results in inventory reduction, improved customer satisfactionBourns & TTIImplemented PIP™ 3A2 in two weeksNew process converted access to inventory information from a week’s delay to real-time data; improved customer serviceCompaq & Delta (Taiwan)Implemented PIP 3A4 and PIP 3A7 Reduced the order processing lead time to several minutes; enabled Compaq to receive the P.O. acknowledgement immediately and allowed departments involved in the process to receive related information in real timeIntel & WPI (Taiwan) Implemented PIP 3A4 and PIP 3A7 Automated process reduced the cycle time for order processing between the companies Samsung & SonyFirst implementation between Korea- and Japan-based partners Moved into production this month; expected to shorten lead time IMPLEMENTATION SUCCESS
- 35. *RosettaNet Basics ApproachStart with agreed Subset of PIPs 5 PIPs: PO-3A4/3A7, ASN-3B2, Invoice-3C3, Payment-3C4 Must interoperate with all major trading partnersIntelCompaqHPPSPMultiple majors certify business solution Provide starting point for Business Certification RosettaNet EC & IT Board company interest/supportAlternative Trading Partner Solutions More than one solution provider - interoperableAvailable eBusiness Solutions/Service Providers - Geography dependentXXCommitted initial SME Trading Partners Range of sizes ideallyISV(1)SI (a)Trading PartnerISV(2)SI (b)Trading Partner
- 36. RN PIP processes are pre-modeled (pre-built, pre-configured) in ExtricityProject B-Plan: WPI-Intel Experience Transfer Extricity for RosettaNet: Pre-model PIP’s
- 37. Pre-built, pre-configured RosettaNet Business Objects that follow RosettaNet message guidelines Catalogs; Orders; Partner Agreements; Collaborative Forecasts; etc. Fully Documented! Project PlanB: Delta SAP 3A4/3A7 Pre-Configured Business Objects
- 38. Internal Workflow (WPI) within 3A4 : Check Data Structure PM Approve Send P/O request -> vendor Auto email notice userWPI: Private Process (within 3A4): Process Improvement by Enabling Senior Management and Clerk Involement
- 39. Improving Partner Relationship: Intel now allows WPI to Change & Cancel PO
- 40. Logic IDM品佳… 奇普仕Manufacturing PartnerTestPackFabFoundry東芝、富士通凌陽…等華東華新 日月光、 京元台積電DesignSellOEMs: 康柏、 瀚宇彩晶 … 設備廠生產物料MROERPPDMMESWIP,EDA,ePOWIP,EDA,ePOEquip, SparesAsset LCMDirect Material ProcurementIndirect Material Procurement ePO,VMI,dsgn-inForecastLock-inRelationshipWIP,EDA,ePOATP,Forecast ePO,Catalog,ATPForecast,ServiceCRMCustom DesignBizCommunity IntgrtnExtricity B2B Multi-nodal Process BackboneSCPA Simplifying Blueprint for Winbond切合華邦低價多角經營策略的駕簡馭繁B2B統一架構
- 41. Logic IDMManufacturing PartnerTestPackFabFoundry華東華新 日月光、 京元DesignSellERPMESExtricity B2B Multi-nodal Process BackboneSCPFootprint 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 Assembly Engineer Spec Testing Engineer Spec Bonding Diagram Yield Data Transfer
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