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1、半导体产业供应链半导体产业供应链與半導體業與半導體業+網路軟體業的淵源網路軟體業的淵源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 UsesWhoWeAre:最資深，有縱深的華人最資深，有縱深的華人B2B軟体顧問公司軟体顧問公司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 1998RosettaNet Leader in Asia since 1
2、999WhatWeDo:協助台灣先進電子企業創造競爭優勢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半導體業企業市場化之一：垂直專工新經濟大贏家密訣：虛擬整合n虛擬整合是新經濟盟主創造與爭取價值的關鍵n晶圓代工廠，虛擬晶圓廠，虛擬整合廠n創造價值：虛擬整合廠比實体整合廠成本低n爭取價值：價值鏈整合者掌握客戶、主導分配nTSMC、DELL 的供應鏈整合n日月光虛擬整合世界
3、各地購併廠SystemDesignICDesignTaiwanFoundriesContractAssembly&TestSystemDesignICDesignFabAssembly&TestDesignServicesFoundryAssembly&TestIPICDesignICDesignIDMSystem1980s1990sAfter 2000SystemDesignSystemDesignAssembly&TestFabFabAssembly&TestSystem/ICDesignSystemDesignICDesignIntelTI.IDMFablessIDMFablessEDA
4、Tester企業市場化之二：虛擬整合eBusiness ArchitectureRepositoryDatabaseSCMPDMERPMESCRMAdapterSMTP.FTPVAN,EDIeBusinessDirectSupplier/CustomerSupplier/customerExtricityWebChannelNetMarketPortalEDIPartnerChannelInterfaceDatabaseMiddleWareRosettaNet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n超分工整合：半導體超高度集成驅策 B2B2B2B2B資訊流n產銷
5、脈絡管理：提高價格靠集結特長、降低成本靠廣泛交易n押中利基產品：PC IA 、 梯階式創新 過河式創新n機動組隊生產：TSMC TSVC 變形蟲產業組織電子化n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 n96 網路化 Extranet 客服網關： Foundry to Fablessn97 自動化 Extricity 統合平台： Foundry to IDMn98 標準化 RosettaNet 流程標準： IT to EC to SMn99 中介化 Net Market 網路市場： MRO to Material to Mind一砂一世界
6、一砂一世界n劃滿細線靠全球知識n超分工：專精、規模n超整合：靈通、簡便B2B資訊川流不息資訊川流不息n超分工：量變n超整合：質變產業進入資格產業進入資格n客戶要求運籌課題一：超分工整合 B2B2B2B2B網路賺錢？ B2B賺錢？經濟知識化、知識網路化n一脈相承一脈相承：價格的提高靠特長，需善選夥伴協力：價格的提高靠特長，需善選夥伴協力uCore Competence Couplingu例：威盛例：威盛 台積電台積電 日月光日月光n絡繹於途絡繹於途：成本的降低靠兼容，需挑好市場交易：成本的降低靠兼容，需挑好市場交易uPostponementuModularizationuMarketizatio
7、n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 SCM 運籌課題三：押中利基產品 PC IA押對寶： Collaborative Forecasting 協同預測電子產品創新趨勢變革 利基產品預測不確定性大增n梯階式創新：n過河式創新：晚下注： Postponement 延遲nDFSCM , 延後產品之間差異化，大同小異nProduct Modularity產品模組化n關係複雜感情專一的多贏策略n產脈：一脈相承的協力夥伴n銷絡：絡繹於途的兼容品市場採買對象u產品、程序模組化 Direct Material 機動組隊生產運籌課題四：機動組隊生產 TSVCTS
8、MC TSVC 統合 整合IT SCM 變形蟲產業組織電子化TaiwanrisesinIC/PCbymakingtheindustriesB2BnFoundries Fabless IDM outsourcingnMotherboards SubCons PC System outsourcingIP: 公開知識 + 公權力保護 IT: 私用知識 + 私營手段保護運籌課題五：知識創造價值 IP + ITIT :產品差異化產品差異化知識差異化知識差異化 n技術知識：n市場知識：n協力知識：AQR : 正確快速 決策回應 IP : 蕊片線路蕊片線路n付費 Cell Libraryn天下文章一大抄
9、B2B 發展脈絡與發展脈絡與企業的企業的運籌手段運籌手段企業間電子商務發展脈絡與企業的運籌手段 n96 網路化 Extranet 客服網關： Foundry to Fablessn97 自動化 Extricity 統合平台： Foundry to IDMn98 標準化 RosettaNet 流程標準： IT to EC to SMn99 中介化 Net Market 網路市場： MRO to Material to MindSpecializedStrategicRelationshipCommodityExchange企業間供應關係深淺分佈圖SpotMkt.PlasticOutsourced
10、Warehousemgmt.CollaborativeForecastingDirectProcurementofrawmaterialsOutsourcedDesignservicesCollaborativeProductionPlanningEFTCustomComplexDynamicStandardSimpleStableCatalogInformationMgmt.TransportationManagementContractManufacturingMROProcurement(Staples,PaperClips,Mops,etc.)客服網關 ExtraNet運籌手段一：統合
11、平台 Extricity運籌手段二：1997-? B2B自動化ExtricityeSynchArchitecture: 多層次、多單位 流程整合 駕簡馭繁作業流程作業流程整合實例：整合實例：日月光日月光流程整合，駕簡馭繁： 公司統籌、廠區自主流程整合，駕簡馭繁： 公司統籌、廠區自主 跨企業作業流程跨企業作業流程 接受訂單接受訂單Partner GroupPO Process各廠區可視需要制訂不同的各廠區可視需要制訂不同的作業流程，以符合客戶需求作業流程，以符合客戶需求 訂單訂單 inASEK企業內部作業流程企業內部作業流程企業內部作業流程企業內部作業流程統合需求，產地採購，全球運籌工廠工廠企業
12、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：Review partner review product /service reviewProductIntroduction preparation for distribution product change notificationMarketingManagement marketing campaign
13、 management lead & opportunity management designwinmanagement(EC)OrderManagement quote & order entry transportation & distribution product configuration returns & finance managementInventoryManagement price protection collaborative forecasting inventory allocation & replenishment inventory & sales r
14、eporting shipfromstockanddebit/credit(EC)Service&Support warranty management asset management technical supportROSETTANETSCOPECLUSTERS&SEGMENTSPOSTECPurchasingEngineBuyerPurchasingERPLinkSupplierOrderEntry&InvoicingERPLinkCompleteStandardReportsE-DesignCollaborationShipmentTrackingAuctionandExchange
15、FeatureRFQFeatureCommunityandContentMulti-Currency&LanguageCapabilityCompleteSupplierCatalogsConsultingServicesBuyerSpecifiedLimitedCatalogsBankingandAutoPaymentFacilities網路市場 Net Markets運籌手段四：MRO to Material to Mind1999-? B2B中介化Many Buyers vs. Many SuppliersNet-Market: RevolutionNet-Market經濟知識化、產業電
16、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n超分工整合：半導體超高度集成驅策 B2B2B2B2B資訊流n產銷脈絡管理：提高價格靠集結特長、降低成本靠廣泛交易n押中利基產品：PC IA 、 梯階式創新 過河式創新n機動組隊生產：TSMC TSVC 變形蟲產業組織電子化n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 n96 網路化 Extranet 客服網關： Foundry to Fablessn97 自動化 Extricity 統合平台： Foundry to IDMn98 標準化 RosettaNet 流程標準： IT to EC
17、 to SMn99 中介化 Net Market 網路市場： MRO to Material to MindRosettaNet:GainingSpeed&TractionJennifer Hamilton, CEO19 April 2001 34ImplementationSuccessesImplementationSuccessesPartnersImplementationResultsArrow&CarrierUp and running in six weeksReduced a 5-daybatcheddeliverycycletoovernight; results in in
18、ventory reduction, improved customer satisfactionBourns&TTIImplemented PIP 3A2 in two weeksNew process converted access to inventory information from a weeksdelaytoreal-time data; improved customer serviceCompaq&Delta(Taiwan)Implemented PIP 3A4 and PIP 3A7 Reduced the orderprocessingleadtimetosevera
19、lminutes; 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 reducedthecycletime for order processing between the companies Samsu
20、ng&SonyFirst implementation between Korea- and Japan-based partners Moved into production this month; expected to shorten lead timeIMPLEMENTATION SUCCESS35RosettaNetBasicsApproachRosettaNetBasicsApproachStartwithagreedSubsetofPIPs -5PIPs:PO-3A4/3A7,ASN-3B2,Invoice-3C3,Payment-3C4-Mustinteroperatewit
21、hallmajortradingpartnersIntelCompaqHPPSPMultiplemajorscertifybusinesssolution-ProvidestartingpointforBusinessCertification-RosettaNetEC&ITBoardcompanyinterest/supportAlternativeTradingPartnerSolutions-Morethanonesolutionprovider-interoperableAvailableeBusinessSolutions/ServiceProviders-Geographydepe
22、ndentXXCommittedinitialSMETradingPartners-RangeofsizesideallyISV(1)SI (a)TradingPartnerISV(2)SI (b)TradingPartnerRN PIP processes are pre-modeled (pre-built, pre-configured) in ExtricityProjectB-Plan:WPI-IntelExperienceTransferExtricityforRosettaNet:Pre-modelPIPsPre-built, pre-configured RosettaNet
23、Business Objects that follow RosettaNet message guidelinesCatalogs; Orders; Partner Agreements;CollaborativeForecasts; etc.Fully Documented!Project PlanB: Delta SAP 3A4/3A7 Pre-Configured Business ObjectsInternal Workflow (WPI) within 3A4 :1.Check Data Structure2.PM Approve 3.Send P/O request - vend
24、or4.Auto email notice userWPI:PrivateProcess(within3A4):ProcessImprovementbyEnablingSeniorManagementandClerkInvolementImprovingPartnerRelationship:IntelnowallowsWPItoChange&CancelPOLogic 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MROERPPDMMESW
25、IP,EDA,ePOWIP,EDA,ePOEquip, SparesAsset LCMDirect MaterialProcurementIndirect MaterialProcurement ePO,VMI,dsgn-inForecastLock-inRelationshipWIP,EDA,ePOATP,Forecast ePO,Catalog,ATPForecast,ServiceCRMCustom DesignBizCommunity IntgrtnExtricity B2B Multi-nodal Process BackboneSCPA Simplifying Blueprint
26、for Winbond切合華邦低價多角經營策略的駕簡馭繁B2B統一架構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结束语结束语谢谢大家聆听！谢谢大家聆听！42
