aenva公司创业暨企业发展战略设计

上海交通大学硕士学位论文AENVA公司创业暨企业发展战略设计姓名：陈丽香申请学位级别：硕士专业：工商管理指导教师：谢富纪20050327EMBAAENVAAENVAIC()AENVA,AENVAAENVA,PHS(),,,,SWOT,AENVA,,,,,AENVA(),,SWOT,9,:(1):(i):(ii):,“(2):(i):(ii)“”(3):(i):,(ii),(4):(i):,,,(ii):(5)“:(i):,(ii):(6):“,(7):(i)(ii):AENVA,/,(8):(i)(ii)EMBAAENVA:,AENVA“”,“”--(i)“”(ii)“”“”,AENVA“”“”(9):(i):MIS(ii):,,,“”--“”,,,,ICEMBAAENVACOMPANYSTRATEGYDEVELOPMENTFORAENVAABSTRACTInthisarticle,thecompany’sstrategyanddeploymentstepsforanewfoundedICdesignhouse:AENVAweredeveloped.Italsointroducesthesupplychainofsemiconductorfieldanddefinesthecompany’sfuturegrowingobjectives.TheproductsofAENVAaremusicsynthesizerandMP3decodingIC.ThemajorapplicationsofAENVA’schipsarecellularphone,PHS,gameplayersandtoys.TheICsynthesizesmusicsandanimals’voices.It’sakeycomponentofelectronicproductswhichincludemusicsorvoices.SinceChinaisagrowthingcountry,sheencouragesthefoundationofadvancedelectronicscompanyslikeAENVAverymuch.Thestrategydevelopingtoolsusedareinternalanalysis,externalanalysisandSWOT.Chinaisaverybigmarketandhasmanyexcellenttalentswhowerejustgraduatedfromuniversities.SotheexternalenvironmentisgoodforAENVAbutthecompetitionisfiercesincemanycountriesarealsointerestedwiththismarket.Ininternalanalysis,ENVEAhastoimprovemanyaspects(i.e.Management,Marketing,Finanace,Operation,R&D,MISetc.)sinceit’sverysmallandhaslimitedresourcesnow.It’sveryimportantforENVEAtorecruitmoretalentsandtospeeduptheemployeetrainingininitialstage.AfterSWOTanalysis,9strategiesweredevelopedforENVEAasfollowing:(1)ConcentrateallResourcesinoneMajorProductinInitialStage(2)LowPricingStrategy(butkeephighquality)(3)MarketingPenetrationforbuildingmorecustomerrelationships(4)LocalEmployeeTrainingProjects’development(5)Emphasize“GoodCustomerService”tothepeople(6)ProvideSpecialSupportingServicetolittlequalifiedbigcustomers(7)CreatemultipleAgentChannels(8)AddEmotivityeffecttocompany’sICBrand(9)VerticalStrategyAlliancewithoutsourcingvendorsorcustomersForeverystrategy,thedeploymentstepsarealsoproposed.It’snotenoughtobuildasuccessfulcompanyonlywithstrategiesbutalsoneedtheexecutionsteps,hardworkingandsmartworking.Itneedsexecution,reviewandimprovementforasuccessfulstrategemanagementcycletoacomapy.KEYWORDSSemiconductor,MusicSynthesizer,StrategyDevelopment,StrategyDeployment,ICDesignEMBAAENVA2005327EMBAAENVA20053272005327EMBAAENVA11.19,,20,,,,,,,21,,,(IC)90IC,“”“”,,,2010,70%,,,,,,,,,25.2%20%(SEMI),2010,,IC,,,IC,,,20041021:““”,“”IT,IC,EMBA,IC–-EMBAAENVA2AENVA,,,EMBAAENVA32.2.1.2.1.1“IC“”(),“”“”,“(IC)”,,,IC2.1.2.:(FAB)AENVA,FablessIC,nVideoSSTXilinx,,FABIC,IDM(IntegratedDesign&Manufacturing),IBMIntel,IDM,,,IC,,,(1)(2)EMBAAENVA41(IC)-2,--(Fabless,design)WaferFAB/,,DesignfilesWaferICs(),,/ICLayoutFAB()RawWaferEMBAAENVA5,,,,,EDA(ElectronicDesignAutomation),,FAB(),,FABFAB,,,200~400(,,,,),,,,(MES–ManufacturingExecutionSystem),//(Recipe),,FAB,(1),(2),Die(3)DieIC(4)IC,ICIC,,,,IC,,2.1.3.20042004,,2003,2005ICInsights200429%2141,20054%205520012002,2004,2004,-2004IC,,,,,,AENVA2.1.4.2003140EMBAAENVA6Corp.2008(Fabless)20032.88122004ICIC““IC,IC20036,000,,,,AENVA,2.2.2.2.1.::,,:,:,,,,2.2.2AENVA:-:,,,--,,,-:10%6%-:,,-:()(~)()EMBAAENVA7-:DCC(DocumentControlCenter),,,2,,ERP2.3.:-:PHS()-:IC,,,-:,,-:,,,IC,,,IC,IC-:,-::,-:,,-:,,,,--,AENVA,CPU,INTEL-:,,EMBAAENVA83.3.1.:-,-:,,,,3.2.3.2.1,,,,,,,,,,,,,,,,3.2.2,“”“”,,,,,“”,,,,“”,,,EMBAAENVA9,AENVA,MP3(MPEG3Audio):--MPEG3Audio--,,MP3,,,EMBAAENVA104.4.1,4.1.1“BRICs”“”,IFC530550505070,8%,,“”“,,,,200512.8%“”,,,,IT,IC,YamahaOKI(6%),4.1.22004,13,3.74,,EMBAAENVA11“”,:“”,,,,,,,,”,,,,4.1.32002,,,,,,,,,4.1.4,,EMBAAENVA12,5~10,,,,,4.1.5,,IC,Yamaha,OKIIC,IC,IC5,,10ICYamaha,4.1.6(EFE)1AENVAEFEAENVA–1.,,0.1530.452.,0.1520.303.0.0510.054.0.120.205.IC0.120.20–1.,0.1510.152.(),0.520.103.,0.110.104.,,0.110.105.0.0520.10:1.001.75AENVAEFE,1.75(4.01.0,2.5),,AENVA,,,EMBAAENVA134.2,,AENVA,,,,:4.2.1(1)::,,,,,,,,,,AENVA,,“““,“(2):,/,,2,,,,2,,,,(3):,,,:,,,EMBAAENVA14AENVA:3AENVA(4):,,,,,,,,,,,,AENVA:,IC(1000)(IC,,,(5):,,,4.2.2DCC()ICLayoutPCBQC()EMBAAENVA15(1):,(),(2)/:,IC(3):,IC,,,,(4):,,(5):,,4.2.3(1):,,,,,(2)():20,7100(3):,(4):4.2.4EMBAAENVA16(1):IC,(2):,,,,,(3):,,IC,,,4.2.5AENVA,,,,,,,,,,,,,,,,,,4.2.6,Excele-mail,,,,,,,EMBAAENVA17,,,4.2.7(IFE)2AENVAIFEAENVA:1.,0.0540.202.0.130.303.0.1530.454.0.1530.455.0.0530.15:1.,0.110.102.,0.110.103.0.1510.154.IC0.110.105.0.0510.05:1.02.05AENVAIFE,2.05(4.01.0,2.5),,AENVA4.3SWOT()SWOT,,,(EFE,1),(IFE,2),AENVASWOT(3),,,AENVAEMBAAENVA183AENVASWOT–S¾¾¾¾–W¾MIS¾¾¾–O¾¾¾¾-T¾¾¾¾SWOT,AENVAEMBAAENVA195..“,,”,,,,,AENVA?:,,,,,,,,,,5.1SWOT,,--SOWOSTWT,(i)SO(),(ii)WO,(iii)ST,(iv)WT,,4AENVASWOT,AENVAEMBAAENVA204AENVASWOT–S¾¾¾¾–W¾MIS¾¾¾–O¾¾¾¾¾(1)SO.:“”.:(2)WO.:“,.-T¾¾¾¾(3)ST.“”.:,(4)WT..:.,5.1.1SO().:(i)(ii),“,,,,,,,CPU(),,.:EMBAAENVA21(i)(ii)“”,5.1.2WO.“”:(i),(ii),.:,,,(i),,,(ii),,,5.1.3ST.“:(i):,(ii):,,,,.:“,,,,5.1.4WT.(i)(ii):,/,,,/EMBAAENVA22,/,.:(i)(ii):,“”,,,,“”--(i)“”(ii)“”“”“”“”“”,,“”.,(i)MIS(ii):,,,,,,,,,5.2,,,,,“,:(1),,(2),(3)(4)(5),(6)AENVA9SWOT,,5.2.1(1),,,,,,,EMBAAENVA23—IC,,(2):::(2.5),,,,:,(6),:100(),10%(3):():(i)(ii)(iii)(iv)Layout()–:()