從實質選擇權觀點探討系統晶片之定價
Date Issued
2006
Date
2006
Author(s)
劉聖哲
DOI
zh-TW
Abstract
Taiwan’s IC industry has been on an outstanding position of the world, the government also directs many national “SoC” plans to keep Taiwan’s IC industry making progresses and to lead IC design companies to pursue more value added SoC design. Definitely, not only R&D and innovations of niche SoC have to be paid more attention but also SoC marketing strategies.
Of the 4P marketing mixes, “pricing” is the one which influences revenue of a company directly. So, we focus our study on issues of pricing of niche SoC. With the points of view of “real option”, we try to find out its meaning, to survey real world practices and to make some suggestions for SoC pricing strategies.
We will introduce concepts, classification and usage of real options then describe how to implement a “compound real option” in this thesis at first. Next, the current status and future developments of Taiwan’s IC and electronic manufacturing industry are discussed briefly. Following, we will use “net present value method” and real option method to evaluate the value of an electronic manufacturer’s R&D project respectively then discuss differences of these two results. Finally, with the valuing results of real option, niche market theory and basic pricing methods, we will try to propose some ideas for SoC marketing and pricing strategies.
We believe: understanding market behaviors deeply with electronic manufacturers and using real option as valuing tool, IC design companies will be able to figure out more competitive SoC marketing and pricing strategies.
Subjects
系統晶片
定價
實質選擇權
複合選擇權
SoC
pricing
real option
compound real option
Type
thesis
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