個案研討 ： K公司客戶訂單產能配置問題

Abstract

Nowadays, the environment of integrated-circuit (IC) high-tech industries is highly competitive. How to make quick responses and effective decisions is crucial to maintaining company’s competitive advantages. Due to the highly expensive equipment and low profits in IC testing industry, most IC testing companies have no intension to purchase more test machines and expand testing capacity. Hence, how to provide a satisfactory capacity allocation plan using limited testing machines to meet customer orders demand is a challenging task. In order to make a capacity allocation plan timely and quickly, it is necessary to provide a set of formulas for measuring the required test machines given a batch of customer orders and analyze profitability and priority of different customers because test machines are limited and demand is changeable, as well as each customer order requires specific test machines and cycle times. For most IC testing companies, it is imperative to give a reply of available to promise for customer orders in order to manage better customer relationship and keep long-term cooperation. In this case study, five criteria, including completion rate of customer order, contribution rate of total revenue, price of customer order, customer loyalty, and customer potential, for evaluating the profitability and priority of customers are proposed. Then Analytical Hierarchy Process (AHP) is used to analyze and rank priority for each customer. Next, an order capacity allocation system is developed based on a set of formulas for measuring the required test machines given a batch of customer orders and the obtained priority of customers along with the idea of available to promise (ATP) for IC testing industry. The development of this system also considers the limited conditions of capacity, such as test machine types, quantity, and product types, and customer orders available. The developed order capacity allocation system can comply with customer demand to provide available-to-promise information for sales and operations cooperation in addition to the quick response to customer demand. The contributions of this case study are as follows: (1) Apply AHP methodology to prioritize customers using the proposed criteria; (2) Develop an order capacity allocation system to provide available-to-promise information.

在現今這競爭激烈的半導體高科技產業環境裡，如何保持高度的靈敏度且快速的決策效率是維持競爭優勢的重要關鍵。由於半導體封裝測試產業的生產設備價格昂貴，加上這幾年半導體產品測試價格大幅滑落，大部份的半導體封裝測試公司不會任意新增測試機台以擴充測試產能。因此，如何充份利用現有的生產資源-測試機台-發揮最大效益，使得測試產能規劃更顯得有效益是相當重要的挑戰工作。由於測試機台產能的限制與產品的規格及訂單需求不一，有必要在短時間內將大量訂單精算出其所需要的測試機台數量，進而產生訂單產能最佳化配置。對客戶訂單能即時回覆承諾以落實客戶關係的管理及長期合作，是目前台灣半導體測試產業所面臨的問題之一。 在這個案中，以提升企業整體之效益、建立顧客夥伴關係為主要目標，提出評定客戶重要性之五項指標，包括：進貨逹成率、佔整體營收比例、價格、客戶忠誠度及潛在性客戶，再利用層級分析法排序出客戶的優先順序與相對重要性。接著運用可允諾量的概念，針對半導體測試的特性，建立一個訂單產能精算與配置系統此一產能配置系統依據客戶重要性指標作為產能不足時訂單分配之參考，換言之，即根據現有產能，如：測試機台種類、數量、及各類產品適用的測試機台等等，以及所有客戶的訂單需求，完成訂單產能分配為目標，期望在客戶訂單的允諾回覆過程中能更可靠且快速。利用本個案中之訂單產能配置系統可以依據客戶的需求預測快速精算出可允諾量，提供公司產銷協調之需，同時通知客戶之可承諾訂單數量。本研究的貢獻有： (1) 應用層級分析法評估客戶重要性。 (2) 建立一套訂單產能配置系統，快速提供在產銷協調時評估可允諾客戶訂單量之參考。