【转载】台积电的唯一手写策略
2021年台积电创始人张忠谋发表了主题为《经营人的学习与成长》的90分钟演讲，首次分享了自己在台积电的唯一一份手写战略计划
台积电的商业模式
- 商业模式以客户是谁（不是产品是什么）为定
- 台积电的商业模式时半导体制造服务，客户时别的半导体公司。
认识真正的自己非常重要，同时想做什么不重要，重要的是客户想要什么。
策略
- regular independently-conducted customer surveys（定期独立进行客户调查）；
- Direct customer feedback and satisfactory handing of customer problems（直接的客户反馈和满意的客户问题处理）；
- Financial performance（财务表现）；
- Share price（股价）；
- Market share（市场份额）
- Financial & mass media reports（财经及大众媒体报道）
真正体现以客户为中心，永远把客户诉求放在最前面，高过收入、市场分额。 同时企业形象也很重要。
策略衡量尺度
What does the customer need? The following is a list that should cover the cast majority of needs, but each customer’s priority is often different（客户需要什么?下面的列表应该涵盖大多数需求，但每个客户的优先级往往是不同的）:
- Technology that allows the customer to out compete, or at least be competitive with, his competitors（使客户在竞争中胜出，或至少与其竞争对手有竞争力的技术）.
- Flexibility in TSMC’s ability to respond to demand（台积电应对需求能力的灵活性）.
- Low price（低价格）.
- Short cycle time from tapeout to finished production wafers（从成品到成品的周期短）.
- Quality & reliability（质量和可靠性）.
- Design services to help customer to outcompete, or at least be competitive with, his competitors（设计服务，帮助客户胜过竞争对手，或至少与竞争对手竞争）.
- Seamless communications with TSMC（与台积电的无缝沟通）.
- Turn-key services（交钥匙服务）.
- Protection of customer’s proprietary information（保护客户专有信息）.
- Instant efforts and solution of any problems that may crop up（立即努力解决任何可能出现的问题）.
- Partnership attitude and behavior on TSMC’s part（台积电的合作态度和行为）.
客户究竟需要什么，这11条基本涵盖全了。
如何赢得客户的信任
- TSMC’s strategy is to be clearly superior to competitors in all above except（3），in order to earn a premium on（3）。（台积电的策略是在除低价以外的所有方面都明显优于竞争对手，以赚取溢价）
- To execute this strategy successfully, it’s essential to have an excellent relationship with the customer. The benchmark of that relationship is to have the “first and last look” with the customer（成功执行这个策略,要有一个良好的与客户之间的关系。这种关系的基准是是否与客户有“first and last look”）.
- We can be flexible in pricing with one-time-only ”buffer” deals, but to be loyal to other customers, when a one-time “buffer” deal is offered to one customer, similar deals should be offered to his direct competitors in the same field.（我们可以用一次性的“缓冲”交易灵活定价，但为了对其他客户忠诚，当一次性的“缓冲”交易提供给一个客户时，应该向他在同一领域的直接竞争对手提供类似的交易。）
订价策略是获得溢价，但不想失去业务。
成为一个以营销和服务为中心的公司
- Every employee is a sales person for the company, He (she) of course is a professional engineer, accountant, supervisor , etc., but he (she) is at the same time a sales person for the company.（每个员工都是公司的销售人员，他（她）当然是专业工程师、会计、主管等，但他（她）同时也是公司的销售人员）
- Upper-level managers (j.g. 38 and higher) must be good businessmen in addition to being good salesmen and good professionals. If they are not, they should train themselves or be trained to be.（上层管理人员（约38岁或以上）除了是优秀的销售人员和专业人士外，还必须是优秀的商人。如果他们不是，他们应该训练自己或被训练成这样。）
取得的成就
- Sustainable return on equity (ROE) of higher than 20%（可持续的股本回报率高于20%）.
- Being the largest silicon foundry in the world, with a revenue lead over the next largest foundry of at least 2 to 1（作为世界上最大的代工厂商，与第二大代工厂商的收入比例至少是2:1）.
- Revenue of US$10B before the year 2010（2010年的收入为100亿美元）.