From the process, Samsung may not be anything in R & D. However, from the effectiveness of research and development, Samsung is calculated to be a neutral warp. Through a unique system, it ensures that most developments are correct from the beginning, and their achievements can be quickly transformed into the market's best-selling items. "Samsung R & D" is a more and more hot topic, but it is always like a mystery. On the one hand, Samsung is described as a model of hard work, Samsung's R & D strategy is often summarized as "alone" strategy, Samsung's "first Chinese" was taken. On the other hand, Samsung is also described as being good at "deactivating", Samsung's research and development ideas are summarized as "design as king". Samsung's R & D strategy is indeed a little confusing. For those who like to use mobile phone text messages, but they often blame or have enough people, or if they don't want to use SMS, it is no longer a problem. On January 6th to the 9th, the 2005 Global Consumer Electronics Show, which is held in Las Vegas, USA, always likes to get some "new tricks" Samsung Electronics show. Mobile phones with "Speech Troll Conversion" feature, users will automatically complete the SMS input as long as the user said to the mobile phone. For example, if the user says "Text to John", the mobile phone will automatically call the stored J John's phone number. Users say SMS content, the phone will automatically convert the voice into text and send SMS to John. Novel "Wisdom" like this is not rare in Samsung. The world's first pearl white mobile phone, the first mobile phone hanging on the neck, the first mobile phone that increases the human physiological rhythm, etc., such a new "玩意" is already a good thing, now Samsung has to launch more than 30,000 new "stuffs every year." If you think Samsung is just a number of companies in the enterprise of all new concepts, "democious pets", you are wrong. It not only provides a variety of products that are to play, but also the world's largest liquid crystal panel, memory module providers, and even launch challenges to Intel's chip domain. Just in the second half of 2004, it used 60 nm engineering technology to successfully develop capacity up to 8GB NAND flash chips, and the first development of the world's first development of 80 nm engineering capacity of 2GB DDR2 dynamic memory chip and the current operational speed 667MHz Mobile central processors, which are leading to Intel. More importantly, it makes these "玩" "into the" handkerchief "in their pockets to its account (just like the magician often do). In 2003, Samsung Electronics made $ 5.7 billion. In 2004, this figure is estimated to have doubled, close to $ 12 billion! Strategic Iron Triangle If you go out of its strategy, you will talk about its research and development, almost impossible. Samsung's success is not because it is a technology-dominated company. It is exactly the opposite because it is a market-led company, and R & D promotes the implementation of market goals. Samsung has a famous "strategic iron triangle". One of the angles is a huge amount of investment in R & D, and the other two angles are high-end brand positioning and consumer-oriented efficient operation. It is such a hypothesis that consumers are willing to pay more prices for excellent quality and design. So far, this hypothesis is established, so Samsung can always get more new products and high-end brand positioning more than competitors, and then use this profit to increase research and development investment, to develop More new products and new technologies to achieve high-end brand positioning and high profits. And an efficient operation level, ensuring the efficiency of developing to brand value conversion.
For example, on the mobile phone, although Samsung has a lot of giants in all markets, it is much lower in the middle and high-end market, while the average price of its products is also higher than Nova. Hundreds of dollars, which makes it a sufficient profit to compete with these opponents. It has launched more than 100 new products in one year, and Nokia has more than 20. "From the overall perspective, Samsung's success has a great luck ingredient. However, before this luck arrived, it is ready." It is worth mentioning that Samsung is working hard in the semiconductor industry. It officially decided to put semiconductor as one of its future main industries from 1983. However, the 64K DRAM developed by Samsung was 5 years later than the world's advanced level, and at least $ 2 billion in investment was taken at the advanced level, and the investment was very uncertain, and the Samsung at this time is not affluent. But Samsung finally decided to take this risk and decided to concentrate on investment, even before the IT industry was circulated into the valley in 1990, did not stop investment. It is also from this time, Samsung began to catch up. A few years later, Samsung had throws Japanese companies at least one year in the semiconductor field, firmly established his leadership in this field, and now it is the world's largest memory chip manufacturer. "This transformation into digitalization, so that Samsung develops from the beginning is correct. It is a future market, which makes it completely avoided strong competitors." For this reason, Samsung in 1998 After making a short adjustment, it quickly rose to $ 2.4 billion in 1999! Taking the same method, Samsung has long-term investment on key components such as digital products such as liquid crystal panels and displays, and has become global leaders and largest suppliers in these areas. By mastering your own core technologies in these areas of memory chips, liquid crystal panels, and displays, Samsung can extend its advantages into new digital products such as mobile phones, personal computers, MP3, etc., through components, and ratios Competitors more priority, convert the information learned from the market into a viable product. For example, Samsung has threatened to make his laptop's thin 1 mm in Sony, in order to achieve this, Samsung integrates the laptop R & D department, the optical storage R & D department, the TFT -LCD R & D department and other departments, the notebook department solves the design, etc. Question, the optical storage department has developed a smaller optical drive, and the TFT-LCD R & D department provides a thinner TFT-LCD, and finally, the problem is solved; Samsung has launched the world's most thin 14-inch Current Notebook X10, the world The most thin 15-inch centrino notebook x30. It is said that in this process, Samsung also applies to the new CD-ROM drive, so that only Samsung's laptop can be used for a while, it is not possible to provide other manufacturers, master the strength of key components, visible . The huge value of the brand has provided a value-rich insurance for its own quirky new product development. According to Interbrand's global brand value survey, since 2000, Samsung brand has begun to force, from 43 in 2000 ($ 5.2 billion), 42 ($ 6.4 billion) in 2001, 34 in 2002 ($ 8.3 billion), 25 ($ 10.8 billion) in 2003, 2004, "Samsung", 7 English letters, have been worth $ 12.6 billion, ranking 21st, in Asia, only Japan's Sony . "This indirect explanation, Samsung will have more money to invest investment, and its products will be more easily sold." Market people evaluated.
Through ERP, EMP (Enterprise Project Management), Samsung has ensured that Samsung has ensured the efficient operation of the whole process of decision-making to R & D to marketing, which has also greatly improved R & D and Its feedback efficiency. Investing in the Samsung Strategy "Iron Triangle" for the future, the biggest magic is undoubtedly a huge amount of investment in Samsung in R & D. Data show that its R & D investment accounts for the proportion of sales of sales from the initial 5%, after year later, it has reached 8%, if it considers the huge amount of increase in sales in sales, this is An astronomical figure. According to the number published by Samsung, the expenditure it used in 2005 will reach 73 trillion won (about 7.03 billion US dollars), an increase of 20% from 2004, only the mobile phone department is as high as 1.6 billion, while semiconductor to 2010 The investment will be as high as 25 trillion won (about $ 24 billion). In 2003, it had more than $ 5 billion in investment more than Intel became the world's largest research and development investor. More importantly, these costs of Samsung have been put into a few minority fields of their selected, which belong to three services, namely the seed business (mobile communication system network non-memory business, etc.), nursery business ( Digital TV, PDA, TFT-LCD, ultra-thin film liquid crystal display, etc.) and fruit tree business (large color TV, monitor, laptop, mobile phone, memory, etc.), Samsung's purpose is clear, it is to strive and maintain global leadership in these areas The status, currently it has become N0.1 in most areas. Samsung is targeting R & D investment, there is something called a road map, this map provides the goal of the company, which should be developed, what should be investing, etc., according to this road map, a special department, a global scale It is recommended to develop these technologies. In order to improve your research and development level, Samsung even insisted that it is not introduced into a complete set of equipment, but through the introduction of components, it is launched on this product. The rigor of Koreans play an important role in this regard, which allows Samsung to calm down to study each component, and finally achieve overall breakthroughs. When the analyst suggested that Samsung puts the core business in the most abundant semiconductor business, when the other departments are sold, Yin Zhonglong refused: "What you see is the profit, I want to see, Samsung For the next five years, ten years of plan. "He will not sell these" other departments ", but also conduct a lot of investment, because in his view, this is entry into the digital age. The entry fee must be handed over - those do not want If you pay more than the money, it is destined to be excluded. Now, Samsung is continuously strengthening its status in the digital age through a large number of patents. According to the US Patent Trademark Office (USPTO), as of June 30, 2003, Samsung was approved in the United States to obtain 9658 inventions related to the field of information technology. During this period from 1998 to 2002, Samsung Group has more than 1100 inventory patent certification in the United States every year, and more than 1377 peaks in 2001. Moreover, its patent is mainly concentrated in the semiconductor field, there is a lot of TV, electron illumination, and computer peripherals and optical technologies. The use of Samsung Group patented manufacturers, including IBM, Micron, Intel, Applied Materials, Japan's NEC, Toshiba, Mitsubishi, Taiwan's desktop, and giants of Hyundai, LG, South Korea. These patents are a barrier that Samsung is from the rival of the competitors. Group strength but this is not to say that R & D is an investment in drought and flood control.
On the contrary, huge uncertainty may make investment blood books at any time. Even Samsung CEO Yin Zhonglong also admitted that investment in core technology must be done, but the possibility of guessing the direction of investment is very small, the past success rate is 20% to 30%, and the future success rate may rise. Taking Samsuza as an example, even for two or three years of technology, its success rate can only reach 70% to 80%, because, or the market is gone, or the technology has changed, it is said that Failure, it is better to say that the market environment has changed, causing technology that cannot be commercialized. But once it is successful, it is a big success, even enough to make up for all failures. The high-risk strategy of "alone" is taken on the Samsung's major R & D project. But this does not mean that Samsung, who dares to venture, does not avoid risk. How Samsung reduces the risk of R & D investment, Samsung has its own unique way. In the Shuimara Shuima, Seoul, the research institute is called "VIP Center", the top engineers, designers and marketing staff are gathered together (they are the proportion of doctoral degrees), and they are often for a new product. Quarrel. Samsung gives everyone's high freedom, but each innovative proposal must be practical, and must be widely used to achieve economic scale. In order to scale this object, Samsung even requested R & D personnel of the mobile phone, refrigerator, etc., and the use of shared manufacturing and component technology. Taking 2002 as an example, Samsung has launched more than 30000 new products, an increase in 18,000 in 2000, but the number of parts is still maintained at 67,000. This is undoubtedly greatly reduced costs and guarantees the performance and quality stability of the product. Samsung also takes a variety of measures to establish a innovative atmosphere suitable for R & D. For example, Samsung strives to create an open atmosphere within the company, encourage employees to get rid of old work and thinking model, boldly propose their own ideas and suggestions to the upper level (this is difficult to pay attention to the level in South Korea); Establish a variety of interest groups within the company, and establish a variety of rewards systems, many suggestions, inventions, and research results of these interest groups have created a small income for the company. For example, Samsung has four employees to form a group called "Technology Valley". They not only studied technology that can implant advertisements on TV screens, but also wrote a best-selling topic titled "PC is my friend". book. Samsung Materials A Study of the Basic Material Research Group named "Top Gun" found a material with antibacterial, preservation, and infrared rays, and the company immediately provided all of the research funds and sent them to the fair. After countless test, they finally developed a new refrigerator that extended food shelf life from 3 to 4 days, and eventually realized commercialization. It also try to do this in the form of work. For example, in order to develop ultra-thin notebooks, Samsung has set up a R & D team led by three, and one of them served as a chief designer, a responsible developer, a chief product planner (responsible for comprehensive positioning design), such division of labor Each department can maximize creativity, and ultimately the overall product is not lost. In order to make full use of talent resources around the world, and closer to consumers, since 2000 began, Samsung also established R & D centers around the world. Taking China as an example, Samsung Electronics has established or an upcoming R & D institutions including: Nanjing Software Institute, Suzhou Semiconductor Research Institute, Hangzhou LSI Institute, Shanghai Export Home Appliances and Mobile Design Center, RF Synthetic Research and Development Center, as well as Beijing Samsung (China) Communications Research Institute, Samsung (China) Communications Research Institute has also established a postdoctoral workstation.
South Korea companies are the most ranking, but creative playback needs equal atmosphere, according to this reasoning, Korean companies should not be very creative than Chinese companies in R & D and design, but the facts seem to be the opposite. The culture of such collectivism in Korea is actually inheriting efficiency, relying on this culture, Samsung's execution is amazing, it is reflected in research and development, is a high degree of dedication and good cooperation attitude. At the interior of Samsung, we will drink a "loyal wine". The lower level in order to express the loyalty to the superior, throw the socks into the cylinder, and drink the wine in the face of the boss. Come this step, what else can you still say? What can't work? Borrowing R & D In order to continue to maintain high profits and reduce R & D risks, Samsung has also widely adopted cooperative ways to carry out huge research and development work. For example, in terms of liquid crystal displays, cooperate with Sony, in terms of storage equipment, cooperate with IBM in terms of chip, and cooperate with Microsoft. Even its competitors, it dares to cooperate with it. The most representative needs of this area are cooperated with Sony. In December 2004, Samsung signed a cross-authorization agreement with its old Sony Company, sharing 240,000 electronic products of the two companies, accounting for approximately 90% of the total number of patents. At the same time, the agreement also stipulates Samsung's home network technology, unique digital image processing technology DNIE, thin film transistor (TFT) liquid crystal panel and an organic electrical excitation light display (OLED) technology, and Sony's PS game machine and ultra-quaque The technology (DRC) is not within the scope of the agreement, and the purpose is to "maintain the uniqueness of the two companies and the market-raising competition". Samsung and Sony also invest 2.1 mega won joint ventures established S-LCD, producing large-sized liquid crystal panels for television, this joint venture is building seventh generation TFT-LCD production lines, which is scheduled to start production in the first half of this year. Two companies each account for half of them. In fact, similar such cooperation has an additional benefit to Samsung, which is to win the time for competition. In the shortest possible time, put the captured customer demand, and send it to the consumer in the shortest time, and the time accumulation of technology research and development requires you to go out and use mature technology to apply. Samsung's speed is amazing. Now it will translate the concept into a product average only 5 months, while 14 months are taken six years ago. For example, in 2002, when Samsung persuaded T-Mobile launched a new type of photo mobile phone to the market, 80 designers and engineers were collected from their own chips, telecommunications, displays, computing and manufacturing sectors. After four months, the model is the prototype of V205. Then, 30 engineers were transported to Seattle for field tests through T-Mobile server and network. In November, this mobile phone has begun to put production in South Korea's factory. By the first half of 2003, Samsung can sell 300,000 V205 mobile phones every month, the price is $ 350. This time you need is only half of Japan. There is also an example in this regard. Sony, Philips, Nokia jointly launched a standard "NFC: Near Field Communication) for wireless technology. With this technique, any two devices are close to without the need for a cable to interface, you can implement communication between each other. If you are in accordance with the general ideas, add your own standards in technology, market, and funds, Samsung can create a value exclusive if you can establish a set of your own standards, you can realize value exclusive - this is really tempting. However, Samsung did not do this, and it cooperated with Philips who had a competitive relationship. Samsung will launch mobile products based on Philips NFC chips.
