高科技產業之發展，除了生產技術的 投入外，尚需資金及企業經營策略配合。 而新創高科技公司由於產業競爭激烈、產 品科技變化迅速等特性，所帶來的經營風 險，使得營運策略的制訂更顯重要。在知 識密集、快速創新週期及高度競爭的環境 下，過去數年可看到「IC 設計公司」排名 前10 名的順位變化很快，挾著股本小、高 營收成長率與高毛利率，讓「IC 設計公 司」成為台灣最火紅的高科技產業，因 此，本研究選擇「IC 設計公司」來探討其 新創與行銷策略。對一個新創事業而言， 技術、組織、行銷管道都不成熟，資訊不 對稱性很高，如何經由審慎的市場研究與 產品分析打開市場是值得觀察的本研究採用多重個案的研究方法進行 探索性的研究，針對10 家上市上櫃的「IC 設計公司」與其他2 家高科技產業公司的 創業家進行深度訪談，藉此探討在一個新 創事業中，如何透過系統性的方法來決定 產品方向、開發客源成功找到第一個客 戶，以及後續如何配合產品及顧客來制定 行銷策略等寶貴的經驗，希望以此實證的 研究方式來建立一個理論架構。

In addition to the investment in production technology, the development of high-tech industries also needs large amounts of funds and business strategy. There is a large competitive of high-tech industry, and technology is rapidly changing in products. For a knowledge-intensive, rapid innovation cycle, and highly competitive environment; for past few years, we found that the ranking of IC design companies have significantly differences. Most of them with small capital, high growth rate, high earning per share, such that IC design companies turn to the flaming focus in high technology industry. Therefore, we choose the IC design companies to discuss the strategy of marketing. Especially, it is very important in marketing research and product analysis for the new IC design companies which their technology, organization, distribution channels are not well established, and they also have asymmetry of information. This research use qualitative case study method to give an in-depth interview with 12 entrepreneurs from 10 IC design companies and 2 high-tech companies. At first, it discusses how to find the first customer for new IC design companies. In addition, the research discusses how they could extend to the growth stage and what the way for their strategy of marketing is. Besides, this research also describes the process of starting an enterprise and discussions of the management.