台灣液晶面板產業競爭策略之探討-以友達個案為例

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Title:	台灣液晶面板產業競爭策略之探討-以友達個案為例
Other Titles:	Analysis of Competitive Strategies of Taiwan’s TFT-LCD Industry: Case Study of AU Optronics Corporation
Authors:	賴嘉蔭 Lai, Chia-Yin
Contributors:	謝登隆 Hsieh, Teng-Lung 東海大學管理碩士在職專班
Keywords:	液晶面板、核心產品、最終產品、破壞性創新、新市場創新、;競爭優勢、垂直整合 TFT-LCD Industry, Core Product, End Product,;Disruptive Innovation,New Market Innovation,;Competitive Strategy, Vertical Integration
Date:	2008
Issue Date:	2011-03-09T09:26:04Z (UTC)
Abstract:	本研究,針對TFT-LCD面板產業分析, 透過液晶面板的最終產品消費與發展趨勢,找出液晶面板最終產品具高成長和市場數量大的核心產品為液晶電視、筆記型電腦（低價電腦）、手機（智慧型手機）。在產業特性和競爭策略的探討，液晶面板產業,國與國的競爭和國內液晶面板廠商間的競爭，找出TFT-LCD液晶面板產業特性並配合下游核心產品的發展趨勢找出企業的競爭策略。以友達個案為例,找出產業和企業的競爭策略。本研究整理發現，不同核心產品具不同競爭策略，台灣液晶面板競爭策略如下：（1）液晶面板方面（大尺寸）-垂直整合和創新產品-如曲面面板。（2）低價電腦方面（中尺寸）-台灣在群聚效應下,台灣擁有低成本的製造能力。（3）智慧型手機方面（小尺寸）-新製程創新（低成本-內崁式觸控面板）。在友達個案中發現，友達除上述的競爭優勢以外, 在市場劇烈變化的競爭中，他還額外擁有完整產品線：大、中、小尺寸完整產品線優勢，破壞性創新，關鍵零組件垂直整合，新市場破壞性創新，友達本身在低成本製造的優勢，新製程的創新，使得友達更具全球的競爭力。 This research analyzes Taiwan’s Thin Film Transistor Liquid Crystal Display (TFT-LCD) industry, investigating consumer demand, market trends, and development of end products. Findings are that the core products of the industry with the highest growth rate and biggest market potential are the LCD TV, the low-price notebook computer, and the smart cell phone.Industry characteristics and competitive business strategies were researched for core end products, including global and domestic competitive factors of major global manufacturers. A case study of AU Optronics Corporation was done.There are different competitive strategies that prove most successful for the different core products of Taiwan’s TFT-LCD manufacturers: 1) LCD TV (large size panel) - vertical integration and innovation of products. 2) Low-price notebook computer (medium size panel) - low manufacturing cost. 3) Smart cell phone (small size panel) - innovation of manufacturing processes, low manufacturing cost (for example, in-cell multi-touch panel technology).AU Optronics Corporation benefits from manufacturing the whole range of large, medium and small size panels. AUO employs all of the above-mentioned successful strategies; capabilities of disruptive innovation, vertical integration of critical parts, market innovation, low cost of manufacturing capability, and manufacturing process innovation. All of these factors give AUO a competitive advantage in the drastically changing global market of the TFT-LCD industry.
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