台灣電容式觸控面板產業經營策略之探討─以宸鴻公司為例

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Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/25287

Title:	台灣電容式觸控面板產業經營策略之探討─以宸鴻公司為例
Other Titles:	A Business Strategy for Taiwan’s Industry of the Capacitive Touch Panel - Case of TPK
Authors:	廖俊博 Liao,Chun-Po
Contributors:	謝登隆 Hsieh, Teng-Lung 高階經營管理碩士在職專班
Keywords:	顧客價值主張;電容式觸控面板;動態競爭 Dynamic Competitiveness;Customer Value Proposition;Capacitive Touch Panel
Date:	2013
Issue Date:	2015-03-23T07:16:33Z (UTC)
Abstract:	觸控面板技術在迎合「輕薄與多點觸控」的趨勢下，電容式觸控技術於觸控面板的市占率已超過7成，且持續的成長，成為目前的主要的觸控技術。電容式觸控面板產業特性為快速周期市場，在消費性電子產品的快速演進、外部的產業環境變化、動態競爭下的競爭對手回應等因素下，優勢不易持續。電容式觸控面板產業中，台灣廠商的核心競爭力，為產業中游的模組貼合高良率技術與觸控感測器製造，關鍵的上游透明導電材料-銦氧化錫（ITO）與光學膠（OCA）則掌握在日本廠商中。下游的品牌出海口優勢，集中在日本、韓國與中國大陸。因此台灣觸控面板產業面臨了，新興市場挑戰者的價格競爭，與品牌出海口掌握度不足的劣勢。因此，位於產業中游的模組貼合與觸控感測器的台灣觸控廠商，應與掌握上游關鍵透明導電材料（如：ITO銦氧化錫、金屬網格、奈米銀線）、膜對膜（R2R）技術的日本廠商做垂直整合，提升廠商競爭能力，以達到成長與低成本商業模式之轉型，迎合「輕薄、低成本」的顧客價值主張。在行銷策略上，可與手持式行動裝置主控晶片的強勢廠商-聯發科，做產品搭售水平整合策略，提供整體解決方案（Total Solution），讓客戶不需要再做觸控驅動晶片與主控晶片技術上的調整。滿足消費者顧客主張的一站購足的「便利性」。並研發非面板式之次世代「體感式、穿載式」觸控技術，迎合顧客價值主張的「直覺性與便利性」，以建構下一世代觸控技術的優勢。 Capacitive Touch Panel technology integrates multi-touch panel trend, Capacitive Touch Panel technology exceeded 70% of its market share, yet still continues to grow and became the main touch technology. The characteristics of fast cycle markets are rapid evolution of consumer electronic products, industrial changes in the external environment and competitor’s response to dynamic competition and etc. such advantages are not easy to sustain. In the capacitive touch panel industry, the core competence of Taiwan manufacturers in mid-stream is the good yield rate module lamination technology and manufacturing touch sensor. In hinge, the upstream Japanese manufacturers controlled ITO and OCA transparent conductive materials. For downstream, exporting brand advantages was concentrated in Japan, Korea and China. Hence, Taiwan’s capacitive touch panel industry is facing price competition in emerging market and encounters cons in inadequate possession in brand exportation. Therefore, Taiwan mid-stream manufacturers and Japanese upstream manufacturers should create a vertical integration in module lamination and touch sensor and a hinge transparent conductive materials such as, ITO, Metal Mesh, Nino Ag Wire and Roll to roll technology, respectively, to increase the firm’s competitiveness, to achieve the growth and low cost business model and meet the “thin and low cost” customer value proposition. In marketing strategy, the aggressive firms of handheld mobile device MCU – MTK manufactures product via horizontal integration strategy which provides total solution and prevents clients to make touch driving IC and MCU technology adjustments. Satisfying consumer and clients’ one stop shopping as its proposition of “convenience.” In order to develop the advantage for the next generation of touch technology, non-panel “somatosensory and wearable” touch technology is proposed to enact “intuition and convenience” customer value proposition.
Appears in Collections:	[高階經營管理碩士在職專班] 碩士論文

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