台灣LED產業分析與競合策略 以晶元光電為例

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Title:	台灣LED產業分析與競合策略以晶元光電為例
Other Titles:	Taiwan LED Industry Analysis and Coopetition-An Example of Epistar
Authors:	賴淑娥 LAI, SHU-O
Contributors:	金必煌 JIN, BIH-HUANG 企業管理學系高階企業經營碩士在職專班
Keywords:	LED;競合理論;價值網;賽局理論;鑽石理論;賽局競爭策略五元素 LED;Co-opetition theory;Value Net;Game Theory;Diamond Model;PARTS
Date:	2016
Issue Date:	2016-10-20T08:09:20Z (UTC)
Abstract:	不同於美日韓的垂直整合型大企業，台灣 LED 產業以中小企業為主，同時也缺乏如韓國和中國大陸這樣的國家助力扶植。台灣經過近四十年的技術摸索和水平整併，才創造出目前，全球產量和產值第一的 LED 產業地位。2015 年全球 LED 元件(內含LED 磊晶片、晶粒、封裝、模組總計)產值達 173 億美，年產值衰退高達 11%。各區域產值除了中國微幅成長 5％之外，各區域產值全面走跌。中國大陸因國家政策扶植，LED 元件產值市占率快速攀高，台灣與美國廠商首先面臨競爭威脅。近幾年 LED 背光技術已全面滲透，LED 元件在液晶顯示器應用已從快速成長走向衰退，其中韓國、台灣受影響最大。2016 年中國 LED 廠商將持續併購擴大規模，產能仍將持續釋放，中國晶片廠商市占率更為提升。預估中國大陸 LED 元件產值可能在 2016 年超越台灣，躍升全球之冠。2016 年 LED 整體需求仍會持續成長，而 LED 價格競爭壓力仍在。本文將就台灣 LED 產業現況，採用賽局中「競合理論」的「價值網」(Value Net) ，和「賽局競爭策略」五元素(PARTS) ，以及「鑽石理論」透過資料以專家學者之理論分析，進而評估台灣 LED 產業面對未來挑戰時可能之競爭策略。面對中國的強勢國力加持的大陸 LED 業者，台灣業者若單打獨鬥必然陷入困境。台灣 LED 產業若能先改變參賽者的認知，以台灣 LED 產業聚落的模式與日本企業和歐美客戶和競爭者，締結策略聯盟和代工契約，共同開發新技術和市場，或有可能讓台灣 LED 產業突破紅色供應鏈威脅，另創產業藍海。 Different from USA, Japan and Korea vertical integration Enterprise, Most Taiwan LED Industry are small and medium enterprises. Besides, they didn’t have powerful support from government like Korea and China makers. About forty years’ continuous technical exploration and horizontal integration, Taiwan LED Industry got worldwide number one LED components capacity and revenues. 2015 year global LED component (included epitaxy, chip, package, and module) revenues 17.3 billion, reduced 11%. Except China grew up 5%, all regions’ makers were decreased. Due to government support policy, China LED Industry output and market share are speedy growing up. China has become the strong competitor of Taiwan and USA LED makers. In recent years, LED backlight technology almost overall permeated and speedily from growing turned to decreasing, it seriously affected Korea and Taiwan LED makers. In 2016 year China will keep having mergers and expanding, releasing production and increasing market share. Estimate China LED revenues could overtake Taiwan, become worldwide number one in 2016. Overall LED industry will keep growing in 2016, but the price competition pressure still exists. This study focuses on Taiwan LED Industry, analysis-an example of Epistar with Co-opetition theory’s Value Net and Competitive Strategy five factors(PARTS). Base on the view from the Game theory and Diamond Model, this study analysis Taiwan LED Industry possible competitive strategy in facing challenge.Facing China LED Industry which supported by huge National Power, Taiwan maker will be in the lurch if fight individually. There is a possible opportunity to breakthrough Red Supply Chain to get to Blue Ocean if Taiwan LED Industry could change the Cognition and have Strategic Alliance or OEM agreement for new technology and market development with Japan, Europe and USA customer and competitor through Taiwan LED Industry Settlements.
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