顯示器玻璃基板產業的競爭優勢之個案研究

Abstract

隨著多媒體資訊與網際網路時代的來臨，各種新型消費電子產品的創新、研發與需求量不斷成長，尤其是以2007年美商蘋果公司推出第一代智慧手機 iPhone後，造就顯示器玻璃基板的相關產業大量競爭與發展。許多廠商競相進入顯示器玻璃基板研發相關領域，除了美國廠商還有大陸、日本、韓國企業者也在Apple產品熱賣光環下競食玻璃基板這塊商機。 本研究以顯示器玻璃基板市占率第一的美商C公司與藍寶石基板作為研究對象，探討目前顯示器玻璃基板產業決定競爭狀態的重要因素，自從由蘋果公司投資的藍寶石螢幕供應商GT Advanced Technologies Inc.宣布破產後，本研究更探討顯示器玻璃基板的競爭優勢與未來會面臨的挑戰與潛在的商機。再透過SWOT分析、Porter產業價值鏈模型、五力分析，來了解C公司的經營績效之影響。並經由個案訪談方式，了解目前市場結構以市場佔有率及技術研發密集度作為變數，並實證結果預期得到市場佔有率與研發創新對經營績效與市場結構及消費者行為之間的相互關係，可提供顯示器玻璃產業廠商對未來經營策略的探討。

With the advent of multimedia information and Internet age, a variety of new consumer electronics product innovation, research, development and growing demand, especially in 2007 after the Apple Inc. introduced the first generation of smart phones “iPhone”, creating display glass substrate a lot of competition and development of related industries. Many manufacturers compete to enter the display glass research in related fields, in addition to US manufacturers as well as mainland China, Japan, South Korean companies were also under selling Apple Inc. products aura cannibalization glass substrate piece opportunities. In this study, display glass market share of the first American “C” and sapphire substrate was used as the research object, an important factor in the current display glass industry determining competitive state, Since the investment by Apple sapphire screen supplier GT Advanced Technologies Inc. declared bankruptcy, this study more about the challenges and potential opportunities for competitive advantage display glass substrate and the future will face. Then through the SWOT analysis, Porter industry value chain model, five forces analysis to understand the impact of the operating performance of the American Corning. Via case interview, to understand the market structure and IV market share of R & D intensity as a variable, And empirical results expected by the market share of operating performance and to develop innovative market structure and the relationship between consumer behavior and can provide display glass industry vendors Discussion on future business strategies.