台灣平面顯示器設備產業競爭策略研究----以M公司例

Abstract

平面顯示器產業設備為相當基礎且關鍵產業，2006年我國TFT-LCD設備需求規模將達新台幣1,300億元。我國國產設備自製率只達30%，相較於競爭對手南韓的設備自製率達60%以上，我國尚有很大的努力空間。平面顯示器設備技術門檻高，屬於寡佔市場，本研究希望藉由個案M公司的競爭策略分析，探討廠商如何在產業強力競爭之環境下，規劃競爭策略，建立競爭優勢。 本研究採用企業經營SWOT分析搭配德菲法（Delphi Method）專家訪談，分析M公司之優勢與劣勢，與其所處環境的機會與威脅，並取得專家對競爭策略一致性看法。再利用層級分析法（Analytic Hierarchy Process,AHP）構建層級結構，決定各層級之評估項目與各層級關聯性，並依AHP之評比尺度作成偶比對，並算出最大向量（Maximum Eigenvalue）與特徵向量（Eigenvector）求取優先順序比重值，和一致性指標認定，作成「M公司競爭策略」的量化模式，可明確提供決策者評估之參考指標。此研究也發現德菲法（Delphi Method）與AHP的另一方面應用領域，研究結果可提供M公司進行競爭力發展的策略擬訂優先順序，提升決策品質與效率。

The Flat-Panel-Display Equipment industry is a kind of basic and key industry in Taiwan. The demand scale of TFT-LCD Equipment of our country has reached NT$ 130 billion in 2006. However, the rate of national productivity only reached 30%. Compare with our rival South Korea, its rate of national productivity was already over 60%. The Flat-Panel-Display Equipment industry is a high technology and belongs to oligarchy market. This research will utilize the competitive strategy analysis of case M company. In this research, we will discuss how to plan the competitive strategy and develop the competitive advantages under the powerful competitive industries.

This research will adopt SWOT analysis of enterprise management and match Delphi Method Expert's interview. We have figured out the strengths and weaknesses of M Company and the opportunities and the threats under the environment which the case company is facing now. Then, we can get the consistent view from experts about the competitive strategy. Next, to utilize the Analytic Hierarchy Process ( AHP) to build up Construction of Hierarchies Structure. It will be carried out to determine evaluating items of each hierarchy and the relation of each hierarchy. Moreover, the analysis will be correctly in accordance with AHP’s evaluation scaling to make the Pair- Wise Comparison and get the Maximum Eigenvalue and Eigenvector to achieve the priority for decision of M Company’s competitive strategy. In addition, we also found out Delphi Method and AHP can apply in the other field. The result of the study can provide M Company to carry on the development competitive strategy, work out the order of the priority and improve the decision of the quality and efficiency.