台灣TFT LCD背光模組零組件廠商之競爭策略與價值鏈分析

Abstract

TFT LCD背光模組零組件產業不需要龐大的資本支出，卻是TFT LCD產業不可或缺的一環，特別是TFT LCD產品之開發，持續走向低成本、低耗能與薄型化的設計，需仰賴背光模組零組件的技術進步才得以實現。台灣背光模組零組件廠商處於變化快速的環境中，其所面臨的各種競爭作用力與選擇的競爭策略，相當程度的反映在經營績效上。 以Michael Porter教授之競爭五力分析架構為基礎，蒐集、比較台灣背光模組零組件代表性廠商之財務表現與趨勢，並對照台灣TFT LCD面板廠與背光模組組裝廠之財務表現與趨勢，以探討台灣背光模組零組件廠商之競爭優劣勢。在研究過程中，發現了競爭五力之外的其他競爭作用力，本論文以「競爭性技術」命名之，除修正競爭作用力之分析架構外，並以實例說明技術進步對於整體產業價值鏈的分配，可能產生漂移的現象。 本研究之結果，發現背光模組產業的經營成果，並不遜於TFT LCD面板產業。具體的結論與建議，則是對個別廠商，提出「差異化策略」是背光模組零組件廠商，取得競爭優勢的最佳策略；至於台灣TFT LCD產業未來的發展，則應將重點放在LCD TV，並與中國大陸品牌廠商聯盟，以創造雙贏。

The industry of TFT LCD back light components is an essential part of TFT LCD industry, and the industry even does not need huge CAPEX. With the continuous improvement in the technology of the backlight components, the LCD products can be produced at a lower cost and designed efficiently to lower down the power consumption and a slim type design. To deal with the changeable competitive environment, Taiwan's back light component manufacturers should adapt to select the suitable strategies to overcome the different kinds of competitive forces to improve their performance constantly. Based on competitive five forces analysis model which is developed by Professor Michael Porter, the thesis collected and compared the financial results and trends of some representative back light component companies, back light unit assembly companies and TFT LCD panel companies in Taiwan, to analyze competitive advantages of Taiwan back light component manufacturers. Beyond the competitive five forces analysis model, a new competitive force was observed and named as “the competitive technology” in the research process. The thesis modified the original model accordingly. Besides, the thesis illustrated how the improvement in the technology affected on the value of TFT LCD back light related industries and the shifting phenomenon of overall industrial value chain as well. In this research, we found that the performance of back light unit related industries is not inferior to the performance of TFT LCD panel industry. Finally, the thesis has concluded that the “Differentiation Strategy” is one of best strategies for back light component manufacturers to incur the competitive advantages. For substantial development, the thesis suggests that Taiwan TFT LCD industry should focus on LCD TV market and create win-win strategy for the alliances with the brand companies of Mainland China.