LED TV市場趨勢與產品發展方向之探討

Abstract

液晶電視在經過產業的整併與景氣的循環已邁向成熟化，意味著要如何在成熟產業獲利將會更加艱困，同時面板廠與電視品牌廠商也面臨到重大的挑戰。面板除了技術效能的改善，還要能精準地掌握到消費者需求，才能維持其競爭優勢。2009年的金融海嘯，SAMSUNG電子推出的LED TV逆勢引發熱潮，顛覆了市場的預期，可見消費者對於液晶電視的需求除了成本與效能的考量，又加入了時尚美學與感官的享受。消費者偏好的改變對於在未來的消費性電子產品策略制定更難以預測，這將考驗著業者創新開發的能力。 本研究利用了市場次級資料的收集、整理、歸納與分析來清楚地介紹目前LED TV產業的發展現況，資料的來源來自LED產業、面板產業、電視品牌產業，以各自的論點來闡述產業的概況。因此，本研究以中立客觀的論點與積極開放的研究態度，整理出LED TV的產品趨勢與廠商發展狀況。可以發現基於成本的考量，目前市場LED 背光的市場滲透率仍不及傳統的使用冷陰極管(CCFL)背光的液晶面板，但是隨著成本的下降與LED發光效率的提升，其市場滲透率將可大幅提升。目前市場上仍以側光式白光LED TV為主流，但是隨著技術的進步，擁有動態對比與較佳畫面處理的直下式技術也有機會與側光式競爭。LED TV的市場是面板廠與電視品牌廠必爭之地，因此，LED TV的供應鏈也會朝向集團式上下游整合的趨勢來發展。

LCD TV industry had developed well after the business cycle since the companies and industries were merging together. It is a challenge for both panel manufacturers and TV brand owners to earn the profit from the market. The technology improvement and the customer’s satisfaction of the product are the two main concerns for both panel manufacturers and TV brand owners to keep up their standard of the panel. Samsung Electronics Cooperation has a successful promotion for the LED TV during the financial tsunami in 2009. From that impact, we know that the consumer will be not only considering the efficiency and cost of production, but also the fashion style of the TV. Due to the consumer’s preference changes is fast, it becomes difficult to forecast the market trend and form the production marketing strategy for consumable electronic commodity. The corporation will be tested its ability of the innovation development in this difficulty environment. The purpose of this research introduces the current LED TV industry’s developing situation by collection, organization, analysis and summarization. The resources of this research are from the LED industry, LCD industry and TV Brand Company. According to their view of the LED TV developing situation in the current market, the LED TV still can’t compete with LCD TV due to the cost factor, but the percentage of the sales volume of the LED TV can go up if the manufacturer reduce the cost and increase the luminosity of the LED. So far, the edge-type white light LED TV is the mainstream products in the LED TV market, but the technology has been improving lately, the direct-type LED TV will have a chance to compete with edge-type LED TV due to the better dynamic contrast ratio and the picture quality. For panel cooperation and TV brand company, LED TV market is a new creative market, they would like to expand its market share as much as they can, so both of them can try to integrate their supply chain by using the company resources.