TFT-LCD產業組織變革後之競爭力研究-以C公司為例

Abstract

TFT-LCD產業繼半導體產業之後，將成為台灣產值最大產業，其發展對台灣經濟之未來將有舉足輕重的影響。隨著各國政府的積極推展與產業鏈的快速發展，以及各國相對投資金額也隨之擴大，使TFT-LCD的產業落入了供需失衡的低毛利之嚴酷競爭當中，而產生了大賺大賠之現象。 然而各國的企業對於TFT-LCD的產能競賽與投資並未因為供需失衡及低毛利的影響而有所停滯，反而不斷地擴張產能，不停的投資新世代的生產線，希望能因產能的差距擴大進而把對擴張能力較差的競爭對手遠拋在後。 TFT- LCD產能大小僅代表進入市場競爭的基本條件，企業競爭力高低，除了產能規模之外，經營團隊、組織結構、技術能力、運籌能力等，亦是重要因素。本文研究了TFT-LCD產業特質，組織變革，競爭力相關理論，包括競爭策略理論、企業核心競爭力理論、五力分析理論、價值鏈理論、SWOT分析理論、Porter 鑽石理論體系的六大構面及涵蓋因素、Philip Kolter 企業內部環境評估準則。本研究以TFT-LCD面板業者C公司為研究對象，以組織變革為方向分TFT-LCD產業在組織變革後的競爭力優勢變化，希望瞭解TFT-LCD產業組織變革後產生之競爭力情況。 本研究最後採用SWOT 分析尋求企業組織變革後之競爭力，分析研究企業所面臨外在機會與威脅，及檢視內部經營管理所面臨優劣勢的程度等變數，並參考Philip Kotler 四大構面評估準則，及Michael E. Porter之五力分析理論中要素，利用個案研究法及配合公司高階經理人專家深入訪談方式，以SWOT分析出個案公司競爭力的結果，尋找出個案公司的核心競爭力，並提出建議作為個案公司後續改進參考。

After the semiconductor industry， TFT-LCD industry will become Taiwan maximum output value industry， its development will have a decisive influence on the Taiwan economy in the future. As Governments actively pursued and rapid development of industry chain and the relative amount of investment has expanded， these makes TFT-LCD industry fall into the low margin of imbalance of supply and demand of harsh competition， and have brought huge profit or huge lost. However， even though supply and demand imbalance and the effect of low-margin in some countries， the TFT-LCD contest in productivity and investment has not been stalled. instead of constantly expanding producing capacity， these countries keep investing in new production lines from generation to generation， hoping for widening productivity gap and thus making these competitors who less capable of expansion far behind. TFT-LCD capacity sizes are only the basic conditions of market competition; enterprise competitiveness capability also depends on production scale， management team， organization， structure， technology， operations， and so on. This research chooses one TFT-LCD panel makers-- c company for the study， it is main to find out the changes of TFT-LCD industrial competitive advantage after the organizational change and TFT-LCD industry competitiveness situation caused by organizational change. This article studies the characteristics of TFT-LCD industry， organizational change， competitiveness-related theory， including the industry competition strategy theory， the core Competition， five forces analysis theory， value chain theory， SWOT analysis theory， and Porter’s diamond model theory， Philip Kolter’s industry Internal environmental assessment guidelines. This article based on above research， uses SWOT theory analyzes Company C’s competitiveness after organization change， analyzes company’s external opportunities and threat， and reviews the elements of the internal operating management， like advantage and disadvantage. Referencing to Philip Kotler’s four frame surface assessment guidelines and the elements in the Michael E. Porter of five force analysis theory， Through the case study method and questionnaire surveys among the expert and senior managers ， according to the analyzing result from this article， we can find out case company’s core competitiveness， and make recommendations for the follow-up reference.