标题: 后ECFA时代,两岸平面显示器设备产业的布局与行销策略
The Study of the Marketing Strategy of Flat Panel Display Equipment Industry in Chiawan after ECFA era
作者: 李松贤
Lee, Sung-Hsien
钟惠民
Chung, Hui-min
高阶主管管理硕士学程
关键字: 平面显示器;设备产业;产业竞争力;行销策略;薄膜电晶体显示器;FPD;Equipment Industry;Competitiveness;Marketing Strategy;ECFA;TFT-LCD
公开日期: 2010
摘要: 因此本研究目的将对台湾、日本、韩国与中国在TFT-LCD设备产业中的发展策略做分析比较,利用麦克波特于“国家竞争优势” (The Competitive Advantage of Nations)一书中所提出的钻石模型(Diamond Structure),比较台湾、日本与韩国三个国家,在TFT-LCD设备产业的竞争力,来探讨为何设备产业能够超越其他国家,占据于领先地位。
因此针对设备产业的”设计行销策略”程序中从“分析竞争者”、“竞争策略”、“差异化策略”、“定位策略”及“新产品与服务之发展、测试与上市”等多构面上作全盘的分析与瞭解。经由本研究,探讨对于TFT-LCD设备产业发展相当成熟的日本及积极持续投资次世代并在政府政策上强烈扶持的韩国设备产业,台湾的设备产业如何利用本身的优势、资源及竞争策略,在激烈竞争的TFT-LCD设备产业中,如何渗透进入新兴的中国面板设备市场,取得先机甚至最终成为一方之霸?个案公司也透过行销策规划及专家的看法,提供一套实际建议的做法,做为台湾设备同业的参考;更希望能做为台湾设备产业的行销策略参考及政府未来协助TFT-LCD设备产业政策建议。
Purpose of study is to compare, to analysis the facility developing strategy on TFT firms. Facility makers include Taiwan, Japan, Korea and China. Using the “Diamond Structure” model of the competitive advantage of nations- author is Michal Potter. Comparing three national competitive like Taiwan, Japan, and Korea who has been over riding others nation in TFT facility. Why they would be a global leader in TFT facility industry?
Based on the procedure of “Design marketing Strategy for facility industry “ to analysis and realize overall scope of TFT facility industry which are derived from different biz strategies likes “Analysis competitor”, Competitive strategy”, ”Differential Strategy”, “Positioning Strategy” and “Developing, Testing and IPO on the new products and service”. Maturely facility makers like Japan and aggressive, continuing to develop new generation of TFT also with strongly national resources support likes Korea.
Face those tough competitors. As a domestic facility maker; how to use own advantage, resources, and competitive strategy to penetrate into China market? How to get a leading position in TFT facility industry? It becomes a very important course. Individual company would be through the marketing programming and expert method to offer a set of way with actual suggestion for Taiwan facility committee to do cross reference. Moreover, hope it becomes a marketing strategy guide and assisting government to make well industry policy of TFT-LCD facility in the near future.
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT079861533
http://hdl.handle.net/11536/48526
显示于类别:Thesis