手機面板產業發展與經營策略研究

Abstract

隨著手機銷售持續成長帶來的具大商機，各中小尺寸TFT-LCD面板廠商競相投入相當資源以搶食這塊市場。本論文著重於探討手機使用的TFT-LCD面板之技術趨勢，以及生產手機用面板的TFT-LCD廠商之產業分析。本論文研究方法為文獻資料收集與專家意見訪談。本論文首先分析手機市場的TFT-LCD面板技術需求、各手機廠商經營現況，及手機用TFT-LCD面板市場與主要面板廠商現況。再運用八力分析，分析全球生產手機用面板的TFT-LCD廠商之競爭現況，同時再以SWOT分析台灣面板廠商之優勢、劣勢、機會與威脅。最後，本論文給予台灣手機面板TFT-LCD廠商的建議如下： 1. 將手機面板生產線由G3.5代轉換進入G5或G6，以提高成本競爭優勢。 2. 加強LTPS技術開發，以爭取更多的高階產品市場。 3. 擴大客戶群以因應客戶市佔率與需求的快速變化，並降低客戶議價能力。 4. 深化與國內品牌業者(如HTC、Acer、ASUS與BenQ)與代工廠(如鴻海、華冠與華寶)合作，形成穩定的面板出海口。 5. 推動產、官、學合作，集眾人之力以最大能量加速次世代AMOLED技術研發並建立完整的本土材料和設備供應鏈。

As Mobile Phone Sales grows continuously, it brings lots of remarkable business opportunities, Small/Medium TFT-LCD manufacturers input considerable resources to grab the business. The thesis is focused on researching the technology trend of TFT-LCD panel applying on mobile phones. The thesis is also focused on the industry analysis of TFT-LCD panel manufacturers suppling panels for mobile phone use. The research method of this thesis is data collection and expert interviews. This thesis firstly analyzes the TFT-LCD technology demand of the mobile phone application, the current business status of mobile phone makers, TFT-LCD market status of the mobile phone application, and the current business status of main display makers. Furthermore, use the Eight Forces Model to analyze the competition among the TFT-LCD makers producing mobile phone displays. Also, apply SWOT analysis to analyze the strength, weakness, opportunity, and treat of Taiwan mobile phone TFT-LCD makers. Finally, this thesis brings out some suggestions for Taiwan TFT-LCD makers producing panels for the mobile phone application are as below: 1. To transfer the production fabs from G3.5 to G5 or G6 for the mobile phone displays to enhance the cost competitiveness. 2. To strengthen LTPS development to win more business in high-end products. 3. To enlarge the customer portfolio to response the rapid change in customer maket share and demand, and to lower customer bargaining power. 4. To deepen the partnership with Taiwan brands (such as HTC, Acer, ASUS and BenQ) and OEM/ODM makers (such as Foxconn, Arima and Compal) to form the stable display consumption exit. 5. To initiate the cooperation among industries, Government and research institutes to speed up AMOLED development and build up the related supplier chains.