台灣OLED產業發展現況與機會

Abstract

從顯示器的演進與發展來看，有機發光二極體（OLED） 擁有自發光、高亮度、高畫質、高對比、重量輕、厚度薄、低耗電及快速回應等優點，極有可能發展成為下一個世代的主流技術。本研究以OLED產業為主題，探討台灣OLED產業市場的競爭情形。並以李建中、虞孝成（2006）於｢孫子兵法與競爭優勢｣一書中所提出之七力分析，來分析台灣OLED產業競爭情形。此外，以SWOT分析來了解台灣OLED廠商發展OLED產業時所面臨的優勢、劣勢、機會及威脅。最後，針對台灣OLED廠商及政府的未來發展提出建議。 面臨由韓國獨霸OLED顯示技術及市場，台灣廠商應加強與日本及中國有意投入OLED產業的廠商合作，日本掌握部分先進設備及關鍵材料，中國大陸擁有廣大的消費市場及投資意願，台灣則擁有面板製造的整合經驗及製程管理能力。透過台灣、中國、日本的產業專業分工合作以整合三者的競爭優勢，將可達到互補互利的作用，以突破三星障礙。台灣廠商在資源有限的情況下應以目的核心技術為基礎，積極的尋求策略合作，以維持產業競爭優勢。

OLED, from the history and development of display, has the features of self-emissive, high brightness, high resolution, high contrast, light weight, low power consumption, and high response speed which make it might become the mainstream technology next generation. This study aimed to explore the competition of OLED industry in Taiwan. The 7 force analysis from “War Strategies & Competitive Advantage” written by Lee & Yu (2006) was used to analyze the competition of OLED industry in Taiwan. Furthermore, SWOT analysis was adopted to know the strengths, weaknesses, opportunities, and threats that Taiwanese OLED firms faced when they developed OLED industry. Finally, there are some suggestions about the future development for Taiwanese government and OLED firms. Nowadays, Korea occupies the leader of OLED display technology and market; therefore, Taiwanese firms should cooperate with those firms in Japan and China which want to go into OLED industry. Japan owns some advanced equipment and key materials; China owns extensive consumer market and investment intention; and Taiwan owns integrated experience and manufacturing process management abilities of manufacturing display. Through integrating the competitive advantages of Taiwan, China and Japan, it will make maximum profit for each other and break the Samsung-barrier. Under the resource limitation, Taiwanese firms should base on core technology to seek strategic cooperation actively and to maintain the competitive advantages of industry.