我國大型平面顯示器總體環境、產業結構與競爭策略之探討

Abstract

在二十一世紀資訊電腦化與無線通訊變革所衍生的趨勢，從筆記型電腦高度的使用率，以及周邊產品衍生連鎖效應之發酵，作為人機界面的平面顯示器商品，將逐漸改變人們溝通與商務交易的過往模式。面對產業環境變遷的衝擊，對於已投入巨資的國內業者而言，更應審慎的擬定經營策略與適時調整因應對策，以確保產業的生存空間。 本研究採取實務性質的研究方法，綜合相關策略管理學者的理論，並融合筆者深入業界訪談所歸納出的經營管理實務，針對我國大型平面顯示器產業未來的發展，從經濟情勢、政府政策、法律規定與社會文化等整體環境的剖析，再針對產業的市場潛力、生產技術與成本結構等資料的蒐集，運用Porter五種競爭力加以分析產業的結構，以確認產業環境的機會與威脅，及業者所處的優勢與劣勢，藉以掌握產業關鍵的成功因素。最後彙整研究結果，將產業的發展現況與未來的競爭趨勢，提供業者作為研擬競爭策略之參考。 研究結果顯示，業者必須從建構彈性化的組織、體認產業結構變化的趨勢、掌握關鍵成功之要件、以及擬定產業的競爭策略；進而尋求企業的合併與上中下游產業的垂直整合；最後建議政府提供穩定的投資環境與加強新產品技術的研發能力，藉以取得有力的競爭優勢。

In the revolutionary trend in the information computerization and wireless communications in the twenty-first century, from the high percentage use of the notebook computer and the fermentation for the domino effect derived from the peripheral products, the flat monitor commodity as a human-machine interface will gradually change the past patterns of how people communicate and exchange on commerce. As a result, in light of the impact from an industrial environmental change, for those domestic businesses which have already invested with a handsome amount, they should be more cautious over coming up a business strategy and adjust the countermeasures at the right moment to secure the sector’s living space. Based on the above-mentioned background and major factors, this research adopts a research methodology with practical feature through summing up related theses and literature from the strategy management scholars and melting in the author’s interviews tapping into the industry so as to be able to induce a business management practice, which aims at the future development on domestic large flat monitor industry, from the anatomy of the entire environment for the economic situation, government policies, the legal regulations and social culture, and then aims at materials collection about the market potential for the industry, production technology and cost structure. It also applies five different kinds of competitiveness specified by Porter to analyze the industrial structure and make sure the opportunity and threat posed to the industrial environment and to what extent of advantage and disadvantage the company is situated in so as to hold the keys to success. Concluding the research results, it can provide for the businesses with current development and future competition trend as a reference for studying and drawing up the competitive strategies. Resulted of research to show The businesses have to from establishing of flexibility for organization, giving up consideration to change trend of the industrial structure, holding the keys to success, and coming up a businesses competitive strategies. And then look for the industrial merging and perpendicular integrate the up, the middle and the down stream of industrial. Finally, I suggest that government should provide a steady investment environment and team up to proceed the research and development of new products technology, And to obtain of forceful the competitive strategies.