企業策略聯盟對競爭優勢之影響研究-以台灣大型液晶顯示器(TFT LCD)產業為例

Abstract

隨著網路多媒體時代的來臨,顯示器在追求人體工學,畫質清晰,不佔空間,輕薄化已成為趨勢.而台灣在1997年由中華映管與三菱機電(ADI)簽署第三代TFT LCD技轉合作下,國內各廠商皆陸續投入此一產業,而與面板相關之零組件,如彩色濾光片,偏光片,玻璃基板,背光模組等之投入與技術引進與合作案亦隨之而起,而其總投資額逾三千億台幣以上,且台灣可望於2005年挑戰韓國在大型TFT-LCD全球第二之產值,達到全球市場佔有率32%. 本研究之主題為企業策略聯盟對競爭優勢之影響研究,藉由策略聯盟與競爭優勢的觀點,分析國內各廠商如何經由策略聯盟獲得資源與能力,進而影響其價值活動以建立競爭優勢;主要依其交易標的物-技術,市場,製造能力為分類基礎來分析各家廠商策略聯盟之動機與及其型態類型,策略聯盟能使企業無須擴張規模即能擴大其競爭範疇,藉由與其它企業間之約定以進行或共用價值活動,而此些因素將影響與改變企業價值鏈的結構和經濟效益,進而取得低成本,差異化或綜效等之競爭優勢. 本研究內容以問卷調查方式去蒐集國內六家大型液晶顯示器廠商之初級資料,並輔以次級資料的蒐集與分析,並根據中日韓三國之液晶顯示器產業現況,進一步分析國內六家企業與日商策略聯盟對其競爭優勢之建立與影響,及其未來市場展望,最後並提出建議供各廠商與後續研究者參考. 從研究結果發現,台灣廠商之主要競爭優勢在於彈性之製造管理能力及良好之市場行銷通路,而日本廠商則為先進之產品設計與製造技術及良好之市常行銷通路.故台灣近年來興起之大型薄膜電晶體液晶顯示器產業(TFT LCD),各廠商皆為藉由與日本廠商進行某些型式的策略聯盟以進入此新興產業,並快速地擴建生產規模以獲取市場佔有率,並藉大量製造以尋求低成本之競爭優勢.除了此橫向策略聯盟外,各企業亦積極進行垂直策略聯盟以尋求與供應商及銷售通路間的垂直鏈結,使得相關的價值活動達到最佳化或改善協調情況,以增強企業之競爭優勢.

In the Network & Multimedia age, the thin-light, spaceless and high resolution are the trend of display product. The Taiwan monitor company – CPT transferred the 3.5G TFT LCD manufacturing technique from Mitsubishi-ADI in 1997 first, and then many other investment project following it, and also have many follow-on technology licensing project about the key components of TFT LCD - Color Filter, Polorizer, Substrate Glass, Back Light, Driver IC, etc. The total investment of these was over 300 billions NT dollors, and Taiwan can challenge to Korea the 2nd rank in global TFT LCD market share and will have 32% market share in 2005. The subject of this study is to examine how the TFT LCD firms build competitive advantages by the value activities changed through the resources and capabilities acquired from strategic alliances; mainly by the trade target – Design & Process technique, Marketing & Sales channel, Manufacturing capability to analysis the motivation and classified type of strategic alliances of every TFT LCD company in Taiwan; Strategic alliances can expand the competitive scope by contract with other company to share or co-work with the value activities, and this will impact or change the structure and economic efficiency of every company’s value chain then to get the competitive advantages of low cost or differentiation. This study was carried by sending questionnaire to six TFT LCD company in Taiwan to get first class data, and collecting second class information, also according the industry structure and status of Taiwan, Japan and Korea, then to analysis the strategic alliances to competitive advantages status and the future market share of every company in Taiwan. Finally, I have some suggestion for someone who wants to operate a TFT LCD company and who want to study this industry. The result of this study indicates that the competitive advantages of Taiwan’s TFT LCD firms are : Flexibility manufacturing capability and excellent market channel , and these of Japanese firms are advanced product design and manufacturing technique and also have good market channel. So, every TFT LCD firm in Taiwan was take strategic alliances with Japanese Company to entry this industry and expand production line very quickly to get market share and low cost competitive advantages. Meanwhile, these firms also vertical allied with supplier and market channel activity to optimize and improve the coordination of every value activities to enhance company’s competitive advantages.