标题: | 台湾中小面板之竞合分析 以车用面板与平板电脑面板为例 A Strategic Analysis of Competition and Collaboration: Car Panel vs. Tablet Panel |
作者: | 刘秋燕 Liu,Chiu-Yen 朱博涌 Chu,Po-Young 管理学院管理科学学程 |
关键字: | 中小面板;车用面板;平板电脑面板;Small-Medium panel;Car panel;Tablet panel |
公开日期: | 2012 |
摘要: | 车用面板在近年有缓步成长的趋势,主要是因为汽车所使用的面板不仅止于影音系统还有扩大到仪表板以及中央资讯显示器等,一台车有机会使用到5~6片面板,因为需要系统组装厂和车厂验证以及产品周期长等特性,因此设计验证的时程长,但是一旦通过系统组装厂还有车厂的验证,成为合格供应商,就可以有三年以上的稳定订单以及较佳的毛利率,相较车用面板量少毛利佳,平板电脑择友量大毛利低的特质。 平板电脑面板因为苹果发表的iPad产品带动一波热潮,各家品牌厂以及大陆白牌相继投入资源来发表新机抢食大饼,使得平板电脑面板成为中尺寸窜升最快的应用。因应平板电脑面板的产品周期短以及因为面板占成本的比重大,平板电脑对价格敏感,以及供货上的迅速和产能的配置会是采购考量的重点。 台湾的面板厂近年因为不像韩国面板厂有品牌出海口,产能供给过剩,加上市场景气不佳,已经连续亏损多年。针对中尺寸面板的两大应用,研究目的期望透过分析车用和平板电脑的产业现况和特性,针对其价值曲线做评估,提供给面板厂在不同的产能条件如何追求最佳资源分配的策略参考。 The car panel market is growing recently because a panel is not only used for navigation but also for cluster and car center systems. The characteristics of car panels are long lifetime and requested to pass both of car system’s and automotive manufacturer’s strict evaluation. But once a car panel has been qualified, it’s panel maker becomes a certified vendor. It means the panel vendor can have stable order over 3years with a better margin then commercial panel. Tablet panel is blooming because of Apple iPad. Every brand and Chinese makers start to produce tablet from 2012.The characteristics of tablet panel is short lifetime without over 1year and a panel account for almost 20% in tablet BOM cost. Aggressive selling price would be critical to tablet customers. Besides, how to fulfill tablet customer’s demand in a short time frame with sufficient capacity is another topic. Taiwan panel vendors have suffered losses without brand outlets as Korean firm, in addition to a bad economic environment for the recent year. The research attempts to provide strategic suggestion through analysis of car’s and tablet pc’s industry. After identifying opportunities and required competence for the segment of car panel and tablet panel, Taiwan panel maker should evaluate own conditions to formulate strategies to choose suitable applications to create competitive advantage. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT070063107 http://hdl.handle.net/11536/71671 |
显示于类别: | Thesis |