大陸背光模組廠商發展策略分析-以京東方光科技為例

Abstract

近年全球背光模組產業雖面臨LCD面板價格下滑，需要降低成本的壓力，又因光源由CCFL轉換成LED之下，同時要求薄型化的技術困難度提高及提高內製化，使得背光模組產業前景充滿變化。再者，隨著中國面板廠商崛起，大陸面板零組件供應鏈逐漸發展，然而正逢背光模組產業轉變期，大陸背光模組廠商未來面臨的競爭和挑戰將持續增強。 因此，本研究以京東方光科技為例，進行個案研究，首先進行個案介紹，進而配合五力分析、SWOT分析以及競爭策略分析等研究理論，探討大陸背光模組廠商發展策略，並提出未來的發展策略建議，期望能進一步加強相關業者的競爭力，以維持產業榮景。

In recent years, global backlight industry face the issues, the cost down pressure because of TFT-LCD price decreasing, the light source has been changed from CCFL to LED, the difficulty of thinning technology, and the level of in-house manufacture. All of these challenge the future of backlight industry. On the other side, owing to the rise of China TFT-LCD enterprises, the suppliers of components supply chain are growing. However, in the transition period, China backlight companies should forced to deal with the gradually stronger competition. Hence, this research takes BOECT as case study. First, it introduces BOECT, and then explores China backlight companies’ development strategies based on five force analyze, SWOT analyze and competitive strategies etc. theories. In this way, this research could provide future stategy suggestions to enhance relative enterprises core competences and prosper the industry.