台灣觸控面板產業之策略分析與競爭優勢

Abstract

搭載觸控面板之消費性電子產品持續高速成長，吸引眾多廠商競相進入相關領域，加上日韓及大陸觸控業者在政府的支持下急起直追，促使觸控產業間競爭更形白熱化。本研究茲針對觸控面板技術及產業發展動向進行分析，探討個案公司領先的產品技術及成功的策略布局，供業界作為策略擘劃之參考，期望能推動台灣整體觸控產業價值之提升。 本究顯示，觸控面板為因應產品厚度減薄或成本降低等需求，觸控技術結構簡化已成為最主要趨勢，2013年OGS將取代G/G；GF2將取代G/F/F成為主流技術，但在2015年起將面臨In-Cell技術越趨成熟之威脅。 個案公司的競爭優勢為: 專注深耕觸控技術開發，與國際品牌大廠進行策略聯盟來厚植研發實力；正確判斷觸控面板產業快速興起之趨勢取得先行者優勢；藉由客製化優良的生產與製造技術，獲得國際品牌消費性電子產品大單。建議個案公司: 1. 與具備AMOLED量產技術之面板廠策略結盟，共同推出單片觸控玻璃搭配AMOLED面板之兩片玻璃式的觸控面板模組，對抗In-Cell觸控技術之威脅。2. 採取差異化策略，透過併購觸控IC設計公司，進行垂直整合，掌握關鍵材料與控制技術並降低材料成本，提供客戶更全方位的服務。

The market of consumer products equipped with a touch panel continues growing rapidly; attracting many manufacturers competitively enter related fields. In addition, with their governments’ supports, Japan, South Korea and China touch industry catch up, causing intense competition within the industry.This study focuses on the analysis of touch panel technology and industry development trends by means of researching leading product technology and successful strategy of F-TPK and then provides a strategic reference for touch industry, in the hope of raising the value of Taiwan’s touch industry. This study shows that simplifying the structure of touch technology has become the main trend to meet the requirements of thinner product and cost deduction. In 2013 OGS will replace G/G and GF2 will replace the G/F/F to become the mainstream technologies. However, they will face the threat of In-Cell technology becoming more mature in 2015. F-TPK competitive advantages are: to focus on development of touch technology and to alliance with international brand company to strengthen their R&D capability; to get a head start by correct judgment on the quick rising trend of touch panel industry; to have outstanding customized manufacturing technologies. Recommendations for F-TPK: 1. Join an alliance with manufacturers that have AMOLED mass production technology in order to co-launch touch panel module of two monolithic touch glasses with AMOLED panel. 2. Adopt vertical integration by means of merging touch panel IC design house in order to control the key materials and technologies, to reduce material costs, and to provide customers more comprehensive services.