台灣TFT-LCD大尺寸面板模組與一體機模組之雙占市場競價策略

Abstract

台灣TFT-LCD產業自2009年金融風暴後，面臨景氣與供給飽和等危機與挑戰，在產業間彼此競爭的同時，除了過去傳統的面板模組產品外，必須因應市場需求而不斷調整步伐。模組技術經過多年市場的歷練，已趨近成熟穩定，在不斷削價競爭之下，如何說服客戶接受更有價值的產品則成為面板產業轉型的一大課題。 綜觀目前台灣大尺寸面板產業，於2010年開始針對產業結構的疲態進行改革，因此開始出現一體機(BMS, Backlight Module System)的新架構設計。其優點在於對客戶設計端的便利性與彈性極高，具備半成品的關稅優惠以及大幅降低組裝成本；對面板商亦為提高產品利潤的一大利器。 故本研究主要針對台灣面板產業於2011年間市場產品中，傳統面板模組與一體機模組之競爭進行討論。於此雙占市場中兩大面板廠探討運用價格、設計資源與出貨量三大因素進行市場競價，透過國內外文獻及業界市場資料，整理歸納出兩參賽者於賽局中相互影響所造成的市場供需現象；同時對此賽局中兩參賽者提出價格、設計資源與出貨量下的最佳產品設計評估建議。

Taiwanese TFT-LCD manufacturers faced dangers and challenges under economic depression and oversupply after financial tsunami in 2009. Hence, the enterprises needed to continuously improve panel products and create innovated structures from traditional panel modules. To keep adjusting paces to fulfill the demands of panel markets, industrial technological trends had been disciplined under the circumstances of price wars. It is a challenge to convince customers to choose the panel module with more values. Looking at the current Taiwan TFT-LCD panel industry, BMS (Backlight Module System) had approached brand customers since 2010. It provided high conveniences and elasticity of customer demands, also with preferential duties and assembly cost down. The main contents of this research discuss the competitiveness between the panel module and BMS module by 2011 marketing information. Two players competed by module prices, design resources and shipments. By monitoring the games in duopoly markets, this study summarized the inter-relationships based on the elements of domestic and international literature reviews. This research further provided the executive performance of prices, design resources and shipments, and recommendations of the product chosen strategies. Keywords: Duopoly