台灣TFT-LCD產業的競爭策略分析 ---以A公司為例---

Abstract

中 文 摘 要 TFT-LCD面板產業為全球新興高科技產業，此產業結合台灣既有的電子產品製造優勢及政府與民間企業的大力投入，已具備有領先世界的潛力；因此TFT-LCD產業更成為台灣經濟發展的核心目標。面板產業最重要的就是整個供應鏈的管理。

本研究針對台灣TFT-LCD面板產業進行分析，以個案研究方法探討產業中主要廠商的競爭策略分析。分析廠商在台灣的產業環境中，如何運用其所擁有的資源，來達到競爭策略目標。並對其策略執行結果進行歸納與分析。經由上述分析研究，目的在於找出產業中的競爭優勢，並期望能提供TFT-LCD面板廠商，在未來制定與執行策略時的參考依據。

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，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連結，以強化企業之競爭優勢。因此業者必須掌握企業核心競爭力、認清液晶循環趨勢及擬定企業競爭策略;並且建議政府提供穩定的投資環境與提昇廠商研發能力，藉以在TFT-LCD產業中取得持續性的競爭優勢。

Abstract The TFT-LCD industry is Taiwan’s newly developing high-tech industry. This potentially world leading industry combines Taiwan’s electronics production advantages with developmental support from both government and business. Thus the TFT-LCD industry became a major target goal for economic development in Taiwan. Supply-chain management is very important in the TFT-LCD industry. This research analyzed the TFT-LCD panel industry in Taiwan, and investigated the main manufacturers' business strategy through a case study. The purpose of this study was to discover the strategy which best supports the TFT-LCD panel industry. The means by which the companies utilized the resources of each manufacturer to reach strategy objectives are discussed. The study also makes an inference and analysis from the results, and provides suggestions for implementing and practicing the strategy for the future manufacturers of TFT-LCD panels. Results indicate that two main competitive advantages of Taiwan’s TFT-LCD firms: flexible manufacturing capability and excellent marketing channels. Most firms in Taiwan are vertically allied with suppliers and market channels to optimize every value activity that enhances the company’s competitive advantages. Therefore these firms must maintain core competencies, predict future trends in the crystal cycle and exercise decision making in competitive strategies. It is suggested that our government should provide a steady investment environment and continue to elevate the R&D capacity of the local firms in order to obtain maintainable competitive advantage in the TFT-LCD industry.