台灣中小尺寸液晶顯示器產業的經營策略分析

Abstract

隨著行動通訊產品所具備的多媒體應用及數據服務的功能，全彩、輕薄短小、低成本、低耗電、動態畫面及無殘影等特性已成為中小尺寸面板產品的重要特性，而台灣中小尺寸面板製造廠商由於擁有成本低、品質佳及速度快的製造優勢，更是國際大廠的主要代工合作夥伴，不論在行動電話、車用電視、數位相機、數位攝影機、PDA及可攜式VCD/DVD、遊戲機等數位產品的出貨皆大幅成長。 據資策會MIC公佈的統計資料，台灣中小尺寸面板於2004年出貨量為5億1376萬片，全球佔有率約為27%，今年出貨量將提升為6億4800萬片，全球佔有率可望再提高至32%。台灣中小型面板出貨量已穩居全球第三，僅次於日、韓兩國。國內中小型TN/STN面板於2004年的產值為495億元，中小型TFT面板的產值為412億元，較前一年成長140%，主要歸因於手機及影音用面板訂單遽增所致，為各型面板成長率最高者。 中小尺寸液晶面板的應用產品大都為消費性電子產品，其特性為多樣化、壽命週期短、客製化程度高、認證時間長，這也創造了不同規模面板廠商生存的空間及成長的商機。但由於大陸面板業者的崛起，再加上日本廠商的整合，利用3.5代以下TFT–LCD設備積極擴充中小型面板的產能及市場，故未來幾年內，台灣中小型面板廠商將面臨更嚴厲的考驗與市場競爭。 本研究希望藉由Michael Porter先生的「五力分析」、「鑽石模型」、「產業價值鏈」及「SWOT」等產業分析理論，來研究企業如何建立核心能力，並進一步歸納出台灣中小尺寸液晶顯示器廠商競爭優勢的經營策略，以供業界參考實施。

As multi-media applications and digital services become features of mobile communication products, characteristics such as vivid full color, compact size, low cost, high power efficiency, dynamic pictures,and free of after image also become a mainstream of small and medium sized panels (SMSP). Due to the competitive advantages of low cost, high quality, and short lead time of the Taiwan small and medium sized panel manufacturers have become the worldwide major panel suppliers. Products, including cell phones, car audio-video screens, digital cameras, PDAs, portable DVD/ VCD players, audio-video game players, and etc, are all growing significantly.

According to the MIC statistics, in 2004, the Taiwan SMSP manufacturers produced 513.76 million panels which account for 24% of total panels manufactured globally. This year (2005),they are going to produce 648 million panels which are equal to 32% of the world-wide panels. The total output of Taiwan SMSP manufacturers is the third in the world,only next to Japan and Korea. The total revenue of the Taiwan SMSP TN/STN panels was NT$49.5 billion and TFT panels was NT$ 41.2 billion in 2004. In comparison to the previous year,the total output value grew 140% because of the increased order of cell phones and video panels which had the highest growth rate among all other panels.

The small and medium sized LCD panels are mostly applied to consumer electronic products. These products have the characteristics of great diversity, short product life, and high customization. And long customer approval time that have created a chance for all manufacturers to exist and grow. However, due to the rising of mainland panel firms and merger of Japanese SMSP companies who are ambitious to use 3.5 (or below) generation TFT-LCD facilities to expand their manufacturing capacity and market, Taiwan SMSP firms are facing serious challenge and competition.

In this research,using Michael Porter's Five Forces analysis, Diamond model, Industrial value chain, and SWOT, we came out with a future business strategy of the competitive advantages for the Taiwan SMSP manufacturers. Moreover, this research will provide panel manufactures a useful reference on how to building up core competency and management operation mode.