台灣中小尺寸顯示面板公司之創新矩陣策略分析

Abstract

顯示面板產業為政府重點發展產業。中小尺寸顯示面板(一般為10"以下)客制化程度高、技術門檻高、壽命週期短、認證時間長，各種不同顯示面板技術間相互競爭，且又各具利基市場，因此應用一套簡單有效的策略分析工具對於企業策略規劃是很重要的課題。本研究以台灣中小尺寸顯示面板公司為研究對象，針對四家個案公司，包括：友達光電、統寶光電、勝華科技、元太科技，進行企業之競爭優勢策略分析。 針對企業核心資源、競爭對手與顧客需求的創新評量，應用「競爭優勢策略分析模式」，推衍出四家個案公司的「創新SWOT矩陣」，以瞭解企業擁有之實質競爭優勢與市場機會。同時利用「差異矩陣」之分析結果，論證企業策略意圖與經營環境之差異。 研究結果顯示，友達光電之實質競爭優勢可達成其策略目標；統寶光電在組織之突破式及系統式創新等構面上之實質競爭優勢較其策略目標低；勝華科技必須在產品系統式及組織漸進式創新等構面繼續加強，對市場的掌握及價格/品質則較有競爭優勢；元太科技必須產品、製程及組織之漸進式創新等構面上繼續累積能力，才能達到所擬定的策略目標。另外，勝華及元太所擬定的策略目標無法滿足顧客部分構面的需求，應予以調整。

The LCD display industry is a critical industry for future development by the Taiwanese government. Because small/medium-size flat display panels have characteristics of greater diversity, short product life, high level of customization, long customer approval time and high technology barriers, it is an important issue that we apply a comprehensive and useful strategic analysis for planning. This thesis analyzes the firm-level strategy of competitive advantage for Taiwan's small/medium-size display panel firms, and four comparative case studies are conducted, including AU Optronics (AUO), Toppoly, Wintek and Prime View International (PVI). An analytical model, encompassing firm's core competence, strategic innovation, competitive analysis and value-chain, is used as a tool for this thesis to assess the competitive situation in the industry.Research results reveal that AUO's real core competence can readily achieve its strategic goals. Toppoly's real core competence in the breakthrough and systems innovations is inadequate to achieve its strategic goals. Wintek needs to improve its ability in the systems innovations of product and incremental innovation of organization, and maintain a competitive advantage in market leadership and price/quality. PVI needs to improve its ability in the incremental innovations of product, process and organization. Besides, the strategic goals made by Wintek and PVI can hardly meet customers’ needs.