标题: | 自动光学检测设备公司于平面显示器产业之发展策略 The Developmental Strategy of Automatic Optical Inspection Equipment Company in Flat Panel Display Industry |
作者: | 林峻生 Jiun-Sheng Lin 朱博涌 Dr. Po-Young Chu 高阶主管管理硕士学程 |
关键字: | 自动光学检测;平面显示器;蓝海策略;Automatic Optical Inspection;Flat Panel Display;Blue Ocean Strategy |
公开日期: | 2005 |
摘要: | 本论文研制之重点在探讨自动光学检测(简称AOI)设备目前随着科技不断地进步而商机大增,适用范围涵盖宇宙探测、航空与卫星遥测、生物医学、工业生产等,横跨工业、军事、民生等不同领域的影像辨识;自动化光学检测设备是高科技发展必要的基础,台湾主流产业如半导体、平面显示器、光电、电子制造、生技等,都需要高速、高精度的整合性自动光学检测系统来侦测异常并快速提供记录。 本论文旨在探讨以目前自动光学检测设备厂商所面临的产品及产业生命周期变短、新产品开发所必须投入的整体资源费用高涨、低价商品造成的微利时代来临以及竞争者的数量激增的挑战等问题下所应发展的整体策略,本研究首先探讨相关文献,作为研究的理论基础。并针对自动光学检测设备市场机会进行资料的搜集与分析,而后选定目前高科技产业设备投资金额最大的平面显示器产业进行市场分析与策略探讨;并以个案研究的方法,藉由标竿企业个案公司为例,探讨企业在资源有限且面临新市场产品开发费用日益高涨时,企业如何进行策略选择,并就其执行面进行探讨与建议。 研究结果显示AOI产业因应用面层面极广,故在制定蓝海策略时,应需先以现有利基市场为基础,进行垂直整合或水平发展以寻找市场机会;而面临全球化的竞争及在地化的服务需求,故需从客户的立场出发,以降低客户的使用成本及提升服务品质为考量,利用策略草图与四项行动架构等工具来创造新的价值曲线;个案公司利用以上思维作为营业策略的考量依据,已成功击败日本厂商获得台湾最大平面显示器厂商的采用。 本研究选择以平面显示器做为分析,相信此项研究结果,可以作为AOI厂商在发展其他产业时的参考依据。 With the continuous progress of science and technology, the business opportunities of Automatic Optical Inspection equipment are highly increased. The scope of application contains universe search, aviation, satellite telemetering, bio-medicine, industrial production, etc., which cover many different fields of image identification, such as industry, military, livelihood, etc. Automatic Optical Inspection equipment is the essential foundation of the development in hi-tech. Those Taiwanese major industries such as semiconductor, Flat-Panel-Display, opto-electronics , electronics, bio-tech, etc. all need high-speed and high accuracy integrated Automatic Optical Inspection systems for detecting abnormality and provide fast recording. The procedure is to study the present stage of challenges Automatic Optical Inspection equipment companies are facing in shorter product and industry life cycle; the increasing investment cost in new product development; the lower profit caused by low cost product trend, and the increasing quantity of competitors. The first part of this research is to study the relevant literatures of the field as the theoretical basis of the thesis. Secondly, collect and analyze the information about opportunities in Automatic Optical Inspection market. Moreover, using Flat-Panel-Display market which has the highest capital equipment investment in high tech industry to do the market analysis and strategy study. Through the benchmarking company’s case study, this research will focus on the growth opportunity and the selection of competitive strategy once the new business development cost is very high while internal resource is limited. Recommendations and suggestions will be addressed in the strategy which is to match the company initiatives. The result of research shows the application of AOI industry is extremely wide. While building Blue Ocean strategy, cooperate should be based on existing niche market first and proceed the vertical integration or horizontal development to look for the new market opportunities; Face the globalized competition and demand of localized service, cooperate needs to stand from customers’ point of view and think about reducing customers’ use cost and improving the service quality. Also, can use the tool of Strategy Canvas Analysis and Four Action Framework Analysis to create the new value curve. The benchmarking company followed the above strategy and has already succeeded in defeating the existing Japanese vendor to win the adoption of the biggest TFT/LCD manufacturer in Taiwan. This research is based on Flat-Panel-Display to do the analysis. I believe the result of research can be regarded as the reference basis while AOI companies develop other industries. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT009361533 http://hdl.handle.net/11536/79919 |
显示于类别: | Thesis |