台灣大尺寸TFT-LCD產業之未來競爭策略

Abstract

平面顯示器產業是目前政府推動「兩兆雙星」產業中其中之一的明星產業，而近年來產值皆有卓越的成長。2006年平面顯示器的總產值已經突破一兆元台幣，而大尺寸TFT-LCD面板全球市佔率突破50%，大尺寸TFT-LCD面板不管在出貨量及產值上均超越韓國，成為全球第一大生產國。

雖然在現今台灣在TFT-LCD產業上表現如此亮眼，但其中仍存在許多的問題仍沒有解決，包括許多關鍵技術仍被歐美、日本廠商所掌握。對於新技術的研發以及新世代廠投資上，台灣廠商所展現的決心沒有像日、韓的面板大廠表現得如此積極，再加上TFT-LCD已經慢慢邁入成熟期，面對國際上面板大廠激烈的競爭情形，如何因應未來可能的替代品以及漸漸飽和的需求成長是目前台灣TFT-LCD產業所需要研討的問題。

本研究以五力分析模型此理論來做為本研究主要架購，一開始利用分析產業特性，並衍生出定位台灣在價值鏈上，相對於日、韓、中之定位。接著以台灣TFT-LCD產業為中心，進行五力分析，以瞭解整個台灣的產業結構相較於日、韓、中，各種作用力之相對優劣勢。而在結論中，把台灣TFT-LCD產業結構特色如何影響作用力強弱以及產業獲利的整個脈絡探討出來，並在最後針對台灣欲轉型之方向，提出幾點建議。

研究發現，台灣本身面板廠行之有年的專業代工模式（OEM），以及供應商依存度高特性，造成供應商議價能力為台灣TFT-LCD產業結構之關鍵作用競爭力，而台灣面板產業在面對大陸面板廠商潛在威脅越來越大的趨勢，以及顧客議價能力強大的情況下，台灣中游面板產業必須針對本身在供應商議價能力上的優勢做進攻之策略，並為自己做出一定的轉型，也就是往原始設計製造（ODM）的方向前進。因此本研究對台灣產業有兩點建議：1、技術領先，以策略聯盟及靈活的供應鏈應戰。2、成本壓縮，發展兩岸分工策略。

Flat plat display(FPD) is one of the star industries of "two trillion dollars and two stars" industries which the government push on so far; however, it's output value has grew very strong recent years. In 2006, the FPD's total output value has broken through one trillion NT dollars; however, Taiwan's output number and value in big size TFT-LCD are more than Korea and Taiwan has become the biggest produce nation in the world.

Although Taiwan's performance is so bright in TFT-LCD industry, it still exist many problems without overcoming, inclusive of many key technologies owned by Europe, US and Japan companies. Taiwan's TFT-LCD companies' ambition didn't show as actively as Japan and Korea's on new technology researching and new generation facilities investing. Besides, TFT-LCD has gone into maturity period gradually. It's the problem Taiwan's TFT-LCD industry has to research and analyze when facing keen competition on national's TFT-LCD companies, future possible substitute and gradually full growth on demand.

This research use five-force analysis as primarily research structure. At first, it analyzes industry's properties and position Taiwan on value chain comparing with Japan, Korea and China. And then it use five-forces analysis on Taiwan's TFT-LCD industry which is in center of other countries to know Taiwan's strength and weakness on all kinds of forces of industry structure comparing with Japan, Korea and China's. In the conclusion it shows the whole connection about how Taiwan’s industry properties affect strength and weakness on all kinds of forces and industry profit. At last it makes some suggestions on the way Taiwan would transform to.

In the research find-out that Taiwan experienced original equipment manufacture (OEM) style and property of high depending on suppliers make bargaining power of suppliers as the key competition force of Taiwan's industry structure. Taiwan's TFT-LCD industry should use its strength on bargaining power of suppliers to make offense strategy and transform itself which means transforming to original design manufacture (ODM) when facing the trend of China's bigger threat of entry and strong bargaining power of customers. So this research makes two suggestions to Taiwan TFT-LCD industry: 1.Advanced on technology, use strategy alliance and flexible supply chain to fight. 2. Reducing cost, develop cross-strait division on work strategy.