台灣液晶電視廠商競爭力與競爭優勢之研究

Abstract

本研究藉由產業競爭分折之論點探討台灣液晶電視(LCD TV)廠商之潛在競爭力與競爭優勢，以生產、行銷、研發、財務、組織與資訊等六大構面為主架構，依據產業特性與考量六大構面衡量指標之調查問卷，再透過訪談各液晶電視廠商的資深高階主管，取得初級資料，後參考蒐集之次級資料，對結果加以深入之分析與研判。

液晶電視低價化發展及替代CRT TV商機下，最近三年內全球的市場將顯著成長至一億台以上。台灣廠商具製造效率及成本競爭力，且在面板及半導體晶片供應方面亦具價格競爭力，為最大競爭優勢。因此在液晶電視價格續跌情況下，國際品牌大廠較低價機種將持續委託台灣廠商ODM(原廠委託設計)代工。

台灣液晶電視廠商出貨量佔全球比重仍低，2007年第一季僅佔約22%。在市場價格持續下跌情形下，具製造效率的台灣廠商，在提升全球液晶電視市場地位方面，仍有很大發展空間。根據本研究結果所提出的建議事項，希望對未來台灣液晶電視產業的發展有直接、長期的助益。

From the view of industrial competitive analysis, this research seeks to investigate the potential competitiveness and competitive advantage of Taiwan LCD TV manufacturers. The main structure of this research is defined from the six perspectives in manufaturing, marketing, development, financial, organization and information. The primary data were from interviewing the senior management of Taiwan LCD TV manafactures with the questionare design according to industial characteristics and the evaluation index of six perspectives. The results were analyzed on the basis of primary and secondary data.

With the business opportunities from the lower price trend of LCD TV and CRT TV replacement, global market will reach 100M sets within three years in high growth rate. In addition to the supply of LCD panel and SOC chip, Taiwan LCD TV manufacturers gain strong competitive advantage from the competiveness of the manufaturing efficiency and lower cost. The leading LCD TV barnd vendors will gradually release their ODM business to Taiwan LCD TV manufactures under the presure of the price drop yearly.

Given 22% market share worldwide in Q1 2007, the shipment of LCD TV from Taiwan LCD TV manufactures is still low. There is a huge space of increasing its market position from Taiwan LCD TV manufactures with its high manufaturing efficiency under the lower price trend. We expect it will benefit the development of future Taiwan LCD TV industry based on the proposals from this research.