平板市場的服務策略與競爭優勢—以台系驅動IC設計公司為例

Service Strategies and Competitive Advantages of Tablet Market – Case Studies of Taiwanese Driver IC Design Companies

葉仟惠

指導教授 ： 丘宏昌

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2013年)

摘要

摘 要
TFT-LCD產品在市面上行之有年，LCD TV在台灣及歐洲日等先進國家早已取代CRT TV()、CRT Monitor，達到八成以上的汰換率。LCD更延伸到Notebook、Mobile以及Tablet嶄露頭角。
TFT-LCD面板廠從2008年起歷經多年虧損，紛紛開始思差異化策略。如何在既有的且競爭性高的產品領域內，將自己置於獨特的地位，以滿足客戶需求。因此部份面板廠商以產品溢價(price premium)提高產品滿意度，但不提高價格的概念開發新規格產品；部份廠商則選擇轉向開發新應用產品。
面板零組件中最重要零組件之一即驅動IC，在面對面板廠遭遇如此大的不景氣循環及產品轉型時，搶先一步研發更貼近產品需求的新IC技術，並且成為技術領頭羊，究竟運用了何種策略及技術方能取得此番成就?
本研究之目的，期藉本次案例之台灣驅動IC設計公司聯詠科技、奇景光電以及瑞鼎電子，在掌握成功關鍵: (1)合縱連橫策略，發揮一加一大於二的綜效；(2)價值網(Value Net)中所提及之”互補者”角色，如何操作在自己欠缺的那一塊，找尋到技術能力相當，並且願意進行合作的零組件供應鍊互補者相互提攜。(3)”龍捲風暴”之理論應用: 產品於不同生命週期時，因應不同的策略目的所做的產品定位及策略。
本論文以TFT-LCD產業及產品演變做為故事背景，以台系驅動IC大廠且主力產品共同涉獵到TV、Monitor以及Tablet的廠商策略作為探討重點。研究廠商從中大型液晶產品(TV、Monitor)轉型到小型液晶產品(Tablet)之際，投入技術及人力資源在未來技術機種的必要性與前瞻性；如何搶先一步研發更貼近面板廠需求的規格產品以及領導使用產品介面，究竟運用了何種策略及技術方能達此成效?
本研究藉由相關文獻整理以及產業分析，探討聯詠科技、奇景光電以及瑞鼎電子如何運用下述策略取得平板市場一席之地。並期望其可以擴大優勢，持續取得領先。
(1)合縱連橫策略，發揮一加一大於二的綜效。
(2)價值網(Value Net)中所提及之”互補者”角色，如何成功彌補自我欠缺的部份，找到技術能力相當，並且願意進行合作的零組件供應鍊互補者相互提攜。
(3)”龍捲風暴”(Inside the Tornado)之理論應用: 產品於不同生命週期時，因應不同的策略目的所做的產品定位及策略。

關鍵字：差異化、價值網、龍捲風暴理論

關鍵字

差異化 ； 價值網 ； 龍捲風暴理論

並列摘要

Abstract

TFT-LCD products have been sold in the market for years. LCD TV has replaced CRT TV and reached the turnover rate of more than 80% in Taiwan and developed countries such as Europe, USA and Japan. TFT-LCD products have also extended to Monitor, Notebook and Mobile phone. Furthermore, TFT-LCD products are weeded through the old and brought forth the new to the hottest products, Tablet lately.

The revenues of TFT-LCD panel makers were not as bright and luminous as their dazzling array of products. TFT-LCD panel makers kept having a loss from 2008. In order to survive in the crisis, they started implementing the differentiation strategies one after another. They must stand in a unique position to fulfill customers’ demands in existed and highly competitive product fields. Therefore, some panel makers enhanced their product satisfaction by price premium. They developed new specifications of products under the premise of keeping the same price. And some panel makers chose to develop products of new applications so as to make profits from new markets.

This thesis focuses on is the competitiveness of the TFT-LCD industry and its evolution. In this study, several important Taiwanese driver IC companies, such as Novatek, Himax and Raydium, are used for case analysis. The common features of the three companies are having the same main products as in TV and monitor applications, and extending to tablet product line at the same time.
Panel makers are under the transformation after suffered from such a rapid change. To driver IC companies, how to develop products and specifications which can fulfill panel makers’ demands in advance and become the technical bellwether? What kind of strategies and skills can be used to have the achievements?

The study has an exploration in how Novatek, Himax and Raydium can use the following strategies to have places in tablet market by related literature review and industry analysis. And they are also expected to expand their advantages and continue to lead.In general, the present study intends to identify the following issues:

(1) To use vertical and horizontal alliance strategy to have the synergy which means one plus one is greater than two.
(2) The complementary role is referred in Value Net. How to successfully compensate for the lack part and find the complementary company which is matched in technical ability and willing to cooperate in panel parts and components supply chain to have a mutual help.
(3) The theory and application of Inside the Tornado. Product positions and strategies are used for different purposes in different life cycle.

Key Words: Differentiation, Value Net, Inside the Tornado

並列關鍵字

Differentiation ； Value Net ； Inside the Tornado

參考文獻

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