觸控產業競爭策略優勢之研究-以G公司為例

台灣觸控面板產業以往利用生產製造的管理優勢大量製造並降低成本，成為觸控面板普及的關鍵推手。然而近年來面臨大陸的同業競爭、關鍵原物料的掌握度不足及新技術產品替代的威脅，使得台灣廠商面臨極大的挑戰。本研究是以觸控產業分析為重點,著眼於產業概況、產業結構、技術的演進及未來市場趨勢，找出觸控廠商的定位及競爭策略以因應產業不景氣與高度的環境競爭，歸納整理後提供經營者在競爭策略佈局上的參考，找出產業未來的發展方向與契機，同時也能提供觸控策略發展上的借鏡。本研究以個案G公司為對象，針對觸控產業的市場、產品、技術、與競爭者進行分析探討。競爭策略之研究乃以SWOT及Business model Canvas 分析架構為主，在初步了解觸控面板產業的上游供應、下游客戶、既有競爭者、新進入者及替代者的競爭態勢後，針對個案公司經營策略分析其優勢、弱勢、機會與威脅，使整體分析架構更為完整，以提供觸控面板產業業者競爭策略上的建議。

關鍵字

觸控面板；競爭策略；商業模式

並列摘要

As the touch panel companies in Taiwan have mastered mass production and reducing cost. Taiwanese suppliers have become major manufacturers of touch panels. Recently Taiwanese manufacturers of the touch panel have faced competition from the mainland players and the threats of replacement of new technologies. This study explored the industrial structure of the touch-panel industry, evolution of touch-panel technologies, and future market trends to reformulate the competition strategies for touch-panel companies during the industry recession under highly competitive environment. The results of this study could serve as a reference for business decision maker to develop competition strategies and determine their future development directions. In addition, the results may assist touch-panel and other industries in developing their business strategies. The case company G was investigated in this study to explore the following issues. This study thoroughly investigated the market characteristics, products, technologies, and competitors in the touch-panel industry to identify key market segments and develop appropriate competitive strategies.