中國TFT-LCD產業的分析與公司的經營策略探討—以某中資公司為例

本論文針對中國大陸TFT-LCD產業進行分析探討產業內廠商的經營策略並選定其中一家中資公司進行個案討論。針對中國現有產業環境、發展條件、發展目標以及未來的發展趨勢等進行討論。以常見的五力分析及SWOT分析來探討個案公司的經營策略，研究個案公司在大陸產業環境中，如何運用其擁有的資源，來達成經營策略目標。經由上述的研究討論，目的在於找出產業能夠成功的經營策略，並期望能提供台灣TFT-LCD廠商在投資大陸市場時，在制定與執行策略時的参考。目前台灣許多探討TFT-LCD的論文皆是以台灣廠商的角度來討論TFT-LCD產業，中國大陸TFT-LCD產業通常也只是進行一個大略的介紹，本論文期望以中國大陸的角度來探討TFT-LCD產業，以對大陸的TFT-LCD產業做更詳細且完整的描述與探討，其中以大陸某中資為個案公司對其經營策略進行探討，從該個案公司2006年開始試產到2010年間的經營策略進行分析，其中有成功的策略，例如：提升良率、搶攻TV市場，也有失敗的經驗，例如：三合一計畫、產品尺寸規格定調不清，但是不管是成功的經驗或是失敗的經驗都可以提出來探討，以期望讓後進者可以有參考的價值。

關鍵字

TFT-LCD ；大陸市場；發展策略

並列摘要

The thesis focuses China’s TFT-LCD industry to analyze and discuss the vendor business strategy. Then select one of the Chinese companies to do case study. Focused on China’s current industrial environment, development conditions, development objectives and future development trends discussed. The thesis use of “Michael Porter''s Five Forces Model” and “SWOT analysis” to discusses the case''s business strategy. And case studies how to use its own resources to achieve the objectives of business strategy in the China’s TFT-LCD industrial environment. Through research and discussion above, the purpose is to find successful business strategies and methods for TFT-LCD industry, and look forward to providing the Taiwan TFT-LCD manufacturers the implementation of investment strategy for the Chinese market for reference. There are many theses to discuss the TFT-LCD industry is based on Taiwan Manufacturer’s point of view, and only a rough description of Chinese TFT-LCD industry dynamics, this thesis would expect from the perspective of Chinese manufacturers to discuss TFT-LCD industry and do that more detailed description and discussion.In this case of a Chinese company to discuss its business strategy. Analysis of the case company''s business strategy from 2006 to 2010, Including successful strategies, such as: improve the yield, development of TV market, but also a failure, for example: three in one program, product sizes is unclear etc. Whether the experience of success or failure can be discussed and look forward to provide valuable information.Ke