觸控面板產業的競爭優勢策略之研究(以E觸控面板公司為例)

A Study on Competitive Advantage Strategy of Touch Panel Industry (For Example to E Company )

賴柏宇(Bo-yu Lai)

指導教授 ： 王存國

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2011年)

摘要

2007年由於Apple新產品iPhone推出，提供多點觸控輸入能力，是近來最熱門科技產品。觸控面板市場急速成長，價格下滑到一定程度後，產業有創造產業下一波榮景的機會，如何乘此機會，快速建立競爭優勢與差異化項目，現在正是關鍵。
本研究是以個案公司為對象來達成兩項目的。
一.找出觸控面板的競爭策略。二.找到產品的競爭優勢。
尋求策略面競爭策略方面:
經分析產品，國際市場，觸控技術等資訊，對臺灣觸控產業進行傳統生命週期模式比對，並參考由中央大學滕曉雲教授所著”企業競爭優勢定位策略分析”理論找出個案公司適合競爭優勢策略模型。
尋求產品的競爭優勢方面:
經由調查方式為進行尋找消費者目標族群及主，次要感受利益項目，並依此主要感受利益，與現有客戶作二次調查比對，根據個案公司所擁有優勢資源與能力與競爭者產品定位，藉由設計符合目標消費族群重要需求特徵的產品特徵組合來建立核心競爭優勢，以達到產業永續經營，根留台灣之目的。

關鍵字

產品特徵組合 ； 競爭優勢策略 ； 核心 ； 觸控面板產業

並列摘要

In 2007, Apple launched a new product, iPhone, which provides the multi-touch input capability and has become the most popular technology product. The mobile device market is growing rapidly. With price dropping, a booming opportunity will be created for the industry. Then how to take this opportunity to quickly establish competitive advantage is the key. The study targets at two objectives: (1) identify the sources of competitive strategy of the technology and the industry; (2) find the sources of product competitive advantage. Accordingly, the study first analyzes the products, international markets, and technology with the product life cycle model to identify the sources of competitive strategy of the technology and the industry. For products, the study surveyed target consumers about their feelings of primary and secondary benefits obtained from the technology. The information was cross-checked with the company’s existing business customers. Based on the case company’s advantages in resources and capabilities and its competitors’ product positioning, the study proposed a portfolio of critical product features to aid the case company in designing new products and establishing core competences for sustainable competitive advantage with the basis in Taiwan.

並列關鍵字

ouch panel industry ； core competencies ； product portfolio characteristics ； competitive advantage

參考文獻

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