Title

台灣電容式觸控面板產業之策略分析

Translated Titles

A Service Strategy for Taiwan's Industry of the Capacitive Touch Panel

DOI

10.6842/NCTU.2009.00035

Authors

朱崇玄

Key Words

電容式觸控面板 ; 服務價值活動 ; 創新密集服務分析模式 ; 外部資源 ; 客製化 ; Capacitive Touch Panel Industry ; Innovation Intensive Service Model ; Core Competence ; Externalities

PublicationName

交通大學管理學院高階主管管理碩士學程學位論文

Volume or Term/Year and Month of Publication

2009年

Academic Degree Category

碩士

Advisor

徐作聖

Content Language

繁體中文

Chinese Abstract

本研究是以創新密集服務分析模式為分析方法,以台灣電容式觸控面板產業為標的,分別以四種客製化程度與五種創新類型作為橫縱軸,架構出台灣電容式觸控面板多種可能的經營型態,討論目前電容式觸控面板的策略定位與未來的策略走向,與所需配合的價值活動及外部資源。以文獻分析、專家訪談與問卷為方法,利用小樣本的統計分析,探討服務價值活動與外部資源的關鍵成功因素。 根據研究結果顯示,台灣電容式觸控面板產業在發展時,策略定位應從提供客製化程度高的選擇型服務(大部分的服務都未標準化,需與顧客共同設計發展)著手,而創新類型在產品創新的策略定位上做切入;由現在的策略定位在特定型服務/產品創新的選擇型服務,未來轉向產品創新的一般型服務,服務價值活動以「設計」及「行銷」為重要核心構面,所要持續掌握的關鍵成功因素有:「品牌與行銷能力」及「顧客知識累積與運用能力」;外部資源則以「互補資源提供者」、「製造」、「服務」及「市場」為重要關鍵構面,所要持續掌握的關鍵成功因素有:「價值鏈整合能力」、「庫存管理能力」、「整合內外部服務活動能力」、「建立與顧客接觸介面」、「企業服務品質與形象」、「目標市場競爭結構」、「產業供應鏈整合能力」。 電容式觸控面板產業為一新興的技術及服務,本研究發現不論是從服務價值活動及外部資源這兩個構面來看,「顧客」相關的活動是應掌握的關鍵成功因素,這個結論可以提供給想從事於電容式觸控面板業者一個重要的參考方向;另外一個重要關鍵成功因素為「價值鏈整合」,如何整合台灣所擁有的技術量產製造優勢,將是台灣業者在未來電容式觸控面板產業競爭中重要關鍵成功因素。

English Abstract

This thesis reports on a strategic analysis of the Capacitive Touch Panel Industry of Taiwan. Particularly, a service framework of Innovation Intensive Services (IIS) is used to assess the future strategy for the Industry. The IIS framework contains a matrix structure with 4 service segment and 5 innovation modes, allowing the portrait the present and future strategic positions of the Industry, within which the required core competencies and externalities are identified. The methods for this study include literature review, interview and general survey of expert and statistics analysis. Base on the study results, we have found that the current business position for the industry is Product Innovation and Selective Service, within which core competence rests in Validation of Testing, Marketing and Delivery with required externalities in R&D/Science, Technology, Production, Servicing, Market and Other users . The future positioning moves toward target Product Innovation and General Service with core competence in Design and Marketing, and the required externalities in Complementary Assets Supplier, Production, Servicing, and Marketing.

Topic Category 管理學院 > 管理學院高階主管管理碩士學程
社會科學 > 管理學
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