Translated Titles

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





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



Volume or Term/Year and Month of Publication


Academic Degree Category




Content Language


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
  1. 2. Barnard, C. S., 1976, Farm Planning and Control, Cambridge, New York.
  2. 3. Barney, J. B., 1997, Gaining and Sustaining Competitive Advantage, Addison-Wesley Publishing Company.
  3. 6. Chase, R. B., 1981, “The Customer Contact Approach to Services Theoretical Bases and Practical Extensions”, Operation Research, Vol.21, pp.98-105.
  4. 7. Czarnitzki, D. and Spielkamp, A., 2000, Business Services in Germany:Bridges for Innovation, Discussion Paper, ZEW, Mannheim.
  5. 9. Don, E. K., and Robert, W. R., 2000, “Patterns of Innovating Complex Technologies:A Framework for Adaptive Network Strategies”, Research Policy, Vol.29, No.1, pp.819-831.
  6. 10. Edvardsson, B., 1997, “Quality in New Service Development:Key Concepts and a Frame of Reference”, International Journal of Production Economics, Vol.52, No.1, pp.31-46.
  7. 12. Gallon, M. R., Stillman, H. M., and Coates, D., 1995, “Putting Core Competency Thinking into Practice”. Research-Technology Management, Vol.38, pp.20.
  8. 13. Gallouj, F., Weinstein, O., 1997, “Innovation in Services”, Research Policy, Vol. 26, pp.537-556.
  9. 14. Grant, R. M., 1991, “The Resource-Based Theory of Competitive Advantage:Implications for Strategy Formulation”, California Management Review, Vol.33, pp.114-135.
  10. 15. Hall, R, 1992, “The Strategic Analysis of Intangible Resources”, Strategic Management Journal, Vol.13, pp.135-144.
  11. 16. Han, J. K., Kim, N. and Srivastava, R. K., 1998, “Market Orientation and Organizational Performance:Is Innovation a Missing Link”, Journal of Marketing, Vol.12, pp.30-45.
  12. 19. Henderson, R. M., Clark, K.B., 1990, “Architectural Innovation:the Reconfiguring of Existing Product Technologies and the Failure of Established Firms”, Administrative Science Quarterly, Vol.35, No.1, pp.9-30.
  13. 22. Katsoulacos, Y. and Tsounis, N., 2000, Knowledge-Intensive Business Services and Productivity Growth, London.
  14. 23. Kellogg, D. L. and Nie, W., 1995, “A Framework for Strategic Service Management”, Journal of Operations Management, Vol.13, pp.327-337.
  15. 24. Kline, S. J., Rosenberg, N., 1986, “The positive sum strategy:Harnessing Technology for Economic Growth”, the National Academy Press.
  16. 26. Leidecker, J. K. and Bruno, A.V., 1984, “Identifying and Using Critical Success Factors”, Long Rang Planning, Vol.17, pp.434-451.
  17. 27. Lovelock, C. H., 1983, “Classifying Service to Gain Strategic Marketing Insights”, Journal of Marketing, Vol.47, 9-10.
  18. 28. Miles, I., 1993, “Services in the New Industrial Economy”, Futures, Vol.25, No. 6, pp.653-672.
  19. 29. Miles, I., 1995, Knowledge-Intensive Business Services:Users, Carriers and Sources of Innovation, Information Market and Exploitation of Research, Commission of the European Communities.
  20. 30. Muller, E. and Zenker, A., 2001, “Business Services as Actors of Knowledge Transformation:The Role of KIBS in Regional and National Innovation Systems”, Research Policy, Vol.30, pp.1501-1516.
  21. 31. Normann, R., 1984, Service Management: Strategy and Leadership in Service Business, John Wiley and Sons, New York.
  22. 32. OECD, 2002, Innovation and Productivity in Services, OECD, Paris.
  23. 33. OECD, Sience, 1999, Technology and Industry Scoreboard:Benchmarking Knowledge-Based Economies, OECD, Paris.
  24. 34. Porter, M. E., 1990, Competitive Advantage:Creating and Sustaining Superior Performance, Free Press, New York.
  25. 35. Prahalad, C.K., and Hamel, G, 1990, “The Core Competence of the Corporation”, Harvard Business Review, Vol.68, pp.79-91.
  26. 36. Quinn, J. B., 1988, Technology in Services: Past Myths and Future Challenges, National Academy Press, Washington D.C.
  27. 39. Teece, D. J., 1992, “Competition, Cooperation, and Innovation:Organizational Arrangements for Regimes of Rapid Technological Progress”, Journal of Economic Behavior and Organization, Vol.18, pp.1-25.
  28. 41. Tillett, B., 1989, Authority Control in the Online Environment, Haworth Press, New York.
  29. 42. Tomlinson, M., 2000, “The Learning Economy and Embodied Knowledge Flow in Great Transformation:The Role of KIBS in Regional and National Innovation Systems”, Research Policy, Vol.23, pp.1501-1516.
  30. 43. Wernerfelt, B., 1984, “A Resource-based View of the Firm”, Strategic Management Journal, Vol.5, pp.171-180.
  31. 一、英文部分
  32. 1. Aaker, David A., 1995, Strategic Market Management, 4th edition, John Wiley&Sons Inc.
  33. 4. Browning, H.C. and Singelmann, J., 1975, “The Emergence of a Service Society”, Strategic Management Journal, Vol.15, pp.167-183.
  34. 5. Chandler, A.D., 1962, Strategy and Structure, Harvard University Press, Cambridge.
  35. 8. Davidow, W. H., and Uttal, B., 1989, “Service Companies:Focus or Falter”, Harvard Business Review, July-August, pp.77-85.
  36. 11. Fitzsimmons, J. A., Fitzsimmons M. J., 1994, Service Management for Competitive Advantage, McGraw-Hill.
  37. 17. Hauknes, J. and Hales, K., 1998, Services in Innovation-Innovation in Services, STEP Group:SI4S Synthesis Paper, Oslo.
  38. 18. Hayes, R. H., and Wheelwright, S. C., 1979, “The Dynamics of Process Product Life Cycles”, Harvard Business Review, Vol.56, pp.127-136.
  39. 20. Herton, P. and Bilderbeek, R., 1998, The New Knowledge Infrastructure:The Role of Technology-Based on Knowledge-Intensive Business in National Innovation System, Continuum, London.
  40. 21. Hofer, C.W. and Schendel, D., 1985, Strategy Formation:Analytical Concepts, West Publishing Inc.
  41. 25. Larry, J. M., Mohan, V.T., and Scott, E.S., 2002, “New Service Development:Areas for Exploitation and Exploration”, Journal of Operations Management, Vol.20, No.3, pp.135-157.
  42. 37. Quinn, J. B., and Gagon, C. E., 1986, “Will Services Follow Manufacturing into Decline”, Harvard Business Review, November-December, pp.95-103.
  43. 38. Rockart, J. F., 1979, “Chief Executives Define Their Own Data Needs”, Harvard Business Review, Vol.16, pp.562-586.
  44. 40. Thomas, D. R. E., 1978, “Strategy is Different in Service Businesses”, Harvard Business Review, Vol.56, 158-165.
  45. 二、中文部份
  46. 44. 徐作聖、黃啟佑、游煥中,科技服務業發展策略與應用-以RFID為例,交大出版社,2007年10月。
  47. 45. 吳瀚勳,創新密集服務之創新策略分析與研究-以中華電信為個案,國立交通大學,碩士論文,民國九十三年。
  48. 46. 周鈺舜,創新密集服務之平台策略-以南茂公司奈米電子構裝為例,國立交通大學,碩士論文,民國九十三年。
  49. 47. 朱立珮,創新密集服務業之創新分析-以宏碁集團為例,國立交通大學,碩士論文,民國九十三年。
  50. 48. 徐作聖,國家創新系統與競爭力,聯經出版社,台北,民國八十八年。
  51. 49. 徐作聖,策略致勝,遠流,台北,民國八十八年。
  52. 50. 龔明鑫、楊家彥,「關鍵性創新服務業發展策略之建議」,經濟情勢暨評論,第八卷第四期,民國九十二年三月。
  53. 三、網站部份
  54. http://www.digitimes.com.tw/
Times Cited
  1. 陳家任(2015)。薄膜式單層多點電容觸控感應器製程研究。交通大學工學院半導體材料與製程設備學程學位論文。2015。1-74。 
  2. 蘇瓊瑤(2010)。顧客經驗週期與商業模式設計-以A公司為例。中原大學企業管理研究所學位論文。2010。1-111。 
  3. 張皓(2016)。面板產業分析。臺灣大學商學研究所學位論文。2016。1-90。 
  4. 賴柏宇(2011)。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)。中央大學管理學院高階主管企管碩士班學位論文。2011。1-97。
  5. 黃冠霖(2011)。台灣投射式電容觸控面板廠商之競爭策略─以製造能力探討。臺灣大學商學研究所學位論文。2011。1-97。
  6. 黃士勳(2011)。智慧型手機競爭優勢個案分析─以A、H公司為例。中央大學經濟學系學位論文。2011。1-81。
  7. 蔡環樺(2012)。觸控面板之自動化表面瑕疵檢測。朝陽科技大學工業工程與管理系學位論文。2012。1-162。
  8. 李麗君(2014)。觸控面板產業自由現金流量組成及影響因子之探討。中山大學財務管理學系研究所學位論文。2014。1-96。
  9. 劉祐辰(2014)。電容式觸控面板產業分析。中央大學管理學院高階主管企管碩士班學位論文。2014。1-98。