全球液晶面板產業企業經營策略與競爭優勢個案研究-以南韓LG-Display為例

A Case Study on Business Strategies and Competitive Advantages of Global TFT LCD Industry-An example of South Korea LG-Display

梁 經 傑(CHING-CHIEH LIANG)

指導教授 ： 郭瑞祥

國立臺灣大學/管理學院/商學組/碩士(2010年)

https://doi.org/10.6342/NTU.2010.10239

摘要

本論文主要目的是希望利用國家競爭優勢鑽石模型、競合策略與價值網、競爭優勢與五力分析、垂直整合、分工與策略聯盟等理論架構，來分析全球TFT-LCD產業的發展經驗，並且比較台、韓、日、中其TFT-LCD面板產業生之發展差異。同時透過個案分析方式，探討發現LG-Display企業經營策略及競爭優勢，並且找出LG-Display在現有競爭地位下，所面臨的相關經營上的問題，以及LG-Display可能所採取經營模式調整及因應策略之意義所在。讓台灣液晶面板業者，對於未來競爭策略的制定，與如何配合本身優劣勢擬定競爭策略，能夠維持成長與獲利，而有所參考依據。
因此根據研究分析與討論，可獲得以下幾點結論：
1. LG-Display企業經營策略：
(1) 先發制人的投資策略
(2) 全球第一的市場佔有率及超高的產能利用率
(3) 上下游的策略聯盟與垂直整合，取得優勢貨源與廣大出海口
(4) 中國市場的領先佈局
(5) 未來明確的目標
2. LG-Display的競爭優勢：
(1) 集團式經營
(2) 政府的支持
(3) 主流產品差異化：IPS技術的品牌化與差異化
(4) 新技術的持續開發
(5) 南韓民族的團結力
(6) 品牌的支援
LG-Display之所以能夠在全球TFT-LCD面板產業佔有一席地位，且在競爭激烈的TFT-LCD市場中脫穎而出，在於能夠充分掌握景氣循環的發展脈絡，及時調整組織的能力與特質做好最充足的資源配置且藉由不斷調適或改變企業的經營策略，發展出最適合組織的創新策略，找尋企業在產業內的創新機會。
LG-Display也跳脫以往企業自己發展、單打獨鬥的模式，逐漸朝著扮演TFT-LCD面板產業領導者的角色，積極佈局關鍵零組件，加速與其他關鍵零
組件廠商的學習與能力之建構，提高成本的競爭力及技術精進，創造更高的商機價值。在全球化的趨勢下，LG-Display體會到資源的相對有限性，外部連結的重要性，因此LG-Display愈來愈著重與其他領域表現傑出之企業或是研究機構策略聯盟槓桿運用優勢，以維持不斷前進的動力。
在策略創新思維的定位上，LG-Display著重於企業內部研發實力的培養，深耕TFT-LCD面板的關鍵技術，建立起差異化與品牌化之IPS面板，強調最具競爭力的成本和在短時間內提供客戶高品質的服務與產品。

關鍵字

TFT-LCD ； IPS面板 ； 國家競爭優勢鑽石模型 ； 競合策略 ； 價值網 ； 競爭優勢 ； 五力分析 ； 垂直整合分工 ； 策略聯盟

並列摘要

This main purpose of this thesis is hope to use the theoretical frameworks of Porter's “The Competitive Advantage of Nations” model, Co-opetition, Value Net, Competitive Advantage, Porter's Five Forces Analysis, Vertical Integration, Vertical De-Integration and Strategic Alliance to analyze the development experience of the global TFT-LCD industry and compare with the development differences of the TFT-LCD Panel Industry between Taiwan, Korea, Japan, and China. Meanwhile, through the way of a case study, explore and find out the business strategy and competitive advantage of LG-Display. Moreover, to discover the problems which are relative to its management under the current competitive status and how LG Display may have to take business model adjustment and the significance of coping strategy. To give Taiwanese LCD panel makers some references in order to establish the future competitive strategy according to their own advantages and disadvantages and enable them to maintain the growth and profitability as well.
Based on the study analysis and discussion, we can access to the following conclusions.
1. Business strategy of LG-Display
(1) Pre-emptive investment strategy.
(2) Global No. 1 market sharing & highest capacity utilization.
(3) Upstream and downstream strategic alliances and vertical integration, getting advantage supply and majority of sales.
(4) Leading overall arrangement of the China market.
(5) Clear objectives in the future.
2. Competitive advantage of LG-Display
(1) Syndicated managing.
(2) Support of the Government.
(3) Mainstream product differentiation: branding and differentiation of IPS technology.
(4) Continued development of the new technologies.
(5) South Korea's national unity strength.
(6) Support of the brand.
The reasons why LG-Display can occupy a status in the global TFT-LCD Panel Industry and emerge from the fiercely competitive TFT-LCD market are to be able to fully grasp the development contexts of the boom circle, have the ability and quality to timely adjust the organization in order to do the most adequate resource allocation and develop the most suitable innovative tactics for the organization and look for innovative opportunities for the enterprise in the industry as well by constantly adjusting or changing the business strategy.
LG-Display is also beyond the past, instead of keeping the model of developing and fighting alone, it is gradually towards playing the leading role in the TFT-LCD Panel Industry. Actively distribute key components, accelerate the construction of learning and building up abilities with other key components manufacturers, improve cost competitiveness and strive for the best technology as well in order to create higher commercial value.
LG-Display realizes the relatively limitations of resources and the importance of external link because of the trend of globalization, LG-Display more and more emphasizes on the superiority of the leverage of strategic alliances with those enterprises which have outstanding performance or research institutions in order to maintain the force of unceasingly going forward.
In the orientation of strategic innovative thinking, LG-Display stresses the cultivation of its internal R&D strength and the key TFT-LCD panel technology in order to establish the brand differentiation of the IPS panel. LG-Display emphasizes that it has the most competitive cost and provides customers high quality services and products in a short time.

並列關鍵字

TFT-LCD ； IPS panel ； Co-opetition ； Value Net ； Competitive Advantage ； Vertical Integration ； Vertical De-Integration ； Strategic Alliance.

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