摘要
產業必須有競爭，而且是良好的競爭，將有助於該產業的技術成長及整體的服務品質，提升該產業的生存能力與核心價值。但是在經營產業時，商場如戰場，往往有所迷失，而陷入同業間的價格競爭，最後血本無歸，飲恨退場。為何會導致如此？ 我們必須跳脫零合遊戲(Zero-Sum Game)的思維，產業間的競爭並不是一定要互相”殘殺”，本論文乃針對產業競爭的迷失，以HDI手機印刷電路板產業為例，用競合理論架構，探討產業環境及如何自我定位。並深入了解，除了價格競爭，廠商還有更多可為的非價格競爭與合作，以提高競爭效能，增加市場地位。 印刷電路板為成熟型產業，在台灣二十年來，已經形成產業聚落，上下游整合健全。而本論文將範圍侷限於HDI手機印刷電路板， 主要是該產業的寡佔特性，雖不盡然是價格接受者(Price Taker)， 確也常受到價格的壓力與威脅。本論文以賽局理論架構，來探討此產業，希望有助於業者對於該產業的自我了解與角色扮演，甚至未來方向，能提供有系統的剖析。 關鍵字 : PCB; HDI; 印刷電路板; 競合策略
並列摘要
It is necessary to have competition on the industry, Such well competition could help the industry to upgrade service quality, technology improvement, and arise industrial core value. Most people see a competitive environment as a win-lose scenario. This is competition, It has winners and losers. This research finds that one way to survive is co-opetition. Co-opetition is a business strategy based on a combination of cooperation and competition. Co-opetition proposes that it make more sense to look for win-win scenario, By applying game theory to business decision making. In thesis, HDI PCB industry to be an example in co-opetition theory. PCB (Printed Circuit Board) is a mature industry, Has been 20 years and become a cluster in Taiwan. HDI is one of PCB products. Recognizing that this industrial concentration is loose oligopoly. It is not price taker, But still encounter the pressure from pricing. How to gain more share from the marketing, Learning from co-opetition, There is a good way on non-pricing competitive strategy and make cooperation with customers, suppliers even rivals. In the hope that this thesis could bring some new thinking into the industries. Trying to find out what is the company’s positioning, and focusing on cooperation between companies in competitive markets. Keywords : PCB; Printed Circuit Board; HDI; Co-opetition