觸控產業廠商之競爭策略分析-以T集團之C公司為例

隨著2007年第一代iPhone的發表，觸控產業正式邁入全面發展的階段，觸控產業的高成長高獲利在電子產業中一枝獨秀，吸引各方人馬競逐，除了既有廠商宸鴻、勝華大舉擴產之外，還有大陸觸控面板廠及TFT面板廠加入戰局，2013年供給量遽增，產業起了巨大的變化，除了因為Apple更換觸控感應線路結構外，同時更因Microsoft Windows 8在觸控應用上的挫敗，Win 8觸控筆電於市場接受度不佳，滲透率低於預期，供給遠大於需求，價格狂跌，觸控產業立即進入寒冬，讓市場陷入一片紅海，也讓觸控面板高成長、高獲利的時代成為過往雲煙。本研究希冀深入研究觸控產業的產業概況、產業結構、技術的演進及未來市場趨勢，找出觸控廠商的定位及競爭策略以因應產業不景氣與高度競爭環境，歸納整理後提供經營者在競爭策略佈局上的參考，找出產業未來的發展方向與契機，同時也能提供觸控及其他產業策略發展上的借鏡。本研究以個案公司為對象，首先針對觸控產業的市場、產品、技術、與競爭者進行分析探討。另外，根據內外在環境狀況，針對T集團及C公司進行經營策略分析與建議。研究結果顯示深入發展觸控技術，掌握下一世代新的技術、新的材料、與國際大廠合作開發新的產品新的應用，創造新的價值需求與藍海，把餅做大，觸控面板產業才能有更長遠的未來。

關鍵字

觸控面板產業；五力分析； SWOT分析；垂直整合； BCG矩陣；競爭策略

並列摘要

The touch-panel industry has developed considerably since the release of the first generation of iPhones in 2007. Among all electronics industries, the touch-panel industry has exhibited considerable growth and attracted numerous investors. In addition to TPK and Wintek Corporation substantially expanding their business operations, touch-panel factories in China and thin-film transistor panel factories have entered the market. In 2013, the supply of touch panels increased dramatically, causing substantial change to the industry. One of the main reasons behind this change was Apple Inc. changing the touch circuit structure of their touch panels. Another reason is that Microsoft Windows 8 was unsuccessful in penetrating the touch-panel market. Touch-screen notebook computers with Windows 8 installed were not widely accepted in the market and their penetration rate was lower than anticipated. The market surplus of touch-panel caused their prices to plunge. Accordingly, the touch-panel industry entered a recession and touch-panel companies have since adopted traditional competition-based strategies. Consequently, the touch-panel industry is no longer developing rapidly or generating high profits. This study explored the general situation and structure of the touch-panel industry, evolution of touch-panel technology, and future market trends to determine the role and competition strategies of touch-panel factories in the industry recession and highly competitive environment. The results of this study can serve as a reference for business operators to develop competition strategies and determine their future development directions. In addition, the results may assist touch-panel and other industries in developing their business strategies. A case company was investigated in this study to explore the following issues. This study thoroughly investigated the market characteristics, products, technologies, and competitors in the touch-panel industry to identify key market segments and develop appropriate competitive strategies. Meanwhile, according to external environment and internal status, this study offers suggestions about future developments and the business strategies of the case company. The results shows that further development of touch technology to master the next generation of new technology, new materials, in cooperation with international brand companies to develop new products and new applications, creating new value and needs, will make touch-panel industry a more long-term future.

並列關鍵字

Touch panel industry ； Five force analysis ； SWOT analysis ； Vertical integration ； BCG matrix ； Competition strategy

參考文獻

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觸控產業廠商之競爭策略分析-以T集團之C公司為例

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