影像視訊晶片模組進入策略研究

BUSINESS ENTRÉE STRATEGY FOR HIGH QUALITY IMAGE ENGINE

高新明(Hsin-Ming Kao)

指導教授 ： 湯明哲

國立臺灣大學/管理學院/國際企業學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.10507

摘要

經濟部工業局估計2006年平面顯示器產業產值將正式破兆元，成為名副其實的兩兆雙星產業。台灣未來三年玻璃基板使用面積將佔全球45%，居全球重要的TFT生產據點。
國內家電業雖掌握面板(Panel)供應之地利，爭取日、韓大廠到台灣下單以OEM方式或自打品牌(歌林-Olivia、東元-Teco、聲寶-Sampo)，突破新的生意機會。但台灣電視與日韓相比，在畫面品質上一向無法與Sony、Sharp、Pioneer、LGE、Samsung、Panasonic等相比，所以不論OEM訂單或自售品牌者，均須使用委託之原廠秘密調機師進行影像畫質之定機。且自售品牌之產品在國內或國外市場價格永遠低於日韓品甚多，於美歐銷售市場排名也位居次等便宜價格。
在國外廠商Pixelworks 、Genesis、Trident掌握Video decoder訊號控制器Scaler的情況，國內一、二家也已研發切入此一市場。但縱觀各廠牌均對影像視訊的IC或模組未有單一或主力的研發公布，故以目前A公司對此一晶片開發後進入影像視訊模組，涵蓋軟體Firmware的開發搭配對市場之切入，除技巧之突破能力外，如沒有一套完整的策略思考與擬定，想增取知名度與市佔率，並切入目前價格敏感度高、百家爭相投入之市場，肯定會使此一技術領導產品進入微弱之小量販售，便無法進入主力市場廣泛被TV製造或組裝公司、前端平面顯示器控制晶片廠商認同或合作達成新研發之目的及推廣銷售量及利潤的創造。希望經由策略思考，找尋影像視訊晶片模組進入平面顯示器產業鏈的幾種可能方法，進而從其中選擇適合目前發展的最佳經營模式，經過不同階段的發展亦希望能使國內自行研究發展的影像視訊晶片模組能夠替研發單位，國內產業界，平面顯示產業之發展能有所貢獻，創造該影像視訊晶片最大的商業價值。

關鍵字

影像視訊 ； 晶片

並列摘要

The Industrial Development Bureau of the Ministry of Economic Affairs estimates that the revenues generated from the flat panel display (FPD) industry shall exceed 1 trillion NT$ in 2006 and officially contribute to the Two-Trillion Twin Star Project. In the next three years, Taiwan shall be consuming 45% of the world’s glass substrates (in terms of area) and will become the most important base for TFT manufacture on the globe.
Domestic home appliance industries have advantageous locations for the supply of panels. As a result, Japanese and Korean firms have outsourced to Taiwanese OEMs and Taiwanese brands (such as, Olivia, Teco and Sampo) have been created to take this new business opportunity. However, comparing Taiwanese televisions to Japanese and Korean ones, the display quality of Taiwanese televisions has never been able to match the big brands, such as Sony, Sharp, Pioneer, LGE, Samsung, Panasonic, etc. Therefore, expert technical engineers from the original customer are required to tune the image quality of products manufactured by both OEMs and Taiwanese brands. And the prices of TVs produced by Taiwanese brands are lower than foreign brands domestically and overseas (for example, in the USA).
From the TV chipset, overseas firms such as, Pixelworks, Genesis and Trident, possess the key information to scaler and interlacer technologies. Domestically, a couple of firms are also gaining entrée into the market of video decoder technology.
However, across the industry as a whole, there is no fundamental or dominant key R&D report concerning High Quality Imaging Engine and ICs.
This thesis discusses the strategy of an anonymous firm, A company in entering the video enhancing chip business. If A Company wants to enter into this extremely competitive and highly price-oriented industry for High Quality Imaging Engine with software of additions through its own IC development, then A Company needs to think thoroughly and enact a complete business strategy, apart from applying tactical marketing skills and techniques. Otherwise, low sales would create barriers in entering the main stream of television manufacturing and production operations, and most likely A company would be missing out on opportunities to cooperate with the big brands. Thus, business strategy theories could pave various possible methods to entering the FPD industry chain. Through careful choice of strategy, a suitable business operation model could become the foundation to the development of domestically developed High Quality Imaging Engine, and not only contribute to the advancement of R&D units, domestic enterprise and FPD-related industries, but also generate maximum commercial value for High Quality Imaging Engine.

並列關鍵字

image engine

參考文獻

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中文部份

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2. 王政中、蔡彥正、金士傑著，LCD TV提升TFT零組件營運再創顛峰，台證投顧，民國95年2月。

3. 台灣平面顯示企材料與元件產業協會著，TDMDA會員聯誼暨與面板業者之交流會，台灣平面顯示企材料與元件產業協會，民國94年。