台灣TFT-LCD產業結構與主要面板廠商競爭策略之研究

A Study on the Industry Structure and Competitive Strategy of Major Players in the Taiwan TFT-LCD Industry

曾崇凱(Chung-Kai Tseng)

指導教授 ： 李吉仁

共同指導教授 ： 黃崇興

國立臺灣大學/管理學院/商學組/碩士(2012年)

https://doi.org/10.6342/NTU.2012.11027

摘要

台灣TFT LCD 發展至今已超過十年時間，也成為政府兩兆雙星的重點發展產業之一。然而，全球經濟的疲軟，需求成長的趨緩，產業已逐漸進入成熟階段，加上韓國掌握品牌與技術的優勢，以及中國在豐沛的國家資金支援下，積極擴廠，造成產能過剩更加嚴重，明顯降低了台灣TFT-LCD面板廠商的稼動率，生產成本因而提高。台廠為了搶單，又在產品與客戶組合重疊性高的情況下，彼此互相殺價競爭，讓財務狀況日益嚴重，只好大幅減少資本支出，使得需要長期投入資金研發的新技術逐漸落後，產品無法差異化，面板價格就難以提升，財務負擔加劇嚴重，台灣面板的人才見此，也一一被中國面板廠所網羅，使得台灣面板產業身陷經營的困境中。
本研究以台灣TFT LCD主要面板廠商為研究主體，探討其在全球TFT LCD面板產業中的競爭態勢，包括產能、產品組合、客戶群、市佔率、財務、與技術等面向分析，以瞭解其所面臨的內外部挑戰，並依據安索夫矩陣進行其成長策略的解析。
本研究建議台灣TFT LCD面板廠商應積極尋求國內外合併與結盟的機會，同時利用兩岸優勢，強化與中國以及新興國家品牌的合作，以有效控制產能，定位並專注各自核心競爭產品，避免重疊性高而惡性競爭，結合上下游廠商以建立共同產品與技術開發平台，進而強化與品牌的談判籌碼，且利用長期的供貨協定以鞏固基本的需求，才能有效規畫產能，提升產品附加價值，創造產業鏈的多贏局面。本研究依此結論提出廠商行動建議及未來研究方向。

關鍵字

TFT LCD面板產業 ； 產業分析 ； 競爭策略 ； 安索夫矩陣

並列摘要

Taiwan TFT LCD industry has been developed over 10 years, which is also one of the strategic industries of Taiwan government under the project of Two Trillion and Twin Star. However, global economic recession, stagnant demand, and mature product life cycle have resulted in overcapacity. On the other hand, facing Korea’s competitive branding and advanced technology, and the potential threat from China’s competitors based on abundant government subsidy, Taiwan panel makers has experienced severe negative impact on utilization rate and production costs. Given the similar product portfolio, these companies have to execute price competition which in turn put a great pressure on their financial results. As a result, they have to cut down their capital investment, including R&D’s expense. It finally leads to technology lagging and even harder to differentiate their products for better price. In addition, business lose further triggers talent lose to their China competitors. At the end, Taiwan panel makers bogged down in a very difficult plight.
Taking such situation into consideration, the present research is to seek sustainable growth strategies for Taiwanese TFT LCD panel makers. We will first analyze the competitiveness of global TFT LCD makers from various aspects, including production capacity, product composition, customer structure, market share, finance, technology, among others. Then, we will propose feasible ways for enhancing existing competitiveness.
This research proposes Taiwan TFT LCD panel makers should find every opportunity to merge or ally with either domestic or international enterprises. Meanwhile, making good use of the relations across the Taiwan Straits could enforce the cooperation with those brands from China and emerging nations to control the capacity effectively. Focusing on the core competitive products, avoiding vicious competition caused by product overlapping, integrating upstream and downstream partner firms to establish common product and technology development, panel makers then can graduate strengthen their bargaining powers. Last but not least, utilize long term supply agreement to consolidate basic requirement with the aim of planning capacity, advancing product’s contingent value, creating industrial chain’s multi-win situation. Suggestions to policy makers and future research work are also discussed.

並列關鍵字

TFT LCD industry ； Industry Analysis ； Competitive Strategy ； Ansoff Matrix

參考文獻

Porter, M. E. 1980, Competitive Strategy, New York, NY: The Free Press.

Roger, Everett M. 1962. The Diffusion of Innovations, New York, NY: The Free Press.

Porter, M. E. 1985, Competitive Advantage: Creating and Sustaining Superior Performance, New York, NY: The Free Press.

中文部份

朱文儀、陳建男、黃豪臣譯，2005，管理策略，台北：華泰文化。譯自 Charles W.L. Hill & Gareth R. Jones, 2005, Strategy Management Theory: An Integrated Approach, sixth ed., New York, NY: Houthton Mifflin.