範疇策略、顧客優勢引伸與製造優勢- 以液晶電視專業代工產業為例

Scope Strategy, Derived Advantage from Customers and Manufacturing Advantage- A case study of TFT-TV industry

林旺村(Wang-Tsun Lin)

指導教授 ： 鍾清枝 ； 賴鈺晶

國立臺北科技大學/機電學院/機電整合研究所/碩士(2008年)

摘要

液晶電視的產業代工商務實際上是屬於一個具有能耐難度的製造模式，為了要深入了解此一製造模式與選擇顧客所引伸的相互牽引及探尋產業的製造優勢來源，在四個個案研究中我以廠商的範疇策略做為研究基礎，並透過蒐集及分析相關產業和四個個案公司的次級資料及文獻，藉以說明及比較四個個案公司間的顧客選擇所引伸的影響和競爭優勢的建立以及差異化的來源。
在分析手法上本研究透過運用學者吳思華策略九說之營運範疇、核心資源、事業網路三個構面的研究手法，及運用競爭優勢來源的相關理論，剖析四個個案公司的競爭優勢來源及強度，藉由資源基礎理論，分析四家個案公司的資源能力，以明瞭其製造優勢策略的實施。在四個個案公司的企業資源分析中，經由分析個案公司之價值鏈及價值活動範疇創造之手法，藉以說明及認定其競爭優勢之來源。
從四個個案研究中發現從事液晶電視代工產業的公司應慎重思考顧客的選擇，並注重擴展企業本身的產業地位及擴大地理範圍的優勢，在價值活動的範疇上則應加強垂直整合與策略聯盟，最後依據分析結果，本研究建議四個個案公司應加強集團資源運用，並採取獲利成長策略、建立成本優勢與差異化來源。

關鍵字

液晶電視 ； 範疇策略 ； 顧客優勢 ； 價值鏈 ； 製造優勢

並列摘要

The OEM business of LCD TV actually belongs to a manufacturing mode with a lot of ability required and difficulty to be encountered.

In order to understand such a manufacturing mode and the consideration of customer selection and to research the manufacturing advantage in the field of LCD TV OEM,
There are 4 individual cases as the base of the research in this report at the view pointers of scope strategy of LCD TV venders.

through the collection and the analysis on the relative product fields , the information and documents about these 4 individual cases to explain the comparison of the affection of customer selection , the creation of competitive advantages and the source of differentiations among the companies.

The methodology of business scope, core resources and corporation network mentioned in “The nature of the strategy” written by scholar Wu Su Hwa is referred in this research.

By applying the theory of the resource of competitive advantage the intensity and the resource of competitive advantage at the 4 individual were analyzed.
By applying the theory of the base resource the ability of resources and the execution of manufacturing strategy were analyzed and understood as well.
Through the analysis of value chain and the method of value creation activity over each of companies the source of competitive advantage is explained and recognized.

With the research and the analysis over the 4 companies it is discovered that the companies running the LCD TV OEM should consider the selection of customers deliberately and should consider the position where the company is and should expand the advantage of the area of geometrical locations.
Regarding the scope of value activity the vertical integration and the policy of cooperation with partners should be enhanced.
Finally according to the research result the recommendations to the 4 companies are as following
The manipulation of corporation resources should be enhanced.
The strategy of profit acquisition should be adopted.
The differentiation and the cost competition advantage should be created.

並列關鍵字

LCD TV ； Scope Strategy ； Customers Advantage ； Value Chain ； Manufacturing Advantage

參考文獻

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