台灣TFT-LCD面板廠代工與品牌事業之研究－以策略及消費者觀點分析

自90年代以降，顯示器技術有了大幅度的突破，從過去的映像管轉變成更輕更薄的液晶顯示技術。此一轉變帶動全球光電產業的高度成長，台灣亦成為了液晶顯示器主要製造國，總產值全球第一。不過由於液晶顯示產業具有液晶循環及資本密集特性，使得面板廠商經營策略稍有不慎恐承擔相當大的風險。本研究針對台灣TFT-LCD產業進行分析，並探討產業內主要廠商的製造及品牌經營策略。在質化分析方面本研究從五力分析及價值鏈模型探討廠商所面對的環境及競爭優勢，在量化分析方面本研究利用品牌權益購面設計問卷了解消費者對於液晶產品品牌偏好且提供明確的利基點給予發展品牌事業之代工廠商予以參考。經由上述分析研究，目的在於找出產業中能夠成功經營的策略，並期望能提供TFT-LCD面板廠商，在未來制定與執行策略時的方向。根據本研究結果提出以下結論:1.大規模廠商針對多目標市場彈性調整各尺寸產能比重，小規模廠商則專注於利基市場。2.持續積極整合上下游價值鏈。3. 合作取代競爭追求最大利潤。4. 尋找優勢成本製造地區。5. 培育技術人才積極投入研發技術。6.策略性發展自有品牌。

關鍵字

液晶顯示器；五力模型；品牌權益；產業分析

並列摘要

The display’s techniques have made great strides from the 90's. The display products have became more light and thin. The transition makes high growth in Flat Panel Display industry; by the way the TFT-LCD’s product made in Taiwan output value also became the first place. TFT-LCD industry also face high risk with liquid cycle and capital-intensive. This study analysis firm’s manufacturing and brand business strategy in TFT-LCD industry. The research uses five force model and value chain to analyze the panel industry environment and find out competition advantage. In the research also carries on the analysis using statistic tool to evaluate brand performance. The purpose of the study is to find out the strategy which helps to conduct the industry successfully, and provide the suggestions of setting and practicing the strategy for the manufacturer of TFT-LCD panel in the future. In this final this research offer suggestion for Taiwanese corporation: 1).Large size panel factory should mass production high gross profit flexibility, small size panel factory should focus on niche market.2).Maintaining panel industry vertical integration aggressively. 3).The cooperation replace of competition for maximum profit. 4).In searching of manufacturing area to disease cost. 5) Increasing investment in new technique and brain gain. 6).Developing own’s brands strategically.

並列關鍵字

TFT-LCD ； Five force model ； Brand equity ； Industry analysis

參考文獻

[6] Aaker, D.A. (1991), “Managing Brand Equity : Capitalizing on the Value of a Brand Name,” New York: The Free Press.

[9] Kolter, P. (1999), “Marketing Management : Analysis, Planning, Implementation and Control,” 10th ed, New Jersey:Prentice-Hall

[12] Porter, M. E. (1980), “Competitive Strategies”, NY: Free Press.

Porter, M. E. (1985), “Competitive Advantage: Creating and Sustaining SuperiorPerformance,” New York: Free Press.

[17] Aaker, D.A.(1992), “ The Value of Brand Equity”, Journal of business strategy, 13(4), pp.29

國際替代計量

台灣TFT-LCD面板廠代工與品牌事業之研究－以策略及消費者觀點分析

未授權

主題瀏覽