LCD TV 產品經營模式與產業背景之關係－以東元與明基為例

THE RELATION BETWEEN BUSINESS MODEL OF LCD TV PRODUCT AND INDUSTRIAL BACKGROUND—CASES OF TECO AND BENQ

陳選賢(Hsuan-Hsien Chen)

指導教授 ： 許士軍

元智大學/管理學院/管理研究所/碩士(2005年)

摘要

由於數位訊號傳播方式的改變，使TV市場掀起顯示技術的革命，其中LCD TV具有輕薄、省電、無輻射等優點，因此吸引了近30家的台灣廠商競相投入，除了原本的家電廠商為了維持其電視之市場佔有率，而加入LCD TV的產品線外，資訊廠也以客廳數位化產品之提供者進入市場，使得市場呈現家電業與資訊業者共逐同一商機的局面。本研究自行發展LCD TV產品經營模式構面及要素，來分析東元與明基這兩家原屬不同產業，在攻佔LCD TV市場時將各自採取不同的經營模式，及受產業背景之影響。最後綜合上述分析，對家電業者建議：與資訊業相互合作，由家電業者負責產品設計與行銷，資訊業者以效率化的生產製造，降低製造成本，增加品牌競爭力。對資訊業者建議：幫國際品牌代工，創造學習效果，提昇自己的製造能力，進而強化自有品牌的產品品質及成本優勢。藉由關鍵零組件—面板的掌握，並開發自己的核心技術，提供給全世界消費者，物美價廉的LCD TV，如同台灣在全球IT產業的地位，然而與IT產業不同的是—LCD TV是台灣產業發展國際品牌的重要契機。

關鍵字

液晶電影, 經營模式

並列摘要

Due to the change of digital signal propagation, it caused a revolution in display technology in TV. LCD TV has benefits of thinness, power saving, no radiation, etc., so it attracted nearly 30 companies in Taiwan to invest. Not only commercial product makers want to add LCD TV product line to maintain market share, but also IT makers enter the market as the provider of digital product of sitting room. My research developed the phases and elements of LCD TV product business model. It explored Teco and BenQ which are in different industries will take what kind of business model in LCD TV market and how the industrial background influence them. Finally, based on the above analysis, I offer a suggestion to commercial product makers to cooperate with IT makers. Commercial product makers are in charge of designing and marketing, and IT makers manufacture efficiently to cost down and increase the competitiveness of brands. I propose IT makers to ODM or OEM for international IT companies to create learning efficiency, then, and then strengthen the products quality and cost advantage of the own brand. By holding the key parts- panel, and developing our own key technology, Taiwan’s companies can offer good quality and economical LCD TV for global consumers, like as Taiwan’s status in global IT industry. However, the difference between LCD TV and IT industry is that Taiwan has a good opportunity to build global brand.

並列關鍵字

LCD TV, business model

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