生產線的世代競爭與進入市場順序之選擇 -以H公司為例

Generation production line Competition and Entering market Choice - H company as an example

王鐙儀(Teng-Yi Wang)

指導教授 ： 徐學忍

元智大學/管理學院/管理研究所/碩士(2008年)

摘要

TFT-LCD產業是繼台灣半導體產業後，另一個有機會成為全球領先地位的產業。1999年台灣面板廠藉著與日本的技術移轉的機會，大量切入TFT-LCD製造的領域，在政府提出兩兆雙星的計劃下。台灣的面板產業已超越日本，成為與韓國抗衡的面板製造代工強國。而台灣的面板廠商，在經過幾波的液晶循環及次世代生產線的競爭後，已明顯區分為一與二線的群體。在這次世代的佈局競爭的影響差異，是值得我們來探討的。
我們藉由分析TFT-LCD產業，瞭解其產業歷史發展的演進及產業特性及市場。次世代生產廠線的競爭，就短期而言，連續建構相同的次世代生產線，確實是可以縮短學習的方式，儘速拉升產品的良率進而提升產能利用率，儘速達到大量生產之經濟規模，以降低單位平均生產成本，可以達到搶奪市佔率的效果。但是這種專注某些尺寸領域的競爭策略，將導致資金資源過於集中，而影響長期競爭優勢的風險。因為TFT-LCD產業具有產品生命週期短及生產線技術更換速度快之特性，價格變動性大易受景氣循環影響等性。若無法在短期內回收投資的資金成本，將會影響另一個次世代的投資競爭。而TFT-LCD偏偏又是資本密集性的產業，若無法從營運中獲利、或是從市場取的資金的資源的話，將會對企業本身產生並增加進入的障礙而失去競爭的優勢。

關鍵字

關鍵成功因素 ； 競爭優勢 ； 產業分析

並列摘要

TFT-LCD industry is Taiwan’s another chance to become a global leader after the success of semiconductor industry. In 1999, Taiwan’s company invested the TFT-LCD manufacturing industry by the strategy of technology transfer with Japan. With the government’s project, Two Trillion and Twin Star Program, Taiwan's panel industry already exceeded Japan, and became a rival with South Korea. Taiwan's panel makers have clearly divided into larger manufacturers and smaller player after several crystal cycles and production line competition. The differences strategy about the next generation investment leaded to the different marketing share are worth to discussion.
Within the analysis of TFT-LCD industry, we understand its industry history, industry characters, and sale markets. For the competition strategy, set up the same next-generation production line, in the short term, will provides the following benefits: 1. Shorten the learning mode. 2. To improve the product yield and increase the capacity utilization. 3. Achieve economy of scale by mass production. 4. Increase the market share and reduce the production cost.
However, the competitive strategy, focuses on certain size and investment, will impact the company’s long-term competitive advantage and increase the risk. In TFT-LCD industry, it’s character on the short product life cycle and the faster replacement of production technology. Besides, the large price movements and the business cycle issues are also problems in company’s operation. If the company could not recovery of the cost of capital investment in a short term, it will be affected in the investment of the next generation and then make the company less competitive. The TFT-LCD is a highly capital-intensive industry, if enterprise can not get profit from the operating, nor get the funds from the market, the enterprise will have more barriers and lose its competitive advantage.
In Taiwan，the governemnt’s Two Trillion，Twin Star industry plan has prompted the development of the large-sized TFT-LCD panel industry.

並列關鍵字

Critical success factor ； competitive adnavtage ； Industry analysis

參考文獻

TFT-LCD industry is Taiwan’s another chance to become a global leader after the success of semiconductor industry. In 1999, Taiwan’s company invested the TFT-LCD manufacturing industry by the strategy of technology transfer with Japan. With the government’s project, Two Trillion and Twin Star Program, Taiwan's panel industry already exceeded Japan, and became a rival with South Korea. Taiwan's panel makers have clearly divided into larger manufacturers and smaller player after several crystal cycles and production line competition. The differences strategy about the next generation investment leaded to the different marketing share are worth to discussion.

Within the analysis of TFT-LCD industry, we understand its industry history, industry characters, and sale markets. For the competition strategy, set up the same next-generation production line, in the short term, will provides the following benefits: 1. Shorten the learning mode. 2. To improve the product yield and increase the capacity utilization. 3. Achieve economy of scale by mass production. 4. Increase the market share and reduce the production cost.

However, the competitive strategy, focuses on certain size and investment, will impact the company’s long-term competitive advantage and increase the risk. In TFT-LCD industry, it’s character on the short product life cycle and the faster replacement of production technology. Besides, the large price movements and the business cycle issues are also problems in company’s operation. If the company could not recovery of the cost of capital investment in a short term, it will be affected in the investment of the next generation and then make the company less competitive. The TFT-LCD is a highly capital-intensive industry, if enterprise can not get profit from the operating, nor get the funds from the market, the enterprise will have more barriers and lose its competitive advantage.

In Taiwan，the governemnt’s Two Trillion，Twin Star industry plan has prompted the development of the large-sized TFT-LCD panel industry.