TFT-LCD產業新產品開發流程之研究-以中小尺寸OLED為例

New Product Development Process for TFT-LCD Industry– A Case Study for OLED of Medium and Small Size

呂淑宜

指導教授 ： 陳飛龍

國立清華大學/工學院/工業工程與工程管理學系/碩士(2006年)

摘要

成功的新產品開發可以使企業保持競爭優勢、並為企業創造企業價值所採行的重要策略之一。綜觀國內面板產業，「有機電激發光顯示器」（Organic Light Emitting Diodes, OLED）具有自發光、廣視角、省電、反應速度快、高解析度、可撓曲的優點，被視為是下一世代有可能取代「薄膜電晶體液晶顯示器（Thin Film Transistor Liquid Crystal Display, TFT-LCD）」的夢幻顯示器，是全球平面顯示器產業（Flat Panel Display, FPD）中成長最快速的新興技術。
然而TFT-LCD中的OLED產業為資本及技術密集的產業，其技術及產品特性致使產業鏈結構亦相當龐大，因此整體產業需要有充裕的資本市場、新產品技術開發與製程能力、完整的產業鏈建構以及高科技人才等要素。本研究旨在分析台灣廠商發展OLED產業的策略思維，並以產業創新的角度，探討台灣OLED產業在技術能力與全球產業價值鏈的定位。
在研究方法上採用個案研究法，以台灣OLED領導製造廠商為研究對象進行深入訪談，並以Porter的五力分析、鑽石模型分析、SWOT等理論架構，探討OLED的產業現況，藉由內外部環境的分析了解產業競爭的狀況、個案公司擁有的競爭優勢及所面臨的問題與挑戰。
經由個案公司現階段經營成果的比較，可以得知OLED產業成功的因素包含新技術平台開發、量產技術的開發、研發能力及技術的自主程度、產品及市場的開發能力、資金募集的能力、策略聯盟及客戶關係的建立。而TFT-LCD產業有大者恆大的趨勢，以併購的方式快速達到市佔率的提昇、降低成本、提升產品競爭力將是未來趨勢。掌握關鍵零組件、關鍵材料，高度垂直整合以尋求上下游的垂直鏈結，調整供需關係與成本控制，低成本競爭優勢則為首要條件。

關鍵字

薄膜電晶體液晶顯示器 ； 有機電激發光顯示器 ； 新產品開發流程 ； 競爭優勢 ； 五力分析 ； 垂直整合

並列摘要

Successful new product development equips business with competitive edges and serves one of the strategies that create corporate values. Overlooking the display industry in Taiwan, people anticipate Organic Light Emitting Diodes (OLED), the fastest growing new technology among Flat Panel Display, being esteemed the dream product of next generation that will potentially replace Thin Film Transistor Liquid Crystal Displays (TFT-LCD) since OLED has the strengths of liquid crystal display, affordable large screen plasma applications, less power consumption, faster response rates, high resolutions, and wider viewing angles.

OLED industry, quite a capital and technology intensive industry, calls for ample capitals, new product technology development and process capabilities, complete infrastructure, and high technology human resources. This thesis aims to analyze the strategy building for Taiwan OLED industry development and explore the technical capabilities and positioning in global industry value chain for Taiwan OLED industry.

Case Study is deployed in terms of research method. We take Taiwan’s leading OLED companies as case studies to process extensive surveys along with Michael Porter’s Five Force Analysis, Diamond Model Analysis, and SWOT analysis to investigate the current status of OLED industry. Through the understanding of the external and internal environments, we expect to comprehend the industry competition, the case company’s competitive edges and its challenges.

The successful factors for OLED industry can be concluded from the studied cases. These factors include New Technology Platform Development, Technology Development for Volume Production, Self Dependency for R&D Capabilities, Product and Market Development, Capital Raising Capabilities, Strategic Alliance, and Customer Relationship Building. The TFT-LCD industry is now undergoing the trend that the company’s operation scale is getting bigger and bigger by merge and acquisition to increase market shares drastically, and also by cost reduction and product competitive edge enhancement. The leading momentum shall be sustained through the approaches of key component and material control, high synergy via streamlined collaboration, supply and demand balance, and cost control.

並列關鍵字

TFT-LCD ； OLED ； New product development process ； Competitive Advantage ； Porter 5 force analysis ； Vertical Integration

參考文獻

7. 張保隆、陳文賢、蔣明晃、姜齊、盧昆宏、王瑞琛，「生產管理」，台北，華泰文化事業股份有限公司，民88。

Barney, D.F., Time paths in the diffusion of Product Innovations, Macmillan, London. 1950.

Bart, C.K., “Controlling new products: a contingency approach,” Journal of Technology Management, Vol. 18, 1999, pp. 395-413.

Charan, R., Profitable Groth is Everyone’s Business, 2004, Crown Business.

Cooper. R.G. and Kleinschmidt, E.J., “Benchmarking The Firm's Critical Success Factors in New Product Development,” Journal of Product Innovation Management, Vol.12, 1995, pp. 374-391.