台灣LCD TV產業未來的走向

The Future of Taiwan's LCD TV Industry

陳彥廷

指導教授 ： 吳鑄陶

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

平面顯示技術所造成的滾滾洪流，將註定衝擊映像管電視全球超過1億5千萬台的市場。對於台灣廠商來說，自然不會置身於事外，更想憑藉LCD Monitor所累積的優勢，在製造代工、自有品牌上，於LCD TV產業中再上一層樓。但是，在電視產業中早有一群經驗豐富的老手，雖然一開始在某些部分失去了先機，卻能快速的重整旗鼓，依然保有產業中的主導者地位。

　　本研究將以Porter的五力分析為架構，從各個角度探討台灣廠商欲進入這塊市場所面臨的環境為何，並觀察在產業鏈的各個環節中最有影響力的要素，作為推論台灣LCD TV產業未來走向的基礎。

　　本研究最後得出四項推論，首先在電視產業的規格方面，根據競爭的強化循環分析，LCD TV能夠全面主宰40吋以下的市場。在更大尺寸上會因為成本、performance等議題，與PDP、RP TV等其他電視技術共享市場。

　　在台灣LCD TV產業的走向上，第一，對代工為主的廠商而言，手握大量訂單的日系廠商不會輕易釋單。若它們能持續的站穩市場，且台灣廠商不能在成本、技術上給出更有說服力的答案，整體產業的經營模式很可能會向映像管時期靠攏。第二，對想要在電視領域中推廣自有品牌的IT與面板廠商來說，電視的許多特性（如影像品質、通路商特性等）會讓它們在主流的客廳市場吃到不少苦頭，但是在諸於第二台電視等利基市場上反而較能發揮IT廠商原有的特色。而對於家電廠商，長年對電視產業的耕耘讓它們在國內市場仍能保有一定的優勢；但面對國外市場，則有通路、全球運籌經驗不足等疑慮。

　　全球四成的面板資源與製造端的快速量產能力是台灣廠商手上最大的優勢，若能以此加強與品牌廠商的合作關係、適度運用策略聯盟，並掌握價格敏感度較高、產品差異性要求較低的破壞性創新市場。如此則有機會不管在代工、品牌上都能佔有一席之地。

關鍵字

LCD TV ； 五力分析 ； 代工 ； 自有品牌

並列摘要

In the TV industry, the market scale is about 150 million, and be forecasted to 200 million in 2010. In the past 30 years, CRT rules the market. But recently, the FPD technology, like TFT-LCD`PDP, shows the great potential to replace the CRT TV market. Surely, Taiwan firms would not miss the big chance of TV replacement.

Taiwan firms have some advantage in this market. First, Taiwan was one of the biggest bases of operations in CRT TV at 1970’s. Second, Taiwan has the panel resource, which is the key component of LCD TV. Besides, the ability of producting monitor and cost down make Taiwan’s firms more confidence.

Nevertheless, there already have many competitiors, like Sony`Phillips, and Samsung, etc. They do know how to produce a right TV and send it to the right customer. In other words, those international big companies can master the characteristics of TV precisely. In the meanwhile, that is the weakness of Taiwan’s firms.

This study use five force model developed by Michael E. Porter as the frame of whole study. Also, what this study be interested in is the different situation that different kinds of firm in Taiwan would face when they enter TV market. This study finally gets four conclusions.

First, TFT-LCD will be the major standards in TV industry, but would be forced to share the market in large scale (over 40 or 50 inches) TV with PDP and RP TV.Second, for OEM/ODM firms, Japan’s company would not release their order easily. If Taiwan’s firm can’t provide well solution about cost/technology/location, the business model of LCD TV may as same as the period of CRT TV.

Also, for the own brand firms, it’s hard for them to handle the characteristics, like picture quality, channels, and brand loyalty, in the mainstream TV market. But, those kinds of firm have big potential for the「second TV market」because their IT background is more suitable for that market.
Finally, CE firms can keep their advantage in domestic market but so tough in the global. However, the appropriate strategy of negotiation with overseas company could be a solution for not only CE but whole Taiwan’s LCD TV firms.

Keywords: LCD TV, five force model, OEM/ODM, own brand

參考文獻

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