台灣太陽能光電產業新進者策略之研究-以友達為例

New entrant strategy of solar photovoltaic industry in Taiwan-A case study of AUO

張健倫(Chang-Chien Lun)

指導教授 ： 黎正中

國立清華大學/科技管理學院/科技管理研究所/碩士(2011年)

摘要

地球與環境生態是複雜而細密的系統，專家指出一旦全球氣溫增加2℃，地球與生態系統將會失衡，但根據國際能源總署(IEA)2010年底出版的最新 World Energy Outlook預測2100年地球將暖化3.5℃。此外，日本福島核災危機影響下，世界各國不禁重新思考對於核能依賴度，德國已率先規劃於2022年全面停止核電廠運作。在地球暖化及環境永續議題下，再生能源將成為未來重點產業。台灣於2009年頒布綠色能源產業旭升方案，明確指出綠能主力產業之一為太陽能光電產業，而此年全球亦籠罩金融風暴的陰影下，但太陽能市場成長力道強勁且未來發展可期，使得台灣廠商仍陸續投入太陽能光電產業，其中又以半導體及面板廠商居多，如：台積電、友達光電等企業。
台灣具有半導體及面板產業的優秀技術及生產管理背景，勢逢太陽能光電產業正介於環境變動快速的成長初期，新進者該如何佈局瞬變萬千的太陽能光電產業，以建立最佳競爭位置，是本研究探討的核心課題。本研究以友達為研究個案，2009年為全球前四大TFT-LCD大尺寸面板製造商。友達在2008年12月決定投入太陽能光電產業，隨即2009年量產太陽能模組並出貨至歐洲市場，後續又朝向垂直整合發展，並建立全台唯一具雙認證的太陽能測試實驗室，令「完整解決方案」（Total solution）策略有別於其他競爭廠商的核心能力。大陸廠商垂直整合較於台灣完整，促使歐洲廠商不得不將生產製造移至亞洲地區，且歐洲廠商則朝建立品牌形象為發展方向；歐洲目前仍為太陽能光電產業最大的市場，且預估最先達到市電平價地區，屆時就算政府補助政策逐步退出後，市場需求仍能維持穩定成長。本研究藉由SWOT分析出四策略：拓展市場、建立品牌、產品多元化、提升系統建置能力，以提供友達在太陽能光電產業未來策略發展之參考。

關鍵字

太陽能光電產業 ； SWOT

並列摘要

The system bond between Earth and Ecosystem is a lot complicated and delicate, it will imbalance if the global temperature rises up 2 Celsius degrees according to the indication of experts. Moreover, the new issue showed that the global warming risen up to 3.5 Celsius degrees in 2100 according to the latest World Energy Outlook of IEA in 2010. Meanwhile, the nuclear crisis in FUKUSHIMA in Japan does affect the environment of the world, it cause the controversial issue of reliance around all countries, the project of the ceasing about the nuclear in Germany is first made up. The Energy reuse is going to be the big issue among it as the permanent controversial package about global warming and environment. One of the green power industry is Solar Photonics Industry indicated in the plan of the green energy industry rising in Taiwan in 2009,although at that period was the shadow of economy recession around the world , Solar energy is still overwhelming all. With a great expectation , still many companies are putting great effort to this such as Taiwan Semiconductor Manufacturing Company (TSMC) ,AUO which process semi-conduct and panels. As at the primary fast developing period, Taiwan holds high quality technology and the background of manufacturing management, the new comers have to know how to build the most competitive position and how to get a great advantage in this category and this is the core issue of this research. AUO leading the most power on the first top four TFT-LCD in 2009 is the main case this time. In December in 2008 , it devoted all resourced into Solar Energy, later it also manufactured Solar Power machines to Europe, and then create the duo-licensed Solar Power laboratory connected vertically developing in Taiwan- Total solution with differs from others. But compare with it in China , They are even more complete than Taiwan, European factories have to divert manufacture to China and they also set the image creation to be the main direction; so far they still are the most important market now in the world, at the meantime, they try to achieve the reasonable price in the even though the subordination from government no longer exsists , the market still stabilizes and develops regularily. By SWOT, we can analyze the four strategies : market development, brand-image creation , diversity of products ,live up system itself and offer the references for AUO as the developing stategy on optic industry in the future. Key word…Solar Photovoltaic Industry、Resource-Based Theory…SWOT

並列關鍵字

Solar Photovoltaic Industry ； SWOT

參考文獻

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