背光模組產業營運策略探討

本研究係以營運策略（Terry Hill 2000）的理論架構，分析營運策略的形成及執行，以本人服務之C個案公司為主要探討對象。透過競爭力分析的手法，審視其所處的環境狀況及瞭解其核心能力，輔以公司的使命，對其經營策略有所瞭解，進而探討其營運策略的可能形成模式及落實方式。本研究以個案研究方法，透過文獻探討及資料收集，探討營運策略的形成模式。再觀察公司內部各部門的運作，實證研究營運策略的形成過程以及提供有效率的執行方式。在研究中發現，新興的服務或製造產業，也許可以藉著對經營環境的審視、設定公司的使命以及對公司或成員的核心能力深入解析，就可以將經營策略擬定，在產業中與競爭者相互競爭。但是在成熟的產業或是B2B經營模式的企業，如此的方法稍嫌不足，無法切合客戶需求的重點及拉大與競爭者的差異化。透過對背光模組產業的研究，驗證說明B2B經營模式的企業，如何利用分析客戶現在及未來的需求重點，以訂單合格條件及贏得條件的分析方法，來形成營運策略。營運策略形成之後，要透過內部的營運功能單位的執行及外部的供應鏈策略來達成。所以，營運功能單位的設立及績效設定，除了要維持公司的日常運作之外，還必須以達成營運策略為一致的方向。相同的，如何將延伸到公司外部的供應鏈策略結合，使得眾多的供應商也能以設定的營運策略為目標，共同為客戶提供所需的產品及服務，才是能夠形成更大的競爭優勢的做法。

關鍵字

營運策略；訂單贏得條件與合格條件；背光模組

並列摘要

This operations strategy study of back light module industry is based on the theory of operations strategy （Terry Hill 2000） to analyze the process of operations strategy forming and executing. The case company C I am working for is the major subject for analyzing. Through the method of competitiveness analysis, we scan the environment situation and understand the core competence of it. Accompanying with her mission, we know the business strategy of it and then to study the operations strategy possible pattern of forming and executing. This research uses a case study methodology via articles review and data collection to study the forming of operations strategy. And we observe the operations of the internal departments in company to study and verify the forming process of operations strategy and then provide a suggested effective way to execute the strategy. In this research, for a NEW service business or manufacturing industry, we found it is possible to define the operations strategy via scanning business environment、setting the missions of company and well understanding the core competences of members and then to compete with competitors. However, for a Mature industry or firms of B2B business model, it seems not good enough to exactly meet the requirements of customers and enlarge the differentiations with competitors. Therefore, though the study of back light industry to identify how a firm of B2B business model to form the operations strategy by using order-winners and order qualifiers analytic method to realize customer’s current and future key requirements. After the operations strategy is firmed, it must be executed by internal operational functions and external supply chain strategy. So, the setting of operation functions and performance index is not only to keep the daily operations of a firm, but also to make the operations strategy as the same target between functions. Meanwhile, how to unite the external supply chain strategy to make various suppliers set the same operations strategy to provide products and services to our customer will be a method with better competitive advantage.