- 學位論文
台灣軟板產業競爭策略分析-以景碩為例
The Analysis of Competitive Strategy for Taiwans's FPC Industry –A Case Study of Kinsus Company
摘要
在觸控手機面板被視為是台灣當前最火紅的明星產業下，運用於當中的印刷電路板產業該從什麼經營方向著手，是許多專家學者及產業分析師所熱烈探討的議題，而軟板更是當前較被看好的未來發展領域之一。軟板製造業者要如何訂定一個具有競爭能力的經營策略，是相當迫切需要的，獲利能力的考驗，仍是台灣多數印刷電路板業者所必須面臨到的嚴峻問題，目前此領域企業的產業型態大多屬獨立未整合製程(純硬板、純軟板)，產能中小型規模(無法與國際大廠相比擬)，因此台灣印刷電路板業者的處境就更加艱難，過度的產能導致無情的削價競爭，隨著近年來科技產品的需求增加，供需不平衡的現象已逐漸的緩和，雖然如此仍無法改善削價競爭後的低毛利問題，為了改善經營的困境與提高企業獲利能力，台灣軟板廠商必須進行產業的升級或轉型，也將帶來更多的挑戰及機會。 本研究首先針對產業發展生命週期作一詳盡的分析比較後，再以SWOT分析個案內部資源，外部產業環境，策略的運用，供應鏈的整合，透過五力分析之競爭分析探討及競爭優勢的創造、期望可以將理論及實務結合，整理出關鍵成功策略如下： (一)、產品策略：做產品區隔，往毛利方向發展，不削價競爭。 (二)、技術策略：朝自動化設備發展，線度密度極細化。 (三)、行銷策略：發展聯盟策略。 在探討的過程中發現，台灣的軟板產業未來應以產品區隔，往毛利方向發展，不削價競爭之產品策略，朝自動化設備發展，線度密度極細化之技術策略，發展聯盟策略等行銷策略等方向為未來主要競爭策略發展趨勢。 關鍵詞：經營策略、印刷電路板、產業發展生命週期、SWOT分析、五力分析
並列摘要
As the touch panel phone is considered the hottest stars under the industry in Taiwan, used in printed circuit board industry in which the business from what direction to proceed, many experts and industry analysts discussed the issues enthusiasticcaly, and soft board is currently more optimistic about the future development areas. FPC manufacturers how to set a competitive business strategy is imminently, the test of profitability is still the most of Taiwan's PCB industry must face the grim problem. Industrial enterprises in this field are mostly independent processes (pure hard board, pure soft board) and production is small or medium scale ( can not be compared with international companies).Therefore,the situation of Taiwan printed circuit board industry's is more difficult, over-capacity led to relentless price competition, with the recent increase in demand for technology products, supply and demand imbalance has been gradually easing, although that price competition does not improve after the low-margin problems, to improve difficulties of operation and promote the ability of benefit, Taiwan FPC manufacturers must upgrade or transform the industrial enterprises, it will also bring more challenges and opportunities. In this study, the first life cycle for the industry to make a detailed analysis and comparison, I will analyse internal resources, external industry environment, application of tactics, integration of supply chain with SWOT analysis, through competition of five forces analysis and creation of competitive advantage,I hope that I can combine with theory and practice, sorting out the key strategies for success as follows: (一)、product strategy: Make product differentiation from the direction of gross profit, non-price competition. (二)、technical strategy: Towards automation equipment development, degree of density of fine line. (三)、marketing strategy: Strategy of the development Alliance. In exploring during the process, I find that the future of Taiwan's FPC industry should use product differentiation towards gross profit, the product strategy of non-price competition towards the development of automation equipment, line density, highly refined degree of technical strategy, development strategy and other marketing alliance strategies for the future direction of the main trends in competitive strategy. Keywords: business strategy, printed circuit boards, industrial development life cycle, SWOT analysis, five forces analysis