製造業服務化之經營模式研究與探討 —以TFT-LCD產業為例—

A Study on the Servitization of Business Model for TFT-LCD Industry

劉德洋(Te-Yang Liu)

指導教授 ： 顧志遠

中原大學/商學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100670

摘要

隨著製造產業全球化的演變，以出口為主的台灣製造產業面臨國際市場價格及各國政府的推動發展，相同產品企業的陸續投入，產業已經淪為微利族群。面對越來越艱困的產業環境，我國製造業者應參考國外製造業的服務轉型策略與創新，思考現有的商業模式，重新檢視產品的生命週期，從顧客或消費者的需求角度發掘新的產品價值與服務，重新水平與垂直整合各種相關資源與產業鏈，發展出另一種屬於自己的商業模式，讓企業保有競爭優勢，提升國際競爭力，創造更多的獲利空間。
液晶顯示器產業與半導體產業被我國政府列為「兩兆雙星」產業，歷經將近十多年的時間，在政府積極獎勵措施與台灣各廠商積極投入的結果，台灣已成為全球最大TFT-LCD生產國，的確也成功地突破年營業額上兆的政策目標。在經歷金融風爆的影響下，因消費者需求下降，客戶砍單幅度很大且速度又急，TFT-LCD產業受到相當大的衝擊，面板獲利逐漸下滑。但綜觀液晶面板產業發展環境，加上大陸及韓國的積極投入TFT-LCD 產業，使得產業競爭更加劇烈。所以本研究選定以「製造業服務化之經營模式研究與探討-以TFT-LCD產業為例」做為研究的論文題目，探討台灣TFT-LCD製造產業在製造服務化做法。
本研究採用個案研究法，以台灣 TFT-LCD 產業四大廠商為研究對象，包括友達光電、奇美電子、中華映管、瀚宇彩晶等台灣前四大面板廠，在經由大量次級資料分析、配合產業特性與四家個案公司的企業策略做分析，然後以「製造業服務化之五大類型」：(1).製造業從「產品導向」轉變為「服務導向」；(2).製造公司的全面提供產品與服務；(3).製造業在價值鏈地位的轉變：往下游移動；(4).製造業在顧客親合度上的提升；(5).提供功能和使用權，並非產品本身。做論述，最後導出研究結果與建議，作為企經營模式策略發展的建議。

關鍵字

製造業服務化 ； 經營模式 ； TFT-LCD產業

並列摘要

With the manufacturing industry, the evolution of globalization, Taiwan's export-oriented manufacturing industries exposed to international market prices and governments to promote the development of enterprises have been put into the same product, industry has become a low-profit groups. Face of increasingly difficult industry environment, our manufacturers should refer to the foreign manufacturing service transformation strategy and innovation, consider the existing business model, re-examine the product life cycle, from the perspective of the customer or consumer needs to explore new value of products and services, horizontal and vertical re-integration of a variety of related resources and industry chain, to develop another part of their business model that allows businesses to maintain competitive advantage and enhance international competitiveness, create more profit margins.
Liquid crystal display industry and the semiconductor industry by our Government as "Two Trillion, Twin Star" industries, and qualification by nearly ten years time, the government has incentives to manufacturers in Taiwan the result of active, Taiwan has become the world's largest producer of TFT-LCD, have certainly succeeded in breaking trillion annual turnover on the policy objectives. In the wake of the financial impact of the wind burst, the result of consumer demand, cut a single range of large clients and the speed is too fast, TFT-LCD industry has been considerable impact panel profits gradually decline. But the fact that the LCD panel industry development environment, coupled with the China and the Republic of Korea's active TFT-LCD industry, making the industry more intense competition. Therefore, this study chose to "A study the servitization of business model for TFT-LCD industry." as the research thesis to explore Taiwan's TFT-LCD manufacturing industries in the servitization approach.
In this study, case study method to the four major domestic manufacturers TFT-LCD industry for the study, including AUO, CMI, CPT, HannStar Display panel makers such as Taiwan's top four, in a large number of secondary data through analysis, with the industrial characteristics and four cases to analyze the company's corporate strategy, and then to "the five major types of manufacturing services": (1). manufacturing from the "product-focused to service- focused "; (2). manufacturing companies to provide total offering; (3) the status of manufacturing changes in the value chain: Go downstream ; (4) on the manufacturing industry in customer intimacy enhancement; (5) to provide Functionality/Use Provided, not product itself. Do discussion, findings and recommendations of the final export, corporate business model as a strategy for development proposals.

並列關鍵字

TFT-LCD Industry ； Business Model ； Servitization

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