結合專利地圖與使用者導向之觀點探討有機發光二極體顯示器發展策略

Integrating Patent Map and User-Oriented Viewpoint to Develop Strategy of OLED Display

黃欣容(Hsin-Jung Huang)

指導教授 ： 邱榆淨

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200750

摘要

光電產業具有技術密集、資本密集、產業應用範疇廣等特色，適合台灣發展，台灣半導體、光電產業發展成熟，製程及管理經驗豐富；而其中光電顯示器之技術發展，為台灣建立其全球競爭地位，目前最被大眾接受之平面顯示器為薄膜電晶體液晶顯示器(Thin film transistor liquid crystal display, TFT-LCD)，而有機發光二極體顯示器(organic light-emitting diode display, OLED)擁有以自發光、對比度高、色彩鮮豔、寬視角、反應快、結構輕薄等優點，被譽為下一世代完美顯示器，然而其價格居高不下，面對高成本的挑戰，尚無法被大眾市場所接受，只限於高階產品定位，目前還未顯現應用於大面板的一個商機。
本研究以技術趨勢結合使用者導向，以美國專利暨商標局專利資料庫(The United States Patent and Trademark Office’s, USPTO)進行專利分析，深入瞭解OLED技術之發展趨勢，結合問卷調查，瞭解消費者對於OLED TV之需求，找出市場與技術之間的差異，並提供未來策略建議作為參考。
研究結果顯示OLED技術發展的功效部分與需求之間有些許差異，消費者重視的功能為「長壽命」、「畫質」、「產品易操作性」、「價格」與「畫面應答速度」，而專利發展之主功效項，依專利件數依序為「提高發光效率」、「可靠度」、「生產效率與低成本」、「顯示品質」與「輕薄化」，現今消費者也很重視產品服務，因此未來技術研發應該重視消費者的需求；以及產品正式上市後，應注重服務品質。
最後，對於OLED未來策略建議，產業製造者應一、降低生產成本，大量製造；二、延長產品壽命，研發朝向40吋以上大面板；三、消費者注重外觀設計，擴充功能；下游銷售廠商應一、傳播產品資訊，利用資訊展覽與網際網路；二、產品通路選擇；三、完善保固與售後服務。

關鍵字

專利地圖 ； 專利分析 ； 使用者導向 ； 有機發光二極體顯示器

並列摘要

Optoelectronics industry has the technology-intensive, capital-intensive, wide scope of industrial applications and other characteristics suitable for Taiwan's development. The development of the semiconductor industry and the optoelectronics industry mature in Taiwan which good at the manufacture process and management; while the development of which the photoelectric display of technology to establish Taiwan’s global competitive position. The thin film transistor liquid crystal display (TFT-LCD) is the most popular of the flat panel display by the public, and organic light-emitting diode displays (OLED) has a self-luminous contrast, colorful, wide viewing angle, fast response, the structure of thin, etc., known as the perfect display of the next generation, however, OLED is to face the challenges of high cost, didn’t accepted by mass-market, limited to high-end product positioning now, didn’t applied to a large panel market.
In this study, integration of technology-oriented and user-oriented, used the patent analysis by The United States Patent and Trademark Office's (USPTO), in-depth understanding of the development trend of OLED technology, combined with the questionnaire, to understand the consumers’ demand of the OLED TV, to find out the difference between the market and technology, and provide policy recommendations as a reference.
This study results show that some efficacy are differences between the OLED technology and market demand, the consumers attention to the "long life", "quality", "used easier", "price" and "screen response speed", but in the main efficacy of the patent development, according to patent number sequence are "improve the luminous efficiency, "reliability", "production efficiency and low cost", "quality" and "thin". Today's consumers also attach great product services, so the development of technology should pay attention to the needs of consumers; and should focus on service quality after the products to enter the market.
Finally, the strategy and proposals of OLED in the future, for industrial manufacturer, should be First, reduce production cost, to production a lot; Second, extending product life, research and development toward the 40-inch panel, Third, pay attention to design and extensions the functions; for downstream marketing firms should be First, use the exhibitions and the internet to disseminate the product information, of information about; Second, the channel selection; Third, improve warranty and after-sales service.

並列關鍵字

User-oriented ； Patent map ； Patent analysis ； Organic light-emitting diode display ； OLED

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