台灣中小企業產品發展策略-以A公司液晶顯示產品為例

The A company TFT-LCD production development strategy

簡宇伶(Yu-Lin Chien)

指導教授 ： 李小梅

國立中央大學/管理學院/資訊管理學系碩士在職專班/碩士(2007年)

摘要

天下雜誌每年揭曉「營運績效最佳的五十家公司」的前十名中，有泰半與消費性電子製造息息相關。電子專業代工一線大廠鴻海精密董事長郭台銘也指出：「消費性電子產業特別適合台灣廠商，市場的特性是量大、價格低，而且從樣品出來到大量生產的學習曲線也很短，這種速度，也只有台灣廠商有辦法」。由此可見消費性電子產業對台灣的重要性。
在技術日新月異的時代，企業所處的環境瞬息萬變，企業除了必須調整組織結構、審視經營模式外，也必須時時調整經營策略，甚至作整體產業的轉型，以適應全球化的環環變遷。而產品的生命週期也隨著組織的變動以及消費者多變的需求等種種因素而縮短，企業必須不斷地推出許多迎合市場以及消費者的產品組合以擴大市場佔有率並提升獲利能力。
本研究以個案分析方式進行，研究對象為A 公司，該公司近年來雖穩健成長，但面臨的產業環境改變及國際競爭對手的經營整合之龐大壓力，及日益微薄的利潤，A公司如何尋求市場利基點，繼續保持三十年來的持盈是本研究最主要目的。本研究經由相關文獻及次級資料的整理與探討，利用產業分析，並經由內外部的環境分析找出產業的競爭優勢，並進一步探討中小型尺寸TFT-LCD產業個案公司之關鍵成功因素及經營發展策略，以提供個案公司、業界及學術界參考。
本研究發現個案公司能夠以前瞻性的眼光來掌握環境、產業變化所帶來的機會，為公司的未來發展明確定位，進而發展有市場利基的產品線，同時專注本業的經營以及穩健的財務操作管控、良好的員工關係，發揮團隊力量，群策群力，是個案公司三十年來穩健成長的主要原因。

關鍵字

產品策略 ； 中小型尺寸TFT-LCD產業 ； 發展策略

並列摘要

Among the top 10 companies of annual “Top 50 Best Performed Companies” researched and published by Common Wealth Magazine, more than half are very related to Consumer Electronics Manufacturing. Mr. Terry Kuo, CEO of Foxconn Corporation, one of the largest electronic OEM companies in the world, once said “The industry of Consumer Electronics Manufacturing particularly fits into the electronic-production environment of Taiwan. The characteristic of this market is to produce high-volume products with low cost/price and the learning curve from modeling to high-volume production can be very short. Only the electronic companies in Taiwan can handle and catch up the production speed like this.”. We can, therefore, tell the importance of Consumer Electronics Manufacturing industry for Taiwan.
In this fast-changing technology era, the enterprise should not only carefully adjust the organizational structure and inspect the business model; they should also make adjust to their business strategy and even the core industrial focus in order to adopt themselves in this state-of-art global environment. In addition, the life cycle of each product is also shortened with the changing desires of the new customers. Companies need to continuously produce and promote new products that fit the current market so they can expand their market share and thus, increase their ability to gain profit for the enterprise.
My research is performed with case studies and the researching target is A Corporation. Although A Corporation still has solid revenue growth during recent years, they are facing enormous pressure from its fast-changing industry, mergers of international competitors as well as the less and less gross profit of its products. The main goal of my research is to find out how A Corporation can figure out its niche market and continue their successful development through the past thirty years. My research is based on the collection and study of related literature and second data as well as by applying the industry and environmental analysis to search for the industrial competitive advantage of A Corporation. I will further study and discuss the critical winning factor and business strategy for the Small and Medium Size TFT-LCD industry so it will provide valuable references for A Corporation, its industry and the future academic studies.
Based on my research, the main reasons that A Corporate can remain its solid growth through the past thirty years are: (1) A Corporation uses prospective vision to catch and leverage the opportunities from the changing environment and its industry. (2) A Corporation clearly defines the industrial position they want to be in the future and develops their production lines based upon their niche market (3) A Corporation focuses on their core business and maintain a healthy financial operations. (4) A Corporation creates positive relationship with their employees and demonstrates their strong performance from the power of great teamwork.

並列關鍵字

Development Strategy ； Small and Medium Size TFT-LCD Industry ； Production Strategy

參考文獻

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