LCD產業發展之策略性分析

LCD Strategy of Analysis Industrial Development

彭如芬(Ju-fen Peng)

指導教授 ： 吳大任

國立中央大學/管理學院/產業經濟研究所/碩士(2007年)

摘要

本研究從液晶顯示器過去的歷史發展訊息及各學術研究者對LCD面板業的討論著作中，發現了面板產業在國際競爭階段，產生有趣的競合遊戲，在國內面板剛起步初期，韓國深怕台灣面板廠搶食並坐大，影響韓商在國際市佔率寶座的位置，而以傾銷低價的方式，打擊國內面板廠，並以大量資金之支援擴大其生產技術設備，令國內面板廠苦不堪言，因低價策略，國內二、三線的面板廠變動成本高於市場訂價。韓商之低訂價策略逼退市場的進入者，其意圖相當明顯，在此競爭策略中韓商是Stackelberg精神裡的優勢廠商，台灣面板廠則為追隨者，韓商的低價及擴充資金策略，的確令國內二、三線部份廠商無法生存，尤其是低於變動成本的廠商，自然退出市場。
國內面板廠秉持著堅忍的毅力，絶不退縮的信念，經過三年的努力，即塑造令全球刮目相看的量產實力，與日韓大廠繼續在面板市場纒鬥。也由於如此低價競爭的結果，面板市場一直處於供過於求的景況，直到2006年國內大廠友達公開呼籲減少庫存並以良性競爭來發展健康的產業，受到國內外面板廠一致倣效執行減少庫存策略，且各家面板廠更致力於降低成本計畫來作為競爭優勢的籌碼，促使2007年面板價格開始回升，以及成本降低的效應，維持價格不變，其不但是獲取利潤的最佳策略，亦間接擴大消費者的福利，此為本研究觀測的結果。

關鍵字

價格競爭 ； 合作策略 ； LCD面板 ； Stackelberg

並列摘要

This research from the liquid-crystal display past historical development news and each academic researcher to the LCD panel industry discussion, had discovered the panel industry in the international competition stage, produces interesting competes gathers the game, in the domestic panel industry the initial period, South Korea is very afraid the Taiwan panel industry to snatch and affected Korea firm in the international city occupying rate throne position, they have been dumped the low price the way, the attack domestic industry, and expanded its production technical equipment support by the massive funds, made the domestic panel industry to be miserable, because of the low price strategy, domestic second and third panel industry variable cost was higher than the market set price. Korea firm discusses the low set price strategy to compel to draw back the market entering, its intention is quite obvious, in this competition strategy Korea firm is in the Stackelberg spirit superiority merchant, the Taiwan panel industry is the follower, Korea firm low price and the expansion fund strategy, indeed makes domestically second and third panel industry partial merchant to be unable to survive, the price is lower than the variable cost, naturally withdraws from the market.
The domestic panel industry grasps the will which endures, does not flinch the faith, passes through three years endeavor, namely molds the quantity which holds in high esteem the whole world to produce the strength, continues with the Japan and Korea firm big plant in the panel industry market to fight. Also as a result of so the low price competition result, the panel industry market continuously is in the supplies to be bigger than the demand the situation, the domestic big plant AUO the public appeal reduction stock until 2006 and to the benignity competes develops the health industry, receives the international and the lumber panel industry identically to imitate the execution reduction stock strategy, also various panel industry devotes to reduces the cost to plan took the competitive advantage the chip, urges in 2007 the panel price to start to rise again, as well as the cost reduction effect, the maintenance price is invariable, its not only is gains the profit the best strategy, also indirectly expands consumer''s welfare, this for this research observation result.

並列關鍵字

Stackelberg ； LCD panel ； Cooperation strategy ； Price competition

參考文獻

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