面板產業之競爭力與營運策略分析-以奇美電子為例

Competitiveness and Business Strategies of Taiwan's Flat Panel Industry: Chimei Innolux from Surviving to Winning.

李維倫

指導教授 ： 黎正中

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2012年)

https://doi.org/10.6843/NTHU.2012.00079

摘要

面板產業一度為台灣的明星產業，卻在數十年間，淪為「四大慘業」，遙想1998年市場一片看好液晶電視取代傳統CRT電視商機，奇美實業集團創辦人許文龍先生更直言：「面板產業是百年難得一見的產業，是台灣人很好的機會」。台灣面板產值市佔率一度更達世界第一，面板廠在2007年獲利創下歷史高點，豐厚的獲利讓面板廠大幅擴大投資，但隔年的金融海嘯卻讓面板廠進入至今未醒的惡夢。金融海嘯爆發後，全球景氣急凍，奇美電當年聖誕節前一週，突然宣布裁掉近8成派遣人力，「幸福企業」裁員消息隨即震撼業界，也種下隔年與群創合併的因子。
本研究將探討群創光電、奇美電子、統寶光電合併後的新奇美公司，外部在面臨全球競爭激烈的面板市場與反托拉斯法的巨額賠款困境，以及內部面臨截然不同的文化衝擊與兩大股東經營理念不合的矛盾之下，如何透過研發技術的精進、產品策略的創新與人資管理的改革，並運用現金水位的控管，建立奇美電子的競爭優勢，並創造營運反彈的力道與領先同業的契機。

關鍵字

面板業 ； 反托拉斯法 ； 競爭優勢

並列摘要

Flat panel display, once a rising star in Taiwan, fell and landed on the list of the so-called Taiwan’s Four “Miserable” Industries within no more than two decades. When LCD screens started to take over CRT starting in 1998, the universal belief in its promising future can be well described by the words of the founder of the ChiMei Corporation, Mr. Wen-Long Hsu, who then affirmed: “The flat panel industry is now presenting Taiwan an once-in-a-lifetime opportunity.”

Having ranked number one worldwide in output value and made record-high profits in 2007, the soaring profitability attracted heavy investment, which undermined the industry’s recovery after the soon following economic crisis in 2008 crippled it.

As the devastating financial crisis brought upon global economy the coldest winter, ChiMei Optoelectronics, the renowned “happy enterprise,” had to announce a nearly 80% cut in its contractors just one week before Christmas. The breaking news shook the whole industry and consequently led to the later merger with Innolux Display Corp., a subsidiary of Hon Hai Group.

Merged by Innolux Display, ChiMei Optoelectronics and TPO Displays, the “New Chimei” is confronted outside by a hostile global market and a financial dilemma sparked by heavy fines due to the Clayton Act and inside faces extensive culture shocks and contradicting business philosophies. This research paper intends to study its survival and transformation: how the new Chimei, while challenged both inside and outside, manages to bounce back, reestablish its competitive edge and find the key to lead the industry once again through its refined R&D, innovated product strategy, revolutionized HR management and precise cash flow control.

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