兩岸觸控面板產業的競爭策略分析—以A公司為例

為了瞭解兩岸在觸控面板市場與行業的競爭策略關係，本文對A公司進行個案分析，包括公司發展歷程、主要產品、客戶需求與分佈、公司營運情況等。通過比對兩岸企業及其經營狀況並總結，進而提出A公司相應的競爭策略，如市場策略、降低成本策略、技術創新策略、品質提升策略等。重點指出，對於觸控面板產業的發展，掌握關鍵技術自主研發、水準與垂直資源整合成為企業發展的關鍵，不僅要注重對市場的掌握，還要重視內部管理能力、技術、品質等方面的提升。本文通過對觸控面板產業發展歷程、發展現狀進行分析，運用SWOT分析工具，對觸控面板產業發展進行深度分析，指出其存在的問題，並以A公司為例進行具體說明。通過對其進行研究，指出其在發展中存在的不足，並且針對這些問題，從市場、成本、技術等方面提出建議對策，具有一定的現實意義。並且，隨著觸控面板行業的蓬勃發展，更多的面板公司將面臨類似的問題，本文因而就具有更強的指導意義。本文結合了大量的研究理論，再輔以A公司的具體案例進行針對性的分析，對當前環境下的臺灣企業有積極作用，指導企業在市場競爭中採用合理有效的競爭策略，並對如何實施差異化競爭策略進行了詳細的分析，具有非常強的實際操作意義。詳實的資料分析也為類似研究提供了一個有效的示範案例，對觸控面板產業的發展具有重要意義。但是，由於筆者對市場瞭解有限，文章也存在一定的改進空間。本文部分資料不夠充分導致分析出現部分偏差，在競爭策略群組的劃分上有待改進。

關鍵字

策略管理； SWOT分析；差異化策略；觸控面板；競爭策略；策略分析

並列摘要

After having the in depth understanding of the market and industry of touch panel, this paper analysis A company,including the history of this company, the products and the clients, the profit and so on. After comparing and concluding the company appears of both coasts, this paper gives suggestions on these problems, such as marketing strategy, cost reduction strategy, technology innovation strategy, and so on. The important thing is that the key point for the touch panel company is well rounded, not only pay attention on the marketing, but also improve the internal control, technology, quality and so on. Though the analysis of the history and present status of development of the industry of the touch panel, this paper uses the SWOT to analyze the industry of touch panel in depth and find the problems and put out solutions taken A company as an example. We find the weakness and put out solutions on marketing , cost, technology, quality and so on ,which are meaningful.And, with the vigorous development of the touch panel industry , more panels companies will face similar problems, it therefore would have a stronger significance. In this paper, a lot of theory , supplemented by the company's specific case A targeted analysis of current business environment of the control panel has a positive role in guiding enterprises to adopt reasonable and effective competition policy in the market competition , and how implementation of differentiation strategy a detailed analysis , has a very strong practical significance. Detailed data analysis for a similar study provides an effective demonstration case has important implications for the development of the touch panel industry. However, because the author is limited , the article there are some room for improvement . In this paper, some of the data analysis is not sufficient cause some deviation in the competitive strategy of dividing groups could be improved.