論文摘要 薄膜電晶體液晶顯示器 (Thin Film Transistor Liquid Crystal Display以下簡稱TFT-LCD)普遍應用在電子產品的電腦顯示器、筆記型電腦與電視等商品,在2006年的Q1台灣製造在TFT-LCD面板的產量已達到全球的產能的41%,躍居全球第一的製造國,而台灣的面板廠商因在經營策略上的不同,經營績效有明顯的差異和競爭優勢上的區隔。 本論文以台灣五家面板廠商為研究個案,以競爭策略、價值鏈以及策略管理等相關文獻探討1998年 ~ 2005年台灣TFT-LCD 產業的經營成功因素,從個案分析中去探討TFT-LCD五家大廠在經過幾年的競爭中如何將競爭優勢拉開為一、二線廠,其主要的原因加以分析,另外各家廠商如何面對全球化的競爭提升競爭優勢和未來經營策略的方向。 經過本研究發現歸納以下主要結論, 1.垂直整合程度與低成本策略的競爭優勢具相關性,垂 直整合程度越高者,相對在成本上越具競爭優勢。 2.產品的寬廣度與市佔率的競爭優勢具相關性,產品線 的寬廣度越高在各種產品的運用上越多,在市場佔有 率上具競爭優勢。 3.相對規模經濟與經濟規模與成本競爭優勢具相關性, 相對規模經濟具有對供應商的議價能力,降低生產成 本提升獲利具優勢。 4.全球化的競爭,產量大的廠商應提升電視品牌策略, 產量較少的廠商應轉型與差異化產品策略。
Abstract Thin Film Transistor Liquid Crystal Display (hereinafter referred to as “TFT-LCD”) is commonly applied to display, PC, TV set, and other electronic appliances. In the first quarter of 2006, Taiwan-made TFT-LCD panel amounted to 41% of the global production, entitling Taiwan to be the leading panel-making country. Besides, varied strategies greatly diversify Taiwanese panel makers’ performances and competitiveness. From the perspective of competitive strategy, value chain, and strategic management, this study took five Taiwanese TFT-LCD makers as the cases to probe into and further analyze the fine line between the leading company and its successful followers during 1998-2005. Further, the methods by the five companies to advance their future competitive advantages and operating strategies in advance of the approaching globalization are also a topic here. This study drew a conclusion as follows: 1. Higher degree vertical integration is, more competitive cost is. 2. Broader a product line is, more coordinate products would be, so higher the market share is likely to be. 3. (Relative) economies of scale is relevant to cost competitiveness. Relative economies of scales gives companies chances to bargain for price, and in turn to cut costs for increasing profits. 4. Faced with the globalization, mass-producing companies need to focus on their own brands, while small-producing ones on operating change and product differentiations.