台灣LCD監視器產業廠商經營策略之研究

黃筱晴(Hsiao-Chin Huang)

指導教授 ： 林明杰

國立中央大學/管理學院/企業管理學系碩士在職專班/碩士(2007年)

摘要

由於面板業的擴產使得面板價格下降，進而讓面板可廣泛應用在電腦輸出裝置的監視器應用上，當LCD監視器價格下降到消費者可以接受的範圍的時候，使得具備輕、薄、幅射低的LCD監視器逐漸取代CRT監視器。在整個顯示器產業供應鏈的配合下，讓LCD監視器的產出更有效率，價格變得更便宜，銷售量可以快速成長，而台灣廠商在這個產業的成長過程中扮演著重要的角色，成為各大品牌客戶的重要供應來源。
本研究主要探討台灣的LCD監視器產業廠商如何在資源有限情況下，逐漸發展成為全球重要的LCD監視器供應商。而各主要廠商在面對大環境的變化時，如何利用本身的資源及能力，發展出合適的經營策略，並成為具備獨特競爭優勢的供應商。
本研究主要利用司徒達賢所提出的產業矩陣分析法做為主要分析架構，並藉由各策略點的分析瞭解台灣LCD監視器產業廠商經營策略之特色及關鍵成功因素。本研究發現，台灣廠商除了本身資金能力足夠以外，主要是運用垂直整合及在成本低的地區擴大規模經濟的生產方式讓生產更有效率，產品價格更便宜，同時台灣廠商對於顧客回應快速，加上台灣主要LCD監視器廠商與國際品牌客戶關係良好，因而獲得國際品牌客戶的青睞。
本研究的貢獻在於台灣LCD監視器產業的成功模式可以做為下一波相關新產業或新產品發展的借鏡或是讓LCD監視器產業內其它希望在這個產業獲得更大生存空間者做為標竿。

關鍵字

事業策略 ； 策略矩陣 ； LCD監視器產業 ； 產業分析

並列摘要

With the growing production capacity of TFT LCD industry, it causes the price of TFT LCD getting lower and makes TFT LCD possible for widely applied in the computer output device, LCD monitor. LCD monitor has the advantages of light, thin and lower electromagnetic emissions, leads consumers widely accept it to be the substitution for CRT monitor when LCD monitor’s price drops to the affordable range to the consumers.
Under the integrated LCD supply chain, the output of LCD monitor is getting more efficient, the price becomes more acceptable, sales volume thus grows up fast. Taiwanese manufacturers are playing an important role in this field and it makes Taiwanese manufacturers take the unique competitive advantage to be the suppliers for many well-known customers.
This research mainly discusses how Taiwanese LCD monitor manufacturers, under limited resources, gradually become the global important LCD monitor suppliers. Furthermore, when external macroenvironment changes, how each manufacturer develops the appropriate management strategy according to their available resources and ability, to be qualify as unique competitive supplier.
This research adopts the Strategic Matrix Analysis as the main analysis structure to try to get the unique characteristics and the key successful factors of Taiwanese LCD monitor manufacturer’s management strategy based on analysis of each strategic point. Except for Taiwanese manufacturers’ sufficient capital ability, this research finds that Taiwanese manufacturers are doing far more excellent in industry vertical integration, mergers and acquisitions. This makes the mass production scale getting bigger, economical and drives the product price lower enough to satisfy customers. Simultaneously, owing to quick customer response and solid relationship with international brand-own customers, Taiwanese LCD manufacturers could win the trust from international customers.
This research’s contribution lies on providing the successful pattern of Taiwanese LCD monitor industry and it might be useful for coming next generation new industry in Taiwan. Or, by providing analysis of benchmark LCD manufacturers, this research could be beneficial for non-benchmark LCD manufacturers by pointing out the keys for success.

並列關鍵字

Strategy Matrix Method ； Business Strategy ； Industry Analysis ； LCD Monitor

參考文獻

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