台灣觸控面板關鍵材料廠商策略選擇之探討---以ITO Film產業某個案公司為例

本研究採個案分析法，藉由個案公司產業地位發展策略過程之相關資訊收集，透過個案研究普遍使用的競爭力分析工具「五力分析」與「SWOT分析」等，探討個案公司在策略形成之成功與失敗因素。個案公司屬台灣Indium Tin Oxide (ITO) Film產業，其發展背景正如台灣許多中小型高科技業公司之縮影，而中小企業在財力與人力資源不充分之下，往往由經營者ㄧ己的想法而產生策略，忽略整個產業環境與本身條件，因此成功者往往在少數。所以本研究利用個案公司研究及普遍使用的競爭力分析工具「五力分析」與「SWOT分析」，讓中小企業在做策略假設之前，先了解產業競爭環境，內在的優勢與劣勢、外在的機會與威脅，使策略規劃透過專業經理人會議以較客觀之機制產生，這樣所提出的策略其未來所需面臨之不確定性就相對降低，也就提高了成功的機會。本研究採用質性研究中的個案研究法進行研究，首先收集有關台灣觸控面板產業現況及個案公司之相關次級資料，利用「五力分析」與「SWOT分析」針對個案公司進行企業解析，找出個案公司的內在優勢、劣勢以及外在環境的機會與威脅，最後擬定個案公司之未來策略目標以及其策略地圖展開，提供其未來策略方向之建議。此策略形成之分析機制可提供台灣其他相關企業做為未來制定發展策略之參考。

關鍵字

策略地圖；經營策略； SWOT ；五力分析； ITO導電薄膜

並列摘要

Based on both qualitative and quantitative data collected about a case firm’s historical development, the purpose of this study is to provide an analysis framework in order to improve the efficiency of firms to form their market positioning and development strategy. This study adopts the frequently used models such as Five-force and SWOT analysis, examining the key factors that will determine a firm’s future success/failure. The case firm belongs to the Indium Tin Oxide Film Industry, with development background similar to many high-tech SMEs in Taiwan. With limited resources and top-down management style, these SMEs in Taiwan often rely on few key managers’ intuition to form their firms’ operation strategies, without sufficient analysis for decision support. Being ignorant about the importance of analysis about the operation environment they are exposed to, it is getting more difficult to survive in this constant-changing high-tech industry. Therefore, our objective of this study is to develop a systematic analysis framework to improve the efficiency and reduce the uncertainty for firms when formulating their operation strategies. This research is adopting both qualitative and quantitative data and the case study approach, collecting all pertinent data related to case study firm and trying to find out its internal strength/weakness and external opportunity/threat by utilizing Porter five-force analysis and SWOT analysis. Our final analysis also provides several recommendation for the case firm’s future development strategy.

並列關鍵字

strategic planning ； SWOT ； Porter five-force analysis ； strategy map ； ITO Film

參考文獻

林金定，2005，質性研究方法：訪談模式與實施步驟分析，身心障礙研究 2005, Vol.3, No.2

張上文/台灣顯示器產業聯合總會，2013年9月，台灣觸控產業發展現況與趨勢

Boston Consulting Group，1970，Perspective on Experience

Francis Joseph Aguilar，1967，Scanning the Business Environment，Macmillan

Hambrick,Donald C.,Ian C. MacMillan, and Diana L. Day.，1982，Strategic Attributes and Performance in the BCG Matrix—A PIMS-Based Analysis of Industrial Product Businesses

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台灣觸控面板關鍵材料廠商策略選擇之探討---以ITO Film產業某個案公司為例

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