廠商策略定位移轉的困難-以手機顯示模組為例

The difficulty of transforming the orientation of a company's strategy - such as the cell phone display module

余遠江(Yuan-Chiang Yu)

指導教授 ： 徐學忍

元智大學/管理學院/管理研究所/碩士(2009年)

摘要

平面顯示器產業被政府視為重點發展的產業之一．而中小尺寸顯示面板更因為應用層面廣，從耳熟能詳的手機領域，到新的應用市場如數位相框（Digital Picture Frame，DPF），行動電視（Mobile TV），輕薄型電腦（Ultra Mobile PC，UMPC/ Mobile Internet Devices，MID)等應用，都是未來中小尺寸面板廠競爭的主力戰場．

針對面板相關業者，除在既有熟悉的經營領域以外，積極想要拓展更大的市場，將採取哪些策略的應用，將會面臨到何種的狀況，都是業者值得重視的．然而經研究顯示，雖然每年高達數十億片的數量的中小尺寸面板在市場上被終端業者製造生產，被消費者所使用，但也因為各家廠商相互競爭的同時，從產業的發展到產業的形成，各家面板廠商因為企業的資源，市場的定位和技術開發的能力或是與客戶合作等因素差異，造成了各廠商的發展策略相異．再探討各類型的廠商時，本研究內容以策略群組的理論來探討相關業者的經營現況及欲要跨越既有群組的藩籬，跨到另一個群組會有的進入及移動障礙現象及要克服的問題，且會因為本身的公司特徵會影響到策略的規劃和進行．

希望透過本研究可以從現有的中小尺寸顯示面板廠商歸納出來，並從各家發展的優勢角度去了解，再策略群組的形成和分析群組的基礎，甚至到整個面板上下游產業的表現，找出產業的成功要素和關鍵，提供廠商未來在經營上的參考．

關鍵字

策略群組 ； 進入障礙 ； 移動障礙

並列摘要

Flat Panel Display Industry has been focused as an important industry to be developed in priority by the government. Since the application of medium & small size of display panel is broad， such as mobile phone， Digital Picture Frame， Mobile TV， Ultra Mobile PC devices ..etc， these fields are the markets where the manufacturers compete with each other.

For the TFT-LCD related companies， except running the business in the familiar field， they are willing to expand their market to gain more profits. What strategy should be applied ; what conditions will be facing. However， according to the research， although there are hundreds millions of medium & small size of LCDs are being manufactured by the manufacturers in the markets and being used by the consumers， the strategy of every companies differ from each other because of the abilities of developing and the orientation in the markets and co-operate with customers， or even the resources used by each company， the development and forming of the industry. When discussing different types of companies， this research discuss the future problems when those companies try to get over the current group into another by the strategic groups， and it will cause the change of the planning and the proceeding of the mobility barriers ，entry barrier according to the characteristic of each company.

I hope that we can summarize the present medium & small size LCD manufacturers from this research and try to understand the vantages from each companies' development. Find the key and the element of success by analyzing the performance of both upper-stream and down-stream LCD industry from the yields of strategy groups and based on the analyze groups， to be the reference for those companies running the business in the future.

並列關鍵字

strategic group ； mobility barrier ； entry barrier

參考文獻

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