觸控產業的競爭分析:動態能力觀點

Competitive Analysis for the Touch Panel Industry: A Dynamic Capability Perspective

陳英哲(Ying-Che Chen)

指導教授 ： 林博文 ； 洪世章

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2013年)

摘要

西元2007年由美國蘋果公司於發表的全世界第一台投射式電容
觸控的智慧型手機iPhone,從此正式的重新打開了觸控產業的蓬勃發 展與投射式電容觸控的廣泛應用。Display Search概估觸控面板產值可 達美金134億元,2012年統計的數據,年增率已經高達44%,也因此 再度修正了預測數字,預估到2018年將達到全年30億台的出貨量。
近年來台灣觸控面板業者在產能、良率及生產成本上皆快速進 步,台灣觸控面板出貨量為全球第一,2011年市占率達48%,其次為 中國大陸占20%、韓國占15%、日本占13.5%。而在台灣的觸控供應 商中又以T公司的良率、獲利與市佔率明顯的優於對手,因此本研究 藉此個案透過動態能力的觀點,搭配五力分析與SWOT分析結論出未 來台灣高科技產業必需關注的競爭關鍵,
(1)市場敏感度。 (2)跨部門整合能力(從研發,業務,製造到自動化)。 (3)與主要客戶共同開發的能力與技術。 (4)垂直整合能力(從觸控基板原材到完整觸控模組)。 (5)自有自動化技術強化產品研發能力與量產最佳化能力。

關鍵字

觸控技術 ； 動態能力分析 ； 自動化技術 ； 五力分析 ； SWOT 分析

並列摘要

Abstract
After Apple Inc. unveiled the first projected capacitive touch screen smart phone around the world in 2007, the projected capacitive touch technology has thriven rapidly and been applied widely in various fields.
Display Search estimated that the output values of the touch screen would reach USD 13.4 billion. However, the annual growth rate has exceeded 44% in 2012. Therefore, they re-estimated the number of delivery quantity to 3 billion pieces each year before 2018.
Recently, Taiwanese manufacturers have developed rapidly in capacity, yield rate, and the cost of touch screen industry in which the delivery quantity of Taiwan is the top one worldwide. The market share rate of Taiwanese product was 48% in 2011 while which of Mainland China was 20%, Korea 15%, and Japan 13.5%. Among those touch screen suppliers in Taiwan, T Company have a better yield rate, profits, and market share rate than its competitors. Therefore, this study analyzed this case by combining Dynamic Capabilities with Porter Five Forces Analysis and SWOT Analysis to conclude the critical factors of being competitive in high-tech industry in Taiwan in the upcoming future,
(1) Market sensibility
(2) Cross-department integration (from research, sales, production to automation).
(3) Capability to develop technology with the main clients.
ii
(4) Vertical integration (from touch screen basic materials to complete touch screen modules).
(5) Self-automation to reinforce the capability of research and development, and to optimize the mass production.

並列關鍵字

Touch Technology ； Dynamic Capabilities Analysis ； Automation ； Porter Five Forces Analysis ； SWOT Analysis

參考文獻

因申請專利緣故，資料延後公開