|標題:||TFT LCD 面板製造業的競爭策略分析 -以H個案公司為例|
The Study of Competitive Strategy on TFT LCD Panel Industry – The Case Study of H Company
|關鍵字:||TFT LCD 面板;TFT LCD|
本研究選定Porter (1980)一般性競爭策略以及(1985) 五力分析模式來分析H個案公司的變更競爭策略前以及變更競爭策略後競爭力的改善情形
- 五力分析模式: 新進入者的威脅, 供應商的議價能力, 購買者的議價能力, 替代性產品或勞務的威脅, 現有競爭者的競爭強度
另外, 個案公司透過其核心競爭能力，發展品牌終端產品 – 平面顯示器、液晶電視、電子相框以及筆記型電腦，經過四年的籌劃執行，已改造公司的營運模式，讓公司財務化險為夷，轉危為安。
From the statement of IEK “2008 Flat Display Industry Analysis Report”, TFT-LCD flat panel display technology has been well upgraded in past several years, provides full color performance, multi-media function, high response time, high resolution, smart digital functions, and lower cost which has replaced the traditional CRT display monitor, brought two trillions NTD revenue for Taiwan, as so-call “Two trillion and bi-Star”. But currently TFT LCD panel market has been changed and facing a big competition, the main providers shut the market share with lower price, this has raised an important phenomenon: extremely low profit. Especially in the 2 years crystal cycle period, all TFT LCD panel players lost a lot of money, the 2nd tier of TFT LCD players are kicked out from this red-ocean market. This study tries to analyze the current TFT LCD panel market situation and from the H company case study gives an answer: where should this industry go? And what is the solution to keeping the company still in life. Since 2008 financial crisis of the world, all panel suppliers have been impacted and stopped to phase in their next generation – 8.5G facility, and move the main product line from IT to consumer products, new product strategy and global manufacture all become the key topics; From the internal and external pressure, how the panel suppliers can revise their competition strategy and integrate all the other resources will be more and more important for every player. This study is to use Porter (1980) Generic Strategies and (1985) Five Forces Model - Generic Strategies: Overall Cost Leadership, Differentiation and Focus Strategies - Five Forces Model: the threat of new entrants, the bargaining power of supplier, the bargaining power of buyer, the threat of substitute and the industry competitors To analyze H company situation before and after their changing, set-up the framework and evaluation factors to make this study, and also go thru the consultant interview to judge the result of H company. In this study we also found H company is starting from their core competition ability – panel technology, spend 4 years period to plan and develop their brand products – LCD monitors, LCD TV, Digital Photo Frame and Notebook PC, has reconstruct the company business model, and save the company finance to carry over this crisis Thru Porter (1980) Generic Strategies and (1985) Five Forces Model evaluation and confirm H company translation is very successful, their strategy and process also get the very highest ranking level, it is really a good case for other panel player reference.