觸控IC廠商產品創新及市場策略研究—以E公司為例

Abstract

過去10年觸控產業快速發展，舉凡手機、平板、筆電到各種工控機器應用快速普及。舉例來說，許多原本人力操作的行為都慢慢被機器所取代，像是無人銀行、機器人生產線、自動駕駛車等。 本研究以觸控IC產業為主題，運用藍海策略價值創新模式，如果IC設計服務業可以在趨勢發展中，思索公司本身產業定位，發展出更多上下游合作模式，在實務上面，應用創新產品及市場策略模式作更進一步的研究與探討，使公司經營能長久保持在成長的軌道。 本論文結論是經由觸控IC設計服務公司與產業間的互動，勾勒出公司的核心技術能力，再經由藍海策略的執行步驟作檢驗，發掘公司新價值曲線，提出企業可行的創新策略模式架構供學界與實務界參考。

In the past decade, touch industry has been rapidly developed for various applications, such as mobile phones, tablet, laptop and HMI. More and more services and operations are slowly replaced by machines, unmanned bank, robot production assembly factory, autopilot car and so on. Research topic of this thesis focuses on Touch IC industry, studying further for innovative business modes. In touch IC service industry, a company operation will continuously stay on the growth path with self-recognition and awareness in the whole business chain, and strengthening cooperation relationships with both up-stream and downstream partners. The research studies the methods and strategies of using company’s core technology to reposition in various market segments and innovate new products. At the end, this study will provide good reference for IC service companies on value innovation, and approach to internalization of the industry.