平面顯示器產業發展策略與群創光電的競爭策略研究

Abstract

平面顯示器產業近十年來受到中國大陸面板廠商的崛起，產業競爭情勢產生巨大變化，以TFT-LCD為主流技術的液晶面板市場，原先為南韓、台灣廠商主導的局面，轉變為中國大陸廠商以大量生產的價格競爭加上政策補貼，使得南韓與台灣廠商市占率逐年降低，因此亟需轉換競爭策略以利在市場生存。有鑑於此，本研究將試圖對平面顯示器產業進行梳理，用產業分析、產業鏈的架構以掌握產業整體環境及發展趨勢，並將以臺灣上市公司「群創光電」作為案例研究，探討其面對現今的產業環境所發展的競爭策略與面臨的挑戰。 本研究發現，在中國大陸面板廠商尚未崛起之前，個案廠商群創光電及其他台灣同業的競爭策略是以擴充產能、達到經濟規模以壓低價格為競爭策略，然大陸廠商以大規模產能進入市場後，全球平面顯示器產業產生巨大變化，南韓廠商轉為聚焦發展OLED相關技術與市場，群創光電則以TFT-LCD技術拓展多元化利基市場、發展Mini LED及Micro LED新興技術、運用智慧製造降低生產成本並提供客制化服務的競爭策略，取代擴充產能、降低成本的競爭模式。

The flat-panel display industry has been undergoing tremendous changes by the rise of panel manufacturers in mainland China for the past ten years. This industry with TFT-LCD as the mainstream technology was originally dominated by South Korea and Taiwanese manufacturers. The rise of Chinese manufacturers supported by government subsidies has created price competition and let to the decrease of market shares of South Korean and Taiwanese TFT-LCD companies. It is thus urgent for these companies to switch their competitive strategies in order to survive in the market. Hence, this research aims to analyze the flat-panel industry for the grasp of the overall industry environment and development trends. Also, the research will conduct a case study of a Taiwanese TFT-LCD company, “Innolux Corporation,” to explore its competitive strategies and its challenges in the current industry environment. This research finds that before the panel manufacturers in mainland China have not yet emerged, Innolux adopted the “economies of scale” strategy whose purpose was to expand production capacity and to lower the price than its competitors. However, the Chinese companies entered the market with larger capacity and even lower prices, and this changed the competitive landscape of the industry. While South Korean manufacturers turned to focus on the development of OLED-related technologies, Innolux switched its capacity expansion strategy, and sought opportunities in niche markets with its TFT-LCD technology, developed emerging technologies such as Mini LED and Micro LED, and introduced smart manufacturing to reduced production costs and offer customized services.