台灣發光二極體照明產業的策略定位與競爭分析

Abstract

本研究主要是針對台灣發光二體照明產業整體進行競爭分析，並透過三家廠商的實際訪談，了解其策略定位，對其所選的定位做逐一競爭分析的論文。 論文先就競爭分析常用的工具，競爭定位和Porter的五力分析進行回顧，並在分析訪談個案時，運用這個架構進行分析討論。在分析台灣整體發光二極體照明產業，除了運用五力分析外，亦運用了Porter的鑽石模型，分析台灣整體環境，是否對整體發光二體照明產業的有正面助益的力量。 論文中也對全球發光二體照明產業的發展歷史，和未來的潛力做介紹。並對目前產業鏈中上，中和下游的各個環節，和各個區域主要的廠商目前的情形逐一說明。 分析結果發現，台灣的整體發光二體照明產業，事實上並不具備國家競爭優勢；相關產業的支援，和需求條件，都對該產業並沒有足夠的支持。而運用了五力分析架構，分析了產業鏈中的光引擎和照明產品這兩個部分；在光引擎部分，產業中的既有競爭者競爭激烈，和買方的談判力較大外，其他三個作用力都較溫和。而在發光二極體終端照明市場的分析裡，買方的談判力、替代品的威脅和新進公司的威脅這三個作用力大；而供應商的談判力，和產業內競爭者之間的競爭則較小。 訪談的三家廠商，分別位於產業鏈中三個不同的位置，在研究中有分別對其競爭定位，和策略定位進行討論和分析。在五力分析中，這三家廠商不約而同，向產業終端客戶移動的策略定位，在這定位中供應商的議價能力和買方的談判力量都會減小，但也都無法降低新進公司的威脅。

The thesis focusing on Taiwan's LED lighting industry competition analysis and interviews with three companies actually understand their strategic positioning, each doing its competitive analysis of the selected strategic position. Porter five forces competitive analysis and Competitive positioning analysis were reviewed in the thesis, and in the analysis of interviews with, the use of this architecture discussed. And the use of Porter's diamond model to analyze the overall environment in Taiwan industry environment is a positive vote on the overall strength of the LED lighting industry. The results found that the overall body of LED lighting industry in Taiwan, in fact, does not have the competitive advantage of nations; relative and support industries, and demand conditions did not have enough support. The analysis of light engines in the industry chain is also found that both industry rivalry and the bargaining power of the buyer are greater, the other three forces are relatively smaller. In the analysis of the LED lighting market, the bargaining power of the buyer, the threat of substitutes and the threat of new entrants are stonger; while bargaining power suppliers, and industry rivalry is weaker. Interviews with three companies in the industry chain, respectively, in three different positions, there were discussions and analysis of its competitive positioning, and strategic positioning in the study. This three-party invariably choose to move to industrial end customers strategic positioning. In Porter's five forces analysis, the new position of three companies’ choice, bargaining power of suppliers and buyers bargaining power will be reduced, but it cannot reduce the threat of new entrants.