面板產業分析

Abstract

全世界液晶顯示器(TFT-LCD)產業,主要生產國都集中在亞洲地區,包 括了台灣、日本、韓國、以及中國大陸。這四個國家就佔據了將近面板 100%的 市場佔有率。因此,這四個國家的策略決策和商業行為,都會影響到整個 TFT- LCD 面板產業的競爭態勢。 本研究將先探討這四個國家各別的國家競爭優勢,用波特的鑽石理論 (Porter, 1991)分析各個國家為何在面板廠商佔有一席之地,再來以時間序的概 念拉開整個面板產業的生命週期,利用五力分析(Porter, 1980)探討在不同的時 期,各個面板廠商彼此之間的競爭態勢,以及對於上下游零組件廠商的買賣議價 能力,各個力彼此之間的交互關係,探討在不同時期下是否有造成這個產業的關 鍵成功因素。最後再以商業生態系統(Moore, 1996)介紹現在面板廠商大量投資 在新的面板技術上,卻沒有相對應的消費者願意買單,期望藉由一個生態系統的 概念來解釋一個高解析度的面板需要有那些的必要條件。試圖給予面板廠商一些 分析結果上的結論,以因應現在快速變化的市場。 本研究希望以產業分析相關的理論(鑽石理論、五力分析、和商業生態系 統),探討面板廠商中能夠成功的關鍵因素的來源與如何維持的方法,並期望面 板廠商能以此論文作為未來制訂經營策略時的參考。

The main production basement is mostly located in Asia, including Taiwan, Japan, Korea, and China. These countries held the market share about 100 percent all over the world. Hence, any sign of business strategy and business behavior from these four countries will affect the whole TFT-LCD industry. First, this study will focus the individual country competitive advantage by using the Diamond Model Analysis from Porter (1991). Analyzed why those countries could become the Top 4 leader in the display industry. Then, display industry can be divided into different period by the industry life cycle theory. Based on the industry life cycle theory, this study use the Five Forces Analysis (Porter, 1980) in order to dip more deeper about the competition between the display competitors, the bargaining power between the upstream and downstream manufacturers, and the interaction with other forces. This study tried to use the theory to find out there has any key success factor of the industry from time to time. Finally, we found out that the display manufacturers invest lots of expense in R&D in order to produce the panel with high resolution; however, most consumers don't buy it. Business ecosystem (Moore, 1996) explained what reasons is required and told us the industry should create an ecosystem to hold elastically to face the rapid changes. This study used the theory (Diamond theory, five force analysis, and business ecosystem.) to analyze the source of key success factor and how to maintain. Hope the display makers make some corporate strategies in some day could refer to this study.