中國面板廠產能競賽威脅下既有面板廠經營和轉型策略分析–以韓國、台灣、日本面板廠商為例

Abstract

隨著TFT-LCD (薄膜電晶體-液晶顯示器)面板產業的技術以及市場進入成熟期，產業裡的競爭也越來越激烈。如今中國廠商憑藉著政府的補貼開始瘋狂的興建高世代面板廠以擴充產能，持續的供過於求以及其造成的面板價格崩跌已開始嚴重侵蝕所有面板廠的獲利。面對這樣嚴峻的情況，中國以及中國廠商是否有其競爭優勢來維持面板產業在中國的發展，以及既有的韓國、台灣和日本面板廠商要如何透過經營以及轉型策略來因應是本論文要探討的最主要核心。 本研究先以波特的五力分析來探討整個TFT-LCD面板產業競爭力，並用波特的鑽石模型來分析中國是否有發展面板產業的國家競爭優勢，最後依據面板市場的供需狀況以及資訊來探討韓國、台灣和日本面板廠商的因應策略。 結論發現中國有其發展面板產業的背景以及優勢，但持續地對中國廠商補貼，在短期上確實可以幫助中國廠商進入市場獲取客戶，但長期上並不利於中國廠商的發展且造成資源的浪費以及國內競爭。 在因應策略以及價值鏈增值上，韓國廠商較積極往下一世代顯示技術OLED(發光二極體)發展以降低對TFT-LCD面板的依賴；台灣廠商則相對保守，目標在現有TFT-LCD面板產能上進行產品差異化並專注利基市場；而日本廠商則需緊急擴大客戶群來分散單一客戶帶來的風險並消耗現有庫存來強化財務狀況。

As TFT-LCD (Thin film transistor-liquid crystal display) panel industry step into mature stage in terms of technology and market size, the competition is getting more severe. Now as Chinese makers keep expanding capacities by building up more high generation TFT-LCD panel fabs irrationally with the subsidy from China government, the continuous oversupply and correspondent price down trend have been eroding the profit level of existing panel makers even more critically. Confronting such a severe situation, whether China and Chinese maker have their own competitive advantages to maintain panel industry’s development in China, and how existing Korean, Taiwanese and Japanese panel makers would react in terms of operating and transforming strategies to the sustain its business are the main core of this thesis. This study first explores the competitiveness of the entire TFT-LCD panel industry with Porter's five-force analysis, then uses Porter's diamond model to analyze whether China has the competitive advantages of nation to develop panel industry; and finally, explores the strategies of the panel makers in Korea, Taiwan and Japan under current situation and supply/demand conditions of the market. It is found that China has its background and advantages in developing the panel industry; however, the continuous subsidy to Chinese makers could help to obtain the customer base in the short term, but in the long run, it is not beneficial to the development and would lead to resource wasting and domestic competition. Regarding the strategies applied and value increment, Korean makers step into next generation display technology OLED (light-emitting diode) more actively in order to reduce the reliance on TFT-LCD panels; Taiwanese makers are relatively conservative, and target to do differentiation based on existing panel capacity and focus on niche markets; while Japanese makers need to expand customer base to reduce the risk of relying on a single customer and consume on-hand inventories to strengthen the finance structure.