中小尺寸TFT LCD專業模組廠之經營策略分析

Abstract

隨著行動通訊產品具備的多媒體應用，以及數據服務的功能，具有全彩、輕薄短小、低耗電、低成本、高解析度的 TFT LCD 顯示螢幕，成為產品的基本配備。市場估計，包括手機、數位相機等3C產品，在不同的各領域上，一年至少有15~20億片中小尺寸TFT LCD模組的需求。台、日、韓廠商因而紛紛將原有舊世代 TFT 生產線大量投入中小尺寸面板的生產。 而一向扮演全球3C產品生產基地的中國，因為內需市場的需求，加上台灣廠商的幫助，一時之間以「山寨」為號的產品，尤其是手機，引領包括小尺寸 TFT LCD 模組，觸摸屏等電子零組件的大量需求。據市場估計，對小尺寸 LCD 模組的需求，一年約在2~2.5億片左右。 中國「山寨」產品獨特的營運模式，吸引了許多 TFT LCD 廠商的競相投入。這些廠商並不切入資本密集的 LCD 前段的製程，而是以模組 (Module)的設計、及中後段模組組裝、銷售及售後服務為主。採取這樣營運模式的廠商，一般習以「專業模組廠」稱之。 然而受到景氣循環，市場消費不振，供過於求，價格不斷下跌，各家面板廠中小尺寸出貨持續下滑。中小型尺寸模組廠商必須思考如利用技術、或製程整合，繼續主導中小型尺寸面板應用產品的市場，創造競爭優勢。 故本研究主要目的，蒐集剖析產業概況、產業特性、產業結構、市場規模、未來發展趨勢，並利用五力分析、關鍵成功因素、核心能力、價值鏈、及垂直整合等等工具來分析中小尺寸 TFT LCD 專業模組廠業的競爭優勢及可能的經營策略。

As multi-media applications and digital services become features of mobile communication products, important characteristics such as full color, thin & compacts size, high power efficiency, and low cost also become basic requirement of small and medium sized panels. According to market research, more than 15 billions LCD module demand per year in this attracting arena, and growing significantly. Included Taiwan, Japan and Korea, over 30 key TFT LCD manufacture companies are interesting and aggressively involve this market. China, as a key manufacture plan of world, as well as the largest consumer market of 3C products, generate huge demand of LCM and other electronic components. With assistance from Taiwanese companies, particular in mobile phone, created name as “Shan-zhai” products, and estimated quantity around 200~250 millions per year. Therefore, because this unique market and special business models attract a lot of companies into this challenges market. Some TFT LCD module makers, skip heaved capital investment in Array manufacture, but build up capacity and capability of middle to end LCM manufacture process into competition. We named as “LCD Modules maker”. However, caused by global economic environment change recently, consumer market demand was decline, components become over supply, price drop. Middle-small LCM makers need to consider how to use technology, or manufacture process integration to lead the market and create competition advantage. This research are using Michael Porter’s Five Forces analysis, Value Chain, Core-competence and vertical Integration to analysis industry situation and came out with suggestion for future business strategy of the competitive advantages for these manufacturers.