液晶面板顯示器產業之發展策略研究：以G公司為例

Abstract

台灣從1998年起經由與日本技術轉移的合作模式將薄膜電晶體液晶顯示器（Thin Film Transistor Liquid Crystal Display；後簡稱為TFT-LCD）導入量產，成為繼半導體產業後列為「兩兆雙星」的重點明星產業。隨著各國產能急速擴張，伴隨全球金融風暴影響，產業發展面臨供需失衡、終端價格崩落等不利因素，2011~2012年是台灣面板產業虧損最為嚴重的兩年，企業面臨經營風險危機。經過多年經營體質改善後，重新找回核心競爭力，在產值超過1,430億美元的市場需求中占有一席之地。 近年來中國及韓國並沒有因為成長速度放緩而減少面板產業投資，反而加大資金競賽，導入新世代生產線發展大尺寸面板，開發OLED新技術，藉此鞏固領導地位。日本面板產業在這場激烈競賽中已喪失競爭力，從技術領先者及行業領導者走向沒落。台灣曾經處於業界領導地位，但欠缺內需市場及終端應用品牌大廠，長期以外銷市場為主，對客戶及供應商議價能力普遍不足，產業規模屬於中小型面板企業該如何面對這場來勢洶洶的挑戰？ 本論文以企業轉型的「第二曲線」及SWOT分析作為主要的研究方法，聚焦在TFT中小尺寸面板領域，以G公司為個案研究對象，回顧其轉型歷程，透過交叉持股方式進行產業垂直整合，優化產品組合，找出核心競爭力，放棄最擅長的手機面板領域，專攻車載及工控等利基市場，強化少量多樣的客製化服務，成功進入國際大廠供應鏈，藉此探討企業在面臨外部競爭時如何擬定未來的發展策略，透過與競爭者比較，評估自身優勢及劣勢；運用STEEP五大環境面向來分析外部的機會及威脅，思考策略活動系統展開執行方案。

Since 1998, Taiwan has introduced a Thin Film Transistor Liquid Crystal Display (hereinafter referred to as TFT-LCD) into mass production through cooperated with Japan's technology transfer. It has become a key star industry after the semiconductor industry as a 'two trillion double stars'. With the rapid expansion of production capacity in various countries, along with the impact of the global financial crisis, industrial development faces unfavorable factors such as imbalance between supply and demand and terminal price collapse. 2011~2012 is the most serious loss in the panel industry in Taiwan for two years, and the company faces a business risk crisis. After years of continuous improving, it has regained its core competitiveness and has a place in the market demand of more than US$143 billion. In recent years, China and South Korea have not reduced their investment in the panel industry because of the slowdown in growth. Instead, they have increased capital competition, introduced new generation production lines, developed large-size panels, and developed new OLED technologies to consolidate their leading position. The Japanese panel industry has declined its competitiveness, lossing technology and industry leading position. Taiwan has been in the key position in the industry, but it lacks the domestic market and terminal application brand manufacturers. It is mainly in the export market. The bargaining power of customers and suppliers is generally insufficient. How should those small and medium-sized panel companies face with severe challenges? This thesis takes the 'second curve' and SWOT analysis of enterprise transformation as the main research methods. Focus on the small and medium-sized panel field of TFT industry. Take G Company as the case study object, reviewing its transformation process, and vertical integration through cross-shareholding. Optimize product portfolio, identify core competitiveness, give up the best mobile phone panel field, specialize in niche markets such as vehicle and industrial control, and strengthen customized services. Then successfully enter the international supply chain. How to formulate future development strategies in the face of external competition, evaluate their own strengths and weaknesses by comparing with competitors; use the STEEP five environmental aspects to analyze external opportunities and threats, and think about the implementation of strategic activity systems program.