請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/87584
標題: | 顯示器面板廠商經營發展策略: 友達光電車用面板為例 The Strategy of Display Panel Makers: A Case Study of AUO Automotive Display |
作者: | 張家曄 Joel Chia-Yeh Chang |
指導教授: | 林博文 Bou-Wen Lin |
共同指導教授: | 連勇智 Yung-Chih Lien |
關鍵字: | 顯示器產業,面板產業,車用面板,SWOT分析,六力分析, Display industry,automotive display,SWOT analysis,six-force analysis,BCG matrix, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | 全球資訊量近幾年快速成長,顯示器是人類與機器之間最主要的互動介面,顯示器在應用上除了不斷有新的應用,人們對於顯示器的品質也是不斷的追求,想要有更好的視覺體驗。近年來因為環保用續議題發酵,顯示器整體也有往更低耗電的方向開發,這也需要更多的技術資源投入,所以面板產業基本上是一個需求跟技術都持續成長的產業。
但是面板業者在過去十年遭遇到了很大的挑戰,大陸面板業者擴廠的速度太快,導致供應超過需求,各面板業者為了生存殺價競爭,結果就是非常差的獲利能力。 過去兩年因為疫情帶動遠距上班以及上課,宅經濟發酵,面板需求暴增,使得2021年台灣面板業重回兆元產業,台灣兩家面板大廠友達光電、群創光電共賺了超過一千一百億,可惜好景不常,後疫情時代、戰爭、通膨,造成全球經濟疲弱,顯示器需求快速下滑,價格崩跌,各面板廠下降稼動率來調整供需,目前台灣面板廠從2022第二季就遭遇虧損的狀況,而且這樣的狀況很有可能會延到2023年第三季才會好轉。 面臨挑戰,友達已經很明確的定義兩大策略方向:Go premium高階產品以及Go vertical垂直整合供應鏈,提供市場更好的產品以及更完善的價值,這兩大策略有一個重要的交集,那就是車用面板開發,也是本論文會深入討論的應用。 全球車輛的發展在過去幾年有很大的轉變,從汽油車逐漸轉到電動車,車子從交通工具變成移動式電子產品,很多對於車內設備的概念都在更新,甚至到了未來自駕車的時代,如果在車輛移動過程都不需要駕駛,那麼在移動的過程車內電子設備就變得更重要了,顯示器就有更大的發揮空間。目前全球車用顯示器明顯地在成長,已經成為面板廠兵家必爭之地 ,科技產業不進則退,友達光電要如何用聰明又精準的策略在車用面板市場持續成長,將是非常重要的,本論文將以個案討論的方式,探討友達光電的營運現況、產品組合並深入探討車用產品,最後再建議友達光電在未來車用面板可能的策略。 The amount of global information has grown rapidly. Displays are the most important interactive interface between humans and machines, more and more application for display were developed. In addition, people are also constantly pursuing the quality of displays for better viewing experience. Recently, due to the global climate issue, sustainability was an important topic for all the high technology company. Displays have also been requested to develop in the direction of lower power consumption. This also requires more investment in technical resources. Therefore, the panel industry is basically an industry with continuous growth in demand and technology. However, the panel industry has encountered great challenges in the past ten years. The main reason is oversupply, which cause by the expansion of China panel makers are too fast. The display makers need to survive by low price competition and the result is very poor profitability. Over the past two years, due to COVID, remote work and classes become the new normal, the stay-at-home economy has increased, and the demand for panels has increase at the same time. Taiwan’s panel industry returns to the trillion-dollar industry in 2021. Two main Taiwan panel makers AUO and Innolux had combine to earn more than 100 billion Taiwan dollar. However, the good times don’t last forever. In the post-epidemic era and the weak global economy, the demand for displays is declining rapidly, and prices are plummeting. Taiwan’s panel makers have faced negative financial result since second quarter of 2022. Facing the challenges, AUO clearly defined two strategic directions: Go premium and go vertical to provide better products and better value in the market. These two strategies have an important intersection, which is automotive display. The technological development of global vehicles has changed a lot, from gasoline vehicles to electric vehicles, and self-driving vehicles are foreseeable in the future. The display will become more and more important in the future. This paper will discuss the possibility of how AUO could plan their automotive panel strategy for their success in the future. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/87584 |
DOI: | 10.6342/NTU202300201 |
全文授權: | 同意授權(限校園內公開) |
電子全文公開日期: | 2028-01-13 |
顯示於系所單位: | 國際企業管理組 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-111-1.pdf 目前未授權公開取用 | 3.8 MB | Adobe PDF | 檢視/開啟 |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。