R顯示晶片設計公司的發展戰略研究

Abstract

本研究旨在探討顯示晶片設計企業策略的發展及影響。近年來，美中雙邊貿易關係緊張局勢不斷升級，全球的積體電路設計產業受到地緣政治衝擊而被迫調整生產流程規劃與整體企業營運策略。在顯示晶片設計領域更因後疫情時代市場波動，終端品牌廠預估需求與市場需求產生落差，筆電、電視、智慧手機等消費電子產品的需求大幅度下降，終端廠商庫存水準持續增高，導致面板廠商降低稼動率，而顯示晶片設計廠商為了搶訂單，不斷殺價競爭，行業陷入內卷，顯示晶片價格也持續走低。 R公司作為臺灣積體電路設計產業中領先的顯示晶片設計公司之一，本文旨在探討R公司面對全球顯示晶片設計市場的激烈競爭和快速變化中，如何通過戰略選擇與佈局實現持續發展。通過對R公司的戰略發展進行深入分析，本文揭示了其在顯示晶片產品中通過深化客戶合作、在地化產業鏈策略聯盟、技術生態圈等方面的戰略舉措，應對因價格戰、市場下滑等影響，並探討了這些戰略如何幫助R公司在激烈的市場競爭中保持領先地位。

This study aims to explore the development and impact of display chip design enterprise strategies. In recent years, the tension in bilateral trade relations between the United States and China has been escalating, and the global integrated circuit design industry has been forced to adjust its production process planning and overall business operation strategies due to geopolitical shocks. In the field of display chip design, due to market fluctuations in the post pandemic era, there is a gap between the estimated demand of terminal brand manufacturers and market demand. The demand for consumer electronics products such as laptops, televisions, and smartphones has significantly decreased, and the inventory level of terminal manufacturers continues to rise, leading to panel manufacturers reducing their utilization rate. Display chip design company, in order to grab orders, constantly engage in price competition, causing the industry to fall into internal competition and display chip prices to continue to decline. As one of the leading display chip design companies in Taiwan's integrated circuit design industry, R Company aims to explore how it achieves sustainable development through strategic choices and layout in the face of fierce competition and rapid changes in the global display chip design market. Through in-depth analysis of R Company's strategic development, this article reveals its strategic measures in display chip products, such as deepening customer cooperation, strategic alliances in the local industrial chain, and technology ecosystems, to cope with the impact of price wars and market downturns. It also explores how these strategies help R Company maintain its leading position in fierce market competition.