台灣OLED產業布局全球和商業模式-以W公司為例

Abstract

有機電激發光二極體(Organic Light Emitting Diode，OLED)是二十一世紀新一代的平面顯示器，其自發光、不用背光源、輕薄、高對比、操作溫度曲線佳的優點，迎合了手機輕薄的趨勢，讓蘋果預計於2018年在智慧型手機上導入OLED面板，這將引發各手機品牌跟進採用。這塊市場台灣勢必不能錯過，然而當大家都要一頭熱的進到這個市場時，台灣的企業要如何利用自身條件與資源優勢，在有限的資源下布局全球市場，便是值得探討的事。本研究使用個案探討的方式，來看台灣OLED產業面臨的問題，藉由PESTLE分析、BCG矩陣、商業生態系統將環境資訊分類整理，分析外部環境與內部環境的影響。此外，也以商業模式來分析個案公司如何創造、傳遞及獲取價值的手段。最後，以W個案公司為例提出一個全球布局的創新商業模式。 在面臨紅色供應鏈的衝擊下，台灣的OLED產業在全球布局的方向，應該積極去開拓新產品市場，排除公司低毛利的產品，將資源集中發展高成長價值的產品，在通路上也要增加雲端系統，與客戶更即時且迅速的連繫。接著行銷自身品牌，提高企業品牌知名度與好感度，讓消費者產生品牌共鳴，將品牌發展列為企業首要的優先目標，如此便能建立起一個強勢的品牌，並將這個品牌帶到全球。最後，整合上游關鍵材料，將設備國產化，供應鏈在地化，降低成本使得產品價格在全球布局上更有競爭優勢。

OLED (Organic Light Emitting Diode) is the leading technology in the 21st century and can enable thin, light weight, efficient, transparent, flexible, and bright displays with low power consumption, fast response time, better contrast and viewing angles. Thus, this benefits the usage of mobile phones. In the near future of 2018, Apple will start using OLED display on their smartphones. This will create a viral OLED usage in the future in the mobile industry. Hence, Taiwan can’t miss out this opportunity in this industry. Once everyone is interested in this market, under such limited resources, Taiwan should utilize its advantage of resource and penetrate global market quickly as well. This is something worth digging into for further discussion.

We examined the issues of the OLED industry in Taiwan from case study and analyzed the effects of the external and internal environment by using PESTLE model, BCG matrix and Business Ecosystem. In addition, using business model analysis, we analyzed the case company how to create, transfer and obtain the means of value. At last, we propose an innovative business model in global layout. Under the impact of Red Supplier Chain in China, Taiwan OLED makers and industry should more aggressively create new application market and develop mid-to high end products with higher margin and value other than low-margin ones instead of. Combining e-cloud for market channels, the Taiwan OLED industry will provide better service and instant communication with their customers. After that, we should do brand marketing and awareness around the world with stronger products upgrade and raise the prestige and preference to get brand resonance from customers in near future. We will have brand development as our priority and then as a dominant brand in the market. Eventually, vertical Integration of related upstream of key material and equipment will lead to a much better price with more comparative advantages.