動態競爭環境下之電視面板採購：Spot Deal降低採購成本之實證分析(以T公司為例)

Abstract

在電視品牌和整機製造產業中，面板為電視整機物料成本結構中最關鍵的零組件之一，佔整體物料成本比重逾六成，其採購價格直接影響品牌商與整機廠的成本結構與毛利率表現。隨著面板產業進入技術成熟階段，市場結構逐漸由成長轉為供給過剩，加以景氣循環與地緣政治等不確定因素衝擊，導致面板價格波動劇烈，對採購策略形成高度挑戰。在此情境下，品牌商和整機製造商除了需要與供應商維持穩定的長期合作關係以確保供貨安全外，亦須具備高度靈活性，透過即時性的現貨交易 (Spot Deal) 掌握短期價格優勢，以期降低整體採購成本並提升競爭力。 本研究聚焦於2022~2024年間全球面板供需與價格波動的產業背景，探討品牌商和整機製造商如何運用Spot Deal策略達成採購成本優化。以T公司為研究個案，透過實際交易資料分析其面板採購策略與決策邏輯，進一步比較在不同市場週期中，Spot Deal與長約價格的成本差異，並分析其與競爭對手採購行為的互動，藉此評估Spot Deal策略在競爭激烈、市況變動快速環境中的績效與限制。 為全面理解面板採購策略所處的競爭脈絡與產業環境，本研究援引Porter (1980) 所提出的五力分析架構，從產業內競爭者、潛在進入者、替代品威脅、供應商議價能力與買方議價能力等五個構面分析T公司在供應鏈中的相對地位，揭示其採取Spot Deal策略以靈活應對價格波動與強化談判籌碼的邏輯依據。同時亦結合Porter競爭優勢理論，說明企業若能掌握採購端的成本控制與風險管理，即可透過「成本領導」策略於價格競爭激烈的市場中取得優勢。本研究實證發現，T公司藉由靈活運用Spot Deal，有效降低單位面板採購成本，進而提升產品價格競爭力與市場佔有率，驗證競爭優勢理論於採購實務中的應用價值。 研究方法上，本研究採個案研究法，結合次級資料分析與深度訪談，蒐集T公司於特定時期內之採購記錄、市場價格資料與採購決策架構，進行定性與定量交叉分析。結果發現，在面板價格快速下跌的市場條件下，採取Spot Deal可即時反映市場行情並提升成本效率，然若過度依賴，則易導致供貨不穩、產能不足與議價能力弱化等風險。因此，建議企業應策略性結合Spot Deal與長期合約，以建立具風險分散與成本優化功能之採購組合。 本研究之學術貢獻，在於補足現有文獻中對電子零組件採購策略中現貨交易角色之探討不足，並透過實證案例展現如何依市況調整採購組合以提升競爭力。實務貢獻則在於提供採購決策者一具操作性之策略架構，以因應動態變化的市場挑戰，亦為後續針對其他零組件或產業進行採購策略研究提供理論與方法基礎。

In the television manufacturing industry, display panels constitute the most critical component of material costs, accounting for over 60% of the total bill of materials. Consequently, panel procurement prices directly influence the cost competitiveness and gross margin performance of both brands and OEM manufacturers. As the panel industry enters a stage of technological maturity, the overall market has shifted toward oversupply. Combined with cyclical economic fluctuations and geopolitical uncertainties, panel prices have become increasingly volatile, posing greater challenges to procurement strategies. Under such conditions, brand manufacturers must not only maintain long-term partnerships with panel suppliers to ensure stable supply but also adopt flexible approaches—such as spot deals—to capture short-term pricing advantages and reduce overall procurement costs. This study focuses on how brand manufacturers optimize procurement costs through spot deal strategies under conditions of panel supply-demand imbalance and price volatility. Using Company T as a case study, this research analyzes its panel procurement strategies and transaction structures, drawing upon actual procurement data from 2022 to 2023. The study compares cost differences between spot deals and long-term contract prices across different market cycles and examines interactions with competitors’ procurement behaviors to evaluate the overall contribution of spot deals to procurement performance in highly competitive and volatile environments. To gain a comprehensive understanding of the competitive context surrounding procurement strategies in the panel industry, this research incorporates Porter’s Five Forces framework (1980), analyzing Company T’s strategic position across five dimensions: industry rivalry, threat of new entrants, threat of substitutes, bargaining power of suppliers, and bargaining power of buyers. This analysis reveals how spot deals serve as a strategic tool for responding to price volatility and enhancing bargaining leverage with suppliers. Furthermore, grounded in Porter’s theory of competitive advantage (1985), the study demonstrates that when firms can effectively manage procurement costs and mitigate supply risks, they can pursue a cost leadership strategy to gain market advantage in the price-sensitive television market. Empirical evidence shows that Company T significantly reduced its panel procurement costs through spot deals, thereby improving product price competitiveness and increasing market share—an embodiment of competitive advantage in practice. Methodologically, this research adopts a case study approach, combining secondary data analysis and in-depth interviews. Procurement records, market pricing data, and decision-making logic from the selected period were analyzed through both qualitative and quantitative methods. The findings indicate that during periods of rapid panel price decline, employing spot deals enables firms to reflect real-time market prices and achieve greater cost efficiency. However, overreliance on spot deals may expose firms to risks such as supply instability, inadequate production allocation, and weakened bargaining power. Hence, this study recommends a strategic combination of spot deals and long-term contracts to establish a balanced approach that achieves both cost optimization and risk mitigation. This research contributes to the academic literature by addressing the gap concerning the role of spot transactions in electronic component procurement strategies. It also offers practical insights on how firms can adjust procurement portfolios in response to dynamic market conditions. The findings provide a strategic framework for procurement decision-makers to build flexible and competitive approaches in volatile environments, laying a foundation for future studies on procurement strategies in other components or industries.