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Title:	觸控面板產業競爭策略之研究-以H公司為例 Research on competition strategy of touch panel industry-A case study of H corporation
Authors:	鄭勝件 Cheng, Sheng-Chien
Contributors:	陳嬿如 Chen, Yeen-Ru 鄭勝件 Cheng, Sheng-Chien
Keywords:	藍海策略消費性電子產業工控產業策略轉型 Blue Ocean Strategy Consumer electronics industry Industrial control industry Strategic transformation
Date:	2019
Issue Date:	2019-07-01 10:55:38 (UTC+8)
Abstract:	觸控面板是直覺式人機介面，取代以往實體按鍵或是其他輸入裝置的功能，提供更符合我們需求的體驗，因此雖然觸控面板僅是各式電子產品的零組件，卻深深影響電子產業的發展趨勢，尤其是手持式裝置。自2007年蘋果發表第一代IPHONE手機，挾其獨特美學設計，首度使用電容式觸控面板滑動順暢的消費者體驗，引發銷售熱潮，帶動觸控面板需求，產業蓬勃發展，各家廠商爭相投入，除原先觸控面板製造商外，原生產STN(勝華)、CF(和鑫)等廠商也因技術相關或自身產業前景看淡，轉而投入此新興產業。然時至今日，當時盛極一時的觸控面板廠，至今已有多家公司不堪產業競爭，走入歷史。觸控面板的應用面仍不斷被開發出來，包含各式手持式裝置，如行動電話、平板電腦等消費性產品，而在工業及其他市場的應用則是另一區隔市場，其中包含軍事用途、航空航海、博弈、車用、商用……等。在產業競爭中，有些公司被淘汰，有些公司存活下來，這其中關鍵在於公司策略因應自身所處產業環境、定位及市場而做出轉變與調整，整合公司內外部資源，從紅海市場逐漸找到自己的有利位置，發展出自己的優勢，形成獲利模式並持續發展，擺脫低價競爭而創造自己公司的藍海策略。但未來在紅色供應鏈的崛起，其價格低廉，品質亦逐步改善接近台灣的水準，目前的策略是否能因應未來的市場變化，維持成長及穩健獲利，則希望此研究能從過往策略轉型的軌跡，尋找未來策略的規劃，因應市場變局，邁向公司永續發展。本研究以個案分析方式，透過深度訪談，瞭解企業策略選擇及執行與經營績效之關聯性，並提出結論與建議供為產業策略擬定之參考。 The touch panel is an intuitive human-machine interface that replaces the functions of physical buttons or other input devices to provide an experience that better meets our needs. Therefore, although the touch panel is only a component of various electronic products, it deeply affects the development trend of the electronics industry electronics, especially for handheld devices. Since Apple released the first generation iPhone in 2007, its unique aesthetic design and the first use of capacitive touch panel offering smooth-sliding consumer experience, has not only triggered phenomenal sales boom, but also boosted touch panel demand. The industry was booming and various manufacturers rushed in. In addition to the original touch panel manufacturers, companies like Shenghua and Hexin, whom were originally STN and CF makers, as well as other manufacturers, have also turned to this emerging industry due to closeness in technology or weakening prospect for their own industry. Yet today, the once prosperous touch panel factories are no longer, many companies have risen and competed for a foothold in the market, but withered away into history. New and diverse applications of the touch panel are still being developed, including various handheld devices, such as mobile phones, tablet PCs and other consumer products, while in industrial and other types of application, it is a different segment of the market which includes military use, aviation & maritime navigation, gaming, automotive, commercial, and more. In the midst of market competition, some companies are driven out while other companies have remained. The key to survival is that the company`s strategy must change and adjust according to its own industrial environment, positioning and market. To do so, one must gradually find its way from within the Red Sea market by integrating internal and external resources, and position itself favorably, develop its own advantages, form a sustainable profit model, and break away from low-price competition to create its own blue ocean strategy. However, in due time, the rise of the red supply chain will be cheaper and the quality will eventually improve to the same level as Taiwan. Whether the current strategy can respond to future market changes, maintain growth and make steady profits, I hope that this research can help pave the way for future planning by looking to past track records of strategic transformation, so that swift actions can be taken against market changes and ensure the company`s sustainable development. This research analyzes case-studies to understand the relevance of corporate strategy selection and execution to business performance through in-depth interviews, and provides conclusions and recommendations for reference in the formulation of industrial strategies.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 106932129
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0106932129
Data Type:	thesis
DOI:	10.6814/NCCU201900100
Appears in Collections:	[Executive Master of Business Administration] Theses

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