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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/131020


    Title: 策略行銷分析背光模組產業
    Strategic Marketing Analysis of Backlight Module Industry
    Authors: 蔡宗霖
    Tsai, Chung-Lin
    Contributors: 邱志聖
    蔡宗霖
    Tsai, Chung-Lin
    Keywords: 液晶顯示器
    背光模組
    策略行銷4C架構
    Liquid Crystal Display
    Backlight Module
    4C Framework of Strategic Marketing
    Date: 2020
    Issue Date: 2020-08-03 17:43:18 (UTC+8)
    Abstract: 台灣在2000年前後，開始大量的投資液晶顯示器產業，再加上政府2002年的「兩兆雙星｣計畫，選定液晶顯示器為重點開發產業之一，帶動上游關鍵零組件的投資，背光模組為液晶顯示器的關鍵零組件之一，早期都是向日本企業採購或與日本企業技術合作在台灣生產，因為投資的門檻不高，除了液晶面板廠建置集團內生產背光模組的子公司，其他相關零組件製造商也轉而投入背光模組的生產，因為投入者眾多，不僅能夠供應台灣液晶面板廠的需求，也能與日本廠商競爭。
    液晶顯示器的製造由日本企業開始，後續被台灣及韓國企業超越，2010年後，中國以國家政策扶植國內液晶面板廠的設立，市場的主力由台、韓慢慢移轉為中國，中國也漸漸建立起背光模組的供應鏈體系，台灣背光模組廠面臨嚴峻的競爭壓力，不僅成長的空間受限制，能夠繼續經營的企業更是有限。
    本研究主要以策略行銷4C架構分析個案公司，在面對市場競爭時所採取的經營策略，藉由商業模式描述策略行銷四個交換成本間良性的循環，讓個案公司成為少數能夠永續經營並成長的背光模組廠之一。
    Around year of 2000, as Taiwan started to heavily invest in Liquid Crystal Display industry, compounding with government’s “2 Stars of 2 Trillion” project that selected Liquid Crystal Display to be one of the focal industries of development launched in 2002, it drove investments in the upstream critical components, among which Backlight Module was one of them. In early times, Backlight Module was either purchased from Japanese enterprises, or produced in Taiwan through technical cooperation with them. Since the investment barrier was not high, besides Liquid Crystal Panel plants that set up subsidiaries within the group to produce Backlight Modules, manufactures of other related components also entered into this field. Due to many participants, the capacity could suffice Taiwan Liquid Crystal Panel plants; and also compete with Japanese’s.

    Mass Manufacturing of Liquid Crystal Display started by Japanese companies; but was then outpaced by Taiwanese & Korean enterprises afterwards. After 2010, China fostered establishment of local Liquid Crystal Display plants through national policies. It led to shift of the market backbone from Taiwan/Korea to China & gradual built-up of supply chain for Backlight Module in China, a situation under which Taiwanese Backlight Module plants encountered severe competition pressure with not only limited room for growth, but restricted enterprises capable of running continuously.

    This study mainly focuses on use of 4C Framework of Strategic Marketing to analyze the Case Company for the business strategy when facing the market competition. The virtuous circle between 4 exchange costs make it one of few Backlight Module manufactures capable of operating & growing sustainably.
    Reference: 中文文獻
    1. Charles Handy，(2016)。第二曲線。台北市 : 遠見天下文化。
    2. Alexander Osterwalder, Yves Pigneur，(2012)。獲利世代:自己動手，畫出你的商業模式。台北市 : 早安財經文化。
    3. 大尺寸TFT LCD上游關鍵零組件產業分析 (2003/05)。MoneyDJ理財網 財經知識庫。
    4. 林澤民，(2019)。從國際大展看消費電子趨勢與顯示器前瞻技術發展。
    5. 邱志聖，(2020)。策略行銷分析 架構與實務應用。台北市 : 元照出版。
    6. 背光模組(2010/07)，MoneyDJ理財網 財經知識庫。
    7. 郭宜玲，(2019)。5年預測：教育平板光環減弱且換機效應減緩　2024年全球平板電腦出貨力守1.2億台。DIGITIMES Research。
    8. 程章林，(2010)。 顯示器之過去、現在與未來。工研院影像顯示科技中心。
    9. 曾俊洲，(2019)。TFT-LCD面板零組件製造業發展現況與未來產業趨勢。今日合庫，536期。
    10. 蕭聖倫，(2019)。5年預測：2019~2024年全球NB出貨CAGR將為-0.8%　中美貿易戰變化牽動市場榮枯。DIGITIMES Research。
    11. 簡佩琪、王文獻、周文賢，(2008)。高分子微粒在液晶顯示器的應用。工業材料雜誌258期。18
    12. 羅惠隆，(2019)。5年預測：全球2024年TV出貨將達2.31億台　台廠2020年出貨表現將優於全球。DIGITIMES Research。
    13. 平面顯示器產業鏈簡介/產業價值鏈資訊平台
    https://ic.tpex.org.tw/introduce.php?ic=G000
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    107932007
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107932007
    Data Type: thesis
    DOI: 10.6814/NCCU202000679
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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