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    Title: 觸控產業行銷策略之探討-以台灣、大陸及日本觸控廠商為例
    Authors: 吳誌雄
    Wu, Nelson
    Contributors: 邱志聖
    吳誌雄
    Wu, Nelson
    Keywords: 觸控廠商
    行銷目標
    評估準則
    4C
    垂直整合型
    水平多角化
    Professional touch-panel manufacturers
    Marketing Object
    criteria
    4C
    Vertical integration manufacturers
    Horizontal diversification manufacturers
    Date: 2013
    Issue Date: 2014-08-06 11:42:07 (UTC+8)
    Abstract: 本研究以台灣、大陸及日本的觸控產業為主要的研究對象，依據邱志聖(2010)提出的4C策略行銷作為理論的架構，並依據AHP分析模式，將4C設定為目標構面，並同時展開評估準則，依據不同的對象－整體觸控產業、專業型觸控廠商、垂直整合型廠商及水平多角化廠商作出4C整體及個別交叉比較矩陣的分析，以分析出目標構面及評估準則的相對權重，以作為有效行銷策略的制定。　
    其中整體觸控產業及專業型觸控廠商在4C行銷構面的權重及一致性較高，行銷策略運用的順位（由大到小）分別為：道德危機成本(C3)、專屬陷入成本(C4)、單位效益成本(C1)以及資訊搜尋成本(C2)。
    就個別廠商類型之行銷評估準則的權重分析來看，仁慈同理心、降低總生產成本及產品專屬資產都是相對權重比較高的項目。尤其是整體觸控產業、專業型觸控廠商和垂直整合型廠商都是將仁慈同理心列為最重要的行銷評估準則；而水平多角化廠商則是比較特殊的，將產品定位列為最重要的行銷評估準則。
    另外，專業型觸控廠商相當重視信守合約的承諾及提升買方效益。重視信守合約的承諾主要是因為客戶對產品的規格要求很高，若是能承諾完全達到客戶的要求，或是超過客戶的期望，這對未來長期合作均有明顯的幫助。而提升買方效益則主要是以產品定位在高品質及技術領先的領導觸控廠商為主，這與降低總生產成本為主要行銷評估準則的成本導向的觸控廠商是完全不同的行銷策略。
    垂直整合型廠商則是特別加強與客戶之間要建立有效人員專屬資產。因為此類型廠商主要是延伸既有LCD合作關係上，再逐次增加觸控面板的合作商機，因此建立在既有的高層主管之間的人員專屬資產是最有效的行銷策略。
    而水平多角化廠商則是採取比較特殊的行銷評估準則，將產品定位列為最重要的行銷評估準則。強調可以整合現有客戶端的觸控既有的產品規格與水平多角化觸控廠商的產品作一定程度的結合，以建立廣義的產品專屬資產。
    This research to Taiwan, China and Japan of touch panel industry for research of object, according to Professsor Jyh-Shen Chiou (2010) proposed of 4C strategic marketing as theory of schema, and according to AHP analysis model, will analylze the object and criteria for marketing target, and while started assessment to different of touch panel industry including professional touch panel manufacturers, vertical integration manufacturer and horizontal diversification manufacturers to made 4C overall and the individual cross compared matrix of analysis together with the assessment guidelines of relative weight,　 To serve as an effective marketing strategy formulation, overall touch panel industry and professional touch manufacturers in the higher weight and consistency of 4C marketing perspective, marketing strategies using the sequence (from large to small) are as follows: cost of moral hazard(C3), cost of specific asset(C4), unit cost/utility(C1), and cost of information search(C2). The weight of individual manufacturers guidelines for assessing types of marketing analysis, benevolence , reduce the total cost, and product specific asset are the highest weight of assessment criteria. Especially the whole touch panel industry recognizes benevolence as the most important assessment criteria level. Horizontal diversification manufacturers are quite special to keep product positioning as the most important marketing assessment criteria.
    In addition, the professional touch manufacturers attach considerable importance to honor its contractual commitments (can do) and increasing utility of the buyer. Attention to honor its contractual commitments is mainly because of the high customer specifications, to undertake to fully meet the customer`s requirements or exceed our customers ` expectations, which had obvious help for future long-term cooperation.
    Vertical-integration manufacturers are particularly strengthened with customers to establish an effective personnel specific asset because this type of firms mainly extends on both LCD partnership, again increasing cooperation between the touch panel, a major marketing strategy can build on existing senior management staff between exclusive is the most effective.
    Horizontal diversification manufacturers are taking product positioning as the most important marketing assessment criteria to establish a broad product-specific assets.
    Reference: 一、中文文獻：
    1.　古敬愷，2009，多點式觸控在中小尺寸TFT-LCD上的關鍵成功因素－以iPhone為例，逢甲大學經營管理碩士在職專班。
    2.　邱志聖，2010，策略行銷分析:架構與實務應用(三版)，智勝文化。
    3.　林崇功，2010，台灣觸控面板產業經營策略探討--以M公司為例，東海大學
    　　管理碩士在職專班。
    4.　林盈杉，2010，台灣電容式觸控面板產業之發展與關鍵成功因素之研究, 國立中山大學高階經營碩士班。
    5.　拓璞產業研究所，2010，觸控技術融入人們生活每一角落，拓璞科技。
    6.　拓璞產業研究所，2011，觸控技術正悄悄地改變人們生活方式，拓璞科技。
    7.　拓璞產業研究所，2012，觸控面板產業的新契機-OGS與In-Cell技術發展趨
    　　勢，拓璞科技。
    8.　范嘉琪，1992，垂直整合之策略分析-上游為領導跟隨模型，東海大學企業管
    理學系碩士班學位論文。
    9.　洪錦維，2012，電容式觸控技術導入與解析，佳魁資訊股份有限公司。
    10. 許年輝，2013，高階工程投影機ODM經營策略之研究-以A電子公司為例，
    　　國立政治大學商學院經營管理碩士學程。
    11. 唐嘉俊，2013，觸控產業之供應鏈價值分析，國立清華大學高階經營管理碩
    　　士在職專班。
    12. 黃冠霖，2010，台灣投射式電容觸控面板廠商之競爭策略─以製造能力探討,
    　　國立臺灣大學商學研究所。
    13. 張奐雲，2012，以4C策略行銷架構分析可視化履歷服務網之可行性，國立
    　　政治大學經營管理碩士學程。
    14. 褚志鵬，2009，Analytic Hierarchy Process Theory層級分析法理論與實作。
    15. 傅秋志，2012，觸控產品的關鍵成功因素分析與其應用之研究，逢甲大學經
    　　營管理碩士在職專班。
    16. 楊維文，2011，新創廠商經營模式探討與個案研究－以電容式觸控面板為例，國立臺灣科技大學管理研究所。
    17. 賴筱涵，2011，台灣觸控面板產業經營績效之研究，國立成功大學企業管理
    　　學系博士班。
    18. 謝永隆，2012，觸控面板組件自製或外購決策之個案研究，國立清華大學高
    階經營管理碩士在職專班。

    二、英文文獻：
    1. Ansoff, I. H., 1965, “Corporate Strategy: An Analytic Approach to Business Policy for Growth and Expansion”, McGraw-Hill, 104-132.
    2. Arrow, K.J., 1975, ”Vertical Integration and Communication”, Bell Journal of Economics, vol.6, p.p.173-184.
    3. Avenel, E. & Corinne Barlet, 2000, “Vertical Foreclosure-Technological Choice, and Entry on the intermediate Market”, Journal of Economics & Management Strategy, vol.9, no.3, Summer.
    4. Berry, C. H., 1971, “Corporate Growth and Diversification”, Journal of Law and Economics,14(2), 371-383.
    5. Cartlon, D. W., 1979 ”Vertical Integration in Competitive Market Under Uncertainty”, The Journal of Industryl Economy, Vol.27, 189-209.
    6. Chandler, A. D., 1962, “Strategy and Structure Chapters in the History of the American Industrial Enterprise”, Cambridge, Massachusetts: MIT Press.
    7. Coase, R.H. 1937, “The Nature of the Firm”
    8. Ellison, 1991, “Vertical integration driving urge to merging computer industry”
    9. Fine, Charles H., 2000, “Clockspeed-Winning Industry Control in the age of Temporary Advantage”, Perseus Book.
    10. Fine, Charles H., Roger Vardan, Robert Pethick and Jamal El-Hout, 2002, “Rapid-Response Capability in Value Chain Design”.
    11. Grant, Robert M., 2002, “Contemporary Strategy Analysis”, 2002
    12. Gort, M., 1962, “Diversification and Integration in American Industry”, NBER Books.
    13. Hambrick, D. C. and R. A. D`Aveni, 1988, “Large Corporate Failures as Downward Spirals”,Administrative Science Quarterly, 1-23.
    14. Harrigan, K.R., 1983, “A Framework for looking at vertical integration”.
    15. Harrigan, K.R., 1985, “Exit Barriers and Veritical Integration”, Academy of Management Journal, Vol.28, No.3, 686-697.
    16. Hill, Charles. W.L. and Jones, G.R., 1988, “Strategic Management Theory”.
    17. Hill, Charle.W.L. and Jones, G.R.,2003, “Strategic Management Theory: An Integrated Approach Note Avail”, Bk&Cdr edition.
    18. John, S. and David, W., 1993, “When and When not to Vertically Integrate”.
    19. Malburg, C., 2000, “Vertical Integration”, Industry Week, Vol.249, No.20, 17.
    20. Mathewson, G. F. and R. A. Winter, 1983, ”Vertical Integration by Contractual
    Restraints in Spatial Market,” Journal of Business, 56 ,497-517.
    21. Perry, M.K., 1989, ”Vertical Integration: Determinants and Effects”, R. Schmalensee and R. Willing, eds. Handbook of Industry Organization.
    22. Porter, Michael E., 1980, “Competitive Strategy: Techniques for Analysis Industries and Competitors”, The Free Press.
    23. Porter, Michael E., 1985, “Competitive Advantage: Creating and Sustaining Superior Performance”, The Free Press.
    24. Ramanujam, V. and P. Varadarajan, 1989, “Research on Corporate Diversification: A Synthesis”, Strategic Management Journal, 10(6), 523-551.
    25. Rumelt, R. P., 1982, “Diversification Strategy and Profitability”, Strategic Management Journal, 3(9), 359-369.
    26. Rumelt, R. P., 1984, “Strategy, Structure, and Economic Performance”, Boston, MA: Division of Research, Graduate School of Business Administration, Harvard University.
    27. Saaty, Thomas L., 1980, “The Analytic Hierarchy Process”, McGraw-Hill.
    28. Salop, S.C., and Scheffman, D.T., 1983, “Raising Rivals Costs” The American Economic Review, Vol. 73, No.2, 267-271.
    29. Scherer, 1980, “Industrial Marketing Structure and Economic Performance”
    30. Spengler, J. J.,1950, ”Vertical Integration and Antitrust Policy”, Journal of Political Economy, 81, 442-449.
    31. Waterson, M., 1984, “Economic Theory of the Industry”.
    32. Williamson, O.E., 1971, “The Vertical Integration of Product Market Failure Consideration”, American Economic Review, Vol.01, No.2, 112-113.
    33. Williamson, O.E., 1975, “Markets and Hierarchies: Analysis and Antitrust Implications”, The Free Press..
    34. Williamson , O.E., 1985, “The Economic Institutions of Capitalism”, The Free Press.
    35. Wrigley, L., 1970, “Divisional Autonomy and Diversification”, Unpublished Doctoral Dissertation , Harvard University.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    101932006
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101932006
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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