The Compare with Competitive Strategic in TFT-LCD Field

[[abstract]]2006年我國監視器用面板及液晶電視用面板出貨量全球市場占有率分別達57 8及43 8％，領先韓國，位居世界第一。本研究鎖定以國內面板業代表廠商友達光電與奇美電子，藉著由廣泛的資料收集以及對TFT-LCD面板製造廠商的深切了解，期望能達成下列目的： 一、做有系統的產業分析，而深入分析TFT-LCD面板產業整體產業結構、產業特性及未來發展趨勢。 二、針對友達光電、奇美電子在策略定位、製造策略及核心能力作全盤剖析與瞭解。 三、提供給TFT-LCD相關產業廠商參考，而期能擬定良善的因應策略。 在研究架構，第一部份乃是找出友達、奇美在製造發展策略上的定位。第二部份依製造發展策略的構面：速度、成本、品質、價格及彈性，找出友達與奇美在這五個構面中優劣勢。最後則是找出友達與奇美在製造發展策略的五個構面中成功的關鍵核心能力。本研究是採取個案研究法，研究對象在競爭策略中的製造發展策略問題。 研究結果發現： 1 友達光電近年來以二次併購方式來發展自己的製造策略，分別提高市場佔有率、達到國內第一大的經濟規模並可與國大二大廠分別抗衡，也讓自己的產品線構面更寬廣，進而提供客戶多樣的選擇。 2 在製造發展策略的五個構面中，由於友達光電在產品品質、製造成本、彈性應變與服務支援比奇美電子來的有競爭力。 3 在關鍵核心能力的比較中，友達光電在「彈性製造能力」構面與「成本效率能力」構面上比奇美電子具有競爭力。[[abstract]]In the 2006 Taiwan’s monitor panel and LCD TV panel in the supply ratio of global market reach 57 8% and 43 8% which is the first in the world This study employs AUO and CMO which represent Taiwanese panel business and collecting expansively data to understand TFT-LCD panel manufacture industry and hope to achieve the purpose: 1 Make a systematic industry analysis and analyze Taiwanese panel business construction industry characteristic and a trend of development in the future 2 Understand and analyze about AUO and CMO on position strategy manufacture strategy and core competency 3 Provide consultation to TFT-LCD correlative company In the research framework the first part is to find AUO and CMO posting in the manufacture development strategy Second part is according the aspect of manufacture development strategy: speed cost quality price flexibity to find out AUO and CMO’s advantage and inferiority on the five aspects And finally is to find out AUO and CMO’s successful core competency of the manufacture development strategy By the case study of competitive strategic in this research The empirical results are as follows: 1 To find AUO use two times Mergers and Acquisitions to develop his manufacture strategy and raise market share ratio and also help their company to reach economies of scale gain our products line broadly and offer customer diverse options 2 In manufacturing development strategic aspects AUO has more competition than CMO in the product quality manufacture cost flexibity service support 3 To compare with core competition AUO has more competition than CMO in flexibility manufacture ability and cost efficiency abilit