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題名 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
作者 鄭勝件
Cheng, Sheng-Chien
貢獻者 陳嬿如
Chen, Yeen-Ru
鄭勝件
Cheng, Sheng-Chien
關鍵詞 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
日期 2019
上傳時間 1-Jul-2019 10:55:38 (UTC+8)
摘要 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.
參考文獻 中文部份
書籍
吳思華,(2003)。策略九說,策略思考的本質。台北;臉譜出版。
大前研一,(1983)。策略家的智慧。台北:長河出版社。
司徒達賢,(2001)策略管理新論,台北:智勝文化
周曉琪,(2018譯)。航向藍海。W.CHAN KIM、RENEE MAUBORGNE著,(2018),台北:天下雜誌。
陳明哲,(2010) 動態競爭。台灣: 智勝文化.
陳小悅,(2005譯)。麥克.波特(1980)。競爭戰略。台北:華夏出版社。
陳小悅,(1997譯)。麥克.波特。競爭優勢。台北:華夏出版社。
期刊論文
蘇純繒、惠龍,(2005)。主題知識發展與預測—以供應鏈管理為例。㆗華管理
評論國際學報.第八卷.第三期,第4頁。
謝錦堂、劉祥熹,(2005)。Porter 基本策略之績效涵義:台灣電子類上櫃
公司之實證研究。東吳經紀商學學報,第五十一期,第6-8頁。
甘兆欽,(2012)。策略與企業成長之研究 – 以統一企業為例。 國立虎尾科技大學學報 第三十卷第四期,第64-66頁。
郭子菱,(2007)。ITO靶材產業發展介紹。光連雙月刊2007/9,71期。第50-52
頁。
邱意惠,(1999)。個案研究法:質化取向。教育研究。第191-207頁。
詹斯敦,(2008)。現代物流/物流技術與戰略2008年08月34期。專欄1-6頁
博碩士學位論文
蕭鴻凱(2013)。觸控面板產業競爭策略分析。碩士論文,私立逢甲大學,經營
管理在職專班,台灣台中。
葉博文(2018)。台灣連接器之展望。碩士論文,國立清華大學,科技管理學院
EMBA,台灣新竹。
周青麟(2011)。電源供應器業創新經營策略之研究-以T公司個案研究為例。
碩士論文,國立政治大學,商學院EMBA,台灣台北。
蔡西江,(2010)。模型產業競爭優勢-以J公司為例。碩士論文,國立台北科技
大學,工業工程與管理系EMBA,台灣台北。
張誠英,(2011)。衝突機制、持續競爭策略、適應能耐投機行為與通路價值之 研究-智慧型手機產業實證。博士論文,國立台北科技大學,工商管理研究所,
台灣台北。

網際網路
楊惟雯,供應鏈管理意義,上網日期2018年12月18日,檢自:
http://nmart.pixnet.net/blog/post/。
Denniswave,觸控技術簡介,上網日期2019年3月9日,檢自:
http://article.denniswave.com/5268
觸控面板-MoneyDJ理財網。上網日期2019年3月9日,檢自:
http://newjust.masterlink.com.tw/HotProduct/HTML/Basic.xdjhtm?A=PA12-1.html
英文部分
Grant, Robert M., (2002) Contemporary Strategy Analysis, Oxford UK, Blackwell Publishers Ltd.
Michael Porter (1985) Competitive Advantage: Creating and Sustaining Superior Performance,
Stefanie, SM. (2000) Quick study EPT, Computerworld (September), 63-64.
Manugistics, (2003) Supply chain management for over 20 years. Retrieved January, from http://www. Manugistics.com.
Hofer and Schendel (1978), Strategy formulation: analytical concepts, St. Paul : West Pub. Co.
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
106932129
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106932129
資料類型 thesis
dc.contributor.advisor 陳嬿如zh_TW
dc.contributor.advisor Chen, Yeen-Ruen_US
dc.contributor.author (Authors) 鄭勝件zh_TW
dc.contributor.author (Authors) Cheng, Sheng-Chienen_US
dc.creator (作者) 鄭勝件zh_TW
dc.creator (作者) Cheng, Sheng-Chienen_US
dc.date (日期) 2019en_US
dc.date.accessioned 1-Jul-2019 10:55:38 (UTC+8)-
dc.date.available 1-Jul-2019 10:55:38 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2019 10:55:38 (UTC+8)-
dc.identifier (Other Identifiers) G0106932129en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124173-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 106932129zh_TW
dc.description.abstract (摘要) 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。
zh_TW
dc.description.abstract (摘要) 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.
en_US
dc.description.tableofcontents 第一章 緒論 6
第一節 研究背景及動機 6
第二節 研究目的 7
第三節 研究架構 8
第二章 產業現況與文獻探討 9
第一節 觸控面板產業環境 9
第二節 產業供應鏈系統 14
第三節 策略管理理論 18
第四節 競爭優勢 26
第三章 研究方法 30
第一節 個案分析方法 30
第二節 個案說明 31
第三節 深度訪談 39
第四章 研究分析與討論 45
第一節 個案公司策略探討 45
第二節 個案公司競爭力分析 49
第三節 個案公司未來經營策略之研擬 55
第五章 結論與建議 57
參考文獻 59
附錄一:訪談摘要 61
zh_TW
dc.format.extent 1602490 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106932129en_US
dc.subject (關鍵詞) 藍海策略zh_TW
dc.subject (關鍵詞) 消費性電子產業zh_TW
dc.subject (關鍵詞) 工控產業zh_TW
dc.subject (關鍵詞) 策略轉型zh_TW
dc.subject (關鍵詞) Blue Ocean Strategyen_US
dc.subject (關鍵詞) Consumer electronics industryen_US
dc.subject (關鍵詞) Industrial control industryen_US
dc.subject (關鍵詞) Strategic transformationen_US
dc.title (題名) 觸控面板產業競爭策略之研究-以H公司為例zh_TW
dc.title (題名) Research on competition strategy of touch panel industry-A case study of H corporationen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部份
書籍
吳思華,(2003)。策略九說,策略思考的本質。台北;臉譜出版。
大前研一,(1983)。策略家的智慧。台北:長河出版社。
司徒達賢,(2001)策略管理新論,台北:智勝文化
周曉琪,(2018譯)。航向藍海。W.CHAN KIM、RENEE MAUBORGNE著,(2018),台北:天下雜誌。
陳明哲,(2010) 動態競爭。台灣: 智勝文化.
陳小悅,(2005譯)。麥克.波特(1980)。競爭戰略。台北:華夏出版社。
陳小悅,(1997譯)。麥克.波特。競爭優勢。台北:華夏出版社。
期刊論文
蘇純繒、惠龍,(2005)。主題知識發展與預測—以供應鏈管理為例。㆗華管理
評論國際學報.第八卷.第三期,第4頁。
謝錦堂、劉祥熹,(2005)。Porter 基本策略之績效涵義:台灣電子類上櫃
公司之實證研究。東吳經紀商學學報,第五十一期,第6-8頁。
甘兆欽,(2012)。策略與企業成長之研究 – 以統一企業為例。 國立虎尾科技大學學報 第三十卷第四期,第64-66頁。
郭子菱,(2007)。ITO靶材產業發展介紹。光連雙月刊2007/9,71期。第50-52
頁。
邱意惠,(1999)。個案研究法:質化取向。教育研究。第191-207頁。
詹斯敦,(2008)。現代物流/物流技術與戰略2008年08月34期。專欄1-6頁
博碩士學位論文
蕭鴻凱(2013)。觸控面板產業競爭策略分析。碩士論文,私立逢甲大學,經營
管理在職專班,台灣台中。
葉博文(2018)。台灣連接器之展望。碩士論文,國立清華大學,科技管理學院
EMBA,台灣新竹。
周青麟(2011)。電源供應器業創新經營策略之研究-以T公司個案研究為例。
碩士論文,國立政治大學,商學院EMBA,台灣台北。
蔡西江,(2010)。模型產業競爭優勢-以J公司為例。碩士論文,國立台北科技
大學,工業工程與管理系EMBA,台灣台北。
張誠英,(2011)。衝突機制、持續競爭策略、適應能耐投機行為與通路價值之 研究-智慧型手機產業實證。博士論文,國立台北科技大學,工商管理研究所,
台灣台北。

網際網路
楊惟雯,供應鏈管理意義,上網日期2018年12月18日,檢自:
http://nmart.pixnet.net/blog/post/。
Denniswave,觸控技術簡介,上網日期2019年3月9日,檢自:
http://article.denniswave.com/5268
觸控面板-MoneyDJ理財網。上網日期2019年3月9日,檢自:
http://newjust.masterlink.com.tw/HotProduct/HTML/Basic.xdjhtm?A=PA12-1.html
英文部分
Grant, Robert M., (2002) Contemporary Strategy Analysis, Oxford UK, Blackwell Publishers Ltd.
Michael Porter (1985) Competitive Advantage: Creating and Sustaining Superior Performance,
Stefanie, SM. (2000) Quick study EPT, Computerworld (September), 63-64.
Manugistics, (2003) Supply chain management for over 20 years. Retrieved January, from http://www. Manugistics.com.
Hofer and Schendel (1978), Strategy formulation: analytical concepts, St. Paul : West Pub. Co.
zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU201900100en_US