The analysis of Taiwan's TFT industry marketing competitive strategy --As large-size panel an example
| Autor: | Cheng-chung Yen, 顏正忠 |
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| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 Nowadays TFT-LCD panel industry is the focus of global market development for many countries, and Korea, Taiwan, China, and Japan are the mayor players of this market. However their strategies for industrial development are not the same, so that the business arrangements are also different. Looking ahead, with the trend of globalization and oligopoly, Taiwanese companies have to expand and invest more to retain the competitive advantages in economics of scale. Taiwan’s large-size TFT-LCD manufactures in recent years have held the edge for purchasing the key components; that shows that Taiwanese companies have built a complete upstream and downstream supply chain. Such as, CMO built a professional area at Tainan Science Park and AUO took active arrangement on upstream key components. Facing to the fierce competition from Japan and Korea, Taiwanese firms must utilize strategies, necessary measures and growth pace to sustain their competitive advantages. This study adopts case study as the qualitative research method. The scope covers the TET-LCD manufacturing among Taiwan’s hi-technology industry. The most competitive large-size TET-LCD panel manufactures, especially the top two companies which have rather complete industrial chain—AUO and CMO are the objects for case review. Based on Michael Porter’s Five-Force Model and Resource-Based View, this study explores the industrial chains from upstream to downstream, competitive advantages, and competitive strategies of the CMO and AUO. Moreover, it is hoped through the findings of this study to help the companies to control upstream key components and downstream channels and brands, to make strategies to strengthen their internal and external resources to sustain their competitive advantages, and to become the dominants of the panel industry. For general Taiwanese TET-LCD companies, they may understand more the strengths and disadvantages of the benchmakers of Taiwan’s panel industry and the necessary industrial information from the case studies. Overall, the research goals as follows: 1. discussing TET-LCD companies’ strategic thinking when they face the environmental changes from the points of the resource-based view, 2. analyzing historical changes to discover the factors which have affected Taiwanese TET-LCD companies’ competitive advantages, 3. discovering the future trend of large-size TET-LCD manufacturing by reviewing the historical data and present situation as the references for future strategy-making, 4. analyzing systemically the market scale of global large-size panel industry, industrial structure, product-developing trend and industrial review, and 5. making suggestions to Taiwan’s TFT-LCD industry based on the analyses of the competitive models of different fields and the key successful factors of the companies targeted in the case studies. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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