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    Title: 軟性印刷電路板產業發展及經營策略之探討 : 以C公司為例
    Other Titles: The development and business strategies of flexible printed circuit industry : a study of C Company
    Authors: 吳玉華;Wu, Yu-Hua
    Contributors: 淡江大學國際企業學系碩士在職專班
    曾義明;Tseng, Yi-Ming
    Keywords: 軟板產業;競爭策略;競爭優勢;紅色供應鏈;策略聯盟;Flexible Printed Circuit Industry;Cometitive Strategy;Competitive Advantage;Red Supply Chain;Strategic Alliances
    Date: 2016
    Issue Date: 2017-08-24 23:36:06 (UTC+8)
    Abstract: 本研究藉由觀察和次級資料的蒐集,了解目前軟板產業已有供過於求的現象,不宜再進行擴廠,以避免各廠商殺價之惡性競爭。軟板目前主要應用市場仍以手機為主,全球未來最大的市場在中國與印度,廠商應積極培植在地生產的能量,提前佈局。而穿戴式電子產品中的虛擬實境和擴增實境的頭戴式裝置產品所使用的軟板數量多且面積大,可積極開發此應用領域,將有助於後續營收貢獻。另全球汽車電子逐年向上攀升,雖然市場規模無法與3C產業相比,但相關零組件具有高毛利與訂單穩定的優勢,對於維持公司長久經營的營收是具有助益的。
    另個案的部份僅取本國最具代表性的一家公司為研究,藉由訪談和資料的蒐集,探討個案公司面對這全球化的競爭,特別是紅色供應鏈的崛起,企業如何制定競爭策略並保有競爭優勢。針對個案公司分析的結果,提出針對個案公司及軟板相關廠商未來制定經營策略及行動方案的建議如下:
    一、紅色供應鏈的崛起,對台灣廠商而言的確是個威脅,但對於大陸品牌崛起之商機,企業需提升自我競爭優勢,爭取這目標市場。
    二、為了讓企業永續經營,軟板產業競爭策略為:1.提升企業內部的效率化管理,以降低各項成本,創造公司獲利 2.提升技術能力 3.提升生產設備自動化 4.與企業外部進行策略聯盟 5.提升員工國際化能力。
    By observation and subsidiary data survey this study found that due to over supply FPC manufacturers had better not expand capacity in order to avoid malicious price wars. Smartphone is still the major application for FPC market. The worldwide biggest markets are China and India. It would be best for the manufacturers to speed up establishing localized production capability in advance. The FPC usage in VR/AR devices of wearable products is significant. It can drive revenue growth by developing this product segment. The global demand of automotive electronics continues growing year by year. Its market size is not as large as 3C industry but it has the advantages of high gross profit and stable orders. It would helpful on sales revenue for sustaining long term business.

    The case study was based on one of the most representative companies in Taiwan. Using information from the interviews and subsidiary data collection, this study highlights how a company forms its competitive strategies to maintain advantages while facing global competitiveness, especially the rise of the red supply chain in China. Per the analysis results of the surveyed company, this study suggests the below management strategies and action items for FPC companies’ reference:

    1. The rise of the red supply chain in China is no doubt a threat to Taiwanese manufacturers. However, China is also the largest market. Taiwanese companies need to raise their own competitive advantages to gain the business opportunities from Chinese brands.
    2. In addition to improving the internal management effciency to lower costs, create profits and sustain business, upgrading technical capabilities and manufacturing equipment automation, joining the strategic alliance with external organizations and enhancing the internationalization capabilities of employees are also the competitive strategies of FPC industry.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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