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    Title: 液晶電視的產品發展策略- 以SONY Bravia LCD TV為例
    Other Titles: LCD TV product development strategy - a case study of Bravia, Sony
    Authors: 黃顯惠;Huang, Hsien-hui
    Contributors: 淡江大學國際商學碩士在職專班
    鮑世亨;Pao, Shih-hen
    Keywords: 液晶電視;價值網;產品生命週期;策略分析;五力分析;LCD TV;Analysis of 5 Forces Method;Competitive Strategy;Produce Life;Value Nets
    Date: 2008
    Issue Date: 2010-01-11 01:30:01 (UTC+8)
    Abstract: 由於液晶電視中的關鍵零組件-液晶面板的價格快速下滑,使液晶電視的市場價格愈來愈被消費者所接受,加上數位電視節目的開播及支援高畫質畫面的影音設備的陸續推出,使液晶電視成為近年來的熱門的消費性電子商品。液晶電視對消費者而言,不再只是以前的電視,也是視覺美感、空間的提升,這也使全球的消費者開始掀起液晶電視的熱潮。
    本研究是從發展中的「數位家庭」作為起點,切入蓬勃發展的液晶電視產品市場。藉由液晶電視產業的現狀發展說明、各家產品的現況說明及關鍵零組件的說明,並利用價值網、產品生命週期、策略分析的整理、歸納並分析方式,來了解整體的液晶電視產品市場,進而提供一個有關液晶電視產品的未來發展趨勢及展望。
    在個案的研究中,從個案的整體集團狀況說明,液晶電視品牌、策略、目標的説明,透過價值網、產品生命週期、策略分析、五力分析的方式,整理、歸納並分析個案公司在液晶電視產業中的發展策略,及未來的發展趨勢;並從中萃取出個案公司的關鍵成功因素及未來繼續成功因素的可能性。
    LCD TV market price is dropping, one of the biggest reasons is the key component of LCD TV, TFT LCD TV, is price down briskly. Then, the most consumers are starting to accept the market price of LCD TV. Digital television programs and relative products which need the high definition TV are continuing launch to the market. Those reasons makes LCD TV become the one of the popular electronic produces in the recently years.
    This research is started fm 「the digital home industry」, and introduction the rapidly developing LCD TV produce. For the understanding the LCD TV produce trend and market, the current developing status of LCD TV, and the current status of the major brand makers, and the key components status are analyzed by the Produce Life theory, and Value Nets theory, and Analysis of 5 Forces Method, and the theory of Competitive Strategy. Base on the above analytical results, this thesis provides a future trend of LCD TV produce.
    The case study is including the firm within business mode, and produce strategy, and the target. The theories are used Analysis of 5 Forces Method, Competitive Strategy, Produce Life, and Value Nets. Base on the above research and analysis results can find out the produce strategy and the future trend of the case study. Finally, find the business key factory and the continuing success of success of the case study.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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