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    Title: IC設計公司在液晶電視產業競爭策略之個案分析
    Other Titles: A case analysis of competitive strategy of IC design companies in LCD TV industry
    Authors: 林川源;Lin, Chuan-yuan
    Contributors: 淡江大學企業管理學系碩士在職專班
    李月華;Lee, Yueh-hua
    Keywords: 競爭策略;關鍵成功因素;產業生命週期;IC設計;液晶電視;Competitive Strategy;Key Success Factor;Industrial Life Cycle;IC Design;LCD TV
    Date: 2008
    Issue Date: 2010-01-11 04:07:56 (UTC+8)
    Abstract: 自1930年代發明電視機,歷經二次重大產品革命後,目前正處於電視產業第三次重大革命,即是在電視廣播訊號的傳送與接收過程中,將訊號全部「數位化」,加入很多「數位內容」,並採用「數位平面顯示器」。本研究內容涉及「兩兆雙星」中的半導體產業、彩色影像顯示器產業及數位內容產業三大產業。及其獨立次產業,如IC設計產業、液晶面板產業、數位電視產業、液晶電視產業。

    本研究以T公司和M公司兩個IC設計個案公司來做為競爭策略之分析。探討身為一個供應鏈上游的「整合型核心處理晶片」之IC設計公司。在目前現有大環境、產業、市場的動態變化中,IC設計公司並考量企業自身狀態後,應該如何調整企業自身的「資源」,以加強企業在液晶電視產業供應鏈中的「價值」,並找出產業的「關鍵成功因素」及企業的「核心技術」。面對不同類型的客户時,應該提供何種產品及服務的企業經營策略以達到客户的持續採用。另在面對競爭對手時,應該採用何種的「競爭策略」打擊競爭對手,以保持企業的「競爭優勢」。本研究為創新題材與目前國內的研究均不同,屬於定性的描述性研究,藉由廣泛蒐集初級資料、次級資料,並深度訪談專家,來蒐集分析更多深入性議題及關鍵性資料。深度訪談包括電視產業供應鏈之上游「整合型核心處理晶片IC設計公司」、上游「IC零件代理商」、中游「液晶電視系統整合廠商」和下游「液晶電視品牌公司」企業的十三位中高階主管。本研究之結論與建議如下:

    (一)液晶電視產業之關鍵成功因素:
    1.延續液晶電視之產業生命週期:(1)尋找液晶電視的新應用場合。(2)提供更豐富化的數位化電視節目和服務。(3)產品的創新、產品品質的提升及產品規格的升級。
    2.全球性佈局,避開關稅衝擊並掌握最佳化的生產模式。
    3.壓縮產品價格及提昇產品價值。
    4.與液晶電視領導大廠密切互動。

    (二)整合型核心處理電視晶片IC設計公司在液晶電視產業之競爭策略:
    1.T公司應高優先權採取Porter的全面成本領導策略,並輔以本研究所述其他策略。
    2.M公司應高優先權採取Porter的差異化策略,並輔以本研究所述其他策略。
    3.本研究並分別對定位在「技術專精」型和「價格專精」型之IC設計公司做出管理實務的競爭策略建議。
    After the first television set been invented in 1930 era and underwent two great reforms in the past, nowadays, TV industry is passing through its third product revolution. It becomes a Digital-Signal-Broadcasting with Digital-Content adopted on Digital Flat-Panel Display Device. The research involves “Two-Million-Million & Dual-Starts Industries” that consists of “Semiconductor Industry”, “Color Imaging Display Industry” & “Digital Content Industry”, also includes “IC Design Industry”, “LCD Panel Industry”, “Digital Television Industry” & “LCD TV Industry”.
    This research “A case analysis of competitive strategy of IC design companies in LCD TV industry” selects T-Company & M-Company as two samples of the study. It probes into IC design companies of integrated processor that play a role in upstream of the industry. Due to the dynamic changing of the industrial environment and the market, IC design companies should review situations they are encountering in order to adjust internal resource priority, to enhance value inside LCD TV supply chain, to find out Key Success Factor of LCD TV industry and their core competences. IC design companies should also figure out product and service with operation strategy to meet different customers’ requirements. These companies should adopt what kind of competitive strategy to fight with his competitors and maintain own competitive advantage. The research is a creative topic prior to previous researches.
    The research is a Qualitative and Descriptive Study that use data collection and intensive interview method that to cover deep subject and key subject. The intensive interview covers 13 managers of high level that work for “IC design companies”, “IC agents”, “LCD TV system integrators” & “Branding companies”. The summary and research result are listed as below.
    1. Key Success Factor in LCD TV industry:
    (1) Extend LCD TV Industrial Life Cycle:
    A. Search new applications of LCD TV
    B. Provide various digital TV contents and services
    C. Innovative product, with enhanced quality, upgrade product specification
    (2) Control optimal production model and be minimum impact of import duty with global arrangement.
    (3) Squeeze selling price & create product value.
    (4) Close interaction and relation with leading manufacturers of LCD TV.
    2.Competitive strategy of IC design companies in LCD TV industry:
    (1) T company should take Porter’s Overall Cost Leadership strategy as highest priority than other concluded strategies.
    (2) M company should take Porter’s Differentiation strategy as highest priority than other concluded strategies.
    (3) The research provides suggestions respectively for both “Technology oriented” & “Price oriented” IC design companies.
    Appears in Collections:[Graduate Institute & Department of Business Administration] Thesis

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