A Study on the Entry Strategy of Taiwanese Equipment Suppliers in Solar Cell Industry

• Main Authors: How-More Chen, 陳厚模
• Other Authors: 李吉仁
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/78332613077567117410

碩士 === 國立臺灣大學 === 國際企業學研究所 === 96 === As the world production of solar power is expected to grow from 4GW in 2007 to 15GW in 2010, the business opportunity associated with such tremendous growth for equipment suppliers is very high in the years to come. The issue of how the potential equipment entrants can capture and appropriate this opportunity motivates the present thesis research. This thesis starts from postulating the structure, production process, characteristics and trends of various solar cells products. Two types of equipments are identified as critical to the implementation of solar cell production, PVD and CVD, and PECVD would be the most profitable one for the production of thin film solar cell. In addition, judging from the product life cycle and industry dynamics of various generations of solar cell products, this research suggests that amorphous silicon thin film solar cell would grow rapidly and outperform other competing alternatives, including CdTe due to pollution concern, CIGS and dye types due to short life time. Moreover, we argue that the new structure of mixing amorphous silicon and microcrystalline silicon layers would be a potential direction for development. Based on these insights, this research suggests that taking a fast followe strategy cut into thin film equipment provider market would be a viable entry strategy. Following the 5 force analysis and value chain analysis on the existing players, we expect the competition between the existing players would be elevated. Our research therefore suggests two strategic directions, key equipment provider and peripheral equipment supplier reaching out integration, upon which value net and business model are discussed.