A case analysis of competitive strategy of IC design companies in LCD TV industry

• Main Authors: Chuan-Yuan Lin, 林川源
• Other Authors: Yueh-Hua Lee
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/11332332256927840450

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 96 === 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.