Cross-straits TFT-LCD industrial marketing strategic analysis- Tianma Microelectronic corporation as a example

• Main Authors: I-Lung Chen, 陳一龍
• Other Authors: Keng-hsin Lo
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/65820564853851413441

碩士 === 國立中央大學 === 企業管理學系碩士在職專班 === 98 === Since the year of 2007 USA sub-prime mortgage sparked global financial crisis . Until end of 2008 to 2009 China government raised as much as 4 trillions for stimulating economics rise along with China regular economic policy named “eleventh five”, those enormously prompted China domestic diversified industries uptick . Among others , TFT LCD display is one of key industry in China In during of 2008 to 2009 global economics sharply decline, No exception TFT LCD makers in Taiwan all lost a lot of money , every employer from TFT companies was looking forward to being more frugal . At that time many TFT LCD employees were encountering no-pay leaves or even were fired. At this business nadir China market gave Taiwan a hand and since then cross-strait China and Taiwan getting closer cooperation on TFT LCD industry, In the mean time China is proactively raising domestic TFT LCD makers in order to rapid growth and building up next generation TFT LCD production line , but obviously China deeply lacks of TFT LCD technology and experience , therefore how to use cross –strait each sides’ competence on TFT section in order to create a win-win for both sides . More over, looking for streamlining utmost strength on both sides, that is major research goal for this thesis. Here as per Tianma Microelectronic Corporation for a example company. Taking enlarge shipping panel volume and enhance market penetration rate is as a major index and interview with purchasers at current electronic system customers in Taiwan, lead to what is most concerned variables they care then by factor analysis method to program which common factors are mainly affecting customers’ determinantes while purchasing TFT LCD .In the end suggesting Tianma Microelectronic Corporation which key areas are company’s resource should pay more on , this result is also proper for other cross-strait TFT makers for reference.