| Summary: | 碩士 === 國立交通大學 === 管理學院管理科學學程 === 102 === Strategies play a significant role for developing an enterprise’s competiveness, in particular, in the current era of globalization. This thesis uses two Taiwan-based companies as an example to demonstrate how different marketing campaigns have led these two companies to different positions in the back light supplying industry. In early 2010, netbook（small size notebook）was soon replaced by a line of tablet, named iPad, launched by Apple Inc. The demand of tablet has provided new opportunities to the supply chain of flat panel display and related components makers. Radiant and Coretronic are two of the companies capable with supplying all size of back light models for their customers in the world. The situation forced them to adopt different marketing campaigns. Based on production lines, unlike the back light model used for small size display panel requiring for a higher level of technology and more for investment on new injection equipment, those used for large and medium size display panels, had higher price but less requirements for technical investment. On the other hand, for panel makers, the cost of back light model, following glasses and color filters, usually had a major impact on their material cost breakdown. It then led the customers either continuously to building backlight modules in-house or buying them from internally. Eventually, while Coretronic focus on supplying the models for large and medium size panels, Radiant took the challenges of supplying small backlight modules which required higher light guide injection technology. The context is has adopted the principles of Porter’s five forces and value chain to framework analyze how Radiant Opto-Electronics has benefited from the successful marketing strategy to enhance its strength in the supply chain to its customers. In addition, from the financial reports of these two companies during 2010-2012, the financial indices also show that Radiant has been continuously taking the leading place in its industry due to its successful product strategy. By the end, it concludes with some suggestions to LCD and/or back light module suppliers about how to take reactions when customers change their products and supply chain.
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