A Study of Pricing Strategies for the Duopoly Market of Taiwan Large-Scaled TFT-LCD Panel Modules and Backlight Module Systems (BMS)

• Main Authors: Lo, Ching-Yen, 羅景彥
• Other Authors: Chiang, Chi
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/07827136578086171825

碩士 === 國立交通大學 === 管理學院管理科學學程 === 102 === Taiwanese TFT-LCD manufacturers faced dangers and challenges under economic depression and oversupply after financial tsunami in 2009. Hence, the enterprises needed to continuously improve panel products and create innovated structures from traditional panel modules. To keep adjusting paces to fulfill the demands of panel markets, industrial technological trends had been disciplined under the circumstances of price wars. It is a challenge to convince customers to choose the panel module with more values. Looking at the current Taiwan TFT-LCD panel industry, BMS (Backlight Module System) had approached brand customers since 2010. It provided high conveniences and elasticity of customer demands, also with preferential duties and assembly cost down. The main contents of this research discuss the competitiveness between the panel module and BMS module by 2011 marketing information. Two players competed by module prices, design resources and shipments. By monitoring the games in duopoly markets, this study summarized the inter-relationships based on the elements of domestic and international literature reviews. This research further provided the executive performance of prices, design resources and shipments, and recommendations of the product chosen strategies. Keywords: Duopoly