The Competitive Strategy of Taiwan Flat Panel Display Industry- A Case Study of AUO

• Main Authors: Cheng-Hsien Chen, 陳政憲
• Other Authors: Chung-Jen Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/gf666p

碩士 === 國立臺灣大學 === 國際企業管理組 === 103 === The TFT-LCD industry was impacted by the financial tsunami in 2008, all panel makers have been facing great loss. In recent years, some panel makers have been turn loss into gain in 2013. However, Japan, Korea and Taiwanfirms are not pursuing economy of scale (capacity) as their priority after China breaks into the LCD industry. Owing to the industrial characteristics, including the high degree of capital-intensity, high entry barrier on technology, the rapid change of product cycles, and the high exit barrier, the strategy to pursue new product portfolios and applications could be effective way to use different generation capacities. This study employed a case study approach. The researcher surveyed related literatures and first hand and secondary practical data, then analyzed the data by five forces model. The industrial key success factors are pointed out and used to analyze AUO’s competitive advantage in terms of resources and capabilities. Then, the competitive strategies will be proposed. The results are listed as follows: 1.The intense competition in technology comes from Japanese and Korean firms, and the Chinese firms are seeking for capacity, which drives Taiwanese firms to pursue niche market strategy. 2.AUO should apply low cost, differentiation strategies to whole range of large, medium and small size panels, to pursue its competitive advantage. 3.The next generation core competence could be build up by providing total solutions. Keywords：TFT-LCD industry , AU Optronics (AUO), competitive strategy, differentiation