兩岸面板產業的行銷策略分析-以天馬微電子為例; Cross-straits TFT-LCD industrial marketing strategic analysis- Tianma Microelectronic corporation as a example

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題名:	兩岸面板產業的行銷策略分析-以天馬微電子為例;Cross-straits TFT-LCD industrial marketing strategic analysis- Tianma Microelectronic corporation as a example
作者:	陳一龍;I-Lung Chen
貢獻者:	企業管理學系碩士在職專班
關鍵詞:	TFT LCD平面顯示器;次世代面板;因素分析法;Financial Crisis;Sub-prime Mortgage;TFT LCD
日期:	2010-01-18
上傳時間:	2010-06-11 16:49:58 (UTC+8)
出版者:	國立中央大學圖書館
摘要:	從2007年底的美國次貸房產引發的世界金融危機，到世界經濟蕭條，一直到2008年底到2009年中國政府提出四兆人民幣來擴大內需刺激經濟，再搭配中國大陸『十一、五』的經濟政策，大大的刺激了大陸各種產業，其中，TFT LCD平面顯示器即是一項大陸重點產業。於此2008到2009年世界經濟衰退之時，台灣的TFT LCD廠也紛紛賠錢，各廠無不辦法開源節流，而此時很多TFT LCD廠的員工也都面臨放無薪假或甚而被裁員的黑暗期，此時還好有中國大陸這塊市場適時的對台灣TFT LCD 產業伸出援手，消耗原本台灣TFT廠閒置的一些產能。使得兩岸在TFT產業合作更加緊密，與此同時中國扶植TFTLCD 廠也正快速茁壯，積極建設次世代面板廠，但中國欠缺的就是技術跟經驗，所以如何發揮兩岸各自在TFT LCD 領域上的優勢共創雙贏，並期能達到最大綜效就是本論文想要研究的目標。本文藉著以天馬微電子為案例公司，將擴大出貨量及市佔率當成最大指標，並訪談現在的電子系統大廠的採購部門，歸納出在客戶端對於TFT廠所關切的變素，以因素分析法解析出哪些共同因素是影響採購TFT時客戶會較著重的因素，以此對天馬微電子提出建議公司的資源分配應該著重在哪幾個項目，此結果除了天馬微電子適用以外，對於兩岸其它的TFT廠也具有參考指標。 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.
顯示於類別:	[企業管理學系碩士在職專班] 博碩士論文

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