照明市場一直是一個穩定而不受景氣循環的影響的產業。但是隨著科技的演進，以及節能環保的觀念日益普及，照明也由原本耗能而且會造成環境汙染的白熾燈、螢光燈、省電燈泡，而進展到了LED照明的世代。過去由於成本過高以及亮度不足，LED無法有效的滲透到照明市場之中。但是現在由於LED產能過剩，技術提升，亮度問題逐漸獲得解決，而價格也有極大機會達到甜蜜點，加上符合節能與環保兩大概念，因此LED照明勢必日漸普及並且在未來的照明市場佔有極為重要的地位。本研究採取SCP架構以及藉由個案探討的方式來進行產業分析。透過市場供需狀況的了解，產業結構的剖析、廠商的行為以及政府公共政策的影響，解構LED照明產業發展的現況，進而提出對未來發展方向的建議。另則是透過對個案公司的研究解析，以提供產業中其他廠商發展策略的一些參考方向。研究結果顯示，雖然LED照明的未來值得期待，但是目前標準制定尚未完成，我國廠商必須要積極參與標準的制定，並且跳脫傳統代工以及生產導向的思維，積極朝建立品牌行銷以及需求導向去創造新的市場，而不是在既有市場持續零和遊戲。Lighting industry is used to be considered as a traditional and stable market. However, the situation is changed due to the innovation of LED technology in lighting. New concept of energy saving and environment protection are well accepted around the world, so LED lighting is expected to replace the traditional lighting technology. In the past, due to the high price and deficiency in luminance, LED didn’t receive its popularity. But now those problems don’t exist anymore and LED is expected to dominate the lighting industry in the near future.In this thesis, we perform an industry analysis based on SCP framework and also conduct a case study for one of the leading firms in Taiwan LED industry. Firstly, we portrait current demand and supply situations in the market. Secondly, we study the market structure of LED lighting, behavior of major players and the impact of government policies on LED lighting industry. Thirdly and finally, an industry development strategy is proposed with support from our analysis of case study.Our results indicate that firms need to enhance their participation in the setting of LED standard as early as possible. In addition, it is essential for those firms to adjust their roles from OEM and production-oriented to brand marketing and customer-oriented. By doing so, we can enlarge the lighting market instead of playing a zero-sum game in the industry.
