台灣液晶電視產業向下整合之運作模式與評估─以A公司為例

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Title:	台灣液晶電視產業向下整合之運作模式與評估─以A公司為例
Authors:	黃文煒;Wong,Wen-Wei
Contributors:	管理學院高階主管企管碩士班
Keywords:	垂直整合;液晶電視;產業分析;Industry Analysis;LCD TV;vertical integration
Date:	2010-04-21
Issue Date:	2014-05-08 15:36:36 (UTC+8)
Publisher:	國立中央大學
Abstract:	科技的日新月異，使液晶電視正逐漸取代傳統映像管電視，加上政府推行兩兆雙星產業發展計劃，使液晶電視產業在最近十年來快速成長。產業激烈競爭使液晶電視售價持續下滑，各大面板廠商無不向上整合，以降低成本。為避免造成面板廠客戶間的衝突，廠商大多採取面板與電視製造分離之策略，惟A公司先行採取向下整合，因此本研究即以A公司為例，深入探討其向下整合電視組裝廠之具體執行方式。本研究首先針對液晶電視產業環境進行分析，接著分別從A公司之採購、生產製造、研發設計與產品管理等功能層級角度探討向下整合方式、運作模式、困難、問題、缺失及其因應對策，並進行效益分析以贏得市場的競爭優勢。本研究採用個案研究法，藉由專家訪談與過去相關文獻及次級資料的蒐集、分析，結果顯示個案A公司向下整合後，使採購成本、生產製造費用與整體生產工時得以下降，而技術的創新除可降低設計成本外，亦可使生產更有效率。向下整合後也因接近終端消費者，公司可先行取得市場重要資訊，提供客戶完整解決方案。雖然目前整合效益有限，但長期來看，預估當生產達經濟規模時，其效益將更佳，可為公司帶來更多利潤。此外，研究建議未來企業於進行垂直整合前，應做好全面性的規劃，將整體組織架構進行修正，以達最佳化整合之效益。 ;Nowadays, the LCD TVs replace traditional CRT TVs gradually. At the same time, the Ministry of Economic Affairs is promoting a "Two Trillion and Twin Star development" program, the LCD TV industry grows rapidly in ten years. The intense competition makes the price of LCD TV reduce gradually. Therefore, most of panel manufacturers take backward integration in order to reduce costs. To avoid the conflict between customers of panel manufacturers, most of manufacturers separate panels and TV production. This research takes A company for example, because the company is the first one to take the forward integration. Then, this study analysis the environment of LCD TV industry, explore how to take the forward integration to maintain the competitive advantage from the procurement, manufacturing, R&D design and product management respectively. The results indicated that after integration, the costs of procurement, manufacturing and overall production can be declined. The technological innovation not only reduces design cost, but also makes production efficiently. Besides, the company can get the information earlier than his competitors, and provide customers total solutions. Although the total efficiency of integration is limited now, we estimated the efficiency will be better when the production reach economies of scale, and it will bring the company more profits in the long run. In addition, to maximize the effectiveness of forward integration, company should do the comprehensive plans and revise the organizational structure completely.
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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