中國大陸面板產業分析與競爭策略之研究─以A集團為例

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Title:	中國大陸面板產業分析與競爭策略之研究─以A集團為例
Authors:	吳紹賢;Wu, Shao-Hsien
Contributors:	高階主管企管碩士班
Keywords:	面板製造;產業分析;策略矩陣分析;SWOT分析;panel manufacturing;industry analysis;strategy matrix analysis;SWOT analysis
Date:	2020-06-15
Issue Date:	2020-09-02 16:48:54 (UTC+8)
Publisher:	國立中央大學
Abstract:	本研究從產業分析開始，探討全球及中國大陸面板產業之市場現況及未來發展趨勢，進而了解個案公司的經營狀況及發展策略，並以五力分析探討面板產業的現況，再就個案公司 S.W.O.T.分析探討其內部優勢與劣勢、外部機會及威脅，並歸納出其策略矩陣分析，最後將本研究結論與建議提供個案公司及業界參考。本研究對象個案 A 集團為陸資企業，是中國大陸政府為克服”缺芯少屏”困境，所重點扶植的面板製造企業。A集團目前是大陸A股上市公司，擁有強大的研發能力及製造實力，為全球標竿企業之一 ; 其主要的業務範圍包含 ”面板製造”、”智慧終端”及”智慧醫療”等三大塊，其中面板製造的業務佔其營收高達80%以上。A 集團目前主要生產基地皆設在大陸內地，目前已在北京、四川、安徽及湖北等多個省市建有10座以上先進面板製造工廠，其中包含了成熟的TFT-LCD 技術、近幾年很搶手的AMOLED 技術及新穎的Mini LED等。目前其TFT-LCD 產能已躍居全球第一，而近幾年也投入大量資源進行OLED工廠的建設，其目標是希望能打破目前韓企壟斷OLED 市場的現況，並爭搶巨大的柔性OLED面板市場。A集團營收的分布以中國大陸市場佔比最高，其次是亞洲地區國家，惟歐美地區的營收佔比仍是偏低。A集團近年發展快速，除了擅長的面板製造本業外，也積極地往”整體顯示解決方案及服務提供商”轉型為，為全球面板龍頭企業的目標而全力以赴。研究結果顯示A集團在現階段具備良好的競爭優勢;而且目前市場的商機及發展機遇也對其有利。不過，在快速發展的過程中，其也面臨著”關鍵材料被外企掌握”、”紅海市場帶來的經營績效下降”、”企業組織調整帶來的人才流失”及”中美對抗局勢所帶來的經營不確定因素”等挑戰。本研究也據此提出了對應的”攻擊、補強、防護及退讓”等策略，以期對個案公司及業界有所助益。;Starting from industry analysis, this study explores the current market situation and future development trend of panel industry in the world and Mainland China, and then understands the operation situation and development strategy of the case company. Discussing the current situation of panel industry with “five forces model”, and then discusses the case company’s SWOT strategy to analyze its internal advantages and potential, external opportunities and threats, and summarize its strategy matrix analysis. Finally, the conclusion of this study and suggestions are provided for case companies and industry reference. The research object, group A, is a panel manufacturing enterprise supported by the mainland government to overcome the dilemma of "lack of semiconductor and Panel". At present, group A is a listed company in mainland China, which has strong R & D and manufacturing capabilities, and is one of the global benchmark enterprises. Its main business scope includes "panel manufacturing", "intelligent device" and "smart medical", among which the panel manufacturing business accounts for more than 80% of its revenue. At present, the main production bases of group A are all located in the mainland. Group A has built more than ten advanced panel manufacturing factories in Beijing, Sichuan, Anhui, Hubei and other provinces, including mature TFT-LCD technology, AMOLED technology and Mini LED which are very popular in recent two years. At present, its TFT-LCD production capacity has leapt to the first place in the world, and in recent years, it has invested a lot of resources in the construction of OLED factories. Its goal is to break the current situation that Korean enterprises monopolize the OLED market and compete for the huge OLED panel market. The distribution of group A′s revenue is the highest in mainland China, followed by Asian countries, but the proportion of revenue in Europe and America is still low. Group A has developed rapidly in recent years. In addition to its panel manufacturing industry, it has also actively transformed itself into a "total display solution and service provider" to fully strive for the goal of global panel leading enterprises. The results show that group A has a good competitive advantage at this stage, and the current market opportunities and development opportunities are also beneficial to it. However, in the process of rapid development, it also faces challenges such as "key materials are mastered by foreign enterprises", "business performance decline brought about by competitive market", "brain drain brought about by enterprise organization adjustment" and "business uncertainty brought about by the confrontation between China and the United States". This study also puts forward the corresponding strategies of "attack, reinforcement, protection and concession", in order to help the case company and the industry.
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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