| dc.description.abstract | 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. | en_US |