| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 90 === Thesis Abstract
Graduate Institute of International Business
National Taiwan University
Student : Chien-Yuan Chen
Adviser : Professor Ching-Sung Wu
Title : Studies on the plasma display panel industry and its marketing strategy
To satisfy the requirement of the coming digitalized life, the business of digital displays will be more and more attractive. The growing digital display industry is considered as a good way for domestic companies to enter the hightech optoelectric industry.
The liquid crystal displays (LCD) is the first item of domestic digital displays industry. LCD companies, however, suffered from the severe competition caused from the low level of entrance barriers of financial and techniques. The limitation in the small screen size, small visible angle, and low contrast and brightness of LCD displays greatly reduces the potential of this industry.
The plasma display panel (PDP) is completely different with LCD in the lightening principle, core techniques, industry scale, and the entry barrier. The PDP products are characterized as large screen size, low weight, low thickness, high brightness, and a visible angle as wide as 160 degree. It is taken as the best display of digital television.
The thesis is focused on the investment and analysis of PDP industry to increase the understanding of this industry by domestic companies and natives. The worldwide market of PDP and the developing strategy of the domestic companies are studied to attract more attention to this industry. The marketing strategy of a digital TV with high price is also studied to initiate a discussion.
Any advise to this thesis will be highly appreciated.
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