| Summary: | 碩士 === 國立清華大學 === 經營管理碩士在職專班 === 99 === Abstract
The majority of TFT LCD applications, including notebook computers (NB), LCD monitors, LCD TVs, and handheld electronic devices are all related to the consumers. Since flat panel displays(FPDs) have gradually seen wider application in our daily lives, the TFT-LCD panel demand is increasing.
Additionally, the manufacturing technology of TFT-LCD screens has matured in its efficiency and began to be popularized in recent years, and its relevant component is developed accordingly. Polarizer takes up a large part of the total cost for LCD module. After various manufacturers gradually put it into mass production, polarizer film became the key point for panel plants to bring down the cost of LCD modules.
Polarizer film are key components of TFT-LCD panels. Because their production demands high technical know-how and the supply of their raw materials was under the control of Japanese companies, these companies used to have few competitors and their investments that often amount to hundreds of billions of NT dollars, panel producers have undertaken vertical integration in order to reduce costs for production. In order to also to avoid being limited by the shortage of raw materials, panel producers have been reaching into the polarizer industry one after another. It takes a relatively long time to be able to control the quality of polarizers and to produce a large amount of them. Daxon Technology is the leader in industry in Taiwan due to its technology advantage. At its peak, the global market share of Daxon polarizer film was over 10%. In addition to Daxon, other major polarizer film manufacturers include Korean LGC and ACE, Japanese Nitto、Sumitomo、Sanritz and Taiwan CMT, Optimax.
This study proceeds with the approach of a case study, and chooses Daxon as the case target. According to the relevant literature and case studies, we provide the best competitive strategies for the case target. The result of this study indicates that key competitive advantages of Daxon are: core technology platforms, excellent human resource and global supply chain management. Daxon allied with suppliers and customers to optimize related value activity to enhance the company’s competitive advantages. Based on the research of this project, some competitive strategies were provided to the industry for further development.
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