Competitive Strategy of Projected Capacitive Touch Panel Manufacturers in Taiwan─A Study of Manufacturing Capabilities

• Main Authors: Kuan-Lin Huang, 黃冠霖
• Other Authors: Hon-Gee Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/35277947393163254772

碩士 === 國立臺灣大學 === 商學研究所 === 99 === In 2007, the America consumer electronics manufacturer, Apple, released the first mobile phone equipped with projected capacitive (p-cap) touch panel. The fad of iPhone started over the world and led to promising demand of p-cap touch panel. Compared with the recent application of resistive touch, p-cap touch with better panel transparency, precise positioning, high durability and multi-touch technology enriches using experience. As a result, the high-end consumer electronic products such as smart phone and tablet PC are in favor of p-cap touch panel. In this research, we focus on p-cap touch panel manufacturers in Taiwan and discuss the competitive strategy based on manufacturing capabilities perspective among this industry. In addition, through the literature review and understanding interviews with industrial experts, we follow the flow of AHP (Analytic Hierarchy Process) and construct a three-hierarchy model of manufacturing competitive capabilities, including objects of cost, quality, delivery, flexibility and service. Besides, there are total sixteen major criteria to evaluate manufacturing capabilities. AHP result indicates that the cost is regard as the top competitive object, and the followings are the quality and the service. For p-cap touch panel manufacturers, whether having the ability to provide products with competitive price, high reliability, excellent performance and high yield rate in manufacturing processing becomes crucial measurements in manufacturing capabilities among industry. Furthermore, while manufacturing services is becoming more important, manufactures who are able to offer total solution and meet customized requirements becomes key competitive competence in differentiating service. In conclusion, a sum-up competitive strategy of this research suggests manufacturers toward (1) improving yield rate in manufacturing processing, (2) exploiting new market of high value-added products, (3) forward integration, and (4) developing potential manufacturing processing.