The strategy of traditional lighting company entering LED lighting industry- A case study of OSRAM

• Main Author: 洪于舒
• Other Authors: 邱仁鈿
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/3u95z5

碩士 === 國立政治大學 === 智慧財產研究所 === 100 === The LED manufactures in Taiwan now actively involved in the general lighting application of LED. In order to provide the manufacturers with some suggestions, the main goal of this thesis is to study OSRAM’s LED lighting layout and strategy, including patent, technology and business strategy. In the long run, LED lighting replacing traditional lighting is in a positive direction. Key factors are the price of LED lamps and the support of government policies. At the present time, the US market is still the main market. However, the market share in Asia-Pacific is steadily increasing. The most important country in the Asia-Pacific region, China, is getting closer and very likely to become the most important market in the near future. Benefited from parent company, Siemens, OSRAM took the leading position at the beginning of semiconductor lighting. OSRAM then adopted the strategy of vertical integration of epitaxy, chip process, packaging and end applications. Therefore, OSRAM can manufacture LED products in a more efficient way. Furthermore, OSRAM also reinforces the capability of the lighting fixtures and lighting systems via mergers, acquisitions, and joint ventures. OSRAM not only provides LED components but also lighting systems and solutions. To spread risks, OSRAM use joint ventures instead of mergers and acquisitions in the beginning. Once the company has operated smoothly, OSRAM will then merge the company. In addition, OSRAM has established a platform to gather companies that provide electronic, optical, or thermal solutions. Industry cluster is formed. With the effect of cluster, the relationship between buyers and suppliers is enhanced. About business strategies, OSRAM developed integrated products to extend channels and moved manufacturing overseas. Referring to patent application strategy, OSRAM meet the demand of market. In addition to LED-related patents, OSRAM also filed many efficient lamp patents these years. And OSRAM actively licensed patents to other companies, not only created competitors against Nichia but also received licensing fee. In conclusion, the main reasons why OSRAM succeed are the strategies of brand, channel and patent. As the lack of branding and channel, this study suggests that Taiwan manufacturers could cooperate with traditional lighting companies in China. With the OEM service of Taiwan manufacturers, supplying LED components, and the channels and brand of China lamp manufacturers, Taiwan and China may have a chance to compete with other international companies. In addition, Taiwanese firms should recognize their positions in the industry value chain. In addition to building a brand, investing in LED lamp, there’ll be a better choice to develop midstream light engines like thermal management or driver IC.