| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系國際企業經營管理 === 100 === Organic Light-Emitting Diode, OLED, is a 21st-century technology in the field of flat panel display. Compared with LCD, OLED has stronger features such as self-illumination, wider viewing angles, up to a thousand times faster response time and so on. Thanks to these merits, numerous European and Japanese display companies around the world, have been endowing a vast sum of money the R&;D of OLED. Following the pace, in 1997, companies in Taiwan started to pay attention to the development of OLED; nonetheless, due to the high complexity in its production technology and high cost, many manufacturers dropped out from the market in 2006. OLED did not regain people’s notice until recently Samsung Group built up huge OLED production lines. Accordingly, not only do OLED firms have to unravel the problem of high production complexity, but they need to do an analysis of the market and to come up with an effective marketing strategy to enhance their competitive strength.
This research initiated the discussion from literature reviews, which consisted of a wide range of data relevant to OLED industry and market. Subsequently, the researcher conducted depth interviews with two OLED companies in Taiwan to complete real-life observations and case studies. Then, via the application of marketing theories to analyze the interviews, the researcher concluded the findings in this exploratory study; additionally, the results and comments based on the findings in this exploratory study were provided in the current research.
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