Competitive Analysis for the Touch Panel Industry: A Dynamic Capability Perspective

• Main Authors: Chen, Ying-Che, 陳英哲
• Other Authors: Lin, Bou-Wen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/2a9vwr

碩士 === 國立清華大學 === 高階經營管理碩士在職專班 === 101 === Abstract After Apple Inc. unveiled the first projected capacitive touch screen smart phone around the world in 2007, the projected capacitive touch technology has thriven rapidly and been applied widely in various fields. Display Search estimated that the output values of the touch screen would reach USD 13.4 billion. However, the annual growth rate has exceeded 44% in 2012. Therefore, they re-estimated the number of delivery quantity to 3 billion pieces each year before 2018. Recently, Taiwanese manufacturers have developed rapidly in capacity, yield rate, and the cost of touch screen industry in which the delivery quantity of Taiwan is the top one worldwide. The market share rate of Taiwanese product was 48% in 2011 while which of Mainland China was 20%, Korea 15%, and Japan 13.5%. Among those touch screen suppliers in Taiwan, T Company have a better yield rate, profits, and market share rate than its competitors. Therefore, this study analyzed this case by combining Dynamic Capabilities with Porter Five Forces Analysis and SWOT Analysis to conclude the critical factors of being competitive in high-tech industry in Taiwan in the upcoming future, (1) Market sensibility (2) Cross-department integration (from research, sales, production to automation). (3) Capability to develop technology with the main clients. ii (4) Vertical integration (from touch screen basic materials to complete touch screen modules). (5) Self-automation to reinforce the capability of research and development, and to optimize the mass production.