A Study on the Strategic Planning of Touch Display Niche Market

• Main Authors: CHUANG, PING-YI, 莊秉逸
• Other Authors: WU, CHUNG-MIN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/qfa6s3

碩士 === 國立臺北科技大學 === 管理學院EMBA大上海專班 === 107 === Application of touch interface, in fact, it’s very popular and useful in people’s life. Lots of button switches, or thin film buttons on the remote control, are the practical applications for everyones life. From wearable devices, mobile devices, in-vehicle, Point of sales systems (POS), a wide range of self-service terminal equipment, self-service ordering systems, self-service teller machines, and large public information platforms and digital signage etc. A variety of products, such as the beginning, have been redefined, and the markets ecology has been relentlessly replaced. Such a market, with small demand, lots of different type of products, a long term product life cycle, and a relatively high gross profit margin. However, once the manufacture expend day by day, the generations of consumer products alternated, and the gross profit margin of products shrank more rapidly. More profitable, which would like to get something from this “blue ocean”, such as: Wistron Qistar, Quanta and TPV, etc. Do they have good enough flexibility to handle this new market? For small company, how to resistance cost advantages from competitor? How to complete production capability with large company? Whether in different directions, find the focal point advantage, extra points for their own business. This main purpose of this thesis is to figure out the strategic planning of touch display niche market by studying the case of TES company who Subsidiary of TPK Group.