奇美電子與友達光電策略創業之比較 洪志瑋、劉子歆

奇美電子與友達光電策略創業之比較 洪志瑋、劉子歆

E-mail: [email protected]

摘 要

中文摘要 瞭解廠商如何在創業與成長的過程中，透過網絡建立競爭優勢與創造價值已同時成為策略管理與創業管理之重要 議題。過去的相關研究普遍視網絡為取得互補性資源的一種重要途徑，並藉此強化廠商的競爭優勢。本論文透過比較個案 研究的方式探討台灣TFT-LCD產業中最具有競爭優勢的二家廠商友達光電與奇美電子，揭露網絡除了對於廠商在取得互 補性資源有重要助益外，網絡亦可有效地降低各種可能的不確定性，進而有助於廠商的價值創造。另一方面，本研究發現 網絡的利用應隨著市場的需求而準確地做調整。例如：友達於2001年所建立之水平網絡滿足市場對不同尺吋TFT-LCD之 需求，其表現優於奇美在2000年忽視市場對中小尺吋TFT-LCD之需求所建立的垂直網絡。最後，本論文提出相關之重要 理論與管理實務意涵。

關鍵詞 : 策略創業 ; 不確定性 ; 網絡 ; 友達光電 ; 奇美電子 目錄

第一章 導論 1 第一節 研究背景與動機 1 第二節 研究流程 4 第三節 論文結構 6 第二章 理論背景 7 第一節 策略創業 8 第二 節 不確定性 14 第三節 網絡 17 第三章 研究方法 22 第一節 研究對象 22 第二節 個案研究方法 22 第三節 資料來源與彙整 23 第四節 資料分析方法 27 第五節 信度與效度分析 29 第四章 個案分析 31 第一節 友達光電 31 第二節 奇美電子 43 第三節 比 較個案分析 53 第五章 結論與建議 64 第一節 研究結論 64 第二節 研究貢獻與建議 65 參考文獻 67 附錄 80 附錄一 國內大 型TFT-LCD廠商相關資料表 80 附錄二 各研究機構對液晶電視需求之預估 81 附錄三 TFT面板上中下游產業關聯性 82 附 錄四 友達創業發展過程之年表 83 附錄五 奇美創業發展過程之年表 88 附錄六 訪談記錄（一） 92 訪談記錄（二） 99 訪談 記錄（三） 113 訪談記錄（四） 116 訪談記錄（五） 131 圖目錄 圖1-1 五家面板廠商營業額之比較 2 圖1-2 2004年面板廠 商市場占有率 3 圖1-3 研究流程圖 5 圖2-1 理論架構圖 7 表目錄 表2-1 創業精神之定義 13 表3-1 受訪者目錄 24 表3-2 個案研 究資料庫目錄 25 表3-2 個案研究資料庫目錄（續） 26 表3-3 本論文之證據鏈 27 表3-4 研究設計的檢測準則 29 表4-1 面板五 虎產品廣度之比較 34 表4-2 數位電視開播時間表 47 表4-3 友達與奇美網絡策略行動過程之比較 54 表4-3 友達與奇美網絡策 略行動過程之比較（續） 55 表4-3 友達與奇美網絡策略行動過程之比較（續） 56 表4-3 友達與奇美網絡策略行動過程之比 較（續） 57 表4-4 友達與奇美在不確定下網絡策略利用之異同 58

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