新產品開發之經營策略分析－以A公司之冷陰極管照明為例

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题名:	新產品開發之經營策略分析－以A公司之冷陰極管照明為例
作者:	吳宜璋;Wu,Yi-chang
贡献者:	高階主管企管碩士班
关键词:	CCFL;LED;T5;冷陰極燈管;照明;省電環保;策略;螢光燈;CCFL;energy saving;Fluorescent;LED;Lighting;strategy;T5
日期:	2013-01-14
上传时间:	2013-03-25 16:12:16 (UTC+8)
出版者:	國立中央大學
摘要:	本研究根據台灣CCFL產業為背景，以CCFL製造廠A公司為個案進行研究分析，藉著審視CCFL產業發展歷程、照明產業趨勢、個案公司經營現況，再透過策略分析，找出大環境的限制，探討個案公司的營運模式，以便發展出個案公司新產品CCFL照明燈面對既有市場挑戰的經營策略。雖然需求急降，但CCFL市場不會完全消失。CCFL照明的最大對手是T5螢光燈及LED燈，CCFL燈管的效率與T5螢光燈相當，而且壽命更長，但知名度低，LED照明則面臨照度不足、散熱、晶片老化變色及護眼健康等問題，未來於照明市場的應用仍有變數，在照明市場為CCFL留下可以期待的空間。CCFL照明產品面臨Inverter的壽命、關鍵材料的取得及替代品競爭者引導形成消費者負面主觀意識等三大難題。業者應運用台灣堅實產業基礎，提昇Inverter的穩定度，走向全球照明市場。面對關鍵材料的掌握，要掌握時機取得材料，也要建立並維持穩固的供應鏈關係。政府和業界應協力，努力建立消費者正確的照明觀念，政府應分撥資源推廣CCFL照明，充份運用台灣完整CCFL生產技術及產業鏈，以小博大，為台灣扶植出國際級照明產業。個案公司成功之道是維持高品質燈管及彎管能力，但缺乏推動新產品行銷的資源，未來需要更多的努力及投入，短期目標是充實資金，中期目標是深耕行銷及通路關係，長期目標是強健經營體質，CCFL燈管策略是提高價格降低成本，照明策略是確保品質擴大通路。This is a case study research based on CCFL industry and the case is a manufacturer called A company. By examining the course of CCFL industry development, the lighting industry trends and the case company current operating situation, using strategy analysis, finding out the environment limits, investigating the case company’s operating model, this research develops CCFL lighting business strategy to face of the challenges of the market.Although the market size of CCFL dropped rapidly, the demand will not completely disappear. The greatest competitor to CCFL lighting are T5 fluorescent lamps and LED lighting. CCFL’s luminous efficacy is quite equal to T5 fluorescent lamps and CCFL has a better useful life. Facing to lake illumination, cooling issue, chip aging discoloration and eye health hesitation, future applications of LED lighting are still variable. A market demand gap appears to CCFL lighting.CCFL Lighting product faces three major difficulties, Inverter life time, key materials sourcing difficulties and consumers misperception guided by substitute lighting competitors. Using the well industrial base in Taiwan, we should be easy to enhance the stability of Inverter and apply to the global lighting market. Facing key materials sourcing problems, it is not only necessary to grasp the opportunities to obtain materials, but also to maintain firm supply chains. Government and private enterprises should work together striving to establish a well lighting concept in consumer’s perception. The government should allocate resources to promote CCFL lighting. By the strength of well CCFL production technology and industrial chain in Taiwan, we have a good chance to foster a world-class lighting industry.The success of case company is to maintain a high quality lamp products and tube bending capabilities. Lack of capital to promote new products, case company should spend more effort and investment in the future. The short-term goal is to enrich the funds. The medium-term goal is to strive for marketing and sales. The long-term goal is to strengthen operating structure. The CCFL lamp strategy is to increase prices and to reduce costs. The CCFL lighting strategy is to ensure the quality and to enlarge sale channels.
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