| 摘要: | 本論文以產業經濟學的結構－行為－績效分析架構以及「優勢－劣勢－機會－威脅 (SWOT)」策略分析來探討觸控面板產業。觸控面板技術在應用上仍普遍，短期間聲控技術或紅外線技術並無法將觸控取代。觸控產業經濟循環週期由2014年開始進入衰退期，在多家廠商退出市場後，2021年市場集中度逐步提升。
觸控面板產業的上游原物料主要為光學玻璃及光學PET膜，關鍵原材料幾乎掌握在國外是為台灣該產業的隱憂。就政府政策而言，因觸控面板受到WTO資訊科技協定 (ITA) 關稅互惠保護，所以貿易政策對於觸控面板產業影響不大。
有關觸控面板產業的市場結構，主要以台灣、中國、韓國廠商為主要製造和生產競爭對手，日本以發展關鍵材料為策略，美國則掌握多項觸控面板的專利。產業的市場集中度高，且2021年因多數競爭廠商退出，TPK和英特盛加總市佔率推估可以達全球的70%，市場集中度逐漸提升。
就廠商行為而言，廠商的產品策略可以應用別分類為消費型及非消費型，前者市場龐大、高度競賽、標準化生產、削價競爭，後者經濟規模小、少量多樣、認證期長、生產彈性、客製化高、價格高。
就績效表現而言，分別以規模經濟為經營策略的廠商的毛利率、稅後淨利率與資產報酬率最低，再來是以進行集團整合為經營策略的廠商，最高的是以市場區隔為經營策略的廠商。
以SWOT分析來看，台灣觸控產業的優勢在於精密工業的設備與加工成本偏低，觸控面板品質優於中、韓等國同業，產品性價比較高；劣勢為缺乏對上游原物料的研發與製造，易有斷鏈風險；機會是產業目前已走過了中國政策補貼引發的削價競爭，且市場已呈高度寡占，利潤可望提高，也有機會透過多角化整合或併購提升競爭力；威脅主要是韓國的產業既有優勢與政府的積極策略。;This dissertation analyzes the touch panel industry by using the “Structure-Conduct-Performance (SCP)” paradigm of industrial economics and the strategic analysis that is “strengths-weaknesses-opportunities-threat (SWOT)”. Touch panel technology is still extensively applied among various industries thus it won’t be replaced by voice control technology or infrared technology any time soon. The economic cycle for the touch industry had entered a recession period since 2014. And after numerous manufacturers withdrew from the market, the market concentration has been gradually increasing in 2021.
The upstream raw materials of the touch panel industry are mainly optical glass and optical PET film. The fact that almost all of the key raw materials are controlled abroad is a hidden concern for Taiwan’s touch panel industry. In terms of government policy, the touch panels industry is protected by the WTO’s Information Technology Agreement (ITA), tariff reciprocity, thus trade policies have little impact on the industry.
Regarding the market structure of the touch panel industry, Taiwan, China, and South Korea are the main manufacturing and production competitors. Japan uses the development of key materials as its strategy, while the United States holds a number of touch panel patents. The industry’s market concentration is high, and in 2021, due to the exit of most competing manufacturers, the total market share of TPK and Intersurplus is estimated to reach 70% of the global market, thus exhibit the gradually increasing market concentration.
In terms of manufacturers’ behavior, the product strategy can be classified into consumption and non-consumption application. The former has a huge market, highly competitive, standardized production, and price-cutting competition. While the latter has a small economic scale, a small amount of product diversity, a long certification period, and production flexibility, highly customizable and high in prices.
In terms of performance, the gross margin, net after-tax interest rate and asset return rate of the manufacturers with economies of scale as the business strategy are the lowest, followed by the manufacturers that integrate the group into the business strategy, and the highest is the manufacturers with the market segment as the business strategy.
Based on SWOT analysis, the advantage Taiwan’s touch panel industry lies in the low cost of precision industry equipment, cheaper process costing, and having better quality than its counterpart in China and South Korea, of whose products are more cost-effective. Its disadvantage is the lack of research, development and manufacturing of the raw materials, thus possess the risk of detaching from the upper stream production line. The opportunity is that the industry has already gone through the price cut competition triggered by China’s policy subsidies, and the market has become highly oligopolistic. Not only are the profits expected to increase, and there are opportunities to enhance competitiveness through diversified integration or mergers and acquisitions; the main existing threat is South Korea’s advantage in the industry and the active strategy issued by their government. |
