MBA市场营销毕业论用文.doc

中国科学技术大学 MBA硕士研究生学位论文 论文题目： AU公司电视液晶面板事业部 业务经营策略研究 内 容 摘 要 液晶面板产业是近年来国家重点支持的产业，需求持续成长和新的应用带来的新增需求驱使液晶面板厂商的经营规模不断的大幅扩充；尽管中小尺寸如手机、信息产品如笔记本电脑等都因为是发展多年的成熟产品，其需求成长已开始趋缓，但是从整体来看，2006年以来的液晶电视高度成长积极拉动了液晶面板产业的整体发展，使得该产业得以蓬勃发展。 AU公司在液晶面板产业排名第三，自2006年以来，该企业就明确将企业产品重点放在电视用液晶面板，截至2010年上半年的销售数字，电视用液晶面板的出货量已经占到该公司总体出货的70%；近几年，随着台湾对前段工艺的政策放开，以及国内众多液晶面板厂的崛起，电视用液晶面板市场的竞争也日趋激烈；如何不走中小尺寸的老路，如何能在这个市场中保持不败之地，是AU公司电视用液晶面板事业部急需解决的问题。对此本文就全球液晶电视面板产业进行了调研，结合中国现阶段的市场特点，以策略矩阵的六大结构研究液晶电视面板产业的发展趋势，分析了AU公司电视液晶面板业务的内部经营和外部竞争环境，探寻作为台湾企业的AU公司与国内、国际知名企业的差距，运用战略管理的理论和方法，为AU公司液晶电视面板业务的长期发展提出了对策。 本文深入剖析了全球几大液晶面板厂的战略特色和其对应国家的市场环境，探讨了目前AU董事会高层正在评估的产品一体化战略，挖掘了具有核心竞争力的对策，引入了领先的经营理念，为企业如何能够在未来的激烈竞争中走行之有效的可持续发展之路提出了研究建议。 关键词：TFT液晶面板、液晶电视、产业分析、策略矩阵 Abstract TFT LCD industry is one of the important industries supported by state government in recent years. Because of the sustainable growth of market demand and new growth from new application, all of the TFT LCD makers keep investing on this industry; And,rencent years,even the IT products such as mobile phone, laptops are getting matured, but the LCD TV market is expanding since 2006,and LCD TV’s good performance lead the whole TFT LCD business’s scale is expanding greatly. AU Company is the number three TFT LCD Company in the world. Since 2006, the company has focused on producing TV LCD which accounts for 70% of total sales on the first half year of 2010. However, with the opening-up of Taiwan investing in mainland and growing-up of other national TFT LCD companies, the competition in this industry is becoming increasingly fierce. As a result, how to keep making big-size LCD and remain leading the whole time has been an emergent problem for AU Company.The thesis is on the study of TV LCD Industry, including research the trend of the industry combining the present Chinese market and Seetoo Dah Hsian’s Strategy Matrix Theory of Six Frames, analysis both its internal and external en