西元2007年由美國蘋果公司於發表的全世界第一台投射式電容
觸控的智慧型手機iPhone,從此正式的重新打開了觸控產業的蓬勃發 展與投射式電容觸控的廣泛應用。Display Search概估觸控面板產值可 達美金134億元,2012年統計的數據,年增率已經高達44%,也因此 再度修正了預測數字,預估到2018年將達到全年30億台的出貨量。
近年來台灣觸控面板業者在產能、良率及生產成本上皆快速進 步,台灣觸控面板出貨量為全球第一,2011年市占率達48%,其次為 中國大陸占20%、韓國占15%、日本占13.5%。而在台灣的觸控供應 商中又以T公司的良率、獲利與市佔率明顯的優於對手,因此本研究 藉此個案透過動態能力的觀點,搭配五力分析與SWOT分析結論出未 來台灣高科技產業必需關注的競爭關鍵,
(1)市場敏感度。 (2)跨部門整合能力(從研發,業務,製造到自動化)。 (3)與主要客戶共同開發的能力與技術。 (4)垂直整合能力(從觸控基板原材到完整觸控模組)。 (5)自有自動化技術強化產品研發能力與量產最佳化能力。

Abstract
After Apple Inc. unveiled the first projected capacitive touch screen smart phone around the world in 2007, the projected capacitive touch technology has thriven rapidly and been applied widely in various fields.
Display Search estimated that the output values of the touch screen would reach USD 13.4 billion. However, the annual growth rate has exceeded 44% in 2012. Therefore, they re-estimated the number of delivery quantity to 3 billion pieces each year before 2018.
Recently, Taiwanese manufacturers have developed rapidly in capacity, yield rate, and the cost of touch screen industry in which the delivery quantity of Taiwan is the top one worldwide. The market share rate of Taiwanese product was 48% in 2011 while which of Mainland China was 20%, Korea 15%, and Japan 13.5%. Among those touch screen suppliers in Taiwan, T Company have a better yield rate, profits, and market share rate than its competitors. Therefore, this study analyzed this case by combining Dynamic Capabilities with Porter Five Forces Analysis and SWOT Analysis to conclude the critical factors of being competitive in high-tech industry in Taiwan in the upcoming future,
(1) Market sensibility
(2) Cross-department integration (from research, sales, production to automation).
(3) Capability to develop technology with the main clients.
ii
(4) Vertical integration (from touch screen basic materials to complete touch screen modules).
(5) Self-automation to reinforce the capability of research and development, and to optimize the mass production.

目錄
摘要
................................................................................................................................ I ABSTRACT ................................................................................................................. II 致謝辭 ......................................................................................................................... IV 目錄 .............................................................................................................................. V 圖表目錄 ..................................................................................................................... VI 第一章 緒論 .................................................................................................................. 1
第一節 研究背景...........................................................................................1 第二節 研究動機與目的...............................................................................2 第三節 研究方法與架構...............................................................................3
第二章 文獻探討 .......................................................................................................... 4
第一節 電容觸控技術...................................................................................4 第二節 五力分析.........................................................................................13 第三節 SWOT 分析....................................................................................19 第四節 動態能力.........................................................................................24
第三章 研究設計與方法 ............................................................................................ 27 第一節 個案分析法.....................................................................................27
第四章 T公司個案研究.............................................................................................. 30

第一節 觸控產業與技術的介紹.................................................................30 第二節 個案分析:以T公司為例...............................................................49 第三節 以五力分析與SWOT分析尋找觸控產業之競爭要素 .................. 58 第四節 五力分析與SWOT分析歸納整理 .................................................. 60 第五節 自動化技術探討.............................................................................62 第六節 T公司建置自有自動化技術的目的與精神...................................64 第七節 以三大管理主軸有效發揮競爭力.................................................66 第八節 動態能力觀點之歸納.....................................................................67
第五章 研究結論與未來研究方向 ............................................................................ 70 第一節 研究結論.........................................................................................70
第二節 研究限制與未來研究方向.............................................................71 參考文獻 ..................................................................................................................... 72

參考文獻
1. 楊瑞賢,射電容式觸控面板原理介紹,
HTTP://BLOG.XUITE.NET/SWEEHAN/STORY01/38870513-投
射電容式觸控面板原理介紹%3E
2. MBA智庫百科, 波特五力分析模型,
http://wiki.mbalib.com/zh-tw/波特五力分析模型
3. 侯章良、劉立新編著,戰略管理最重要的5個工具,廣東經濟出
版社,2008
4. 高樹軍,管理學_第八講 戰略管理,河北大學
5. 俞濤,SWOT分析模型在戰略形成中的應用研究[J],經濟技術
協作信息,2008,03
6. 陳月娥,社會研究法(含概要),台北千華,2000
7. 葉至誠,社會科學概論,台北:揚智文化,2000
8. 莊桓綺、林晉寬,探討「捷安特公司」之研發動態能力-專利分
析法,全球商業經營管理學報,第三期,2011.09
9. Barreto, Ili’dio, Dynamic Capabilities: A Review of Past Research and an Agenda for the Future, 2010,Journal of Management January, 36 ,1,256-280.
10.Bowman, C., and Ambrosini, V., 2003, Dynamic Capabilities, social capital and rent appropriation: ties that split pies, Strategic Management Journal,14, 24,677-686.
11.D’Alene, R. A., Hypercompetition: Managing the dynamics of strategic maneuvering. New York: Free Press.Danneels, E. 2008.
72
Organizational antecedents of second-order competences, 1994,
Strategic Management Journal, 29, 519-543.
12.Eisenhardt, K. M., & Martin, J. A.. Dynamic capabilities: What are
they? 2000,Strategic Management Journal, 22, 1105-1121.
13. Teece, D. J., Pisano, G., & Shuen, A. Dynamic capabilities and
strategic 1997,Strategic Management 509-533.
14.Teece, D. J., Explicating dynamic capabilities: The nature and
microfoundations of (sustainable) enterprise performance, 2007, Strategic Management Journal, 28, 1319-1350.