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AU Optronics Corp. Study of Competitive Strategy

Author: ZhuMeng
Tutor: ZhaoYouZhen
School: Fudan University
Course: Business Administration
Keywords: Liquid crystal Panel manufacturing AU Optronics Competitive Strategy
CLC: F426.6
Type: Master's thesis
Year: 2009
Downloads: 347
Quote: 2
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Abstract


Since the 1960s, the liquid crystal display device starts getting into people's vision. From the original monochrome LCD display is widely used today color thin film transistor liquid crystal display device, the 50-year history, the LCD industry has gone through rapid development, technology upgrade process is gradually moving towards industry consolidation. LCD panel makers as a core part of the entire LCD industry has also experienced a very complex industrial upgrading and competitive landscape changes. Until today, the LCD panel manufacturing industry is still going through a stage of rapid development. LCD panel manufacturing industries and the historical summary and analysis, and analysis of the current macroeconomic policy, economic, social and technological environment as well as the development of the industry chain pattern. Furthermore, Porter's five forces model of industry competitors, customers, suppliers, potential entrants and industry replacement analysis, summed up the LCD panel manufacturing industry development and an important factor in driving the industry forward. On the basis of macroeconomic analysis and industry analysis, this paper summarizes the the AU Optronics company's history, the company's current competition for resources and capabilities, and face future market challenges. For currently AUO industry competitors, especially in the forefront of the industry, Samsung Electronics and LG Electronics were analyzed. Based on the above analysis, the combination of theoretical analysis and literature summary of the competitive strategy, this paper proposed future AUO competitive strategy should take a comprehensive cost leadership strategy and technological innovation as the core differentiation strategy. And thus a more detailed recommendations AU Optronics to develop specific strategies for how the two strategic direction. The same time, low-cost strategy and technology innovation strategy implementation process that may appear in Michael Porter's \the necessity and feasibility of the implementation of these two strategies, and proposed measures to solve this dilemma for the AU Optronics facing competition in the industry status quo. Finally, AU Optronics specific measures in the implementation of the overall cost leadership strategy and technological innovation as the core differentiation strategy proposed a series of recommendations on the implementation of the strategy to face the risk analysis. I believe that AU Optronics can take full advantage of their competitive resources and advantages in the future competition in the market come out on top.

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