MBA市场营销毕业论文【51页】.docVIP

中国科学技术大学 MBA硕士研究生学位论文 论文题目：AU公司电视液晶面板经营策略研究 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 environment, explore the exiting gap between AU Company and other well-known enterprises worldwide, then put forward the strategies to AU Optronics for its long-term development. By analyzing the strategies of several global leading TFT LCD enterprises and the market environment in their own countries respectively, meanwhile exploring the Product Integration Strategies which has being assessed by the AU board, the thesis brings up the competitive strategies and advanced management ideas which could help companies to maintain sustainable development in the keen market competition. Key words: TFT LCD Panel, LCD TV, Industry Analysis, Strategy Matrix 目 录 第1章 绪论 1 1.1 研究背景与目的 1 1.1.1 研究背景 1 1.1.2 研究目的 2 1.