摘 要
在紅色供應鏈崛起的時代，原先生產製造領域的產業都面臨到新的競爭對手，而這些競爭對手有資金、有市場、有勞力以及有便宜土地的資源，在面臨紅色供應鏈帶來強大的產能擴充造成供需失衡的狀態下，激烈的低價競爭，對於整個產業的核心競爭力、競爭優勢以及競爭策略上均造成巨大的影響。
面板製造曾是台灣高速發展時期的明星產業之一，但原本在顯示器產業供應鏈上的優勢現今被被紅色供應鏈廠商快速瓜分，台灣在這一波暴風雨中想要企業永續經營下去，必須審視自我的競爭力，利用五力分析找出核心競爭力，進行策略調整，由規模經濟主導的成本優勢逐漸轉成聚焦差異化的策略，檢視產業垂直、水平整合以及多角化策略之成效。
但目前市占率與獲利不斷下滑的市場中，對於台灣是否有機會從不利的競爭環境下轉變競爭策略並重獲競爭優勢，期望透過本次研究個案公司的經營模式，找到迎戰紅色供應鏈的契機。

關鍵詞： 五力分析、競爭優勢、紅色供應鏈、競爭策略，面板

Abstract
In the era of the rise of the red supply chain, the original industries in the manufacturing sector are facing new giant competitors, and this competitor has funds support by government, a big market, a lot of labor and resources of cheap land, the red supply chain provide the oversupply capacity to break situation of the balance between demand and supply. In the face of the strong supply of the red supply chain, the fierce low-price competition under the conditions of supply and demand imbalance caused by the expansion of production capacity has a huge impact on the core competitiveness, competitive advantage and competitive strategy of the entire industry.
Panel manufacturing is one of the industries that Taiwan was developed into a star industry. The manufacturers in the red supply chain quickly divided the advantage in the display industry supply chain. Taiwan is trying to continue its business in this wave of storms. Examine the self-competitiveness, use the five-power analysis to find out the core competitiveness, carry out strategic adjustments, shift from the cost advantage dominated by economies of scale to a strategy focusing on differentiation, examine the integration strategy of vertical and horizontal whether the diversification strategy has achieved results. However, in the market where market share and profitability are declining, it is hoped that Taiwan will have the opportunity to change its competitive strategy and regain competitive advantage from an unfavorable competitive environment. Whether the diversification strategy has achieved results.
However, in the market where market share and profitability are declining, it is hoped that Taiwan will have the opportunity to change its competitive strategy and regain competitive advantage from an unfavorable competitive environment. We hope to find a way to confront the red supply chain through the business model of this case study company.

Key words: Five Forces Analysis, Competitive Advantage, Red Supply Chain, Competitive Strategy， TFT LCD

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