Research On The Business Development Strategy Of A-Si Liquid Crystal Display For Tianma

With the continuous advancement of science and technology,the display has become one of the key interfaces of human-computer interaction and information input & output of electronic products.Around1960,the display technology was invented in the United States,industrialized in Japan,matured in South Korea,translated to Taiwan,and finally caught up by the Chinese mainland.In the process of catching up with each other,the display industry has developed rapidly,and the display technology has been continuously upgraded and integrated.It has successfully displaced CRT display and PDP display,and achieved the monopoly position of liquid crystal display(LCD)technology.However,the technology is constantly upgraded and evolving.Up to now,substrate technology has emerged with three kinds of passive display technology: a-Si TFT LCD,LTPS TFT LCD,and IGZO TFT LCD.Meanwhile,active display technology represented by OLED display(including flexible and rigid)and micro LED has emerged.At present,the mainstream display products in the market are mainly Amorphous silicon liquid crystal display,LTPS liquid crystal display and AMOLED display,but the market share of amorphous silicon liquid crystal display technology products has decreased significantly year by year.According to the prediction of authoritative research institutions,in the next 10 years or so,the amorphous silicon liquid crystal display technology will encounter greater market impact and pressure,and at the same time,it will also face the impact of micro LED display technology,which is also known as the "ultimate human display".It is very likely that the amorphous silicon liquid crystal display will be eliminated from the early CRT display and PDP display.Shenzhen Tianma is a technology enterprise with more than 37 years of history engaged in the development,production and sales of liquid crystal display.At present,Shenzhen Tianma has seven factories with tens of thousands of workers and tens of billions of assets.They faced the challenges of maintaining the profitability of Shenzhen Tianma's a-Si TFT LCD business.And this has become an important research topic for the company's amorphous silicon business development strategy.In this paper,PEST model,Porter five forces model,CPM matrix and other tools are used to fully analyze the external macro environment,industry environment and market environment of Shenzhen Tianma amorphous silicon business.From the perspective of resources,ability and operation status of Shenzhen Tianma amorphous silicon display business,the competition of Shenzhen Tianma amorphous silicon business is analyzed from: Advantages Disadvantages,Opportunities,Challenges of the business Resources and capabilities.Combining theoretical knowledge,the application analysis of competitive strategy and blue ocean strategy from the existing resources,advantages and external opportunities,and with customer demand value.This paper thoroughly explores the development strategy and the direction of amorphous silicon business.In this paper,EFE matrix and IFE matrix are used to analyze the internal and external key factors,quantify the internal strengths and weaknesses,as well as external opportunities and threats.The QSPM matrix is used to optimize the alternative strategies.Finally,the "2+1" to determine the business development strategy of Shenzhen Tianma amorphous silicon liquid crystal display business,which is "grasping the present,focus on tomorrow,keeping up with the future".It puts forward the implementation guarantee and risk control measures in the aspects of the executable system,culture and risk controls.Finally,combined with the actual situation of Shenzhen Tianma's amorphous silicon business,and the application of Porter's competitive strategy and W.Chan Kim's blue ocean strategy theory,this paper uniformly combines the cost leadership strategy,differentiation strategy and blue ocean strategy analysing the subdivided areas of amorphous silicon business and developing a set of gradual gradient implementation strategy.We believe that Shenzhen Tianma's amorphous silicon business can make full use of its own resource advantages and persistently implement the "2+1" strategy of "grasping the present,focus on tomorrow,and keeping up with the future".They willl be in an invincible position to compete in the future market and maintain sustainable high profitability for a long time.