LED(Light Emitting Diode，發光二極體)的應用已由最早的數字顯示器和指示器發展出一些新的應用，與生活息息相關，四處可見，包括出口指示燈、裝飾燈、交通號誌、舞台燈、室外照明和投射燈等。LED提供的好處包括體積小、使用壽命長、低熱量輸出、節約能源和耐用性，它也擁有設計的靈活性，譬如由將小單體封裝成不同的形狀、顏色、大小及亮度可以達到顯色及調光的各種不同變化。但是LED技術發展限制使得它在整體光源輸出、演色性及可靠性仍不如規格宣稱可以達到的境界，因此在某些應用上還不普及，尤以取代傳統照明的應用市場目前較難達成。然而其餘LED在包括零售展示，彩色燈光，需要較暗光線的狹小空間照明，外部照明和應用一體化的光源的建築、娛樂與劇場照明等應用領域已經漸漸形成市場。由於台灣基於半導體產業的興盛，讓LED產業也隨之蓬勃發展起舞。 Philips公司進入LED照明產業後，積極地展開規劃佈署，主以併購的方式，於2005至2009年共併購了9間LED照明相關公司。從上游研發與製造LED晶片與元件公司Lumileds，到中游LED照明控制廠商Color Kinetics、TIR system、Bodine與Dynalite，以及下游LED燈具製造商PLI、Genlyte與Selecon，將LED照明產業鏈上的的關鍵公司納入旗下，對本身LED照明產品線進行垂直整合以及組織重整，Philips公司藉此以大規模的併購動作向全球宣告自身於LED照明產業的龍頭地位。 本研究針對LED照明產業作一系列的探討與分析，先從目前LED照明發展概況、主要廠商LED照明產品技術結構分析開始作初步探討，最後以Philips公司為個案探討該公司在LED照明的商業模式，如在LED照明產業的組織設計、投資、併購、合資、研發、授權與專利佈局…等。透過上述分析資料及結果，本研究歸納出Philips公司於LED照明產業的經營模式與發展策略，並對應到台灣企業目前的發展狀況。對台灣企業發展LED照明而言，當務之急除致力技術研發，累積自身專利之保護傘，以及對國外廠商的大規模授權動作亦必須要進行充分的研究與了解外，仍需借鏡Philips公司經營LED照明產業的方法與經驗，重新規劃自身的商業模式與競爭策略，避免重蹈過往台灣廠商在LED晶粒與封裝段遭遇的困境，逃脫不了向國外大廠取得授權或是被告的命運。 / The application of LED (Light Emitting Diode) evolved from digital display and indicators to more utility devices close to daily life, such as indicator lamps, decorative lamps, traffic lights, stage lights, outdoor lights, and projection lights. The limit of current technology restricts LED from so-claimed full performance concerning global illumination, color rendering, and reliability so that it is less available in certain applications, especially in the market of traditional lightings. However, LED becomes popular in retail display, color lighting, illumination of a small space, exterior lighting, illumination of integrated building, entertainment lighting and stage lighting. In addition, the prosperity of Taiwan semi-conductor industry encourages the development of LED industry in Taiwan. The LED companies have developed into a complete industry chain in Taiwan and will play an important role in the global LED industry. Philips aggressively merged 9 LED companies between 2005 and 2009. These companies ranges from upstream to downstream of the LED industry chain, including LED chips manufacturer Lumileds, LED controller companies Color Kinetics, TIR System, Bodine, Dynalite, and LED module and system manufacturer PLI, Genlyte, Selecon. The strategy of Philips is to complete its LED product line through vertical merger and reorganization of these important LED companies, proclaiming its leading position in global LED industry. This thesis begins with an introduction about the latest development of LED lighting and the technology analysis on LED products of the main companies. Further, the thesis will take Philips as the case study to elaborate its business model in LED lighting, such as organization, investment, merger and acquisitions, joint venture, R&D, licensing and patent strategy. Through the analysis on Philips’ business model and strategy in LED industry, the research will propose some suggestions for Taiwan LED companies. Taiwan LED companies should increase their own R&D energy, strengthen their intellectual property and keep up with the updated status of international licensing events. They should also take Philips as an example to examine their own business strategy in case that they may be trapped between high Royalties or lawsuits to international enterprises, a dilemma which Taiwan LED die and package companies encountered.

京都大学 / 新制・課程博士 / 博士(工学) / 甲第25272号 / 工博第5231号 / 新制||工||1997(附属図書館) / 京都大学大学院工学研究科建築学専攻 / (主査)教授 石田 泰一郎, 教授 原田 和典, 教授 小椋 大輔 / 学位規則第4条第1項該当 / Doctor of Agricultural Science / Kyoto University / DGAM

本研究在探討國中視覺環境，而今日學校視覺環境在學校建築中是相當重要的一環， 而學校建築，已不僅是建築師的責任，它更需要教育行政當局、學校行政人員、教師 、學生、工程師的密切配合，不斷增益或改進，以適合教育需求為目的，才能順應國 家建設的需要和乎國家未來發展。 本研究目的在探討視覺環境之兩大要素－－採光和色彩，並調查北市國中視覺環境現 況，以作分析、歸納。 研究內容：計分五章。第一章緒論：敘述研究動機、目的、範圍、方法、資料來源、 專有名詞解辭。第二章探討學校採光理論基礎：視覺環境之特性、學校照明設計原則 、良好的採光強度、採光亮度、室內反射率、教室採光設備的探討、眩光的造成和防 止、有關近視問題之探討、今日採光的新趨向等九節。第三章學校色彩研究之探討： 計分色彩的意義、色彩和採光的關係、色彩三屬性、色彩系統的原則、色彩在學校教 育上的功能、學校色彩的應用。第四章台北市立國民中學視覺環境之調查與實施。第 五章結論與建議。

隨著中國大陸及東南亞照明燈具產業設備的擴增，和廉價勞力成本的威脅以及受到整體大環境的不利因素，台灣燈具照明業者持續面臨著強敵環伺的處境，無疑對燈具出口貿易更是雪上加霜。但隨著近幾年來環保意識提昇及保護環境愛地球的觀念趨勢下，各國紛紛倡導綠能生活、節能減碳，更是為本研究個案公司創造新的轉型契機。 本研究個案公司藉此一波「綠能生活」趨勢轉折點，重新尋求企業定位並調整公司營運方向，利用顧客對燈具照明需求從傳統白熾燈轉變為LED照明和結合智能科技概念，並藉此導入核心顧客關係管理之經營理念，讓行銷聚焦於”挖掘需求,解決痛點,主動積極、細緻貼心”的顧客服務，塑造堅強之顧問式銷售團隊，深入暸解金字塔最上層之20%核心顧客需求並提供解決方案，增進顧客價值最大化，讓雙方合作形成牢不可破之「夥伴與合作式的核心顧客管理」，孕育雙方命運共同體的革命情感，創造雙方共同價值及雙贏策略。 有鑑於此，本研究個案公司利用個案公司中小企業特性，在資源有限的前提 下，推廣核心顧客關係管理的過程。首先，運用Barrett(1986)提出80/20 法則定律的行銷手法，搭配Malcolm McDonald和Beth Rogers(2006)將核心客戶管理分為六個階段，接著運用HouLun和TangXiaowo(2007)指出顧客價值具有雙重屬性，即顧客感知價值和顧客資產價值。個案公司不只是提供產品創造業績的顧客資產價值，而是再升級為顧客感知價值，”挖掘需求,解決痛點,主動積極、細緻貼心”超越客戶需求的顧客服務，將核心客戶關係管理的理論與實際行銷互相配合，創造個案公司與核心客戶的雙贏。 / With upgrading lighting industry of the mainland China and Southeast Asia, the threat of cheap labor costs and the overall environment of the negative factors, Taiwan's lighting industry continues to face the situation of a powerful enemy around, the lighting export performance is getting worse without doubt. However, with the environmental protection awareness in recent years to enhance and protect the environment of the Earth of trend concept in the world, countries have advocated green energy, energy saving and carbon reduction. Meantime, it brings new opportunities of transformation for the case study company. In this case study, the company turned to the trend of "green energy" which can re-locate and adjust the operating direction of company. The company transformed the lighting trend from traditional incandescent lamp to LED lighting integrated intelligent technology concept become core customer management business. The marketing focused on "find out the needs, solve the pain points, be aggressive and positive, detailed caring service”. To build a strong consultative sales team, to understand deeply of the top 20% of the pyramid core customers’needs,to provide solutions to enhance customer value maximization, so that the corporation of the two parties can make an unbreakable "partnership and cooperative key account management" to create mutual values and win-win strategy. In view of this, the study of the case of small and medium enterprises using the characteristics of SMEs in the premise of limited resources, First of all, the promotion of core customer relationship management process, this paper divides key account management into six stages by using Barrett's (1986) marketing approach of 80/20 rule and Malcolm McDonald and Beth Rogers (2006), then using HouLun and Tang Xiaowo (2007) to point out that customer value has dual Attributes, named customer perceived value and customer asset value. Case-based company is not only to provide customers with product creation performance value of assets, but also upgrade customer perceived value. More than customers’expectation to "Find out the needs, solve the pain points, be aggressive and positive, detailed caring service”. Key account relationship management theory and the practical marketing of the interaction between the case in the company and the core customers to create win-win situation.

本研究旨在發展一套互動感知的機制，目的為期望能透過此互動方式，針對長期潛藏著危害健康甚深的「久坐族」，提供一個溫和柔性的「提醒」功能，符合不受「空間的限制」、「設定的限制」、「使用族群的限制」等，亦即凡是因為某些因素導致忽略或是忘記時間而「坐太久」的情形，此類的人便是被提醒的對象。 透過受測者的使用與建議進行分析評估，此互動機制透過分析與歸納，試圖找出區別於坊間常見的提醒模式，如一般人常用的鬧鐘、計時器等硬體，或專為電腦久坐族而設計的電腦健康動畫定時播放軟體等。這類相關的產品不外乎必須受制於人本身要去「記憶」且「手動」去調整、設定、下載、安裝等繁複的過程；另外是提醒的方法和內容瑣碎、不便或是不足，最大的共通限制為「使用時機與空間限制」。因此，本研究中的互動機制預期能提供「久坐族」另一種新鮮的選擇，一種力求「溫馨提醒」、「不受限時空」的互動模式。 為傳達前述的「健康信念」，本研究繼續探討如何將此「互動機制」實際應用於與人類生活當中，透過設計將此互動機制實際應用，結合現代科技與藝術使其更具吸引力與美感。現今已進入以價值為主的高感性經濟時代，體驗經濟能感動人心的關鍵在於將產品與服務提升至碰觸精神心靈的層次。因此運用體驗設計的概念，並嘗試融合與感官直接相關的燈光元素等為創作媒材與靈感來源，進行造型、視覺設計與氛圍的營造，作為接觸人們內心深處的橋樑。 綜合所述，本研究與作品針對「久坐族」預期將達成的五大目標： 1.「健康照護的提醒功能」：設計出感性的互動機制作為基本法則。 2.「獨特的使用者體驗」：將此互動機制結合情感設計增加吸引力。 3.「互動裝置應用（一）」：以結合情境光營造為例。 4.「互動裝置應用（二）」：以結合智慧型手機應用程式為例。 5.「推廣觀念」：藉由以上，推廣久坐族的健康信念。 / This study aimed to develop an interactive sensory mechanism, to hope that through this interaction, for long-term health hazards lurking deep in “sedentary tribe” to provide a soft reminder, without space constraints, setting limits, use of limit etc. All because some of the factors that led to ignore or forget the time “to sit for too long” case, such people is to be reminded. Through the subject's use and recommendations for analysis and evaluation, this interactive mechanism analysis and induction, trying to find a mode which is different from common reminders such as alarm clock, timer or the animation timer player software designed for computer sedentary tribe , and so on. Such related products must be controlled by ourself to remember and set by hands in this complicated process. The method of reminding is trivial、inconvenient, and its greatest limited is "use time and space constraints." Therefore, the interactive mechanism in this study is expected to provide sedentary tribe another new choice, seeking to be the soft and unlimited use of reminder. To convey the aforementioned “health beliefs”, the research continues to explore how this “interaction mechanism” actually applied to human life. The practical application of design, combined with modern technology and art to make it more attractive. Today has entered a value-based、high-touch economic times. Experience economy is the key to raise products and services to touch the spirit of the soul level. Therefore, this study use the concept of experience design, and tries to integrate with the sensory elements as the inspiration for the creative media source for modeling、visual design and creating an atmosphere access to people’s hearts. Above all, the research and work for the “sedentary tribe” is expected to achieve five major objectives：1) “Reminder for health care”：designing sensibility as the basic rules of interaction mechanisms; 2) “Unique user experience”：an interactive mechanism with this design to increase the emotional appeal; 3) “Interactive device applications 1”：an installation with light to create a situation; 4) “Interactive device applications 2”：an combination of smart mobile device applications; 5) ”Promoting the health concept”：by above, promoting the health beliefs.

過去台灣LED產業伴隨著面板業的發展而崛起，但目前正是投入LED照明，放眼進千億美元市場的機會，本研究針對傳統照明大廠OSRAM於技術、專利、與商業策略等角度分析，探討LED照明的佈局策略，期望能給台灣LED廠商一些啟發。整體而言，LED照明取代傳統照明的趨勢是肯定的，關鍵在於LED照明的價格走勢以及政府政策的支持。目前雖然LED照明市場仍然以美國為主，但以整體亞洲市場而言，市佔率已經越來越高。而亞洲區域市場最重要的國家－中國，目前在LED照明應用市場僅次美國，差距已經越來越小，未來極可能成為最主要的市場。 在一開始進入半導體照明時，OSRAM受惠於母公司Siemens，在專利、技術上就已取得領先，OSRAM並採取垂直整合的策略，從磊晶、晶粒、封裝、模組都有佈局，使LED的生產更有效率。除此之外，由於未來LED照明產業的趨勢是照明整合服務，OSRAM也透過併購的方式，補強照明設備、照明系統的能力。未來OSRAM不僅供應LED元件，也提供照明解決方案，觸手一路延伸至終端應用。OSRAM初期都是以合資為主以分散風險，若合資公司經營順利，OSRAM便以併購的方式，強化OSRAM的全球佈局。此外，OSRAM 建立了一個平台，聚集了熱管理、光學、電子相關的專業廠商，以及照明整合的系統廠商，形成產業群聚，一方面可以鞏固供應商、被供應商關係，一方面透過產業群聚的效果，建立緊密的合作網路。此外，於經營策略方面，不僅提供整合型產品，開拓銷售管道，且透過生產基地的轉移，降低生產成本，並隨著市場導向，轉換銷售區域，加強於亞太地區的在地化發展。最後，OSRAM之專利申請策略配合市場需求，且除了LED以外，也鞏固OSRAM於省電燈的領先地位；在專利授權部份，OSRAM採取開放式專利授權策略，為Nichia增加競爭者，也為自身帶來大量的授權金以及代工廠商。 研究結論顯示，OSRAM成功的因素在於掌握專利、品牌以及通路，以及LED元件垂直整合的供應鏈，並積極的貼近市場，瞭解市場趨勢，將LED光源技術的挑戰成功的轉化成OSRAM新的產品線。因此本研究建議台灣廠商應與中國之照明廠商合作，台灣廠商於LED技術以及製造仍具優勢，但缺乏品牌以及通路的佈局，台灣LED廠商與其自己發展品牌，不如以代工的方式與既有的傳統照明品牌廠商合作，與中國照明廠商合力抵抗來自國際照明廠的威脅。此外，台灣廠商應認清產業定位，台灣於半導體、電子領域擁有領先技術，可以從LED照明產業鏈的中游模組切入，像是熱處理或是驅動IC等，會是台灣廠商切入照明產業的利基。 / The LED manufactures in Taiwan now actively involved in the general lighting application of LED. In order to provide the manufacturers with some suggestions, the main goal of this thesis is to study OSRAM’s LED lighting layout and strategy, including patent, technology and business strategy. In the long run, LED lighting replacing traditional lighting is in a positive direction. Key factors are the price of LED lamps and the support of government policies. At the present time, the US market is still the main market. However, the market share in Asia-Pacific is steadily increasing. The most important country in the Asia-Pacific region, China, is getting closer and very likely to become the most important market in the near future. Benefited from parent company, Siemens, OSRAM took the leading position at the beginning of semiconductor lighting. OSRAM then adopted the strategy of vertical integration of epitaxy, chip process, packaging and end applications. Therefore, OSRAM can manufacture LED products in a more efficient way. Furthermore, OSRAM also reinforces the capability of the lighting fixtures and lighting systems via mergers, acquisitions, and joint ventures. OSRAM not only provides LED components but also lighting systems and solutions. To spread risks, OSRAM use joint ventures instead of mergers and acquisitions in the beginning. Once the company has operated smoothly, OSRAM will then merge the company. In addition, OSRAM has established a platform to gather companies that provide electronic, optical, or thermal solutions. Industry cluster is formed. With the effect of cluster, the relationship between buyers and suppliers is enhanced. About business strategies, OSRAM developed integrated products to extend channels and moved manufacturing overseas. Referring to patent application strategy, OSRAM meet the demand of market. In addition to LED-related patents, OSRAM also filed many efficient lamp patents these years. And OSRAM actively licensed patents to other companies, not only created competitors against Nichia but also received licensing fee. In conclusion, the main reasons why OSRAM succeed are the strategies of brand, channel and patent. As the lack of branding and channel, this study suggests that Taiwan manufacturers could cooperate with traditional lighting companies in China. With the OEM service of Taiwan manufacturers, supplying LED components, and the channels and brand of China lamp manufacturers, Taiwan and China may have a chance to compete with other international companies. In addition, Taiwanese firms should recognize their positions in the industry value chain. In addition to building a brand, investing in LED lamp, there’ll be a better choice to develop midstream light engines like thermal management or driver IC.

科学研究費補助金 研究種目:一般研究(A) 課題番号:62420042 研究代表者:中原 信生 研究期間:1987-1990年度