A Dissertation Submitted to Guangdong University of Technology
for the Degree of Master
（Master of Business Administration）
Research on the Competitive Strategy of Y LGP
Company
Candidate:He Guangming
Supervisor: Prof. Hou rui
May 2022
School of Management
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510520

摘要
摘要
目前，显示屏是移动终端最重要一种的硬件。而导光板是液晶显示屏幕得以显示
必不可少的一部分。随着我国液晶面板制造行业的发展及全球液晶面板制造产能逐渐
向我国转移，我国本土专业从事导光板生产的企业凭借产品成本、技术等优势，逐步
兴起，并成长出了具有一定竞争优势的企业。
随着显示技术的研发、不断更新换代以及中国本土企业的崛起，导光板行业得以
长足发展。Y导光板公司的导光板业务的发展面临着机遇，同时也受到了巨大的挑战。
Y导光板公司如何在技术不断创新和竞争日益激烈的环境下长久生存发展下去，如何
在激烈的竞争市场中占据有力局面，并成长为行业龙头企业，是公司当前面临的首要
问题，因此合适的竞争战略对整个公司的后续良性发展有着非常重要的影响。
本着战略理论与经营实践相结合的原则，本文采用多种管理战略分析工具，其中
包括 PEST分析、波特五力模型以及 SWOT分析等，利用文献阅读法、定性分析法、
定量分析法、案例分析法分析了 Y导光板公司当前的外部行业环境，以及公司内部的
核心能力与资源，利用定量战略规划 QSPM矩阵模型，通过定量分析方法，赋予企业
的优缺点以及机会和威胁一定的权重因子。从客观方面判断出差异化战略适合 Y导光
板公司的竞争策略。后续一些如：小尺寸液晶背光、智能手机、汽车显示应用方面的
市场将不断增加，以及一些分散的市场，如特殊作用照明，更加开放化的情况下， Y
公司只要坚持聚焦技术创新以实现产品差异化，聚焦目标客户群以实现服务差异化，
聚焦生态产业链以实现品牌差异化，聚焦共同利益最大化以实现渠道差异化，才能更
好的让自身更从容的迎接挑战，抓住好的发展机遇。当然，面对竞争日益激烈的市场，
Y公司采取最优战略进行发展的同时也要不断的根据市场变化即使进行调整，才能更
好的适应市场。本论文虽然是以 Y导光板公司为例，但是分析思路和过程及其结论也
可以给其它类似企业作为参考和借鉴。
关键词：导光板；竞争战略；SWOT分析；波特五力模型
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广东工业大学硕士专业学位论文
Abstract
At present, the display screen is the most important hardware of the mobile terminal.
The light guide plate is an indispensable part of the LCD screen to display. With the
development of my country's LCD panel manufacturing industry and the gradual transfer of
global LCD panel manufacturing capacity to my country, local companies specializing in the
production of light guide plates in my country have gradually emerged and grown into
companies with certain competitive advantages by virtue of their advantages in product cost
and technology. .
With the research and development of display technology, the continuous upgrading
and the rise of local Chinese enterprises, the light guide plate industry has developed by
leaps and bounds. The development of the light guide plate business of Y Light Guide Plate
Company is faced with opportunities and great challenges at the same time. How to survive
and develop for a long time in the environment of continuous technological innovation and
increasingly fierce competition, how to occupy a strong position in the fiercely competitive
market, and how to grow into a leading enterprise in the industry are the primary problems
the company is currently facing. Therefore, appropriate Competitive strategy has a very
important impact on the subsequent healthy development of the entire company.
Based on the principle of combining strategic theory with business practice, this thesis
adopts a variety of management strategy analysis tools, including PEST analysis, Porter's
five forces model and SWOT analysis, etc., using literature reading method, qualitative
analysis method, quantitative analysis method, case study The analysis method analyzes the
current external industry environment of Y light guide plate company, as well as the
company's internal core capabilities and resources, using the quantitative strategic planning
QSPM matrix model, through quantitative analysis methods, gives the company's advantages
and disadvantages, opportunities and threats certain weighting factors. Judging from an
objective aspect, the differentiation strategy is suitable for Y LGP's competitive strategy. In
the follow-up, the market for small-size LCD backlights, smart phones, and automotive
display applications will continue to increase, and some scattered markets, such as
special-purpose lighting, are more open. Company Y only needs to insist on focusing on
technological innovation to realize products. Differentiation, focus on the target customer
group to achieve service differentiation, focus on the ecological industry chain to achieve
brand differentiation, focus on maximizing common interests to achieve channel
differentiation, in order to better allow yourself to meet challenges more calmly, seize the
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