Abstract
Chinese factories have been thrown into the production for AMOLED displays during the recent years which further derived the demand of key organic materials for AMOLED displays. The study in this paper finds that AMOLED display industry in China, featuring more superior luminous efficiency, leads to more frequent demands for organic materials. Therefore, the organic material suppliers need to establish good customer relationships to grasp the accurate information about customers’ demand. In this paper, takes the key organic material supplier for the AMOLED display industry in China as the example for case study and uses NABC Method developed by SRI (Stanford Research Institute) to explore the customer demand of AMOLED display industry in China and further to propose the value proposition. By means of Five Forces Analysis, it finds in this paper that the case company is facing two major key forces in the current AMOLED display industry in China： “Threat of Substitute Product” and “Bargaining Ability of Customers” which have relative relationship with customer demand. Meanwhile, from SWOT analysis, it finds that the case company has the internal weakness, such as the “demand information of customers” and “shortage of originality for materials” as well as the external threat as “fast material replacement” which are closely related to customer demand. Therefore, realizing customers’ real demand clearly and getting acquainted with the industry environment desired to enter and conducting internal constitution inspection and enhancing market competition are the suggestions proposed in this paper for the companies intending to enter AMOLED display industry as material suppliers in China. This study finds that there are interrelated among “Five Forces Analysis,” “SWOT Analysis” and “NABC Method”. By way of the exploration and analysis with these three methods, the result can be the reference for the case company and other relevant middle and small-scaled enterprises to enter AMOLED display industry in China.