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研究生:江彥青
研究生(外文):Chiang, Yen-Ching
論文名稱:環保無鉛壓電材料商業計畫書
論文名稱(外文):Environment-Friendly Lead-Free Piezoelectric Material Business Plan
指導教授:唐瓔璋唐瓔璋引用關係
指導教授(外文):Tang, Ying-Chan
學位類別:碩士
校院名稱:國立交通大學
系所名稱:企業管理碩士學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:英文
論文頁數:55
中文關鍵詞:環保綠能無鉛壓電材料商業計畫書可再生能源鐵酸鉍鋯鈦酸鉛
外文關鍵詞:Environmental -friendlyRenerable energyGreenPZT (lead zirconate titanate)Piezoelectric MaterialBusiness PlanBFO(BiFeO3)Business Model
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本論文係針對環保綠能無鉛壓電材料所撰寫的商業計畫書。並以台灣交通大學材料所研發的綠能無鉛壓電材料-鐵酸鉍(BiFeO3)做為研究主體。藉以評估此技術商品化,和取代傳統應用領域相當廣且普遍使用的壓電材料鋯鈦酸鉛(PZT)之可行性及市場潛力,並擬定商業發展策略。目前鋯鈦酸鉛(PZT)雖有其他替代材料,卻都因轉換效能或成本因素,無法取代其全世界皆廣泛使用的市場地位。然而,鋯鈦酸鉛(PZT)含鉛,鉛是種有毒物質,且對環境保護和人類健康都有負面影響。再加上,全球對環保議題的關切及如RoHS和WEEE政府法令的推行和綠能市場興起,使得世界各地許多學術研究機構和公司皆致力於研發無鉛且可替代鋯鈦酸鉛(PZT)的綠能壓電材料。而本商業計畫書研究的主體,由台灣交通大學材料所研發的綠能無鉛壓電材料鐵酸鉍(BiFeO3),僅需相差無幾的成本,卻擁有約較鋯鈦酸鉛(PZT)佳12%的轉換效能,更重要的是它具有環保無鉛的特性。為了在競爭者多的市場環境中,成功地展現及商品化此無鉛壓電材料核心的技術優勢,本研究於是採取商業計畫書模式去尋找辨認市場機會、發展行銷和營運策略、進行風險分析和五年的財務計畫,以幫助創業家們和新創公司能夠採取有效的商業策略,以進一步獲得持久性的競爭優勢。本研究經由分析和運用有價值的文獻探討、策略市場研究、企業和學術專家的交流訪談、實際商業的協商會議、以及參加多次國際創業及商業競賽獲獎的洗禮和增修,使得此篇關於環保無鉛壓電材料的商業計畫書更添加實用性和完整性,相信會為下一個商業階段的提案或執行提供一個很好的研究基礎和貢獻。
This study is to perform feasibility evaluation of an actual lead-free piezoelectric bismuth ferrite (BiFeO3) which developed by NCTU in Taiwan has great potential as an efficient replacement for traditional PZT (lead zirconate titanate) in business plan format. There are several alternatives of PZT (lead zirconate titanate), but they are more expensive or less efficient than it. Thus, PZT (lead zirconate titanate) are most widely used to manufacture products in the modern world. However, PZT (lead zirconate titanate) is a lead-based. Lead has classified as a hazardous substance because of its negative environmental and health effects. Therefore, global environmental concern, government policy such as RoHS and WEEE , and market potential drive companies, universities, colleges, research institutions to discover a practical lead-free piezoelectric material to substitute PZT (lead zirconate titanate). The environment-friendly lead-free piezoelectric bismuth ferrite (BiFeO3) generates 12% more electricity than traditional PZT and has similar production cost. To win over a complicated scenario and commercialize the core technology successfully, the research uses the business plan format to identify the market opportunity, define marketing as well as operation strategy and make risk assessment and 5-years-period financial analysis to help the entrepreneurs and companies to obtain and maintain the sustainable competitive advantages. Through practical and valuable literature re-views, strategy market research, industry and academic experts’ interviews, real business negotiations, and participating in international entrepreneur competitions, the business plan is enhanced more practically and completely, which really generates important and practical findings for the next business stage.
Chinese Abstract i
English Abstract iii
Acknowledgement iv
Table of Contents vi
List of Tables viii
List of Figures ix

I. EXCECUTIVE SUMMARY 1
II. LITERATURE REVIEW 3
III. TECHNOLOGY 9
3.1 Background 9
3.2 Technology Description 11
3.3 Technology Advantages 11
3.3.1 Manufacturing Advantages 12
3.4 Intellectual Property 13
IV. DEVELOPEMENT PLAN 14
4.1 Management Philosophy 14
4.2 Academic Partnership 14
4.3 Organizational Structure 15
4.4 Research and Development Division 15
4.5 Sales and Marketing Division 16
4.6 Operation Division 16
4.7 Finance Division 16
V. MARKETING PLAN 18
5.1 Marketing Analysis 18
5.1.1 Overview of PZT market 18
5.1.2 Existing market - piezoelectric devices 18
5.1.3 New and rapidly expanding market 19
5.1.4 PZT Future 20
5.2 Competitive Advantages 20
5.3 Risk Analysis 21
5.4 Marketing Goals 22
5.5 Marketing Plan 23
5.5.1 Revenue Model 23
5.5.2 Product 23
5.5.3 Target Market 24
5.5.4 Finance Division 24
5.5.5 Positioning 25
5.5.6 Market Strategy 25
VI. OPERATIONAL PLAN 27
6.1 Business model 28
6.2 Road Map 30
VII. MANAGEMENT TEAM 31
VIII. FINANCIAL PLAN 34
8.1 Stock Structure 34
8.2 Income Statement 35
8.3 Balance Sheet 36
8.4 Cash Flow 37
8.5 Ratio Analysis 38
8.6 Exit Strategy 39
IX. CONCLUSION AND SUGGESTIONS 40
Reference 41
Appendix 1 WEEE and RoHS Directives 43
Appendix 2 Science Journal 45
Appendix 3 Other lead-free materials
in research to replace PZT 50
Appendix 4 Test Comparison between PZT and BFO 52
Appendix 5 Management Team 53
Appendix 6 Cost Estimation 55

[1] Christensen, Clayton M. The Innovator’s Dilemma. When New Technologies Cause Great Firms to Fail. Harvard Business School Press: Massachusetts,1997.

[2] Doz, Y. L., and Hamel, G. “Alliance advantage: The art of creating value through partnering.”, Boston: Harvard Business School Press, 1998.

[3] Henderson, Rebecca M. “The Innovator’s Dilemma as a Problem of Organizational Competence. ” Journal of Product Innovation Manage-ment 23,2006.

[4] http://ieknet.itri.org.tw/

[5] http://www.giichinese.com.tw/publisher/IRAP.shtml

[6] http://www.rohs.gov.uk/Default.aspx

[7] J.R. Harbison, P. Pekar, "Smart alliances: A practical guide to repeatable success", Jossey-Bass Publishers, San Francisco, CA,1998.

[8] Kotler, P Marketing management, 13thed, N. J. Prentice Hall, 2009.

[9] Martin, and R. Ramesh, “A Strain-Driven Morphotropic Phase Boundary in BiFeO3”, Science 326, 977 , 2009.

[10] Porter,M.E., Competitive Advantage :Creating and Sustaining Superior Performance, New York: The Free Press,1985.

[11] Personal interview, Dec 2010, C. H. Wang, Hsinchu, Taiwan.

[12] Personal interview, Feb 2010, Sunnytec President, Lee ,Kaohsiung, Taiwan.


[13] Vijay K, Jolly, Commercializing New Technologies, Harvard Business School Press, USA, 1997.

[14] Tang, Yingchan, Fen-May Liou and Chih-Pin Huang, (2008) “Asset-Light Business Model: A theoretical Framework for Sustained Competitive Advantage,” Eighth International Business Research Conference (available at http://www.wbiconpro.com/Management/)

[15] Tang, Yingchan and Fen-May Liou (2010), “Does Firm Performance Reveal its Own Causes? The Role of Bayesian Inference,” Strategic Management Journal, Vol. 31, No. 1., pp. 39-57.

[16] Zeches, R. J., M. D. Rossell, J. X. Zhang, A. J. Hatt, Q. He, C. H. Yang, A.Kumar, C. H. Wang, A. Melville, C. Adamo, G. Sheng, Y. H. Chu, J. F. Ihlefeld, R. Erni, C. Ederer, V. Gopalan, L. Q. Chen, D. G. Schlom, N. A. Spaldin, L. W.




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