摘 要
金沃光电公司属于消费性电子小型企业，主要业务为生产和销售电阻式触摸
屏，产品应用于带触摸功能的手机和平板电脑行业。手机业务为公司重点发展方
向，主要客户为深圳贴牌手机厂商。从 2008 年金融危机后，国产手机行业整体处
于不景气状况，尤其智能手机崛起后，公司的手机电阻式触摸屏订单量逐步减少，
边际收益逐步趋负，为保证健康可持续发展，公司需要对电阻屏业务进行收缩，
并聚焦于电容式触摸屏配套方向的发展。

本文在绪论阶段介绍了手机行业发展的历程和因为第三代手机功能的需要而
兴起触摸屏技术的过程和发展状况，另外，介绍了国产手机在国际品牌竞争下的
发展现状。接着在公司外部环境分析章节从地理环境、政策环境、经济环境、社
会文化环境、技术环境等角度分析了金沃光电公司因位置偏远导致供应链配合和
管理困难、山寨手机行业遭遇国内外政策限制以及电阻式触摸屏的技术落后处于
即将被淘汰等各种不利处境，利用波特五力模型中的现有竞争者竞争能力、替代
产品的威胁、买方议价能力、卖方议价能力、新进入者威胁这五个元素，阐述了
触摸屏行业由于核心技术被垄断和进入门槛低等原因而形成上游供应商议价能力
较强和新进入者容易形成威胁等状况，在公司内部环境分析章节从内部资源和能
力分析等角度分析了该公司所面临的能力、机会、威胁以及在资源能力方面的优
势和劣势，在上述分析的基础上，对金沃光电公司的企业使命、战略方向、战略
手段进行了分析，最后运用 SWOT 分析工具提出了将电阻式触摸屏业务全面收缩
转而聚焦于电容式触摸屏玻璃盖板业务的发展战略，并阐述了战略实现详细过程。

关键词：边际收益，消费性电子，发展战略

ABSTRACT
Jinwo company’s business is about the production and sale of resistive touch
screen, used in cell phones with touch function and tablet computer industry, which
belongs to the consumer electronics and small enterprises, the company focuses on
mobile phone business as the development direction, the main customers of jinwo are
the OEM mobile phone manufacturers of Shenzhen, after the financial crisis in 2008,
the whole domestic mobile phone industry is in bad condition, especially after the rise
of intelligent mobile phone, mobile phone resistive touch screen orders for the
company gradually are reduced, the marginal revenue is reduced gradually, in order to
ensure the healthy and sustainable development, the company needs to shrink to a
resistive screen business development, and focus on the capacitive touch screen
supporting direction.
This article introduces the development history of the mobile phone industry in
the introduction stage and the rise and development of touch screen technology
because of the need for third generation mobile phone function, in addition, introduces
the homebred mobile phone ‘s development status in the international competition,
then in the company's external environment analysis section from the geographical
environment, policy environment, economic environment, social culture environment,
technology environment of Jinwo photoelectric company due to the remote location in
the supply chain coordination and management difficult, copycat mobile phone
industry experienced domestic and foreign policy restrictions and resistive touch
screen technology is about to be eliminated, various unfavorable situation, using the
alternative competition ability, the existing competitors products of Potter's five forces
model of threat, the buyer bargaining power, the bargaining ability, the threat of entry
of these five elements the touchscreen industry formed upstream suppliers bargaining
ability and new entrants to form the threat status as the core technology monopoly and
enter a doorsill low, in the chapter analysis the company faced the threat and
opportunity, ability, from the angle of the internal resources and capacity analysis,
internal environment In the capacity of advantages and disadvantages, on the basis of
the analysis above, Jinwo company's corporate mission, strategic direction, strategic
measures are analyzed, finally using SWOT analysis tool, the development strategy ofI
III
the resistive touch screen business overall contraction instead focus on capacitive
touch screen glass cover business, and expounds the strategy implementation process
in detail.
Keywords: marginal income,consumer electronics,development strategy