隨著TFT-LCD面板產業進入成熟期，產品競爭激烈，在2018年中國在中國政府進行大規模補貼導致瘋狂興建高世代廠開始產能競爭後，全球面板產業供過於求的問題越發嚴重，韓國廠商退出低階LCD的市場後，整體產業虧損將有望緩解，但仍有應用不足隱憂。
後疫情時代加速5G、IoT的科技普及,加上元宇宙熱潮，TFT-LCD面板產業受惠於新興科技應用,新型態的顯示技術的應用在產業數位轉型浪潮下帶動面板在不同智慧領域蓬勃發展。面對新藍海機會，如何在南韓與中國大陸二強夾擊下異軍突起，掌握新商機是台灣面板業的一大考驗。
本研究從產業分析開始，分析全球與台灣面板產業的市場現況與趨勢，進而了解個案公司的經營與發展策略，並用鑽石模型分析台灣面板產業現況。最後就個案公司SWOT分析探討個案公司的內部優勢、劣勢、機會與威脅並且就策略矩陣分析，提供建議給個案公司參考。
本研究對象為友達光電，其在技術上高度多角化具有多種面板核心技術,應用層面也相當多元。產能具有各世代的面板產線，提供客戶多樣化商品選擇。其策略不追求產能擴充，以小世代低成本的創造高附加價值產品。近年用Mini-LED與AmLED技術在電動車、電競市場與大型顯示器市場創下佳績，並且積極投入下一代革命顯示技術Micro-LED的開發，強化在新興智慧場域的應用。
研究後發現，友達可積極與韓廠形成策略聯盟供應LCD產品，並且經營完整上下游產業鏈強化關鍵材料的自主能力，形成完整的在地化產業聚落。積極投入轉型發展多角化利基產品，以跳脫中國紅色供應鏈的產能競爭困境。並且採取減法策略與本土面板廠商進行整併或產能共享以對資源進行最大化利用。
關鍵字: 友達光電、面板產業、SWOT分析、產業分析、鑽石理論。

As the TFT-LCD panel industry enters maturity phase, product competition is fierce. In 2018, Chinese government’s substantial subsidies led to frantic construction of high generation fabs and capacity competition. Oversupply of the global panel industry has become increasingly critical. After South Korea withdrew from the low-end LCD market, the overall industry deficits will be effectively mitigated, but there are still concerns about insufficient applications.
The post-pandemic era accelerates the development of 5G and IoT technology as well as the metaverse trend. As a result, applications of these emerging technologies have benefited the TFT-LCD panel industry and accelerated the booming of emerging panel technologies in smart applications amidst the industrial digital transformation wave. With arising opportunities from the blue ocean, it is evident for Taiwan to grasp opportunities and rise to the top amidst the fierce competition with South Korea and China.
This study begins with an industry analysis of the current major market trends in the global and Taiwan panel industries, and then proceeds to study the operation and development strategies of the case company, as well as the analysis of Taiwan’s panel industry with the diamond model. The last part focuses on the company's internal strengths, weaknesses, opportunities, and threats adopting the SWOT analysis. Suggestions based on the strategy matrix analysis are provided for reference.
AUO, the subject of this study, is highly diversified in terms of technology with a variety of core panel technologies and applications. AUO has a wide range of panel production lines for each generation, providing customers with a variety of product choices. Its strategy is not to pursue capacity expansion, but to create high value-added products with small generation and low costs. In recent years, core technologies such as Mini-LED and AmLED have achieved satisfactory results in the electric vehicle, gaming and large display market. They are actively investing in the development of the next-generation revolutionary display technology, Micro-LED, to strengthen the application in emerging smart fields.
This study suggests that AUO can actively form strategic alliances with Korean companies to supply LCD products and operate a complete value chain to strengthen its independent capability in key materials and form a complete localized industrial cluster. AUO also actively invests in the development of multiple niche products to break away from the capacity competition with China’s red supply chain. Moreover, it adopts a subtractive strategy to merge or share production capacity with local panel manufacturers to maximize resources.
Keywords: AUO, Panel Industry, Co-opetition Strategy, SWOT Analysis, Industry Analysis, Diamond Model.

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Unpublished Reports and Proceedings
1. 國海證卷(2021)。關於LCD 面板行業的三個重磅前瞻性判斷—電子行業深度報告。
2. 凱基證卷(2022)。專題評析2022年面板產業展望。
3. 福邦投顧(2021)。面板產業現況與展望。
4. 國泰證卷(2022)。顯示革新-Mini-LED技術及面板產業發展近況。
5. Digital transformation of New Urgency in the Era of COVID-19. Morgan Stanley Research (2021)
6. TFT-LCD Panel Prices in 1H November. Morgan Stanley Research (2021)
7. Strategic Changes of Capacities Allocation the Key Trends of TV Market's Development in 2022.Trend Force (2022)
8. The Monitor Market, a Segment of Strategic Importance for Panel Makers, and Its Fierce Competition in 2022. Trend Force (2022) B
9. New Patterns of the NB Shipment Cycle and New Specifications' Evolution. Trend Force (2022) C
10. Quarterly Smartphone Market Status Update_4Q21.Trend Force (2022)

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