摘　要
全球液晶顯示器( LCD) 崛起約莫在1991年的日本夏普(Sharp)株式會社，當時第一代的生產線玻璃尺寸320*440mm (8.4”)，爾後的十年，液晶面板事業的高速發展促成了日本面板廠成為全球龍頭的地位，並且在相關技術及專利上也一直扮演領頭羊的角色。
2000年~2007年，面板產業進入高速發展期，又逢液晶面板市場需求嚴重短缺，日本、韓國與台灣面板廠不斷的投入資金建廠，甚至不惜砸重金技轉日本面板技術，在這段期間面板業達到獲利率最佳的狀況。但 2008年的金融海嘯，因資本密集、技術密集、產品週期短、價格競爭等因素，另外隨著中國具備龐大的市場消費力道，中國面板廠商於大陸紛紛投入新世代的建廠下，全球面板廠商的市佔率呈現巨大變化。 2010年日商夏普出現鉅額虧損差點破產，全球TFT-LCD面板業面臨空前嚴峻的生態環境。
早期面板業主要的競爭是藉由對於新世代建廠的投資以創造規模經濟及成本差異來取勝；而如今在面板技術發展成熟及需求成長減緩的後期，面板商開始朝向更多元的發展，開始關注新技術及新應用的領域，並學習仿效蘋果公司史蒂夫•賈伯斯的創新精神，期望開發跳躍式創新的產品並將競爭對手遠拋於後。
本研究將探討2010年以來面板產業在新興技術與不斷變革的智能終端市場下，於產品技術創新、供應鏈資源整合及物聯網商機下的新商業模式建立等要素來分析各家面板廠在面臨韓的壓力與中國的崛起之下，要如何構思產品技術開發策略並走出自己的營運優勢。

關鍵詞：液晶顯示器(LCD) 、面板營運策略、新興技術、新世代廠、
能終端智 跳躍式創新、面板新商業模式、物聯網商機

Abstract
TFT-LCD (Liquid Crystal Displays) was introduced to the market by Sharp in 1991, employing the 1st generation mother glass (320 X 440 mm). Sharp has been playing a leading role in both related technologies and IP since then.

The LCD industry experienced a very highly growing stage between 2000 and 2007. Due to the high demands, the Japan, Korea, and Taiwan TFT-LCD makers invested a lot in building new manufacturing facilities. Taiwan makers also paid huge royalties to have technology transferred from the Japanese counterparts. It’s safe to say this period was the golden age of TFT-LCD industry, in term of profits.

The Chinese players have been joining in the TFT-LCD industry since 2008 which has made a huge impact on the industry. The entry of the Chinese makers has brought a dramatic change to the market shares. Since the Chinese new comers have made the LCD supplies increase dramatically, the eco-balance of LCD industry has collapsed ever since. Sharp almost went bankruptcy in 2010.

LCD panel makers had achieved the cost advantages by building next generation factories to achieve economy to scales at the early stage. Now the technologies of LCD have become mature, and demands to LCD have not been growing as rapidly as they used to be. As a result, panel makers have laid their eyes on new technologies, and new applications. They have learnt the spirit of innovation from Apple, and expect to leave their competitors behind by introducing products which are developed from disruptive innovation.

Since 2010 the LCD industry have been employing new technologies, and facing changing intelligent terminal market.

This study is going to discuss how the Taiwanese LCD makers to make product development strategies and to create their own operation strength in order to survive in the competitions from the Korean and Chinese players in terms of product innovation, supply chain integration, and new business model creation in IoT.

Key words: TFT LCD 、panel maker operation strategy、Smart Device、Innovation
New product applications 、 IoT.

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