2018年中國大陸大世代TFT-LCD面板的產能大量開出，加上廠商挾著中國大陸政府的補貼，壓低價格搶攻市占率，這對台、日、韓的廠商是非常大的挑戰。面板產業靠TV產品線去化大量的玻璃產能，因為TV的螢幕大，需要大面積的玻璃基板，然而在這些大世代的產能加入後，讓原本已經供需失衡的市場更是雪上加霜，進而影響TFT-LCD各個產品線的平衡，讓部份產能提早轉戰其他產品線。隨著汽車聯網、輔助駕駛、安全駕駛的觀念興起，很多訊息需要TFT-LCD面板來顯示，車用面板市場需求仍在成長，另車用面板需搭配車廠的車型，產品生命週期長，加上面板占汽車成本比重相對低，較不易陷入價格競爭；面板的尺寸仍在放大，技術仍在演進，大尺寸、曲面、異形、高解析度、觸控功能的面板仍在發展，還有提升附加價值的空間，通路也還在整合，車用面板產業的未來還有很大的空間，因此是面板廠商的兵家必爭之地，誰能先將下一世代車用面板量產，定能獲得全世界車廠的青睞。
本研究以全球TFT-LCD車用面板產業為對象，在結構-行為-績效架構下，討論車用面板的市場結構，廠商的因應行為，對經營績效的影響。研究資料期間為2012年到2018年，並參考至2022年車用面板市場的預測，對象則為全球TFT-LCD車用面板廠商。
實證結果發現，營收成長率跟出貨成長正相關；產品策略、產品尺寸只可以減緩ASP的跌勢，並以產能策略、產品技術、市場通路來分析兩家廠商，探討未來如何因應產業結構改變，進而提升經營的績效與競爭力。

In 2018, the production capacity of large-scale TFT-LCD panels in mainland China was greatly expanded. In addition, manufacturers took advantage of the subsidies of the Mainland Chinese government to lower the price and snatch the market share. This cases a lot of challenges for panel industry of Taiwan, Japan and South Korea. The panel industry relies on the TV to digest the major production capacity, because the TV screen requires a large area of glass substrates. However, after the production capacity of these large generations is joined, the market that has already been imbalanced between supply and demand is even getting worse and leading to the production line change one after another. With the rise of the concept of car networking, ASDS (advance Driver assistance System), and safe driving, many visualized messages require TFT-LCD panels to display, and the market demand for automotive panels is still growing. On the other hand, with customize design, long product life cycle, and relatively low proportion of vehicle’s costs, the panel for vehicles are less likely to fall into price competition; the size of the panels is still increasing, and the technology is still evolving. Panels with large size, curved surface, irregular appearance, high-resolution, and touch functions are still developing, and improvement of value added and distribution channels are still being integrated. There are still a lot of rooms for the future of the panel industry. Therefore, it is a battleground for panel manufacturers. Who can first mass-produce the next generation of vehicle panels who can gain the popularity among the car manufacturers around the world.
This study takes the global automotive TFT-LCD panel industry as the object, and reveals the market structure of the vehicle panel, the manufacturer's response behavior, and the impact on business performance assessment under the structure-behavior-performance framework. The research data period is from 2012 to 2018, and reference is made to the forecast of the automotive panel market till year 2026. The target is the global automotive TFT-LCD panel manufacturer.
The empirical results show that the growth rate of revenue is positively related to the growth of shipments; product strategy and product size can only slow down the decline of ASP, and analyze the two manufacturers with capacity strategy, product technology and market access, and explore how the future will respond to the industrial structure. Change, and thus improve business performance and competitiveness.

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