現今隨著汽車科技進步潮流速度飛快，且相關技術也推陳出新，從以往僅要求性能進入到需涵蓋安全性、交通引導、舒適性及操控簡易化等多功能性，而延伸出智慧運輸系統、先進車輛控制系統、先進駕駛人資訊系統等。同時汽車產業正在進行許多轉變，主要幾個較大的變化點為因應改革作為車輛中不可或缺之顯示面板的性能、顯示條件、連接性等規格升級的速度快速上升、新技術的引入、以及各廠競爭進入白熱化與業務模式改變等。而個案公司為面板公司之車用面板事業群，近期面臨中國車用市場崛起，採用高規格低價格的方式削價競爭，且報價區間縮短，在此情況下相關單位為求快速趕上競爭對手之速度及報價需求，往往對於客戶要求的功能相對應展出至材料成本及工廠成本容易於此階段忽視或是無法有一有效方法做策略方案選擇。
因此本研究方向於開案討論初期藉由訪談高階主管了解其與客戶會議商討、工廠參訪之內容將客戶需求結構化展開，再透過品質機能展開的方法將顧客需求對應開發技術項目並整合競爭對手方案至產品開發方案選擇。過往品質機能展開相關研究多為探討如何在取得顧客需求後有系統展開至技術項目、開發項目、製程管制項目與品質管制項目作依據，而本研究著重於將顧客聲音展開至相對應技術項目後，擷取與成本高度相關之技術項目，再加入市調單位取得之競爭對手產品優缺點與銷售方案，幫助個案公司除了解顧客需求展至公司本身須如何開發設計外，期望加入競爭對手的方案與自己公司技術之優缺點做比較，並依據市場需求、競爭優勢與技術考量快速選擇合適的策略方案。
本研究經過實際驗證後，藉由探討顧客需求與競爭對手方案，發現個案公司原有方案著重於本身技術優勢，未依據市場需求與競爭對手策略方向做調整，故依此方式制定出一套面板開發初期加入客戶需求與競爭對手策略方案比較之流程，可做為後續面板開發報價流程參考之範例。

LCD display technology has been developing and improving rapidly, especially those used in automotive industry. At the same time, customers’ requirements are getting higher and higher, the specifications of materials are increasing, and the cost is rising as well. How to adopt the most suitable quotation according to the customer's requirements and the cost of materials in limited time are the problems faced by enterprises.
In this research, we use the automotive business unit in a LCD company facing the rise of Chinese display makers with their quick turn-around quotation and low price strategy to demonstrate how to catch up with the competitors in both quotation response time and price. The case company frequently neglects some certain crucial points and does not balance both the materials and production costs.
This research uses Voice of Customers(VOC) and Quality Function Development (QFD) to achieve customers’ requirements and technical specifications. Subsequently, House of Quality (HOQ) is applied to the case company to investigate competitors’ market strategies and to help the case company to adjust its final product roadmap.
For the research results, this study discovers that the case company uses its own technical advantages only to make business decisions and product roadmap without considering the external market demands and competitors’ strategies. Therefore, the new process is created and added to the product development processes to decrease the quotation time from 6~12 months to 3 months in order to keep up with its competitors.

中文文獻
水野滋、赤尾洋二.(民國98年)，品質機能展開法：如何有效掌握顧客需求，中壢，先鋒企管。
李孟儒(民國107年)，品質機能展開應用於制定非量化規格之研究–以某TFT-LCD公司為例，成功大學高管理碩士在職專班碩士論文。
吳貴彬、陳相如(民國93年)，品質機能展開法於新產品發展之應用，取自台灣碩博士論文網
陳威朋(民國107年)，多階段預燒項目選擇—多目標規劃之應用，取自成功大學圖書館
陳月裡(民國90年)，彈性製造單元之機器選擇模式探討，成功大學高管理博士在職專班碩士論文。
翁姿芳.(民國98年)，台灣TFT–LCD企業經營策略、競爭優勢與績效隻比較研究，
成功大學高管理碩士在職專班碩士論文。
曾建堯(民國97年)，利用群體決策方法構建品質機能展開之品質屋與排序設計需求研究，取自台灣碩博士論文網
楊淑晴(民國107年)，利用品質屋探討自行車零配件-以升降座管為例，取自台灣碩博士論文網
林敬堯(民國96年)，以顧客聲音VOC與COPQ分析於界定企業核心流程之研究，取自台灣碩博士論文網
薛琬蓁(民國104年)，結合顧客聲音與設計者聲音於3D列印之市場區隔與產品評估過程，取自台灣碩博士論文網

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