近年來，智慧型手機市場已趨近飽和，總需求量的成長，已無法讓所有的品牌同時受惠，各品牌之間的競爭，勢必更加的激烈。於此氛圍下，雖有些品牌以差異化的策略作為因應，但最終還是走向要求供應商降價一途。本研究以智慧型手機面板供應商角度出發，探討當不同的時期，品牌商對產品規格與價格的要求不同時，在考量本身製作生產上的管理單一性，於新產品開發過程中，如何選擇產品規格。
本研究透過建立數學模型，並以數值進行分析，發現當對手開發成功的機率越高時，提供高於客戶需求的規格應戰是必須的。另一方面，當本身提高產品規格後，增加的開發成本越低則越有利，換言之，當技術水準高於對手，即可以提高規格來增加本身的勝算。另一個影響利潤的因子為品牌商於第1期的總需求量及價格，當數量及價格都高時，選擇高規格方案的利潤是最高的。
本研究證實當需求分配依據規格而調整時，競爭對手成功開發的機率將影響企業選擇規格的決策。其次，企業本身的開發成本，亦為另一個關鍵因子。最後，精準的掌握市場訊息，並即時調整本身的行動，才能維持企業良好的競爭力。

This thesis studied the new product development strategies of a panel supplier in the smartphone supply chain. The supply chain consists of one smartphone manufacturer and two panel suppliers. The two suppliers with different product development and quality control capabilities decide which product specifications they will follow in the production verification stage. The leading supplier, the supplier with higher product development and quality control capabilities, can choose product specifications that exceed the manufacturer’s requirements, but the other supplier can only meet the manufacturer’s requirements. This study developed a profit model to analyze the leading supplier’s decision. The results show that the leading supplier’s decision will be influenced by the probability of the competing supplier and the additional cost of developing higher product specifications. The biggest challenge for the leading supplier is how to manage the additional cost when choosing higher product specifications.

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