金融海嘯後，液晶電視顯示器廠商面對景氣變化、供需反轉、負債利息與同業競爭等的內外環境下，除了降低成本外，各廠商紛紛進行轉型、重整組織、擬定策略。因電視機輕薄化、窄邊框、綠色設計的發展趨勢，電視機系統品牌廠也開始思考將液晶顯示器模組作為電視機外觀設計的一部分，因此啟發液晶電視顯示器模組廠改變僅需提供結構穩健，光、機、電符合規格的產品的思考模式，必須加入外觀件的物性、感性因子來進行設計與掌握。
其中最先朝向外觀件設計發展與成功轉型的全球知名液晶電視顯示器公司，正是本研究民族誌參與觀察的對象，該公司先前沒有外觀件設計與表面處理製程的經驗，但卻用最短的時間從客戶指定廠商，代替驗證生產外觀件、代工組裝出貨、進而代表客戶處理後續品質問題。學習成長後，輔導自有廠商開發導入外觀件生產組裝，經客戶驗證、承認後出貨，最終也提供自行開發的標準液晶電視外觀半成品模組讓全球客戶選用，成功轉型與獲利。
該企業在導入外觀件生產推動的過程中，看似複雜混亂的問題與解決問題的方法，經過作者四年時間的參與觀察、訪談記錄、檔案資料分析與整理，對照交叉驗證各類學說研究的論點，皆符合該學說研究中成功模式與路徑，並且另外發展出一套明瞭有價值的新設計策略與設計流程，期望可做為產、學界設計管理與方法之參考，也期望後續其他公司的驗證結果與修正能讓此設計策略和設計流程更優化，甚至成為典範移轉，幫助其它內構件企業成功轉型生產外觀件產品。
關鍵詞：液晶電視顯示器、企業再造、組織轉型、民族誌、設計管理與方法

After the financial tsunami, LCD TV Display manufacturers in the face of changes in the economy, supply and demand reversal, debt interest and peer competition and other internal and external environmental challenges, in addition to reducing costs, the manufacturers have to transform, organize reorganization, formulation strategy.
Due to the thinning, narrow borders, green design trends of TV, the TV brand company also began to think about the LCD Module as part of the TV appearance/product design, so inspired LCD TV Module factory changes sell mode of only need to provide robust structure, optics, mechanism, electrical specification meet product requirement, must be added to physical properties, emotional factors in appearance part’s design and handling.
The global leading LCD TV Display company of first developing appearance part design and successful transformation is the object of this thesis of ethnographic participation in the observation. This company had no previous experience with appearance part design and surface treatment processes, but with the shortest possible time from the customer specified manufacturers, instead of verifying the production of appearance parts, assembly, shipments, and then on behalf of the customer to deal with follow-up quality problems.
After learning to grow, this company counseling own manufacturers to develop, produce appearance parts, through customer verification, approval of the ship. Ultimately, the company provides self-developed standard LCD TV Module (semi-finished product) with appearance parts for global customers to choose. This company was successful transformation and profit.
This Company is during these phases of introducing, production and promotion appearance parts, seemingly complex and chaotic problems and methods to solve the problem, through the author's participation in the observation, interview records, data analysis and finishing, which lasted four years. Compare and cross-validation arguments of various doctrines, this company’s corresponding activities are consistent with these theories’ model and path. And the author also developed a set of valuable new design strategies and design processes, not only can become industry and academic reference in scopes of design management and design methods, but also expect other companies to adopt, verify and correct these design strategy and design process and make them more optimized. Even become a Paradigm Shift to help other producing internal components company transfer to produce appearance parts successfully.
Keyword: LCD TV Display, Reengineering, Organizational Change, Ethnography, Design Management and Methods

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