2008 年以來，南韓面板廠獨排眾議持續投入 AMOLED 技術研發，特別是三星在 2016 年達成 5.5 吋 AMOLED 與 TFT-LCD 面板成本的黃金交叉，打破長久以來顯示器技術由 TFT-LCD 獨佔局面，為 TFT-LCD 市場投下一枚震撼彈，各國更起而效尤，紛紛宣佈新的 AMOLED 投資計劃，但 AMOLED 技術難度高且單位投資金額更比 TFT-LCD 多出許多，然而台灣面板廠在 2008 年全球金融風暴中，遭受嚴重虧損，近年靠著收斂投資及靈活策略才得以補回元氣，面對 AMOLED 的出現，台灣面板廠再次面臨投資的決擇，但 2008 年的教訓歷歷在目，過度的投資或投資錯誤都將造成難以挽回的傷害。因此本研究將分析過去面板技術發展歷程，從中找出顯示技術成功的關鍵，用以推論 AMOLED 是否有機會取代 TFT-LCD，做為台灣面板廠是否應投資 AMOLED 的參考，並透過五力分析瞭解個案公司所在定位，再以 SOWT 發展出企業未來參考策略。

Since 2008, the panel Makers in South Koera have continued investment on research and development of AMOLED technology regardless of many other countries. In particular, Samsung has even reached the golden cross point where the panel cost of 5.5 inche with AMOLED and TFT-LCD became the same. This was the major breakthrough the display technology was monopolized long time by TFT-LCD in the past and has also shocked the display market to bring many countries starting to follow the trend and announce the AMOLED investment plans since then. However, AMOLED technology is relatively much more difficult in development and more costly in investment than TFT-LCD. Panel makers in Taiwan have suffered severe lost during financial crisis in 2008. These makers have just gradually recovered from the financial lost with reduction of investment cost and flexible strategies. But they have to face the difficult situation of making the investment of AMOLED again. With the past learning in 2008 that over investment or wrong investment decision could both lead to unrecoverable damage, these panel makers are in difficult position. As a result, this research will analyze the past history of display technology development and to find out the key factors to be successful in display technology to conclude if the AMOLED technology is able to replace the TFT-LCD. The conclusion will become the reference for Taiwan panel makers to make decision on whether invests in AMOLED or not. The Porter five forces analysis will be used to study the position of a selected individual company case and SWOT analysis will also be further used to develop the business strategies for the company reference in the Future.

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