Due to the impact of active matrix liquid crystal display (LCD), twisted nematic (TN)/super-twisted nematic display (STN) industry confronts the market recession worldwide. Therefore, STN-LCD companies try to seek another development opportunity positively. However, developing new market can not be achieved in the short term. Some corporations actively strengthen their competitive advantage by technical innovation in order to possess more important position in the industry. This research apply case study method and chose E-Company as sample company who ranked the third in Taiwan STN-LCD industry in terms of production capacity to find out the business model of E-Company through literature generalization, strategies analysis of rivals and enterprise interview. This study found that the business model of E-Company is that strengthening the ability of horizontal integration and expanding the application field of display. By way of business process reengineering (BPR) and implementing product life-cycle management (PLM) system, E-Company integrates the products of downstream customers and offers technical support and services during concept planning phase of product development. Customers and suppliers can early involve the product development and reduce the cost of design change via collaborative design. Besides, collaborative design offers E-Company the capability to integrate the design chain information about product development and reduce time to market. Key word: Business Model, Business Process Reengineering (BPR), Product Life-cycle Management (PLM), Collaborative Product Design (CPD)