The invention discloses a liquid crystal display (LCD) apparatus and a brightness/luminance holding ratio compensation method. A backlight module of the LCD apparatus may form a plurality of backlight shield-blocking periods in a display frame cycle or adjust output brightness gradually, for compensating a brightness/luminance bias caused by a transmittance variance of liquid crystal cell in the low refresh rate driving LCD apparatus, so as to avoid some abnormal display effects, such as screen flicker. Besides, the LCD apparatus has better energy efficiency by utilizing a low-voltage gray level driving method or saving the power consumption of the backlight module.