平台領導力：IT 硬體廠商關鍵成功要素-以蘋果公司為例

Abstract

IT 硬體廠商最大的迷思在於：只要能以技術開發出最新或最好的產品，消費者就會接受它。這些迷思讓許多技術導向的公司在創新產品上忽略了顧客的需求，也就是管理者通常僅看到一半的事實就採取決策，導致於產品於在市場上之銷售不如預期。高科技產品行銷包含兩個主要議題：第一是要了解消費者的觀點以及供應商的差異；第二是要了解高科技產品與一般產品間之差異。因此，本研究主要目的為建立一個高科技行銷之整合架構，包含了 (1) 行銷觀點4P (Product, Price, Place and Promotion)，了解在行銷構面上高科技產品的銷售模式；(2) 高科技產品特性之創新觀點，包括延續性創新或是破壞性創新；(3)平台領導廠商須具備的元素；(4)透過九宮格分析來探討那些品牌廠商會失去競爭力。整體合架構提供IT硬體廠商產品定位的全方位觀點，讓高科技產品行銷管理者藉此了解現今的產品行銷不同的觀點，整合出最適的行銷策略。最後，本研究將依此架構來探討蘋果電腦的成功關鍵因素以及高科技產品行銷策略及經營模式設計之演進過程，從中尋找重要的設計概念，以提供企業在設計經營模式時的一個參考範本。

The IT hardware manufacturer thinks: as long as the company can development updated or the best product with best technology, the consumer will all accept it. These thinking brings many technical company focus on development only, but neglect customer's demand on the innovation product, most upper management make decision by a inside view, instead of outside view, which result in the sale to be inferior in the product in the market to anticipate. The high tech product marketing contains two main subjects: First is to understand consumer's viewpoint as well as supplier's difference; Second is to understand between the high tech product and the common product the difference. Therefore, this research main purpose to establish a high tech marketing integration, includes (1) marketing mix 4P (Product, Price, Place and Promotion), understands on the marketing business model; innovation of viewpoint (2) high tech product, including sustaining innovation and disruptive innovation; (3) platform leader element; (4) Analysis what kind of manufacture structure may lose competitive position. The view provides IT hardware manufacturer product understand the marketing oriented viewpoint, and produce the product that meets market requirement and makes profit. the conformity leaves the most suitable marketing strategy. Last but not least, this research will depend on this construction to discuss Apple Computer's success key factors as well as the high tech product marketing strategy and evolution of process the business model design, analysis for the important design concept, provides the enterprise in a design business model as reference.

Key words: Apple、IT hardware manufactures、Disruptive Innovation、Resource Process、Value、Platform Leadership