台灣產業的強項長期停留在高效率的生產製造上面，其中又以資訊產品佔有舉足輕重的地位，依據資策會資訊市場情報中心(MIC)統計，民國94年我國資通訊硬體產品海內外生產總值達1,517億美元，但是同年全球營業規模第一與第二大的資訊廠商IBM與HP的年營業額合計即高達1,778億美元，我們可以發現，我國雖然在資通訊硬體產品的生產製造上具有舉足輕重的地位，但是對於微笑曲線的兩端具有高附加價值的行銷行動以及研發行動，仍是我們可以亟思突破的方向，在新經濟時代的來臨，帶來多的衝擊與機會，我們希望能探討新經濟時代中台灣產業可能會面臨的挑戰，以及可以發展的機會。

在面對後PC時代以及數位生活時代來臨的挑戰時，消費性電子產品市場上出現了一款表現極為突出並且具指標性的新產品，就是蘋果電腦在2001年底所推出的數位音訊播放器—iPod，iPod推出之後不僅引領風潮，也在銷售成績寫下一頁頁新的紀錄，為蘋果電腦注入新的成長動能與機會，並使股價自2001年12月31日收盤價US＄10.915上漲至2006年1月17日的收盤價US＄84.71，也帶來新的數位文化及音樂產業的轉變，影響力更甚於新力公司於1979年所推出的音樂隨身聽—Walkman。

數位音訊播放器是一個進入障礙相對較低的消費性電子商品，容易獲得專利的授權，台灣有充足的技術與供應鏈可以開發商品投入市場，我們希望透過文獻以及蘋果電腦的個案探討來瞭解台灣產業應如何運用創新精神與創新理論來加強市場經營的能力。全球市場的變遷與發展，與先進消費國家網際網路的發達，提供了一個絕佳的機會與舞台，讓台灣產業能有創新發展的空間。我們利用技術門檻較低的數位音訊播放器市場，來研究與瞭解台灣企業在新經濟環境變遷下，如何利用所擁有的資源、優勢以及創新能力，應用破壞性創新的理論來建立競爭策略。

The superiority of the Taiwanese industries is high efficient in production, and the property appears strongly in ICT production. In Taiwan, according to the statistic of MIC(Market Intelligence Center), the total revenue of ICT hardware reached USD 151.7 billion. At the same year, the revenue combined of IBM and Hewlett Packard (HP), the leading first two brands in globe, is USD 177.8 billion. It is found that even though Taiwan plays major role in the world’s ICT hardware production, we need to break the ice of the high valued marketing and research and development of the two peaks of smile curve. It is expected that we might find out the more opportunities from the challenges and the impact that Taiwanese industries faced in the new economic era, which is full of impact and even greater opportunities than the past.

While facing the challenges of the Post-PC era, an out standing and identical new product, iPod, has boomed in the consumer electronic market. Apple launched iPod, a digital media player, on 2001. iPod has heated up the category and has generated record-breaking revenue for Apple, and brings more opportunites and energy to the company. The great impact is observed from the following two facts : firstly, the stock price of Apple rose from USD 10.915 to USD 84.71 at the period of 31st December 2001 to 17th January 2006. Secondly, the birth of iPod has turned the traditional music market over and lead the new digital culture, the impact is much greater than the impact of the time when Walkman launched by SONY on 1979.

In compared to the other technical gadget, digital music player is a relatively low entry barrier in manufacture, which is easy to obtain the authorization of the patent rights. At this moment, while Taiwan is fully capacitated in technology and supply chain to develop the products for the market; in this thesis, it is expected to understand and learn the success formula from Apple iPod to indicate a new way of how to adopt the innovative vitality and theory of the Taiwanese industries to strengthen the ability to play well in the global market in the future.

“The dramatically changes and development of global market” and “the booming of internet” have created excellent opportunities and stage for Taiwanese industries, which are now having spaces for innovation. By understanding and studying in this thesis, it is expected to help the Taiwanese industries to build up the competition strategy by using the existing resources, superiority, the ability of innovation, and the theory of disruptive innovation in the low-technical threshold digital media player market, under the transition in new economic era.

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