Apple iPod競爭策略分析及探討本土後進廠商因應之道

Abstract

產品策略一直是企業的重要課題，然而許多企業卻仍脫離不了追逐潮流的思維，以致錯估形勢，招致失敗的後果。成功的企業必有其原因，研究分析其關鍵因素，將有助於企業學習正確的產業環境評估與決策模式的形成。 Apple iPod是近來企業產品策略成功的典範。本文嘗試藉由Michael Porter的五力分析模式，研究產業的各項競爭元素，包括產業特性以及各種競爭力的構成；在分析完這些元素後，再討論競爭企業的策略及競爭強度，並給予量化的評等，綜合討論各競爭者策略的優劣。最後，本文也以台灣的產業為例，討論本土產業在面對這樣競爭環境之下可能的決策方案，同時也希望這樣的決策模式，成為企業在面對相關競爭環境時，競爭策略擬定的基礎。

The product strategy always is enterprise's important topic. However many enterprises actually still could not be separated from the chase tidal current thought,so that wrong estimates the situation and incurs the defeat consequence. A successful enterprise must have its key factors. The researches and analyzes are helpful for enterprise to understand industrial environment appraisal and to learn correct policy-making pattern formation. Apple iPod is a typical case of successful product strategy. In this article, we will analize it by the theory of Michael E. Porter, and than discuss competitor’s situation accordingly. All of the competence would be estimated by a score for comparison, to evaluate the competition status of the MP3 player industry. Finally, this article also takes a Taiwan's enterprise as an example, to discusses the local brand how to comtete under this environment.