2007 年1 月9 日的MacWorld 活動中，Apple 公司的執行長在其每一屆Macworld 活動都會給予的演說 (Keynote) 中，介紹了一款Apple 公司最新的、具革命性的研究成果－iPhone。iPhone 隨及引爆了話題，並在2007 年 7 月上市時引爆了搶購熱潮，這是第一款能讓手機廠商和營運商分享利潤的手機，也是極少數的一款毛利高達50%以上的手機，更直接影響了整個手機產業。本研究從iPhone 的產品、技術探討iPhone 包含軟體、硬體的研發成果暨智慧財產，從商品化與商業模式的角度試圖討論Apple 公司如何以手機產業的新進入者而推出高附加價值的手機並在短時間內建立品牌，進而與營運商分享利潤，更以手機廠商的身份建立內容服務平台而創造高價值。最後，本研究將總結Apple 公司iPhone 研發成果與智慧財產的商品化與商業模式，以及iPhone 為產業帶來的衝擊，並給予台灣廠商幾點建議，僅供參考。 / In the Keynote of Macworld 2007 on January 9th, Steve Jobs, the CEO of Apple Company introduced the latest and revolutionary product of Apple Company whitch is actually a mobile phone, and its name is iPhone. The term“iPhone” was getting hot soon. On Junly 29th, iPhone was onto the market, and its sales soared in the market. No doubt, iPhone is the first phone earns Apple the shared revenue from mobile operater, a very small number of phones with a
more-than-50% profit margin rate, and a phone changes the whole communication industry. This article starts from the product structure and technology view of iPhone, and then tries to discuss the commercialization and the business model of iPhone. It would try to probe into the key elements of the commercial success of iPhone, including the high value-added product feature, the branding of iPhone, the innovated platform providing contents and services
to iPhone user, and the cooperation and revenue share with mobile operators. Finally, the article would summarize the Research on the Commercialization and Business Model of R&D results and Intellectual Properties of Apple iPhone with an additional discuss on the impact that iPhone brings to the
communication industry, then give some suggestions to the Taiwan companies.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095361013 |
| Creators | 徐歷農, Hsu, Li Lung |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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