| Summary: | 碩士 === 國立中央大學 === 企業管理研究所 === 95 === Because Apple’s iPod has influenced the digital audio player industry, online music industry and consumer electronics industry globally, whole world pay attention on iPod’s movements. However, from the existing magazines and research reports, we can only obtain the discussion and analysis fragmentally or by some specific angles. Therefore, in this research I classify the strategy principles of how high technology company market and promote their new technology products in Geoffrey A. Moore’s “Crossing the Chasm” according to the business model framework provided by Osterwalder and Pigneur (2004). Also, I develop an integrate reference strategy business model. Based on this integrate business model, find the magazine reports mentioned the related strategies of how Apple conducted iPod and iTunes in Business Week, The Economist, Fortune and Forbes. The research conclusions are as follows:
According to the strategy principles of “Crossing the Chasm”, Apple had many great strategies at target the point of attack - focus on a specific niche market; assemble an invasion force - launch the whole product; and reposition - focus from the product value to the market value. Besides, Apple had many strategies which contradict to traditional wisdoms, such as the utilization of direct retail store, the standard competition strategy of DRM and iTunes, and the revenue model of iPod and iTMS. In this research, I develop these findings into propositions so that they can become the basis of empirical studies or the direction of future research.
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