| Summary: | 碩士 === 國立交通大學 === 管理學院碩士在職專班經營管理組 === 98 === 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
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