.?????(insight)

1
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?? .??? .?????? .??(??) .??? .?????(insight) 1.??
2.?? 3.???? 4.??
2
?? ??? ??? ??? ???? ?? ??? ??? ??? ??? ??? ???
3
??? ???????????
.?????-?????,????? .????? .??-????????999? .
2005?????3,578??,?????????,???????????
??????,????????????,??????,??????
???????,??????? .????????????,?????2,000?????
? 1-1 ltlt????gtgt2005????10??? ????
2004? 2004? 2004? 2005? 2005?
?? ???? ??(??) ???? ??(??)
3 ???? 8,474.2
4 4,451.52
6 ???? 2,841.15
10 ???? 1,918.69
4
.????????????,??????3C?? ??- ???????60???,1990?
4???????????,7?????? ,??????????,?1992?11???????,?
????????? ?????????????????,??????????????,?? ???
,?????????????? .??????????????? .
2003?12??,?????????,?????????????????
??????????????????????????,???????
???????,????????,?????????3?3?,????
??????? ????? ????????????,????????????????,????
? ?????,????????????,???????,??????
5
????? ??????????????,1997??????????????1? ??????
???????,??????,????????????? ???? ????????????????
???? .???-???????? .???-(??)????????????,????????
.???-????????,?????? ????????
6
??? ?????????-????????
.???????? .??(????)???,???????? ?????????,??1990?
???,?1,000???? ?????????? ??????? ?????????????
????,???????????????? ????????????????????????????
????? ??????????????(execute through),
??????????? (think through) ?????? ?????????????
??????
7
?????? ??????????? 1.?????(do right
thing) ?????,????(???)?,??????,???????????? .????
(business portfolio) .2003?7?,??????????2005?12?,
?????????? .??,????????4? ??????? ?????????,200
4??,??????? ?????? ????(?????)????????(????)????
???????? ,????????????,??????????? .?????
8
??????????????? .???? .?? .?? .??????,??????????
?????????????? .??????????? ????? ?????????ltlt
????gtgt??????????,??????, ?????????? ????????????
?? ??????????????,????????(????) 1.??????????????
-??????,??????? 2.????-????????,??????,???????????
? ???????
9
.????(CPU),?????????,??????,????? .?????? .
???????,?????IC?? .??,?2005????????? .??????,????
?????????????? ????????????,????2005???????????
????? 1.???? 2.????-?????????? ????????? ?????5
0??,?????? (?)?????? ???? ??,???????,????????
10
.???? (?)?????? ???? ?????????????????,??????
????????? ?????(connector),????????,????(case)???
1.???????? ???????????,????3C????????,???????? ??
???????? 2.?? (?)??????????????? .??????? .????
???
11
??????
? 2-5 19902006 ???????
????
???? ??? ??? ??? ??? ??? ??? ???
? 2000 2001 2002 2003 2004 2005 2006(F)
?? 707 779 826 744 781 1798(????, ??????300??) 1798(????, ??????300??)
?? 162 100
?????????????,??????? 19951999????,??????????
?????(???)???????? ,??????? ?????700-800??????,?
??????????? ,????? ???,??????????????
12
????????????? ?????? ????? ??????,???? .??(200
3?7?) ?????(2005?12?)????? .??? ?????? .?????? .
??????????????????(??????,??367?????
???,????????) ????????? ???31??,????????,??????,
???????????? ??????
13
??????? .???????? . ?????? 1.??????? ???????????
??,????????IC??? 2.??? 2004-2005?,?2???????? ???
??????????? ??????? ????????????96.95??,???11???
?792.71??,??? ??????
14
? 2-6 ?????????????
????
? 2004 2005 2006.6
????????? (1) 64,??? (2)1.95,??? ????????
????????? 16.25 (???????) 282.2(???)
???????,????2003????????(8?????? 10????????????
11??????) ?????2005?10?5?,??????
15
?2-7 ?????????????
?? ?? ?? ???????
2003.11.6 ?? ?? ?????????????
2004.3.11 ?? ?? ????17??
2005.6.13 ?? ?? ?????????????
2005.10.5 ?? ?? ?????50.74??,?????64??
???????????? ????????? (?)????????-????,????????
.?????
16
(?)???????????? 1.?????(financial
buyer) 2.?????(strategic buyer) . ?????(buy
future) .????,?????????????????(premium) .
???????(contiol premium) .???,?????????????????? .
??
?2-8 ?????????????????
??????? ?? ????
1.??? ???? ??
2.??? 1.???? 2.?? ??
17
??????????? .????? .???????????? ??????????????
.??????? ???????? .???????????,?????????? .???
???????? .???????, ?????????-??? ?????????-????
18
?2-10 ?????????????
???? ????
???? ???? ???? 1.?????,???? 2.?????? ???? ?? ??
???????? .???????? .2005?????20?,???????,????,???
?????? ??????? .?????16?,?????????,??????????????
? ??????
19
(?)??????? ????????????????? (?)??? ???????????
?????????????? 1.?????????????,???????,??????
???????? 2.??????????????,?????????,2006?5?????
????????? (?)?????? .?????????,????????????????
????? .????????,?????????IC????????????,
?????????????????
20
?????? ????SWOT?? .????,???? ?????????? M????
???????????? W ( M, Q, S, I, S ) / C M
Marketing Q Quality S Speed I
Innovation S Service C Cost
21
?????????????????? ?????????(4P),???????????,????
?? ( value price ratio) ??,????????????,????????
?? M, Q, S, I, S
W ?? C C (cost)??
22
??? ???????
??????,?????? ????????? ????(???????????,?????)
???????-?????-gt???????????,?????? ????????,??????
??6???? ?????????????? .????????????????????????
???? .??????????????????5,638?? .??10?????????????
????,?????? ??( time-to-volume)
? .??????????,???????????????????????
???????????????? .??3C????????,??????????,??,?????
??? ????,????????????????????????????
???????????,??????????????????
23
????????-??????? .?????,?????????? .?????????????
? (?)?????? 1.????,1990?5???486??? .
1990???,?????????,??IBM?????????,????
????????CT??,????Micronics?????????????
?,????????????????J,??????????????
????? .????150?????????,???486??????????????
???IBM?ALR(???????????????)???????????
,????????????????????? .??????????????,???????????
?????,?? ??????????
24
2.1990??????????? .???????????,??????????????????
???? ??????? .????Dual-Pentium???????????????????
?????? ,?????????????????????,???????????? .?1995
?,????????Pentium??????????? ???????? ?????? (?
)???????? .?????????(????)??????????,???????
(????????)???,???????? .?????????????????????????
?????,?? ???????????????????????????????? .??????
??????????? ????????,??????? ???????????????????
???????????,??? ????????????
25
1.???? ??????????????????????Beta-Site????? 2.??
?? ???Award??????????????????? 3.????? ????????
??????????? (?)?????? ???????????????,???????????
?,????? ???????? (?)???? ???????BIOS????ASIC?????
??????????,??? ??????????????,?????????SRAM
?BIOS???? ?????????????
26
?????? ??????????????????????? ????????????? .?
????,?????,?????????????????????
??????????????? .??????1996???????????????????????
?, ???????????? .????????????????????????????????
? ?????(tracking system) .???????????????????,
????????? ???????,??????????????? .??????????????
,???????????????? ???????-????????????
27
?????????? ????????????,???????
?3-4 ??????????????????
?? ??(research) ??????????? ??(development)?????? ,??????????
?? ?? ????????(??????) ????(advanced RD, ARD) ??? ????(corporate RD,CRD) ????(business unit product Development, BUPD)
28
?????? . 2004?????????????,????????????,?????
?????????????????????? .???????????????????????? .
???????????,??????????????????????
???,??????????????????,?????????? ????? ?????9?,
?????????????2,500????1,200?? (?)?????????? ?????
????,2002??????????,???????????? ???PS2???????
29
??????? ????????????????,?????????? (?)??? 03?,?
??????????,??????,03?6?,???????? ?????????????????
????????????????? ??????????????,?1986?????,??????
??, ??????????????????????? (?)??? ??????????????
?,????????????????, ??????????????????,???????????
?????? (?)??? 2004?6?,???????,?????????,????????
???????,???????,??,?????????????? ??????????????,?
??????????????????? ??????????,?????????,?1986????
????? ????,????????????????,?????????
30
?????????? .????????(????) .???-????? C0
??????-?????????????????,???? 1.???? 2.???????? 3
.????????? C1 ??????? ??????????????????????????
???????? ????????? (?)?????? ???????????????????
????,?????????? ?3-6????
31
(?)??????????? ??????????????-??????? C3
?????? ?????????,??????????????,?????????? ??????
?????? C5 ???? . 100?????? .????????HIN
(not-invented-here)?? .???????????????????????????
? 1.????????? ??????????????,???????????? 2.????
.??????? .??????(???????????)
32
????????? ???????????? ????????? .??150???????3
G???? .????????????,??600?? 1.?? IA????????????RD
A?? 2.????150????? ??????????????????? ???????,
???? .??????,?????????????????????,?????
????????(TI)?ADI?????????,????????????
???????,????????????(source code) .???????????(MIM
I)???,????????????,?? ?????(SIM)?????????
33
?????????? .???????????????(European
Telecommunitute, ETSI)???? ???????(Essential
IP) .????????,??????15-25? .3G??????????????(Qua
lcomm) ??????????? ?????,????????? .?2G?????????,
???3G????,???????NTT DoCoMo ????????,???????????
??,??????????? ??????????? .01?????3G?????,????3G
????3GPP????????? ??????? .??????3GPP???8?????(??
????1.6) .3GPP?????????????,??????? .????????3?,?
?????155????130????42? ????????? ????P505??????,
????????????????(Vodafone) ???
34
????3.5G?? ???????HSDPA??????,2007???3.5???,?????
??? ?????? ???????? ?????????????,?????????????
!??????? ?????????,?????????????? (?)????????? ??
?????????,????????????,?????????, ????????????????
??????????????? (?)??? .????????,??????????,?????
??????,?? ?????????? .?????????(?????)??????
35
??????,???? . 2000?4?,????????????????????????,??
? ??????????????????????????????????
???????????????,????????????????,?
???????????????????(????????????),?
??????? .???????????????????????,?????????
?????? .????????????????,????????????? .????????,?
2005?1???????,????????,??? ?????? .?????????????,
?????????,?????????? ???? .????,????????,????????
???????? ????????????? ????????????????????,?200
4??????????? ???????????????????????,??????????? ?
??????????????????? (Synopsys) EDA????,??? ??????,
?????????
36
????????(Cadence)???????,?????????????? ????06?3??
??????????????,??????????? ???
37
??? ?????????-???????????????
?????????,?????????????????? 1.?????????????? ??
????????????(?????????????) ? ???????? .
1986?,???????????? .?????????????????????? ????
?1??????1975???,??Altair8800,??1981?,??IBM???? ???
???8088????(CPU)?????(1975?????) MS-DOS
?? ????????1986?,?????32???386????,????? (Windows)
??????????????????
38
1.????? ?????????????????(clone),?DIY?? ????????-
IC???fabless ???????????? (?)??????? ?????????
??,?????????????????????? ?????All-in-one
? (?)???????????? .?? ???????(???????SMT??)?????
?????????? ???,?????????,??????????,????????? ??
39
?4-2 ????????????
1998?
??(tier) ?? ???????
??? ??(clone,??) ????????????
??? ??????1988??????? CHIPS??,????????
??????????????????-????,???? ???????????????????
?,???????????,?? ??????????,??????? ?????????????
??-???,??? .????????????,????????????????????,
???????????????? .?????????????????? .????????????
???????????????????? .?????????????,??????????
.?????????????,?????????????(???????
??)????? .??????,????????????
40
??????????? ??????????????????,?????????????????
????????,????????? 1994?,???????????????????????
?????????????-????? . 2002?????????????1.3??,??
1,665?????????? .????????????????????????????????
? ????????,????????????????????? (?)??????? ???
????CPU????????AGP??,????????????? ??????????????S
???,???????????????? ??????????????
41
(?)?????? ???????????????,??????????????????? ???
?????,???????????,?????????????? ??????????????,??
????????????? (?)??? ???????????????????????????
???????? ??????????????,?????????????????,?? ?????
????????????????,????????????? ???????????????,???
??????,????????? ,??????,?????????????????????????
?? ???????????? (?)???? .??????????????,????????
????????? ??????????????? ? .??????????? .??????
?????,????????????????,????? ????????????????????
?,?????????
42
(?)????,?? ?????????????????????????????????,? ??
??????????????(EMI LAB) ? ??????,???? .?????????
????,??????????????????,? ?????????48????????
.Toms Hardware Guide ,?2002?2?????????????,?????
40????????????????? .??????????????,?????????
????????,? ???????????????????????,???????? .????
??????????,????????????????????
43
?????????1989 1997? ????????????,????????? ??
?? . 1989??????????????????? .????????(Dell)?????
???(Packard Bell / NEC) ??????
????,????????????(????????????????)
??????????? .19921993?,????(Gateway)????????????,
??Micronics ??????????? .?????????????????????
???????,????? ???????????????,????????1992??68??
?? ?2003??90 ? ??????? (?)1995?,????? 1995
???????321???(??????3,000??Pentium CPU
?2,000?? ????1,000?????) ?
44
(?)????? ??????????,??????36??? (?)????????????
.???????????????????????? .???????,???1995??????
????134,????32.51? ????? (?)??????? 1.?????
??Mips??(???SGI????)?R??????? 2.????????,????(SUN)
Sparc ????? .?????????????????
45
?????????????? (?)??? .?? ?????????????????????
?,??????????? ???????36?????????????????????,????
???? (?)?? .????????(??????) .??????????????,??
?????????? .????????,??????100????(50????)?300????
? ?????? ????????(??????)?????????
46
(?)?? .??????????????,??????????????????
???,?????????,??????? .????????(??Window)???,?????
??,??????? ??????????????? .??????? (?)?? ?????
??? ??????? 1.?????????????????????????,??????? 2
.?????????????????????? (?)???? ????????(????)?
????????????????
47
?? ?????????19982001? .???200??,?20??,?????????
??????? .??5?,????????????????????????????
??? .?????????????? ?????? . 1997?????,????????(
Compaq,2003?????)??1,000? ?????? .???????????????
,????????????????? ????????? .?????????? .??????
????????????,2001???20?????????
??????????????????50,????????????? ????
48
??????????????? .????????????? .1997????,????????
???? .?????????????,????????(??????????)? .???????
??,???????????????????????, ?????,??????? ??????
??? (?)?? ?????????(original ideal
manufacturing, OIM) ? (?)???????(BTO,
built-to-order) .?????????????????????? .???????
???????? .???????????,??????????? .?????????????-?
?(1997?)???,CD-ROM??
49
(?)?? . 1997?10??,9,700???????,?????????? .?????(
1998?9?24?) ???(1998?10?31?)????,??????
??????,????????
50
??? ?????????-?1C?3C??
.???????,?????????,????????-????? .??????,????????
,???????? .???????,???????,?????????? .???????????
??-?????????? .????????????????????????? ???????
-SWOT????OT?? ?????????????? ????????????,?????
???????,???????? ????????????,????????,???????????
? ?????? ????3C???? 1998-1999?????????PC???,???
?????,???????, ???????(Information Appliance, IA)
???????(Internet Appliance)
51
?????????,???? ??2004???????????1,000??,????,????
????? ??????????????? .???????????,??????????,??
???? .???????????????-??(???)-DigiMatrix?????(XPC)
??????????? ???????????????????,??????????????,
???????WINTEL (Windows Intel,?????? / ?????)
???? ?????? ????????-SWOT????SW?? ??????????????
??,?????????,????????? ????????????? ???????????
????????????
52
?????? (?)???? .??????????,?1C??????3C?? .
??????????????(????????????)? (?)???? ??????????
,??????? (?)???? ????????????,??????? ????? ??
?????????????????PC???(PC server)
53
??PC????? 1994???,????????????,??MP??? ?????????
?? .?1998???,??????(??????IBM ???)
???????? .????????????????? ????? 1.??? ???????(
WLAN)???,2003?????2,500??,???????? ?,????????? 2.
??? ????????(cable modem),???ADSL???,?????????? ??
???
54
????? ????????????,?????????(??????)???,?? ??????
???(?? ATi ?????n Vidia )??,????????,? ???????????
??,???????? ???????? ?????? .?????2D / 3D
????????????????,???????? 2D / 3D???????CPU
?VPU ?????? .?????(virtual process unit)3D I abs
?? ?????? .???????????????(???????????????)???
??????? .???????-??(??)??-??Radeon? ?????????????
,????(?????) ? ???(????????)
55
??2005?,??? ???????-???????????? .
2005?,??????????????????,??????????? .??????????,2
003??????????2004?3????? (??Lead
Tek),2006?8?,????????FOXCONN???? ????? 2000???,?
??????,DVD??????VHS??? ????? 1.??? ?????????????
????????,???????? 2.??????? ?????????????,?????
3.DVD??? DVD(????????)???????????(???????????? DVD
??????????)???
56
??????? ????????????????????????????(iF)???? 1.?
? ????????????(DVD-ROM / CD-R / CD-RW /
CD-ROM)???? 2.?? ??????FlextraLink?????????Flextr
aSpeed????????? ?? 2004????? 2004??,????????????
,???????????????? ??? ???????? .???????????????,
???????????,?????? .2005????????,???????????????(s
upermulti)?? .???????????????????????? .??????????
?????????,??????????,??? ???????,???????????????
57
????? ????????????????,?????????????,???? ?????,?
???????????????????,???????? ??????????,??????????
????????????,? ????-??-?????????????????,?????????
????????? .???(barebone, bare?????(??)bone,??)
??????????? ??? .???(????,???????????????) .??
?????????????????????????(mini barebone) ????????
?? 1996?,???????????????????????,??????? ?1998???
?1,100??,?????10,?????????????? ??(PC??2005?????
?) ??????????????,?????? ????????2005???????????
58
???????????? 2002?,??????????? 03???,????????Pu
ndit???????,??????????? ????,???????????,????????
????????? ???????????????? ??????????? 1993???
???????????(Personal digital assistant,
PDA)??,? ????????(??????3com ? Palm)?????????,??19
96 ?????????(WIN CE)????,??????????????
59
?5-6 ?????????????
?? ???? 1993-2002? ?2-3??? 2003-2005? ?4????
???? ???,??????????? ???????
?? ???????? ???????PDA ?????????
?5-7 ??????????????
???? ????
????(Palm) ??????
?? ???(???? iPaq) ???(Mio) ? ?????????
60
??????????????? (?)2003?,MyPal
PDA 1.?? 03?,??????(Palm)?????????????????????? X
Scale????PDA-Tungsten C,?????? 2.???? ????????MyP
al???????,????????????1300AH ???????????????PXA255
??????Pocker PC2002???? ??????????????,???????????
???????30 ?60????????????SPS????,????????19?????
??????????????,???????????????????? 3.2003?11?,D
iGi Matrix ???????????,??????????????????????? ???
?????????DVD???MP3???????????????? ????,???PC
GAME ????????????
61
(?)2006?,MyPal A636 ???Mypl_at_????????????????,????
(????????) ????,?????????
62
??? ??????????????-??ASUS?????
??????,????????????,??????????????? (reputation)
????????????? 1997?7?,????ASUS??????2003?,??????
????? ???????(??????,?????10)???ltlt????gtgt???? ??
???????,???20??,??????? ????????? .??????,??????
??????,????????????,? ????? .????????????,???????
??,?????
63
????-SWOT?? ????????????? .?????????,???????????
?? .????3C????????-???????? ??????????-?????? ??
????(desk top PC, DT)???????????????? 1.???? ????
?(????????)???????? 2.?? 3.?? 4.?? .?????????????
???????,????????????, ?????????????????,?????????
???? .?????,??????????,??????????? ?????????
64
(?)??????? .????????,???????????????? .??????????
???????,??????3?????????? ??,?????????????? .????
??????,??,??????????? .???????????,???????????? (
?)??OK .????????3?????????,????????????????
??,??????????? .?????????,?????????????? ???????-
?????????? .?????????????????? .?????????????????
?????,??????????? .?????,???????????????
65
??????????? ???????????????,????????10??? ?????
??????????-??ASUS????? ???????????,??????????? ?
??????????? ????????????,??????????????????????
(?)???? ??2002??????????????562?? (?)????? .??
????????,????? .?????????????????
66
(?)??????? ????????????? (?)?????????? 2005??,?
?(2004???50??) ????(7??)???12.1?????? ???,???????,
?S5????? (?)???? ??????????????,???????????1999
????? ,??????? ??????????????,?????? ????????,?
??????????
67
?6-1 ????????????????
?? ????
2002?3? ?????????,?????????? ??????????????
2005?3? ??????????
2005?4-6? ????,?????????,????? ?????????
2005?7? ??????????
?????? ??????????,?????,????,????,??????? ????,??
???????????2006?4?,???????? (?????),????????? ???
??? ?????????????????,???????????????,? ?????????
??,??????????????????,???? ?????,?????,?????????,?
?????????
68
??????1P????????? ??????????????????,??,
?????,?????? ??????????,??????????????????? ?????
????????? (?)? Less ? Luxury .???????? Less ?
Luxury ???L??????????????, ???????????????????
??????? .2006-????-W6??? (?)2003-2004?,???? .??M
3N??,????Markus Dietrel ??????,?????????
??,???????,???????????????,??????
?????? .??????????????????(Pocket PC,???PDA)???,
????????????????? .???????????????,?????????????,?
??? ?????????????
69
1.????????(LV)????,??6?????????????? 2.?????,????1
0??????????????? (?)2005????????????? .??????(co
mfort)?,??????????????????????
????????????????????????? .S200???????,?????????(J
VC)?????,???? 2004????????? (?)2006??,?????? .
06?3?,??????????? .?????????????????????(Lamborghi
ni,?????), ??????????????(??????????LCD?????,?
???????????????????????W6??? .06?5?,???????,??????
?????,???????,? ????????????,????8??
70
(?)???????? ?????????????,??????????????(Ferrari)
??? ,??????????????????????????? ???? .?????????
????????????,???????????? ???????????30??,???????
????? .??????????,????30????,??????? (?)2001? ??
????????????,?2001???????????????? ??????? (?)200
3?,????? ???????????,???????????????????,?? 2003?
?????258???,????????????????????? ????,???????????
??????????30???????? ?,????????????
71
(?)2005? .05??,?????????????????????(2001???)???
????,????????????,???????????? .???????????,?????
???????????????? ??? .???????????,?????????Ladys
day?,?????? ????????,????????3,000??????????
?NoteBook ???? .????????,?????????,??????????????
?????????????? .?????????,????????????,?????????
? ??,?????????????????,???????????? ??????2P???
? ?????????????????,????
72
???????? 1.???? ?????????????????(500??)????,????
??(?? ???)2006?5????,?????????? 2.??? ???????????
??????-?????????? 2004?3????WIN(??W1)????,????1
0??,6???????? ??1,000??????,?????????????????????W
1? ??????????????????????DVD,???15.4????? ????????
???????(mobile theater)??,?????????? ??2003,?????
??????????,?????,????33,000,????????10,000 ?,???
??????????(????2.1???,?0.6??,??1.5?? ????)?2005-20
06?,???Vista??????2007?????,???? ???,?????,???????
??????????
73
???????3P????-?????? ?????????????????,?????????
???(???? ??)??? ?????????? .??6-5???????? .?????
?,??????????????????? .?6-5?????????????,?6-3?????
??? ???????????????? ??6-5??????????????,??????
?????????? ???????????????? (?)?????? .????,2006
?8?27?,A1?,??? .????????,??????????
74
(?)?????????? .?????????,??????????????,?????????
????????????????,???????,?????,???
????????????? .???????????????????,??????????????
????
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?????? (brand value proposition) ??????? ???? (d
esign asthetic)
?????? (BIS)
????(??? ?????) ?????? ??????? ????(rugged ness
)

?6-5?????? ???Peter Tennet,????DNA?
75
.?????????????-??(2006)-?2?,????PC (Table
PC) .???????????????????????????,??????
??????,???????????? ?????????????? ???????????(
????????) (?)???? .??????????????????????? .2006
????????????,?????????,???Rock Solid, Heart
Touching?,??????? .????????????????,???????????,??
??? ??????????,????????? .??????????????????,????
??????????? ??????,???????????????
76
?6-4 ???????????
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??? ?? ?? ?? ?? ??
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?????? ?? ?? ?? ?? ??
(?)???? .???2004?8??????????,???????,06?,??????
??????????? . 05?,?????42????????,???????????20???
.?????????,????????,??????????????? .??????2004?
??10?,05?????30?,3?21?,???????
????,????????,????????????? .2003????A???,???????
77
1.2004?,??????? .???IBM???????????????????????? .
????4?27??????M5N???????,?????6,500???
???ML-1710???????? .??????,???????(???????)???????
????? ??,????? 2.???,??????! ???????????????,??
2004?7?,??????????? ??????? (?)W6???????? ??W6??
???????????,????????????????? ???????????????????,
??????,???????? (?)???? 1.????????? 2.????-?????
??2004?????????????????
78
?????????? ??????????,????????,?????? ???????4P
I ?????? .?????????lt?????gt,???????????(location
pecking order theory),?????????????????????????
.???????????????(???,???9-2),?????????,
????????????2006???????,????,?????(??
??)????? ?????????? ??????????????,ASUS vs.
acer ????,????A???
?? ??(??)
?? 13.74
?? 8.92
?? 8.79
IBM 7.17
?6-7 2003??????????
??????(Gartner)
79
?????????? ???,??????,????????????????,?????? ??
????2004???????????????,??????????? ??????? (?)??
?? 2005??4????????????27??,?????9? (?)???? .05?
?????????5?,???????,?????????,??
????,?????????? .????????,???????? (?)???? 1997?
?????????,???????,?????????????? ?2001????????????
,????????,06????????? ???????????????????2000??
80
??????????? ????,????????????? (?)2005?,?????
??????????????? (?)2006?????????? ?????????Ivan
Ho??,????????????????,??? ???????,?????,??????????
????????,? ??????3C???,?????????????,?????????? ?
?????????????????????,???????????? (?)2006?6?,???
? ????????????2006?6?????
81
??????4P II???? .????(????????)?????????,???????
.1998???,3C?????,??????????????,?????
??????????(??3C????)?3C???????,??????
?? .1997???????????????,3C?????????,?????
????,?????? ???????????? ???????????????,???????
,???????(??? ??????),??????,??????? (?)1998?,????
?????? .1998??,??????????,??????????????????
????????????????????,?????????????
???????,???4?5?????, ?????????????? .????????,????
??????????????,?????? ????????,??????????????????
??????
82
(?)1999?,??????? 1999?,????????????????????? ??
???? . 04???????????????????? .??????????,???????
????? . 04?????????????80?,???????????,????? ????
?? .??????????????,????????? .??????????????????,
???ASmobile???????? ?(barebone)???,??????????????
????????? . ?ASmobile?????????????,???????????????
?????????????
83
??? ??????????????
.???????????????????????????? .???????????????????
? ---???,?????? ????,????
.???????????????????????,????????
???,????????????? .??????????????????????,??1997??
????? ???3? .1998??????????????? ????????????
??? ??????????????,???????????,??1997???? ??????,
1998??????????????????
84
????? ?? .???????iPod???????,??????????(Tom
Peters)?? ??????????,???????????? .?????????????
????? ????????????? .????????????????LV????,????
???????? ???,??????? .??????????????,????????????
,?????? ??,??????????????????? ????????? .????(
John Heskett)??????????? ????????????
??????,?????????????,????,????????
????,?????????????,????????????? .?????????lt????gt?
?,???????????????
85
??2006??????????? ????????????????????????? ????
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? . ???????????????,??????????,??????
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?????? .?????????,??????????
86
????????(DRC) .??????????2?3??????(??????????????
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Bios2??,?? ???????????Instant Music,??????????????
??? ?????
87
2.???????? .????????????????W1?,???????????????
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04?11?????30???????ASUS J102,?????????G-mark? ????
J102????????????,???????????????? ??????,?????????
?,???????,????????? J102?????????????????????,????
??????? ??????????????? ??????? ??????????,1999?
,?????????,?????????? ??,?2002????????,2006?6???75
????,???????? ????????,??????????????
88
????? ????????????,??????,?????????,????? ?????
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?? 2.?????????? ?????????????????,????????????,??
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89
3.????? ???????????????? .???????????????????????
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IDSA)??????????? 2.???G-mark 3.?????(Reddot) ???
??(Reddot)?????????????????????????? ???????,?????
?Best of the Best???
90
4.??????? ?????????????(industry Forum, iF)
iF??????1954?,??? ????????????????????(iF Design
Aware)??????? ???????iF????????2004???????? ?????
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???? .2000????????????????????????2004??????
????????1,048???,????????,???????????
?????? .?????,?????,??????????? .??????????,??????
?? ??????-?2006?????? .???????????????,?????????
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91
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????? ???? .?????,???????18???????????????? ????
?? ????????????,?2005?5??????,?????????(W3 ?W5
?V6)??????,??????????? ?????? 1.2D???? ?????Auto
CAD ?Corel draw?Illustrator??
92
2.3D???? ?????Pro / ENGINEER Wildfire,???????????,
???3D MAX ??Photoshop??????????? 3.???? ??1?1????
???,???2D????????,?????????? ???? ????????? (?)?
? ????????????????????? (?)???? ????????,??????
???????????????????? ???????,?????????????????????

93
(?)???? .??????????????????????????? .??????????W
5,modern chic????????????????,
?????????????,????????????,???????
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??? 2004?????iF???G-mark?????????,05?????????? ???
??V6?????????????????,??????????? ?,??????????????
? 2.W3???????? W3????????????,???????????????????
?? ???????????????outside in ???????????????? ????
????????????,??????????????????
94
?????? .?????(Visual Communication
Team)???????????????, ???????????????????????????
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1)?????,??iF??????51??? ,?????iF??(iF
Gold)?????,??2005????????????
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95
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Direct???????? iF????? .?????,??????????W1????
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96
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97
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98
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99
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102
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103
.?????,????????? 2.?? ?????????????????(?????????
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? ??????????? (?) ???????,???????
104
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105
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???????????? . ???????(no hole strategy),?????????
??????????? .??????????????????????????
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106
2.????? .??GMAX?????,???????????? .?????RZ???????
X??? ?????????????-?????????? .????????????(ASR
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107
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108
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109
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? ??????,?? .??????????????,????????,??????????
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, ???200?????????????????????,??????? ?????
110
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??????,?????? ????? (?)?????????? 10???????,???
????????????,?????????? ??? ?????? 1.2005? ?????
?????????????????????????????? ??? 2.2006? ???200
6?9?????,2007??????
111
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??(?IC??,subs trance) ? .???????,??IC??,??????????
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????????? ??CPU?? ????????,???????
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,BT???????????????(FPGA)
112
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????? ?????????? 2.????????????
113
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???? ????(COF)??? ??2005?3?,??????? .???????(??,
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114
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is the matter 1.Not to be ????????,?????????????
2.To be 1998?5?,???????,??????5?,????1993???????
115
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2006?7?
?? ???? ????
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?? 1.1988?,??????????? 2.??1993??????? 1.1988?,??????????? 2.??1993??????? 1.1988?,??????????? 2.??1993???????
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?????,?????????????? .7?????99???2006?5?,??5??,??
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116
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117
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118
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??????130?????,??3.2??? .???????PS2???,???????????
?,???17.3???? ?900??????????? ???????? .????
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????????????
119
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????????? ??,???????????? .????????,?????????????
????? ??2004?,????????? ???????????(Steering
Committce) ??????????? .???????????????????????
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120
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??????? .??????????????????,??2003??????241????
2005?????912?,??2004????????RoHSBusiness
Opportunity ????????? ??(900??)-?????1.???
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121
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??????gt ??????????-?????????????
??2004? .????????4,265???,??????2,500??,?????800?
? .???????????????????????
122
(?)??????? 1.???? .??2004?2??????????????Foxconn?
????? . 12?????????????????????? .
Foxconn???????????,?????????? 2.???? ????????????
?,????????????????????? ?????????????,?????????,??
???? 3.???? .??????????,???????????????? .???????
??????,??????????????? (?)?????? ????X??????????
?
123
(?)????2004??? 1.???? .????????????,?????????????
???????? ?????? . 2006?,????????,6???????????????
??,??? ????? 2.???? .??????????????????,???????
?(ACP,???? ???) .??????,????????? .??????????????
(?)????,???? .??????????????,??????? .?????????
,????????,??????????? .??????????DMSC?(???????????
),???????? ??????,????????
124
??2006?,????? ??????????????????
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2006?8?8?,???????(??40??),???????????? .???GigaByt
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125
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.????????,??????????????????,?????
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2002?,??????? ?????? ??????????????,2005?,????5,
943?? ?2006???2.5????,2010??,???????1?? ?????????
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126
???????????? .???????????????????????????
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127
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2002??? .????????????????????????????,?????
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?
128
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?,??????????,??,??????????????
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)??????????? 05?7??,???????????????????? ?????
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129
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????? ??????????? ??????????,?????????????????,?
????? ???????
130
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