數位熱浪來襲－亞馬遜公司個案研究

Abstract

美國亞馬遜公司以零售業起家，發展至今許多服務產品領導技術，已然被歸類為科技創新公司。本研究由亞馬遜公司的發展歷史、各項產品、服務內容、競爭對象等角度切入，進而探討其在發展過程形成的產品生態系統與產業生態系統，以及面臨的困境。\nKindle（電子閱讀器，後來也發展出平板電腦版本）的推出可以說是亞馬遜公司在數位產業中的重要產品，連結了其強大零售網絡與數位科技內容，例如數位影音，對於未來發展方向的扮演重要角色，也在此特別加以闡述說明。\n本研究同時也對於亞馬遜與其他科技創新公司，例如蘋果、谷歌、微軟等，彼此之間既競爭又合作的關係進行分析與比較，期能對於這個既熟悉又陌生的國際品牌得以進一步了解。

Amazon was once best known by its e-commerce and was indexed in category of retail sale in many stastistcs study. However in recent year development, Amazon is groupped in Technology Innovation category as well. \nThe objective of thi thesis is mainly to provide an overview on the development of Amazon through introducing to all about its company history, essential products, services and important competitors. Furthermore, the thesis would like to look into its product ecosystem and industry ecosystem that are formed because the new developed products and competition, as well as the trouble it is facing or will encounter in the future. \nAmong the products, Kindle, an E-reading device and later in tablet version as well, is one of the most import products in Amazon history. Kindle, serves as the channel between Amazon’s biggest and strongest E-commerce networks and modern digital technology products, such as streaming music and videos, it plays an significant role and worths a chapter to elaborate. \nThe thesis also examines the relationships between Amazon’s main competitors, like Apple, Google and Microsoft. The relationships can be described as cooperative and competitive at the same time. A chapter on this topic should be very interesting and hope by doing so we can know more about this global company that almost every body in Taiwan knows but does not understand it well enough.