2010年iPad第一代開發上市至今，在市場競爭越來越激烈之下，新產品的發展已成為企業不可或缺的關鍵成功因素，在股票市場異常報酬領域中，新產品上市宣告效果亦是常被作為討論，本研究將以iPad新產品宣告對台灣供應鏈廠商股價之影響。 實證中，經公開資訊比對蘋果iPad供應鏈，共計18家廠商作為研究樣本，以近3年新產品發佈型號iPad 7、iPad Pro(第四代)、iPad 8、iPad Pro(第五代)、iPad 9等產品為例，透過事件研究法分析iPad新產品發布之宣告效果對其供應鏈廠商股價之影響。 新產品宣告日為事件日，事件期採宣告日之前5日至後5日，研究期間為2019至2021年。研究結果發現，新產品宣告日並無顯著異常報酬，異常報酬都發生在宣告日之前，所以宣告日變成利多出盡日。 In 2010, when the first generation of iPad was developed and launched, the development of new products has become an indispensable key success factor for enterprises under the increasingly fierce market competition. Often discussed, this study will take the impact of new iPad product announcements on the share prices of Taiwanese supply chain manufacturers. In the empirical study, a total of 18 manufacturers were used as research samples to compare the supply chain of Apple's iPad with public information. Taking products such as the iPad 9 as an example, the impact of the announcement effect of the new iPad product release on the stock price of the supply chain manufacturers is analyzed through the event research method. The new product announcement date is the event day, the event period is from 5 days before to 5 days after the announcement date, and the research period is from 2019 to 2021. The results of the study found that there was no significant abnormal return on the announcement day of the new product, and the abnormal return all occurred before the announcement day, so the announcement day became the profit-making day.
