新產品宣告已成為品牌廠商重要的行銷策略之一，過去的研究主要是針對新產品宣告對於宣告廠商和其競爭者的股價影響，而本研究主要是探討新產品宣告對於品牌商及其供應商的股價影響，並以目前手機的領導品牌宏達電及其供應鏈為例。本研究採用事件分析法和多元迴歸模型，資料來源取自台灣經濟新報。本研究有三個主要的發現：
第一：新產品宣告對於宏達電在新產品宣告日的前一天和當日的平均異常報酬率為0.2242%，驗證新產品宣告對於品牌商的股價報酬率為正向關係。
第二：本文研究11家宏達電之供應商，其宏達電新產品宣告日的前一天和當日的平均異常報酬率為0.1846%，驗證新產品宣告對於品牌商之供應商的股價報酬率亦為正向關係。
第三：對股價異常報酬率具有解釋能力的變數有: 投資機會、負債比、單一或多個產品宣告、利率等四個變數。

New product announcement is an important marketing strategy for brand owners. Previous research focused on the impact of new product announcement on the stock price of brand owners and its competitors. This thesis discusses the impact on the stock price of brand owners and its suppliers, taking HTC and its suppliers as an example. This research adopts event study method and multi-regression model. The data resources come from TEJ. This research has three major findings:
First: New product announcement has positive impact on the abnormal return of brand owners. The average abnormal return for the day before and on the day of new product announcement is 0.2242%.
Second: This research includes 11 of the HTC’s suppliers, and it reveals that the stock price impact of brand customer’s suppliers is positive. The average abnormal return the day before and on the day of the event is 0.1846%.
Third: The factors to explain the abnormal return rate includes: investment opportunity, debt ratio, single or multiple product announcement and interest rate.

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