本文首先分析台灣報業具多產品及異質性競爭的市場特性，並依此 特性修正Judd ( 1985)的多產品市場模型，説明就短期而言，〈促生報》 停刊，自休閒影劇市場退出，的確是聯合報系面臨《蘋果日報》衝撃下 的最適化均衡行為。但本文進一步將管理大師Christensen & Raynor (2004)所提之破壞性創新理論納入多產品市場模型後，發現就長期而 言，聯合報系退出休閒影劇市場，其實是提供了《蘋果日報》更有利的 競爭條件，反而使聯合報系的綜合新聞市場，面臨更惡性競爭。本文模 型也指出，在日益艱困的報業生態演變中，廠商唯有創新及增加產品差 異程度，以面對激烈的競爭。

This paper firstly modifies Judd's (1985) model of multiple products by taking into account the heterogeneous competition in Taiwan's newspaper industry. It is concluded that closing the Mi^n She-ng Dailey is indeed a short term optimal decision for the United Dailey Ne^ws group. However, in the long run, our paper shows that the withdrawl of the ^^ited Daily Ne^ws from the entertainment news market could induce further and more severe competition in the general news market. We will by conclusion offer several management suggestions to Taiwan's newspaper industry.