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題名 從競合理論探討台灣OTT TV業者與內容業者的合作現況與瓶頸 作者 蕭亦庭
Hsiao, Yi-Ting貢獻者 曾國峰
蕭亦庭
Hsiao, Yi-Ting關鍵詞 競合理論
競合策略/競爭式合作
合作/合作瓶頸
OTT TV/OTT
內容供應商/內容業者
資金循環效益
co-opetition
competition
cooperation
OTT/OTT TV
platform
content production
capital cycle/profit cycle日期 2022 上傳時間 1-Mar-2022 18:26:20 (UTC+8) 摘要 近年境外OTT業者不斷通過整併影視資源的方式來建構龐大的競爭優勢，透過大量資金投入內容產製，帶來更大的消費市場，形成正向獲利循環之效益。雖然台灣OTT市場存在諸多商業合作模式，但並未發展出較為緊密且穩定的合作生態圈。因此本研究透過深度訪談業者並結合競合策略來剖析台灣OTT市場的競合動態，以找出OTT市場的合作瓶頸與業者不願深化合作之原因。本研究分析結果顯示，業者並不是不合作，而是市場中存在資金循環困境之風險，使得業者無法確定資金投入於內容產製後能否有效回收，導致決策趨於保守，進而影響產製端的發展，形成一負向風險循環。此外，根據本研究賽局模型之分析，業者合作是為了降低成本（C）以提高最終效益（P），也就是合作不一定會創造產業的正循環效益，卻是創造效益的一種途徑。本研究進一步歸納OTT市場資金循環效益中尚未解決之痛點，分別為：一、決策者認為投資風險太大且難以回收；二、製作的品質或內容與跨國規模製作競爭；三、台劇創造的流行文化與閱聽慣性的建立。最後本研究建議，未來在政策規劃上需要針對資金的投入與效益形成之關聯性做更詳實的規劃；除了政策外，正向循環效益需要平台端與內容端在合作上建立一致的內容行銷與經營共識，以共同建構合作大於競爭的友善發展環境。
In recent years, overseas OTT operators have been building a huge competitive advantage by merging media resources and investing a large amount of capital in content production, which in turn brings a larger market through original content, forming a positive profit cycle. Although there are many OTT business cooperation models in Taiwan, close partnership and stable cooperation ecosystem has not been formed and developed. Therefore, this study analyzes the co-opetition dynamics of the Taiwan OTT market through in-depth interviews with industry operators and co-opetition strategies to find out the bottlenecks of cooperation in the OTT market and the reasons that industry operators are reluctant to deepen cooperation.The study found that it is not that the operators do not cooperate, but that there is a risk of capital circulation dilemma in the market, which makes the operators unsure of whether the capital invested in content production can be effectively recovered. The resulting conservative decision making therefore affects the development of the production side, forming a negative risk cycle. In addition, according to the analysis of this study`s model, operators cooperate in order to reduce costs (C) and increase ultimate profits (P), which means that cooperation does not necessarily create positive cyclical benefits for the industry, but is a means to create benefits. Therefore, this study further summarizes the unresolved pain points of capital cycle benefits in the OTT market, which are: 1) decision makers consider the investment risk too high and difficult to recover; 2) the quality or content of production competes with multinational model production; 3) the popular culture created by Taiwanese dramas and the establishment of viewing habits. Finally, this study suggests that more detailed planning is needed in the future in terms of policy planning with regard to the correlation between capital investment and benefit formation. As for the operation of OTT, both platform side and content production side should establish a consistent consensus on content marketing and operation to form a positive profit cycle in order to jointly build a friendly development environment where cooperation is more important than competition.參考文獻 谷玲玲（2017）。〈美國OTT的創新服務與經營模式〉，劉幼琍主編《OTT TV的創新服務、經營模式與政策法規》，頁87-113。台北市：五南。林翠絹（2020）。〈台灣OTT TV創新與轉型：公視+與Yahoo TV個案分析〉，彭芸、葉志良主編，《5G、OTT匯流論文集》，頁187-221。新北：風雲論壇。胡幼慧（2008）。《質性研究—理論、方法及本土女性研究實例》。台北：巨流。彭芸（2020）。〈OTT與串流電視：科技主導的新產業邏輯〉，彭芸、葉志良主編，《5G、OTT匯流論文集》，頁113-146。新北：風雲論壇。黃靜蓉、巫尹文（2020）。〈他山之石！OTT國家隊的商業模式分析〉，彭芸、葉志良主編，《5G、OTT匯流論文集》，頁147-185。新北：風雲論壇。劉幼琍主編（2017）。《OTT TV的創新服務、經營模式與政策法規》。台北市：五南。李芳齡譯（2016）。《平台經濟模式：從啟動、獲利到成長的全方位攻略》。台北：天下。（原書Geoffrey Parker、Marshall Van Alstyne、Sangeet Paul Choudary [2016]. Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You.）陳建良譯（2006）。《賽局理論》。台北：智勝。（原書Roger A. McCain [2014]. 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國立政治大學
傳播學院傳播碩士學位學程
107464046資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107464046 資料類型 thesis dc.contributor.advisor 曾國峰 zh_TW dc.contributor.author (Authors) 蕭亦庭 zh_TW dc.contributor.author (Authors) Hsiao, Yi-Ting en_US dc.creator (作者) 蕭亦庭 zh_TW dc.creator (作者) Hsiao, Yi-Ting en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Mar-2022 18:26:20 (UTC+8) - dc.date.available 1-Mar-2022 18:26:20 (UTC+8) - dc.date.issued (上傳時間) 1-Mar-2022 18:26:20 (UTC+8) - dc.identifier (Other Identifiers) G0107464046 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139329 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 107464046 zh_TW dc.description.abstract (摘要) 近年境外OTT業者不斷通過整併影視資源的方式來建構龐大的競爭優勢，透過大量資金投入內容產製，帶來更大的消費市場，形成正向獲利循環之效益。雖然台灣OTT市場存在諸多商業合作模式，但並未發展出較為緊密且穩定的合作生態圈。因此本研究透過深度訪談業者並結合競合策略來剖析台灣OTT市場的競合動態，以找出OTT市場的合作瓶頸與業者不願深化合作之原因。本研究分析結果顯示，業者並不是不合作，而是市場中存在資金循環困境之風險，使得業者無法確定資金投入於內容產製後能否有效回收，導致決策趨於保守，進而影響產製端的發展，形成一負向風險循環。此外，根據本研究賽局模型之分析，業者合作是為了降低成本（C）以提高最終效益（P），也就是合作不一定會創造產業的正循環效益，卻是創造效益的一種途徑。本研究進一步歸納OTT市場資金循環效益中尚未解決之痛點，分別為：一、決策者認為投資風險太大且難以回收；二、製作的品質或內容與跨國規模製作競爭；三、台劇創造的流行文化與閱聽慣性的建立。最後本研究建議，未來在政策規劃上需要針對資金的投入與效益形成之關聯性做更詳實的規劃；除了政策外，正向循環效益需要平台端與內容端在合作上建立一致的內容行銷與經營共識，以共同建構合作大於競爭的友善發展環境。 zh_TW dc.description.abstract (摘要) In recent years, overseas OTT operators have been building a huge competitive advantage by merging media resources and investing a large amount of capital in content production, which in turn brings a larger market through original content, forming a positive profit cycle. Although there are many OTT business cooperation models in Taiwan, close partnership and stable cooperation ecosystem has not been formed and developed. Therefore, this study analyzes the co-opetition dynamics of the Taiwan OTT market through in-depth interviews with industry operators and co-opetition strategies to find out the bottlenecks of cooperation in the OTT market and the reasons that industry operators are reluctant to deepen cooperation.The study found that it is not that the operators do not cooperate, but that there is a risk of capital circulation dilemma in the market, which makes the operators unsure of whether the capital invested in content production can be effectively recovered. The resulting conservative decision making therefore affects the development of the production side, forming a negative risk cycle. In addition, according to the analysis of this study`s model, operators cooperate in order to reduce costs (C) and increase ultimate profits (P), which means that cooperation does not necessarily create positive cyclical benefits for the industry, but is a means to create benefits. Therefore, this study further summarizes the unresolved pain points of capital cycle benefits in the OTT market, which are: 1) decision makers consider the investment risk too high and difficult to recover; 2) the quality or content of production competes with multinational model production; 3) the popular culture created by Taiwanese dramas and the establishment of viewing habits. Finally, this study suggests that more detailed planning is needed in the future in terms of policy planning with regard to the correlation between capital investment and benefit formation. As for the operation of OTT, both platform side and content production side should establish a consistent consensus on content marketing and operation to form a positive profit cycle in order to jointly build a friendly development environment where cooperation is more important than competition. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究範圍 3第三節 研究目的與架構 4第二章 文獻回顧 6第一節 台灣OTT業者從單打獨鬥到合作的距離 6一、 競合理論與OTT競合策略 8二、 台灣平台的內容經營與合作模式 11第二節 競爭式合作的組成情境 16一、 合作賽局的條件與變數 17二、 經營誘因與風險 23第三節 台灣與國外平台合作經驗的發展差異 27一、 國外OTT合作趨勢 27二、 台灣OTT內容整合走向 29三、 國內外合作差異 31第四節 小結 35第三章 研究方法 37第一節 研究問題與架構 37一、 研究問題 37二、 研究分析架構 38第二節 資料蒐集方式 39一、 深度訪談法 39二、 訪談對象設定 40三、 訪談大綱 41四、 訪談流程與資料處理 45第四章 研究分析 46第一節 台灣OTT市場競合分析 46一、 競合決策風險考量 46二、 合作賽局情境驗證與分析 54三、 台灣OTT的競合瓶頸與循環效益 61第二節 正循環效益的困境分析 64一、 資金匯聚到內容產製 64二、 平台與內容到閱聽眾的凝聚 71三、 流量變現到平台與製作 75第三節 產業合作的契機與挑戰 78一、 政府作為競合關係的第三方要角 78二、 顧客角色的拓展與開發 80三、 合作的「質」與「量」 82第五章 研究結論與建議 83第一節 研究結果與討論 83一、 合作瓶頸與正向循環效益 83二、 OTT競合市場與深化合作之條件 84三、 資金循環效益之困境 84四、 政府政策與業者經營策略建議 86第二節 研究貢獻 88第三節 研究限制與未來研究建議 89參考文獻 90 zh_TW dc.format.extent 3972209 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107464046 en_US dc.subject (關鍵詞) 競合理論 zh_TW dc.subject (關鍵詞) 競合策略/競爭式合作 zh_TW dc.subject (關鍵詞) 合作/合作瓶頸 zh_TW dc.subject (關鍵詞) OTT TV/OTT zh_TW dc.subject (關鍵詞) 內容供應商/內容業者 zh_TW dc.subject (關鍵詞) 資金循環效益 zh_TW dc.subject (關鍵詞) co-opetition en_US dc.subject (關鍵詞) competition en_US dc.subject (關鍵詞) cooperation en_US dc.subject (關鍵詞) OTT/OTT TV en_US dc.subject (關鍵詞) platform en_US dc.subject (關鍵詞) content production en_US dc.subject (關鍵詞) capital cycle/profit cycle en_US dc.title (題名) 從競合理論探討台灣OTT TV業者與內容業者的合作現況與瓶頸 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 谷玲玲（2017）。〈美國OTT的創新服務與經營模式〉，劉幼琍主編《OTT TV的創新服務、經營模式與政策法規》，頁87-113。台北市：五南。林翠絹（2020）。〈台灣OTT TV創新與轉型：公視+與Yahoo TV個案分析〉，彭芸、葉志良主編，《5G、OTT匯流論文集》，頁187-221。新北：風雲論壇。胡幼慧（2008）。《質性研究—理論、方法及本土女性研究實例》。台北：巨流。彭芸（2020）。〈OTT與串流電視：科技主導的新產業邏輯〉，彭芸、葉志良主編，《5G、OTT匯流論文集》，頁113-146。新北：風雲論壇。黃靜蓉、巫尹文（2020）。〈他山之石！OTT國家隊的商業模式分析〉，彭芸、葉志良主編，《5G、OTT匯流論文集》，頁147-185。新北：風雲論壇。劉幼琍主編（2017）。《OTT TV的創新服務、經營模式與政策法規》。台北市：五南。李芳齡譯（2016）。《平台經濟模式：從啟動、獲利到成長的全方位攻略》。台北：天下。（原書Geoffrey Parker、Marshall Van Alstyne、Sangeet Paul Choudary [2016]. 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