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題名 台灣流行音樂產業之數位商業模式探討
The Exploration of Taiwan pop music industry`s digital business model作者 蘇任弘
Su, Jen Hung貢獻者 黃葳威
蘇任弘
Su, Jen Hung關鍵詞 台灣流行音樂產業
數位化
商業模式
情境理論
數位音樂平台
Taiwan pop music industry
Digitization
Business model
Situational theory
Digital music platform日期 2013 上傳時間 3-Nov-2014 10:16:17 (UTC+8) 摘要 隨著網際網路的興起，資訊的流通變得越顯快速，帶來了更便利和優質的生活，但同時也改變了許多普羅大眾既有的經濟活動習慣，其中最明顯的莫過於「地球村」概念的形成和消費者「複製能力」的提升，這也讓台灣許多產業面臨嚴苛的考驗。其中最具代表性的莫過於台灣的流行音樂產業。根據IFPI的資料指出，截至2012年底，台灣地區的唱片市場量與1997年的鼎盛時期相比，已經萎靡僅於1/10。 網際網路的普及，複製能力的提升，正式宣告「數位化載具」時代的來臨，加上版權意識的抬頭與著作權法的制定，讓盜版進而轉入地下，並引發台灣唱片產業供應鏈的崩解。因此，本研究的目的在於：如何在數位化的發展中，讓既有的唱片公司和新加入的數位音樂平台設定出一個全新的商業模式，進而建構一個符合所有主要參與者需求的價值鏈。 本研究首先經由相關文獻的分析探討，並蒐集四個個案(相信音樂、KKBOX、StreetVoice、IndieVox )的初級、次級資料，透過深度訪談的方式了解其營運邏輯與現今問題的解決方案，以及其下一階段需面臨的問題，進而找出改變的可能的方式和途徑，推導出研究發現與建議如下：(1)唱片公司應朝向全經紀、新媒體、差別取價、現場演出等方向發展。(2)數位音樂平台應朝向差別取價、不同使用者專區的設立、服務優質化、建構音樂生活圈等方向發展。(3)政府應盡快建立完善的版權機制和提供一個優良的創作環境。這樣一來，台灣流行音樂產業才能盡快回復昔日榮景。
With the Internet raising, the circulation of information became quicker and quicker, and let people have more convenient and better life , but it also changed the habit of the people`s economic activities. The most obvious was the concept of the global village coming true and the ability of consumers to copy improving. It also caused many Taiwanese industry faces tough test. Taiwan`s pop music industry is no exception. According to IFPI information, as of the end of 2012, Taiwan`s pop music industry shrunk to 1/10 from the 1997. It proved the "digitized vehicle" coming of age that the popularity of the Internet and the ability of consumers to copy improving. Coupled with the rise of the development of awareness of copyright and copyright law, it lead to piracy underground. Therefore, Taiwan`s music industry supply chain started to crash down. So the purpose of this study is to: In response to digitization development, how the recording companies and digital music platforms set out a new business model, and then we can construct the value chain meeting the demand of all participants.First, this paper research through analysis of relevant literature, and collecting four successful cases’ (Bin music, KKBOX, StreetVoice, IndieVox) primary and secondary data. Through depth interviews, it can realize their operating logic, solutions to today`s problems, and Issues facing the next stage needs. And then finding possible changes in the ways and means. As well as a compilation of materials obtained from in-depth interviews, the paper presents the following conclusions and suggestions:1.Recording companies: Full brokerage, New Media, Price discrimination, Live concert.2.Digital music platforms: Price discrimination, Users discrimination, Quality of Service, Construction of music living area.3.Government: Government should establish a sound mechanism for copyright and Provide an excellent creative environment.Thus, Taiwan pop music industry to regain its prosperity as soon as possible.參考文獻 中文部分：1.2012年文創產業趨勢研究調查報告，2014年1月19日，取自:http://cscp.tier.org.tw/CSDB5030.aspx2.白紀齡（2013）。線聲說法：數位音樂產業專題，P15,P17-18,。翰蘆圖書出版有限公司。3.洪春暉，2004，線上音樂市場發展分析，財團法人資訊工業策進會。4.張佳林，聲音的時光機，淺談錄音歷史上的一些聲音載體，2014年1月19日，取自http://www.soomal.com/doc/20100002520.htm。5.曾敏玲，留聲思想起，2014年1月19日，取自： www.library.scu.edu.tw/pub/s18/18-6.pdF.6.黃慕萱（民83）。情境模式在解釋資訊尋求行為之適用性探討。圖書館學刊(台大)，9，49-70。7.簡妙如、鄭凱同(2012)。豐盛中的匱乏：傳播政策的反思與重構，第六章：音樂是公民文化權的實踐：流行音樂政策的回顧與批判，P.202。8.賴啟哲，2012，探討網路空間對獨立音樂人創造力的助力與阻力，國立中山大學，資訊管理學系研究所碩士論文。9.台北市消費者電子商務協會(SOSA)第三期電子報，P17-18 取自: http://www.sosa.org.tw/resource/newsletter.asp英文部分：1.Auer,C. and Follack, M.(2002),” Using action research for gaining competitive advantage out of the internet`s impact on existing business models” in Loebbecke, C., Wigard, R.T., Gricar, J., Pucihar, A. and Lenart, G. (Eds), Proceedings of the 15th Bled Electronic Commerce Conference – e-Reality: Constructing the e- Economy, Vol. 1: Research, Bled, 17-19 June, pp. 767-84.2.Amit, R. and Zott, C.(2001),”Value creation in E-business”,Strategic Management Journal,Vol.22,No.6-7,p. 493-520.3.Adamantia G. Pateli, George M. Giaglis, (2005),”Technology innovation-induced business model change: a contingency approach", Journal of Organizational Change Management, Vol. 18 Iss: 2, pp.167 – 1834.IFPI，台灣專輯銷售統計，http://www.ifpi.org.tw/record/sales/SalesFigures.htm5.James E.Grunig ,”A Situational Theory of Environment Issues,Pulics And Actistists,”in Monographs in Environmental Education and Environmental Studies( Troy,Ohio :North American Association for Environmental Education,1989)6.James E.Gruming,”Communication of Scientific Information to Non-scientists,”in Progress in Communication Seience,vol.2(Norwood,NJ:Ablex Publication,1980) : P167~2147.James E.Grunig,and Hunt T,Managing Public Relations(New York:Helt,Rinehart and Winston,1984)8.Kulatilaka,N and Venkatraman,N.(2001).”Strategic options in the digital era”,business strategy review,vol.12,no.4,P7-15.9.Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division 2014年1月25日，取自:http://cscp.tier.org.tw/CSDB5030.aspx http://inventors.about.com/library/inventors/bledisondiscphpgraph.htm10.NEW YORK TIMES, Gary Moskowitz,2014.4.16, 2014年5月27日，取自http://time.com/65503/which-music-service-makes-artists-the-most-money/11.Petrovic,o.,kittl,c.and Teksten,R.D.(2001) , ”Developing business models for eBusiness ”,Proceedings of the international Conference on Electronics Commerce, October 4,Vienna.www.evolaris.ner/index_en.php/article/articleview/356/1/59/12.Pramataris,K.,Papakiriakopoulos,D.,Lekakos,G. and Mylonopouloulos, N.(2001),”Personalized interactive TV advertising:the IMEDIA business model”,Journal of Electronic Market,Vol.11,NO.1,pp17-25. 描述 碩士
國立政治大學
行政管理碩士學程
101921221
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101921221 資料類型 thesis dc.contributor.advisor 黃葳威 zh_TW dc.contributor.author (Authors) 蘇任弘 zh_TW dc.contributor.author (Authors) Su, Jen Hung en_US dc.creator (作者) 蘇任弘 zh_TW dc.creator (作者) Su, Jen Hung en_US dc.date (日期) 2013 en_US dc.date.accessioned 3-Nov-2014 10:16:17 (UTC+8) - dc.date.available 3-Nov-2014 10:16:17 (UTC+8) - dc.date.issued (上傳時間) 3-Nov-2014 10:16:17 (UTC+8) - dc.identifier (Other Identifiers) G0101921221 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/71023 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 行政管理碩士學程 zh_TW dc.description (描述) 101921221 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 隨著網際網路的興起，資訊的流通變得越顯快速，帶來了更便利和優質的生活，但同時也改變了許多普羅大眾既有的經濟活動習慣，其中最明顯的莫過於「地球村」概念的形成和消費者「複製能力」的提升，這也讓台灣許多產業面臨嚴苛的考驗。其中最具代表性的莫過於台灣的流行音樂產業。根據IFPI的資料指出，截至2012年底，台灣地區的唱片市場量與1997年的鼎盛時期相比，已經萎靡僅於1/10。 網際網路的普及，複製能力的提升，正式宣告「數位化載具」時代的來臨，加上版權意識的抬頭與著作權法的制定，讓盜版進而轉入地下，並引發台灣唱片產業供應鏈的崩解。因此，本研究的目的在於：如何在數位化的發展中，讓既有的唱片公司和新加入的數位音樂平台設定出一個全新的商業模式，進而建構一個符合所有主要參與者需求的價值鏈。 本研究首先經由相關文獻的分析探討，並蒐集四個個案(相信音樂、KKBOX、StreetVoice、IndieVox )的初級、次級資料，透過深度訪談的方式了解其營運邏輯與現今問題的解決方案，以及其下一階段需面臨的問題，進而找出改變的可能的方式和途徑，推導出研究發現與建議如下：(1)唱片公司應朝向全經紀、新媒體、差別取價、現場演出等方向發展。(2)數位音樂平台應朝向差別取價、不同使用者專區的設立、服務優質化、建構音樂生活圈等方向發展。(3)政府應盡快建立完善的版權機制和提供一個優良的創作環境。這樣一來，台灣流行音樂產業才能盡快回復昔日榮景。 zh_TW dc.description.abstract (摘要) With the Internet raising, the circulation of information became quicker and quicker, and let people have more convenient and better life , but it also changed the habit of the people`s economic activities. The most obvious was the concept of the global village coming true and the ability of consumers to copy improving. It also caused many Taiwanese industry faces tough test. Taiwan`s pop music industry is no exception. According to IFPI information, as of the end of 2012, Taiwan`s pop music industry shrunk to 1/10 from the 1997. It proved the "digitized vehicle" coming of age that the popularity of the Internet and the ability of consumers to copy improving. Coupled with the rise of the development of awareness of copyright and copyright law, it lead to piracy underground. Therefore, Taiwan`s music industry supply chain started to crash down. So the purpose of this study is to: In response to digitization development, how the recording companies and digital music platforms set out a new business model, and then we can construct the value chain meeting the demand of all participants.First, this paper research through analysis of relevant literature, and collecting four successful cases’ (Bin music, KKBOX, StreetVoice, IndieVox) primary and secondary data. Through depth interviews, it can realize their operating logic, solutions to today`s problems, and Issues facing the next stage needs. And then finding possible changes in the ways and means. As well as a compilation of materials obtained from in-depth interviews, the paper presents the following conclusions and suggestions:1.Recording companies: Full brokerage, New Media, Price discrimination, Live concert.2.Digital music platforms: Price discrimination, Users discrimination, Quality of Service, Construction of music living area.3.Government: Government should establish a sound mechanism for copyright and Provide an excellent creative environment.Thus, Taiwan pop music industry to regain its prosperity as soon as possible. en_US dc.description.tableofcontents 第一章 緒論1第一節、 研究背景1第二節、 研究問題與目的5第三節、 研究範圍與限制8第二章 相關文獻與理論探討9第一節、商業模式之相關研究9第二節、情境理論之相關研究12第三節、相關研究之套用探討22第三章 研究方法24第一節、研究設計24第二節、多元分析法25第四章 研究內容28第一節、實體唱片工業的商業模式28第二節、鑑定科技的影響力32第三節、評估科技創新的影響力 41第四節、辨識所欠缺的角色61第五節、改變與評估 63第五章 結論67第一節、結論摘要與建議67第二節、研究困境與後續研究70第六章 參考資料71 zh_TW dc.format.extent 1388365 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101921221 en_US dc.subject (關鍵詞) 台灣流行音樂產業 zh_TW dc.subject (關鍵詞) 數位化 zh_TW dc.subject (關鍵詞) 商業模式 zh_TW dc.subject (關鍵詞) 情境理論 zh_TW dc.subject (關鍵詞) 數位音樂平台 zh_TW dc.subject (關鍵詞) Taiwan pop music industry en_US dc.subject (關鍵詞) Digitization en_US dc.subject (關鍵詞) Business model en_US dc.subject (關鍵詞) Situational theory en_US dc.subject (關鍵詞) Digital music platform en_US dc.title (題名) 台灣流行音樂產業之數位商業模式探討 zh_TW dc.title (題名) The Exploration of Taiwan pop music industry`s digital business model en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文部分：1.2012年文創產業趨勢研究調查報告，2014年1月19日，取自:http://cscp.tier.org.tw/CSDB5030.aspx2.白紀齡（2013）。線聲說法：數位音樂產業專題，P15,P17-18,。翰蘆圖書出版有限公司。3.洪春暉，2004，線上音樂市場發展分析，財團法人資訊工業策進會。4.張佳林，聲音的時光機，淺談錄音歷史上的一些聲音載體，2014年1月19日，取自http://www.soomal.com/doc/20100002520.htm。5.曾敏玲，留聲思想起，2014年1月19日，取自： www.library.scu.edu.tw/pub/s18/18-6.pdF.6.黃慕萱（民83）。情境模式在解釋資訊尋求行為之適用性探討。圖書館學刊(台大)，9，49-70。7.簡妙如、鄭凱同(2012)。豐盛中的匱乏：傳播政策的反思與重構，第六章：音樂是公民文化權的實踐：流行音樂政策的回顧與批判，P.202。8.賴啟哲，2012，探討網路空間對獨立音樂人創造力的助力與阻力，國立中山大學，資訊管理學系研究所碩士論文。9.台北市消費者電子商務協會(SOSA)第三期電子報，P17-18 取自: http://www.sosa.org.tw/resource/newsletter.asp英文部分：1.Auer,C. and Follack, M.(2002),” Using action research for gaining competitive advantage out of the internet`s impact on existing business models” in Loebbecke, C., Wigard, R.T., Gricar, J., Pucihar, A. and Lenart, G. (Eds), Proceedings of the 15th Bled Electronic Commerce Conference – e-Reality: Constructing the e- Economy, Vol. 1: Research, Bled, 17-19 June, pp. 767-84.2.Amit, R. and Zott, C.(2001),”Value creation in E-business”,Strategic Management Journal,Vol.22,No.6-7,p. 493-520.3.Adamantia G. Pateli, George M. Giaglis, (2005),”Technology innovation-induced business model change: a contingency approach", Journal of Organizational Change Management, Vol. 18 Iss: 2, pp.167 – 1834.IFPI，台灣專輯銷售統計，http://www.ifpi.org.tw/record/sales/SalesFigures.htm5.James E.Grunig ,”A Situational Theory of Environment Issues,Pulics And Actistists,”in Monographs in Environmental Education and Environmental Studies( Troy,Ohio :North American Association for Environmental Education,1989)6.James E.Gruming,”Communication of Scientific Information to Non-scientists,”in Progress in Communication Seience,vol.2(Norwood,NJ:Ablex Publication,1980) : P167~2147.James E.Grunig,and Hunt T,Managing Public Relations(New York:Helt,Rinehart and Winston,1984)8.Kulatilaka,N and Venkatraman,N.(2001).”Strategic options in the digital era”,business strategy review,vol.12,no.4,P7-15.9.Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division 2014年1月25日，取自:http://cscp.tier.org.tw/CSDB5030.aspx http://inventors.about.com/library/inventors/bledisondiscphpgraph.htm10.NEW YORK TIMES, Gary Moskowitz,2014.4.16, 2014年5月27日，取自http://time.com/65503/which-music-service-makes-artists-the-most-money/11.Petrovic,o.,kittl,c.and Teksten,R.D.(2001) , ”Developing business models for eBusiness ”,Proceedings of the international Conference on Electronics Commerce, October 4,Vienna.www.evolaris.ner/index_en.php/article/articleview/356/1/59/12.Pramataris,K.,Papakiriakopoulos,D.,Lekakos,G. and Mylonopouloulos, N.(2001),”Personalized interactive TV advertising:the IMEDIA business model”,Journal of Electronic Market,Vol.11,NO.1,pp17-25. zh_TW
