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    Title: 數位音樂市場：以iPod及iTunes為例
    Other Titles: The Market for Digital Music: The Case of iPod and iTunes
    Authors: Chen, Kong-Pin;Hsieh, Chang-Chiang
    謝長江
    Contributors: 法律系
    Keywords: 線上音樂;數位音樂;綁售;iPod;iTunes
    digital music;online music;bundling;iPod;iTune
    Date: 2010-09
    Issue Date: 2015-09-15 09:41:09 (UTC+8)
    Abstract: 本文探討數位音樂市場的形成背景和產業特質，並透過一個理論模型，分析線上音樂商店與整體唱片業的互動關係。線上音樂商店透過零賈(unbundle)單曲，使原本以專輯爲銷售單位的唱片產業，有增加利潤的空間。而數位版權管理(DRM)技術的使用，讓iPod成爲線上音樂的「銷售通路」，且蘋果電腦輩握通路，成爲擁有強大議價能力的獨佔零售商。在這樣的產業結構之下，唱片公司必須平衡線上音樂的利潤增加和其所帶來議價能力誠低的後果。CD唱片的價格成爵唱片公司議價能力不足時，保護利潤的工具。當唱片公司的議價能力上升，透過CD價格的調漲，整體產業的銷售移向線上音樂商店，但是消費者福利和線上音樂商店的利潤皆降低，而唱片公司的利潤增加。另外，當專輯敢向較爲大眾化時，唱片公司授權線上音樂銷售的門檻將升高；反之，當專輯以特定族群爲銷售對象，授權門檻則較低。
    This paper Investigates the market interaction between online and real music stores, together with how this interaction affects the copyright holder`s incentives to license and its pricing policy. Selling music through the online stores enables the copyright holder to unbundle the content of a CD and improve profit. However, unlike the traditional real music stores which are more competitive, the copyright holder faces a monopsony in the online market (iTune). It thus chooses the licenses fees and degree of licensing to balance its bargaining power vis-á-vis retail channels and the benefit of unbundling.
    Relation: Taiwan Economic Review(經濟論文叢刊), 38(3), 355-386
    Data Type: article
    DOI link: http://dx.doi.org/10.6277/ter.2010.383.2
    DOI: 10.6277/ter.2010.383.2
    Appears in Collections:[Department of Law] Periodical Articles

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