Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/122758
|
| Title: | 全球數位內容平台商業模式研究
Global Digital Content Platform Business Model Research |
| Authors: | 吳雅好
Wu, Ya-Hao |
| Contributors: | 尚孝純
Shari S. C. Shang
吳雅好
Wu, Ya-Hao |
| Keywords: | 數位內容
雙邊平台
智能音箱
串流音樂
短視頻
眾籌
Digital content
Two-sided market
Smart speaker
Streaming music
Short video
Crowdfunding |
| Date: | 2019 |
| Issue Date: | 2019-04-01 14:43:11 (UTC+8) |
| Abstract: | 在此全球化時代，隨著資訊網路科技的快速發展，數位內容是以數位數據形式存在的任何內容。當今數位內容平台之發展，由於文化全球化與在地化的雙重影響，已從美國擴大到歐洲、中國大陸等。2017年，全球數位內容市場規模為12.96億美元，預計到2025年底將達到34.38億美元，2018 - 2025年的複合年增長率為13.0％。本研究選定以全球跨境經營為主的五個不同類型的大型數位內容平台作為研究分析之對象，其理由是同為提供內容為主的平台，除了都能解決用戶的痛點外，都能以創新的商業模式，獲取最大的成功，帶來巨大的流量、客戶與龐大的營收。基於雙邊市場理論，對主要出色的平台公司進行了深入分析研究其競爭戰略及成功的關鍵要素為何?其風險與挑戰為何?
數位內容平台的崛起，正是去中間化，降低了內容創作端創作的門檻，豐富了內容創作的內容，也藉由網際網路快速傳播化的特性，在近幾年來，雨後春筍的數位內容平台不斷出現，在政府及產業的扶植下，用戶數及內容數都呈現爆發式的成長以下為主要的結論與發現：
1.數位內容平台後面的戰略佈局更為重要
2.簡單成為了致勝法則
3.專注鎖定精準族群是崛起的關鍵
4.開放性平台鼓勵群眾共同創作
5.可預期的風險與挑戰
In this era of globalization, with the rapid development of information network technology, digital content is any content that exists in the form of digital data. The development of today`s digital content platform has expanded from the United States to Europe and China due to the dual influence of cultural globalization and localization. In 2017, the global digital content market was $1.296 billion, and is expected to reach $3.438 billion by the end of 2025, with a compound annual growth rate of 13.0% from 2018 to 2025. This study selected five different types of large-scale digital content platforms based on global cross-border management as the object of research and analysis. The reason is that the same content-based platform can not only solve the user`s pain points, but also With the innovative business model, the greatest success, with huge traffic, customers and huge revenue. Based on the two-sided market theory, what are the key factors for the in-depth analysis of the major platform companies and their competitive strategies and successes? What are their risks and challenges?
The rise of the digital content platform is to de-intermediate, reduce the threshold of content creation, enrich the content of content creation, and also use the characteristics of rapid communication of the Internet. In recent years, the digital content platform has mushroomed. With the emergence of the government and industry, the number of users and the number of contents have exploded. The following are the main conclusions and findings:
1. The strategic layout behind the digital content platform is more important
2. Simple has become the law of winning
3. Focus on locking accurate ethnic groups is the key to the rise
4. Open platform encourages people to create together
5. Predictable risks and challenges |
| Reference: | 壹、中文部分
Baldwin, Carliss Y. （2006）。「價值鏈管理」。台北：天下雜誌。
ParkerGeoffrey, AlstyneMarshall Van, & Paul Sangeet. (2016)。平台經濟模式：從啟動、獲利到成長的全方位攻略。李芳齡譯。台北: 天下雜誌.
Porter, M. E. (2005). 競爭策略-產業環境及競爭者分析。周旭華譯。臺北：天下遠見。
Porter, M. E.（1990）。國家競爭優勢。李明軒、邱如美譯。臺北：天下遠見。
Yin, R. K. (2001)。個案研究。台北，弘智文化。
大前研一（1985）。策略家的智慧。黃宏義譯。台北：長河。
工業局 (2011-2016）。數位內容年鑑。台北：經濟部。
文化部 (2015）。文化創意產業發展年報。
文衛華 & 李冰 (2014)。「眾籌新聞：社會化網路時代調查報導的新探索」，中國記者，3, 頁117-119。
方至民、鍾憲瑞（2006）。策略管理：建立企業永續競爭力。台北縣：前程文化。
王孟博 吳植棟 肖巧玲 莫惠茵（2018）。「跨境電商市場行銷策略分析—以小紅書為例」， 河南廣播電視大學學報。
王柏偉(2017)。群眾募資專案之動態預測：台灣群眾募資平台 flyingV 之實證研究。臺灣大學商學研究所學位論文。2017。1-42。
王偉& 王洪偉 (2016)。「眾籌融資成功率與語言風格的說服性--基於 Kickstarter 的實證研究」，管理世界，(5)，頁81-98。
司徒達賢（1995）。策略管理。台北：遠流。
吳思華（2000）。策略九說：策略思考的本質。台北：城邦文化。
林佩璇（2000 )。「個案研究及其在教育研究上的應用」，中正大學教育學研究所主編，質的研究方法，頁239-263。高雄:麗文文化。
林漢文（2015）。口碑情感對於募資專案之影響，國立政治大學資訊管理研究所碩士論文。
邱憶惠（1999），個案研究法：質化取向。教育研究（國立高雄師範大學教育學系）。
施尚文 (2013)。網路集資平台發展策略─以Kickstarter、FlyingV和嘖嘖網為例。國立臺灣大學國際企業學研究所碩士論文.
國桐 (2016)。「跨境電商之小紅書的未來發展情況分析」，商場現代化 (6)，32-33頁。
張建中(2018)。聲音作為下一個平臺：「智慧語音新聞報導的創新與實踐」，現代傳播 (中國傳媒大學學報)，1，頁33。
許乃心(2017)。群眾募資提案者與出資者間的行動與回應：以 Kickstarter 網站為例。暨南大學國際企業學系學位論文。
陳威如、余卓軒（2013）。平台革命（初版）。台北：商周出版
陳毓峰(2016)。群眾募資、文創產業發展與政府角色。臺北大學財政學系學位論文。
陳萬淇（1995）。個案研究法。台北：華泰書局。
黃怡音等（2005）。數位內容市場趨勢與產業發展策略分析。臺北：財團法人資訊工業策進會。
黃婉婷(2018)。緊迫、積極與經驗對爭取群眾募資支持的影響。暨南大學國際企業學系學位論文。
黃婉華, 馮勃翰譯(2015)。競合策略：商業運作的真實力量。台北，雲夢千里文化出版。(原書 Adam M. Brandenburger & Barry J. Nalebuff, [1996]. Co-Operation.)
蔡宜廷, 劉育奇, 周欣嫻, & 周丸生. (2006). 數位音樂產業及其商業模式. 智慧財產評論, 4(2), 79-120.
楊夢雪（2018）。 網路購物社區小紅書的內容運營研究。未出版之碩士論文，安徽大學。
葉至誠、葉立誠（2000）。研究方法與論文寫作。臺北: 商鼎文化。
潘淑滿（2005）。質性研究：理論與應用。新北市：心理。
鄧德才(2016)。群眾募資平台經營策略之研究。中興大學資訊管理學系所學位論文。
鄭繼興、周宇昕 (2017)。「基於swot法和層次分析法的跨境電商發展戰略研究——以小紅書為例」，理論觀察 (11)。
簡威威(2016)。台灣群眾募資平台募資專案成效研究。臺灣大學商學研究所學位論文。
關尚仁（2001）。「一次生產，多次使用─模組概念為跨媒體傳播平台最重 要的核心觀念」，廣告雜誌，第 117 期，頁 112-113。
潘永华. (2013). 商业模式定义的探讨. 新经济(26), 23-24.
黃煜庭, & 賈凱傑. (2015). 廚具產業商業模式之創新. 科際整合管理研討會, 442-461.
貳、英文部分
Adrienne LaFrance: How to Make Your Journalism Project Succeed on Kickstarter, Retrieved from http://www.niemanlab.org/2012/10/how-to-make-your-journalism-project-succeed-on-kickstarter/
Advertising & Marketing，Alexa，Say What?! Voice-Enabled Speaker Usage to Grow Nearly 130% This Year，https: / /www. emarketer. com / Article / Alexa-Say-What-Voice-Enabled-Speaker-Usage-Grow-Nearly-130-This-Year /1015812．
Ayres, R. U. and Williams, E.,(2004).“The digital economy: Where do we stand?”,Technological Forecasting and Social Change, 71(4):315-339.
Bovet, David and J. Martha. 2000. Value Nets: Breaking the Supply Chain to Unlock Hidden Profits. John Wiley & Sons
Brandenburger, A.M. and Nalebuff, B.J. 1997. Co-Opetition. New York: Currency Doubleday.
Bret Kinsella: There are Now 20，000 Amazon Alexa Skills in the U. S，https: / /www. voicebot. ai /2017 /09 /03 /now-20000-amazon-alexa-skills-u-s /，2017 年 9 月 3 日．
Buddhadev, Kinjal (2018). How does Kickstarter Work? Insight into Business Model and Revenue Model of Kickstarter. Retrieved from https://www.ncrypted.net/blog/how-does-kickstarter-work-insight-into-business-model-and-revenue-model-of-kickstarter/
Chen, K., Jones, B., Kim, I., & Schlamp, B. (2013). KickPredict: Predicting Kickstarter Success. Technical report, California Institute of Technology.
Chung, H., Park, J., & Lee, S. (2017). Digital forensic approaches for Amazon Alexa ecosystem. Digital Investigation, 22, S15-S25.
Dames, Karin (2016). 10 Reasons for Agility Success at Spotify. Retrieved from https://medium.com/@funficient/10-reasons-for-agility-success-at-spotify-453516a35201
Demirkan, H., Spohrer, J. C., & Welser, J. J. (2016). Digital innovation and strategic transformation. IT Professional, 18(6), 14-18.
Dempsey P. The teardown Amazon echo digital personal assistant [Teardown Consumer Electronics][J]. Engineering & Technology, 2015, 10(2):88-89.
Earley, S. (2015). Analytics, machine learning, and the internet of things. IT Professional, 17(1), 10-13.
Earley, S. (2015). Analytics, machine learning, and the internet of things. IT Professional, 17(1), 10-13.
Etter, V., Grossglauser, M., & Thiran, P. (2013). Launch hard or go home!: predicting the success of kickstarter campaigns. Switzerland.
Gamble, J. R., Brennan, M., & McAdam, R. (2017). A rewarding experience? Exploring how crowdfunding is affecting music industry business models. Journal of business research, 70, 25-36.
Gamble, J. R., Brennan, M., & McAdam, R. (2017). A rewarding experience? Exploring how crowdfunding is affecting music industry business models. Journal of business research, 70, 25-36.
Gawer, A. and Michael A. Cusumano (2002) “ How Companies Become Platform Leaders, ” MIT Sloan Management Review, Vol. 49, No. 2, 28-35
Hickey, Maura (2017). A Digital Strategy for Spotify. Retrieved from https://www.slideshare.net/MauraHickey/spotify-digital-strategyproject
Jim Giles, Bobbie Johnson: Matter, http://www.kickstarter.com/projects/readmatter/matter?ref=live
Kuppuswamy, V., & Bayus, B. L. (2015). Crowdfunding Creative Ideas: The Dynamics of Project Backers in Kickstarter. UNC Kenan-Flagler Research Paper No. 2013-15, 42.
Merriam,G. (1988). Merriam Landscape dynamics in farmland.Trends Ecol. & Evol., 3 , pp. 16-20.
Mitra T. and Gilbert E.，2014，“The Language that Gets People to Give: Phrases that Predict Success on Kickstarter”，Proceedings of the 17th ACM Conference on Computer Supported Cooperative Work & Social Computing，pp.49~61.
Mollick, E. R. (2016). Containing multitudes: the many impacts of Kickstarter funding.
Mukherjee, A., Yang, C. L., Xiao, P., & Chattopadhyay, A. (2017). Does the Crowd Support Innovation? Evidence from Kickstarter.
Mulligan, Mark (2016). Have Spotify and Apple Music Just Won The Streaming Wars? Retrieved from https://musicindustryblog.wordpress.com/2016/09/16/have-spotify-and-apple-music-just-won-the-streaming-wars/
ProPublica: Investigating the Intern Economy, http://www.kickstarter.com/projects/propublica/investigating-the-intern-economy?ref=live
Rochet, J. C., and J. Tirole (2003) “Platform Competition in Two-Sided Markets, ” Journal of the European Economic Association, Vol. 1, No. 4, 990-1029
Schmalensee, R. and D. S. Evans (2007) “ Industrial Organization of Markets with Two-Sided Platforms,” Competition Policy International, Vol. 3, No. 1, Spring 2007, 151-179
SEZER, Aykun (2014). Kickstarter Individual Assessment Report. Retrieved from https://innovationstrat.files.wordpress.com/2015/04/dissertation-kickstarter-by-aykun-sezer.pdf
Steinberg, D. (2012). The Kickstarter Handbook: Real-Life Success Stories of Artists, Inventors, and Entrepreneurs. Quirk Books.
Thomas, Michael (2017). Why Kickstarter Decided To Radically Transform Its Business Model. Retrieved from https://www.fastcompany.com/3068547/why-kickstarter-decided-to-radically-transform-its-business-model
Trainer, David (2018). Getting A Handle On What Spotify Is Really Worth. Retrieve from https://www.forbes.com/sites/greatspeculations/2018/04/03/getting-a-handle-on-what-spotify-is-really-worth/#d646df5272bd
Unicorn Economy (2017). How does KickStarter Make Money, KickStarter Business Model, How does KickStarter Work. Retrieved from https://unicornomy.com/how-does-kickstarter-make-money-kickstarter-business-model-how-does-kickstarter-work/
Utochkin, D. (2016). Principal-agent problem in technology projects on kickstarter: an exploratory case study (Master`s thesis).
Vora, K., Gupta, R., & Xu, G. (2017). Kickstarter: Fast and accurate computations on streaming graphs via trimmed approximations. ACM SIGOPS Operating Systems Review, 51(2), 237-251.
Wang, Philip (2018). Why Spotify`s Future Looks Bright? Retrieved from https://seekingalpha.com/article/4174686-spotifys-future-looks-bright
Wikipedia (2018). Amazon Echo. Retrieved from https://en.wikipedia.org/wiki/Amazon_Echo |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
105932106 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105932106 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.EMBA.062.2019.F08 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 210601.pdf | 1235Kb | Adobe PDF2 | 4 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
