數位音樂產業及其商業模式

A Study on Digital Music Industry and Business Model

蔡宜廷(I-Ting Tsai) ； 劉育奇(Yu-Chi Liu) ； 周欣嫻(Cindy H. H. Chou) ； 周丸生(Wan-Sheng Zhou)

《政大智慧財產評論》 4卷2期 (2006/10) Pp. 79-120

https://doi.org/10.30387/NCCUIPR.200610_4(2).0004

摘要

因數位科技、網路科技、傳輸技術與頻寬技術不斷地開發與提升，音樂產業自1999年起開始逐漸由實體通路轉向數位通路，到了近年來數位音樂產業的急速成長似乎正式昭告音樂產業另一個世代的來臨，本文研究的重點即在於探討數位音樂時代新興的商業模式。又本文嘗試將「商業模式」定義為「一公司能用簡單的架構來描述其獨特的營運方式以及須具備的幾個要素。此外，這些要素與其他公司之不同在於有助於營收與獲利，而且是比他人更具有優勢的」，並依此展開論述。
本文大致分為兩大部分，第一部份研究音樂產業從實體通路到數位通路所涉及到商業模式的幾個面向。而主要研究方法乃透過實體與數位通路的消費比較為切入點，來觀察兩者之異同與時空演變。最後並提出設計數位音樂產業商業模式的基礎。第二部分則是透過個案研究，並與第一部份所獲得之結論相互印證。最後並希望就台灣廠商的發展提出研究心得與建議。

關鍵字

數位音樂 ； 商業模式 ； 產業基礎事實 ； 數位版權管理

並列摘要

It is the continuous development of digitalization, internet, transmission and bandwidth technologies that changes the delivery of music from physical to digital since 1999. The recent rapid growth of digital music market has introduced a new age of music industry. The objective of this thesis is to study the new business model of digital music industry. Without the unanimous consent of the definition of ”business model”, we first define this term as ”A simple framework in which one corporation can explain its operating manners and elements essential to create benefits, and to be differentiate from those of other competitors.” And all the succeeding discussion is developed with this definition.
There are mainly two parts in this thesis. One is to study what are the key factors that led to the evolution of business model by comparing how customers get the music through traditional and digital channels, A conclusion regarding the fundamentals of business model in digital music industry will be reached in the end of this part. The other part focuses on real case study to examinate the accuracy of the foregoing conclusion. In the end, we will also come to our opinions and suggestions to Taiwanese corporation who participates or will participate in the digital music industry.

並列關鍵字

Digital Music ； Business Model ； Industrial underlying fact ； Digital Right Management DRM