數位音樂服務之競爭策略分析

Competitive Strategy Analysis of Digital Music Service

林長誼(Chang-Yi Lin)

指導教授 ： 江炯聰

國立臺灣大學/管理學院/商學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.00121

摘要

音樂產業雖然在網路及數位化的雙重影響下受到很大的打擊，但同時也造就了數位音樂服務的興起，尤其是 iTunes 的出現之後，可以說呈現快速的成長，本研究之目的是希望在系統產品的理論基礎下，來分析數位音樂服務產業的興起與擴散。
本文首先透過五階層的價值鏈分析，釐清各廠商的定位，以及數位音樂服務帶來的影響，並且藉此推測數位音樂服務廠商與內容及軟硬體業者間的競合關係。
因為系統擴散需要滿足技術生命週期上的不同階段使用者，而目前音樂產業明顯處於剛起步的時期，所以可以推測架構領導者需要具備高度整合能力才有成功的可能。除此之外，更必須重視最後一段距離以及閘道對於系統擴散的影響，也就是要提高軟硬體的佔有率，同時積極開發內容的來源。至於架構的跟隨者，雖然目前的市場需求對於模組化較高的系統是不利的，但是隨著市場的漸漸成熟，加上廠商加強自己的整合程度下，相信未來會有成功的機會。不過系統內的競爭因為轉換成本低，所以將更為激烈，而社群的經營就變的格外重要。
最後，也針對台灣市場的特殊情形加以討論，雖然在台灣的音樂產業在東南亞及大陸居於領導的地位，但是規模經濟將會成為台灣業者最大的弱點，因此應該利用目前內容上的優勢，趁機拓展更大的市場。

關鍵字

閘道 ； 專屬架構 ； 數位音樂 ； 線上音樂商店 ； 系統產品 ； 網路外部性 ； 相互依賴型架構 ； 最後一段距離

並列摘要

Due to the impact of internet and digitization, music industry suffers a very great blow. However, on the other hand, it also provides a very good opportunity to digital music service. Especially after the emerging of iTunes, it shows that music industry grows rapidly. Based on the theoretical foundation of the systematic products, the purpose of this research is to analyze the rise and diffusion of the digital music service industry.
At first, this text distinguishes the position of every manufacturer in the value chain and analyzes the influence resulting from digital music service through the value chain of five strata. Then, we can figure out the relation of digital service providers, content providers, software companies and hardware companies.
The consumer’s demands at different stages of technological life cycle affect the spreading of system. The digital music industry is obviously in the beginning stage, so the leaders of system have to equip with high integrating ability to achieve success. On top of this, the last mile and gateway are also important to the spread of system, that is, increasing the market share of hardware as well as software and developing the source of content. When it comes to system followers, although the needs of market is unfavorable to the highly-moduled system now, however, the gradually mature market accompanying with their strengthening integrity, it is believed that system followers have great opportunity to succeed. Because the low switch cost leading to the high competition in system, the management of the community is extremely important.
Finally, we discuss the special situation of Taiwan market. Despite that Taiwan is the leader of the music industry in Southeast Asia and Great China, the greatest weakness of Taiwan is lacking of scale economics, so they should take advantage of rich content to expand the market.

並列關鍵字

interdependent architecture ； gateway ； last mile ； network externality ； system product ； proprietary architecture ； digital music ； online music store

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