臺灣地區電子書定價模式之探討

A Study of Pricing Model of Electronic Books in Taiwan

林維萱(Wei-Hsuan Lin)

指導教授 ： 陳雪華

國立臺灣大學/文學院/圖書資訊學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.03226

摘要

數位閱讀的風潮之下，出版相關產業逐漸重視數位出版概念。近年來，電子書的興起，美國、日本、南韓、大陸等地開始積極發展電子書產業，而臺灣的電子書市場發展尚處嬰兒期。電子書具有高固定成本與低變動成本之特性，定價模式較為彈性，使得市場上的定價模式混亂，而且電子書與紙本書之間的定價高低，以及進行市場區隔的方式仍有討論空間。

目前，電子書相關研究多以使用者層面探討定價合理性的議題，或發展經濟數學模式討論廠商應採用的定價策略，較少探索廠商實務上制定定價策略時所思慮的因素。因此，本研究之目的為探究（1）成本要素對於電子書定價模式之影響；（2）電子書定價與紙本書定價之關係；（3）市場要素對於電子書定價模式之影響。

本研究以文獻分析法架構研究骨幹，以及深度訪談法蒐集6家電子書廠商進行電子書定價的實務經驗。訪談內容分為成本要素對於電子書定價模式之影響、電子書定價與紙本書定價之關係、市場要素對於電子書定價模式之影響共三部分。

本研究結果發現：（1）臺灣地區電子書產業規模小，包括授權模式、版權管理機制、經營模式、定價模式等層面尚在摸索階段，而政府機關未制訂完整的發展政策；（2）數位授權為臺灣地區電子書產業發展的根本問題；（3）成本要素包括授權金、製作費、拆帳費用與數位版權管理系統費用，對電子書定價模式影響不大；（4）臺灣地區電子書定價主要以紙本書定價為基準，多為紙本書定價之5折，但B2B市場則較紙本書定價高；（5）市場要素包括使用者族群、市場規模、地理區隔、利益點區隔、免費試閱與競爭環境，均影響電子書之定價模式。

關鍵字

電子書 ； 定價模式 ； 資訊商品 ； 市場區隔

並列摘要

In the period of digital reading, publishing industry gradually puts much emphasis on digital publishing. In recent years, the industry of electronic books(e-books) has risen and developed. E-books industry is thrived in some countries, like the United States, Japan, South Korea, Mainland China while it in Taiwan is still an infant industry. The features of e-books are high fixed cost and low variable cost which make pricing model more elastic; therefore, that induces the chaos of the pricing model of e-books market. Besides, there are more discussions about the pricing relationship between paper-books and e-books and the method of segmentation.

At present, the studies of e-books, for the most part, are about rationality of pricing model in user’s perspective, or about developing mathematical economic model for firms’ pricing model; it merely focuses on how firms establish the e-books pricing model. The purposes of this study are: (1) The effect of cost elements on the pricing model of e-books; (2) The relationship of pricing model of e-books and paper-books; (3) The effect of market elements on the pricing model of e-books.

The methods of this study are literature analysis for frame and in-depth interview for collecting six firms’ experience of setting up pricing model. The interview content is divided into three parts, including the effect of cost elements on the pricing model of e-books, the relationship of pricing model of e-books and paper-books, and the effect of market elements on the pricing model of e-books.

The result of this study shows that (1) Industrial scale of economics of e-books in Taiwan is small, so licensing model, DRM, operating model, and pricing model are immature. In addition, the government doesn’t formulate a complete industrial development policy; (2) Licensing model is the root of development of e-books Industry in Taiwan; (3) The effect of cost elements, including licensing income, fabrication fee, profit sharing fee, and DRM fee, on the pricing model of e-books is slight; (4) The e-books’ pricing in Taiwan is based on the paper-books’; the price of e-books is 50% off that of the paper-books’, but in B2B market, e-books’ pricing is higher than paper-books’; (5) The market elements, such as user group, market size, geographic segmentation, benefit segmentation, free version, and competition environment, have influence on the pricing model of e-books.

並列關鍵字

electronic books ； pricing model ； information goods ； segmentation

參考文獻

陳亞寧。（2004）。開放式資訊取用之現況發展分析。圖書與資訊學刊，51，89-108。

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林真任。（2003）。於數位財產權機制下實施數位內容商品之分版定價。未出版之碩士論文，國立成功大學工業管理科學研究所，台南市。