電子書閱讀器研發策略與市場相關性之研究

The Study on Relativity of Electronic-Reader R&D Strategy and Marketing

宋松明(Sung-Ming Song)

指導教授 ： 蕭俊祥 ； 黃廷合

國立臺北科技大學/機電學院/機電整合研究所/碩士(2010年)

摘要

電子書是近年來眾人所矚目的產品，所引爆的閱讀革命可能是繼個人電腦與網際網路後最大宗應用。但也有許多待解決之問題，因此本研究以電子書閱讀器為基礎，分別就研發策略與市場定位做深入的探討，並利用專家訪談與個案分析的方式，試圖釐清電子書閱讀器的未來發展，帶給電子書產業策略性的建議。研究方法將從供給端與需求端兩個面向做探討，並從資訊業者的角度來闡述電子閱讀器業界發展看法與因應之道，從中了解如何掌握電子書產業與電子書閱讀器研發策略。據此，可了解電子書閱讀器的市場概況，並從電子閱讀器個案公司進一步分析市場機會與未來發展定位，最後從各個案公司中找出電子書產業發展與市場之參考。研究結果指出，內容是電子書閱讀器成功的關鍵因素之一，其內容對使用者的有用性將高過操作介面的簡易以及消費者知覺風險的影響，而硬體未來也將朝向彩色、軟性材質與觸控及UI設計的方向走，此外針對不同市場區隔差異化的研發策略是必然的考慮因數。iPad平版電腦若數位內容進化而電子書無跟上此趨勢則將對電子書閱讀器將造成重大影響，電子書閱讀器的市場方向將無法像平板電腦涵蓋面那麼廣，從市場角度來說，電子書閱讀器勢必要有更大突破才能與之抗衡。

關鍵字

電子書 ； 電子紙 ； 電子書閱讀器 ； 科技接受模型 ； 知覺風險理論

並列摘要

Electronic Reader (E-Reader) has been attracted by the public in the recent years, which leads to the revolution of alternative reading methods other than computers and the Internet. However, there still remain many problems that need to be solved adequately. Therefore, the purpose of this study is to figure out the research and development strategy as well as the deep investigation of the market positioning based on E-readers. Furthermore, the interview with professionals and the case analysis would also be the methods to probe into the future development of E-readers, along with appropriate and strategic advice for E-reader industry. This study will explore the details of supply and demand, and then find out the key point of success of E-reader based on the facet of technological industry, which could provide with useful suggestions. In order to grasp the right research and development strategy of E-reader related industry, this study presents the current situation of the E-reader market and thorough analysis of presented cases along with future development and orientation, which could be future suggestions in E-reader market and related industry.According to previous studies, the feasibilities of content from E-reader is the most pivotal point to success, which influence more than the ease to control interface as well as perceived risk from customers. Therefore, future hardware would put emphasis on colorful and soft material as well as the design of touch panel and UI. It is also important to develop different R&D strategy based on diverse markets. Suppose the digital contents of iPad keep progressing while E-reader could not follow up the trends, huge impact and conflicts might be ahead of the road of E-reader, which means that the market of E-reader would be limited compared to iPad. From the aspects of market, E-reader must break through more obstacles in order to compete with future change.

並列關鍵字

E-Books ； E-Reader ； Technology Acceptance Model(TAM) ； Risk Perception

參考文獻

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