文創產業網路經營模式研析 — 以影像授權銷售網站個案為例

The Analysis of Managing Internet Business of Cultural and Creative Industry — A case study of images licensing selling website company

陳一銘(Iming Chen)

指導教授 ： 吳忠敏

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2011年)

https://doi.org/10.6841/NTUT.2011.00433

摘要

網路發展日新月異經過近十多年來的的演化對商業活動的影響可以說是眾所周知，傳統的文創內容產業，由於網路的加入使延續多年的商業模式受到極大的挑戰，例如音樂產業傳統通路被網路所取代，線上下載取代傳統的載體(CD錄音帶) ，在傳統價值鏈的各廠商的角色逐漸被整合，而在網路化的變化下也逐漸產生一些新的經營模式。
國內對文創產業網路化的研究多半在硬體設備如電子書或智慧財產的部分，本研究以消費者交易成本的角度去檢視一些國外成功的創新，找出符合國內環境的觀點，提供文創產業的從業人員作為參考，主要的探討方向為:
1. 數位內容產業的整合過程
2. 國外數位內容產業的創新意涵
3. 國內數位內容產業面臨的困境
經由討論分析後，建立以交易成本理論和4C架構分析影像授權銷售產業的網路化經營模式的方法，進而建立或修正策略決策，並根據個案的研究，對影像授權產業在網路下發展的可能性做成結論與建議。

關鍵字

文創產業 ； 影像授權 ； 經營模式

並列摘要

It is well known that the rapid development of internet over the last decade has impacts on business activities. Traditional cultural and creative content industry is facing great challenges on business models due to the internet system bump into the market. For example, the channels of traditional music industry were replaced by internet; the traditional carriers (CD recordings) were replaced by online download. The roles of various manufacturers in the traditional value chain have been gradually integrated and develop some new business model in the changing internet world.
Most studies of cultural and creative industries on internet are focus on hardware devices such as e-books or intellectual property. This study reviewed a number of international successful innovations from consumer transaction costs perspective and tried to find some ideas from domestic environment viewpoints as a reference for cultural and creative industry managers. Main study outlines are:
1. Integration process of digital content industry
2. Innovations of international digital content industry
3. Difficulties of domestic digital content industry
After through discussion and analysis, this study established a framework with transaction cost theory and 4C for analysis internet business of cultural and creative industry to establish or amend strategic decision. Finally, the study made some conclusions and recommendations for development possibilities of internet business of the image licensing industry based on results of case study.

並列關鍵字

Cultural and Creative Industry ； Image Licensing ； Business Model

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