數位電視影音拍賣服務運作方式之初探研究-以台灣市場為例

Preliminary Study of Auction Services on Digital TV

徐淑環(Shu-Huan Hsu)

指導教授 ： 梁朝雲

元智大學/資訊學院/資訊傳播學系/碩士(2006年)

摘要

本研究主要探討數位電視影音拍賣服務的市場發展現況及運作方式，透過資料蒐集探討國內外數位電視服務發展現況，以了解業者對於數位電視影音拍賣服務的投入情形，並從中找出已提供數位影音拍賣服務業者的發展背景及經營規模。從各家業者中找出最具代表性的一家做個案分析，了解其拍賣型式、媒體運用、競標流程、金流物流、安全機制及代理人運用，最後則透過深度訪談蒐集專家對於國內市場環境經營拍賣服務運作方式及可行性的看法。
研究結果發現英國為數位電視應用服務發展最為成熟的國家，其發展的成功應用服務服務有票選活動、體育節目、電視商務、電視遊戲和賭博遊戲。而國際市場以數位電視平台提供拍賣服務的業者包括英國Set-up Channels、德國1-2-3.tv和美國eBay。其中發展最為成功的Sit-Up Channels所經營的電視影音拍賣服務採B2C經營模式，將傳統電視購物加入競標活動，運用電視購物的便利特性及拍賣的刺激性創造新的銷售方式。國內專家認為，Sit-Up Channels將電視購物加入拍賣機制的方式銷售商品，具有賭博和樂趣的效果，成功的觸發了消費者的購買衝動。然而，專家也提醒，產品的吸引力才是經營一個服務的成功要件。如果有足夠吸引人的商品、價格及適當宣傳的話，將是一個具發展潛力的服務。對台灣市場而言，經營拍賣服務「信任感」為經營成功的關鍵要素，其它需考量的面向還有： (2)拍賣型式、(3)媒體運用、(4)節目氣氛營造、(5)商品力、(6)商品銷售、(7)金流、(8)物流、(9)資訊流、(10)會員資訊彙整、(11)保障機制、(12)代理人運用、(13)系統穩定度、(14)操作選單的使用性。以台灣數位電視市場現況而言，由於數位電視尚在發展階段，還未到發展影音拍賣服務的時侯，需待數位電視用戶達成市場規模時，影音拍賣服務將是具發展潛力的應用服務。

關鍵字

數位電視應用服務 ； 影音拍賣 ； 數位電視購物

並列摘要

The purpose of this research was first to investigate the current status and development of the digital TV video auction industry. Through detailed analysis of present digital TV auction services development as well as to which degree relevant corporations around the globe devote themselves to, we tried to understand the background and economic of scales of this booming industry. Case studies were carried out next for each benchmarking corporation to figure out types of auction, use of mass media, auction procedures, flow of money and goods, security mechanism and application of agents involved. To conclude, interviews with industry experts were conducted and summarized to gather valuable information with regard to the auction services in Taiwan’s domestic market as well as its outlooks.
Our study showed that United Kingdom is generally acknowledged as a highly developed and mature country in digital TV application services, and those successfully developed services broadly include TV poll activities, sports, games, gamblings, commercials and businesses. Well-known auction services providers operating under the digital TV platform include Site-Up Channels UK, 1-2-3.tw German and eBay USA, in which Site-Up Channels, considering the conveniences of TV shopping and excitedness of bidding features, adopt B2C business models as well as incoporate bidding section into traditional TV shopping programs to create innovative sales strategies.
Experts believed that Site-Up Channels successfully stimulated the consumers’ purchasing consciousness by infilling bidding mechanisms to create entertainment and gambling effects at the same time. Despite this, they reminded that product attraction is the ultimate element to better serve the clients. Services can be potentially expanded if the products, prices and promotions are well attractive enough. In terms of the Taiwan’s market, “faithfulness” is key element to success in auction business. Other factors to be taken into consideration include: types of auction, use of media, program atmosphere, fineness of goods, sales channel, flow of money and goods, information flow, membership information, guarantee mechanism, use of agents, system stability and program menus. Even though the market of digital TV is not yet widely popularized in Taiwan’s market, we are confident that video auction services will become a potential application service when digital TV business has reached the economic of scales.

並列關鍵字

Digital TV application services ； Video auction ； Digital TV shopping

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