電子書與電子書閱讀器之產品與行銷策略探討—以Amazon、Barnes & Noble 及Apple 為例

Product And Marketing Strategy Research Of eBooks And e-Readers: Based On Amazon, Barnes & Noble, And Apple

洪國軒(Kuo-Hsuan Hung)

指導教授 ： 張舜德

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

電子書與閱讀器為新興產業，電子書於2010年度成長115.7%，閱讀器亦有325%之成長，具替代紙本書之趨勢，故探討其產業發展與現況。
在美國電子書與閱讀器產業中，規模最大且最具代表性者為Amazon、Barnes & Noble及Apple，本論文以次級資料、使用者意見及個案研究，探討成功之電子書與閱讀器產品與行銷策略，台灣廠商可參考如下：

一、電子書閱讀器
1.目前台灣相關廠商具有良好產品策略，然僅有如此並不足以在該市場成功，重點應在行銷面，並讓硬體與內容結合。
2.定價而言，因成本結構與少量生產，難以壓低價格，可維持現有定價。
3.在通路與促銷策略上，應善用該廠商原有實體通路，以及合作之內容平台廠商。並在銷售網頁上增加使用者心得等以作為口碑行銷。

二、電子書內容平台
1.使用者重視藏書量、低書籍定價、免費閱讀軟體、良好分類與搜尋策略、評價與推薦功能等。
2.台灣電子書內容平台應增加與其他出版社之合作關係，多提供暢銷書與新書。
3.閱讀軟體應支援智慧型手機等常用平台。
4.將書量多且常用之類別細分，反之則合併，提高使用者便利性。
5.增加使用者對商品評價系統，讓消費者決策時可增加其他有效依據，與競爭者區隔。
6.用過去消費者購買資料反推，建構接近使用者需求之推薦機制。

關鍵字

電子書 ； 電子書閱讀器 ； 個案研究 ； STP ； 行銷組合4P

並列摘要

eBooks and e-Readers industry is emerging recently. eBooks market has grown 115.7% and e-Readers has grown 325% last year. It will substitute paper-based books, and therefore we study the development and status of this industry.
This research deeply study Amazon, Barnes & Noble, and Apple, which are top three firms with largest market share of eBooks and e-Readers. We use secondary data, user reviews, and case study as research method. There are the research results to successful product and marketing strategy which can be refered to Taiwanese industries that we present as follows.
1. E-Reader
a. Although Taiwanese firms make good product strategies now, it’s not enough for them to succeed, and they must strengthen marketing strategies.
b. Due to cost structure and non-mass-production, it may be difficult to make low pricing strategy. Keeping current pricing strategy is better.
c. To achieve appropriate placing and promotion strategies, using physical channel and e-book platform that has coorperative relationship with us. Moreover, to strengthen promotion effects, it’s better to gain functions such as users’ reviews on website.

2. eBooks platform
a. Users focus on quantity of eBooks, low eBooks price, free reading App, friendly category and searching functions, and rating and recommending system.
b. Taiwanese e-book platforms should gain cooperation relationship to provide bestsellers and recent released books.
c. To improve users’ convenience, categories which have large amout of eBooks and are used frequently should be subdivided. On the other hand, categories having opposite condition to the ones above should be combined.
d. To make separation against competitors, it’s better to add product rating system and therefore users’ could make decision easily and are willing to use the platforms.
e. To construct recommending system which reflects users’ demand, it’s necessary to arrange trading data of customers.

並列關鍵字

eBooks ； e-Reader ； case study ； STP ； marketing mix 4P

參考文獻

王東澤（2006），電子書市場認知與消費傾向之探討，國立成功大學高階管理碩士在職專班未出版之碩士論文。

黃婷筠（2009），電子書產業分析與商業模式探討- 以美國市場為例看台灣之電子書未來發展，國立臺灣大學企業管理碩士專班未出版之碩士論文。

Allen, E. & Fjermestad, J. (2001). E-commerce marketing strategies: an integrated framework and case analysis. Logistics Information Management, 14 (1/2),14-23.

Bakos, Y. & Erik B. (1999). Bundling and Competition on the Internet. Marketing Science, 19 (1), 63-82.

Bhatnagar, A. & Ghose, S. (2004). A latent class segmentation analysis of e-shoppers. Journal of Business Research, 57, 758-767.