電子科技的快速發展已在社會的各個層面改變人們的生活。特別是它對知識傳播工具與傳播通路改變的影響更是讓人印象深刻。美國AMAZON網路書店是書籍銷售通路革命的絕佳實例;顧客可透過線上訂購和付款,紙本書的交易完全可以在網路上完成。近年來更為先進的數位化閱讀方式,例如利用電子書閱讀器來閱覽電子書,已逐漸在美日等先進國家推行。雖然這個新產業的分工尚未完成,這個新行業的獲利情形亦未明朗,但是台灣與中國的書籍出版商與通路業者對於電子書與電子書閱讀器行銷通路的建構正是方興未艾。簡言之,電子化閱讀模式顯然是出版業的未來趨勢。筆者認為電子書閱讀器相關的產業環境與市場條件將會愈趨有利方向發展,電子書閱讀器市場潛力與通路發展也將有巨大的空間。本研究的主要目的在探討台灣電子書閱讀器的發展條件與市場前景。具體而言,筆者透過文獻回顧、深度訪談和個案調查等研究方法對下列議題提出調查報告:產業環境、軟硬體技術、市場機會、發展條件、通路平台、作者及出版社對電子書出版意願以及未來商業模式。
The rapid development of electronic technology has influenced the various dimensions of human life. Particularly impressive are its impacts on the changes of tools and channels for knowledge communication. Amazon on-line bookstore, USA is an excellent example for the channel revolution for book selling, where customers may subscribe and pay for print books completely on-line. Recently, more advanced electronic reading approaches, such as e-Book and e-Reader, have been promoted in several developed nations like USA and Japan. Though the new industry’s labor of division is incomplete and the new business’ ability to make profit is still unclear, book publishers and channel members in Taiwan and China have been under the course of establishing marketing channels for e-Books and e-Readers. In short, electronic reading models appear to be the future trend of the publishing industry. The writer considers that the industry environment and market conditions of e-Reader will gradually move toward a positive direction, and the market potential and room of channel development for e-Reader will be huge. The purpose of the current research is to explore the development requirements and market prospect of Taiwan’s e-Reader business. Specifically, the author adopts literature review, in-depth interview and case study to investigate the following issues with regard to the e-Reader business: market environment, software/hardware technology, market opportunity, development conditions, channel platform, authors/publishers’ willingness to publish e-Books as well as future business models.