寬頻影音串流媒體之應用與服務:龍馬寬媒體之個案研究

Broadband audio/video streaming-media industry and their applications and services-Realma.com case study-

呂寶麟(Pao-Lin Lu)

指導教授 ： 趙義隆

國立臺灣大學/管理學院/國際企業學研究所/碩士(2005年)

https://doi.org/10.6342/NTU.2005.10193

摘要

近年來，隨著網路環境成熟發展，網路的各種應用與服務已逐漸深入人們生活中，包括網路遊戲、網路購物、網路拍賣、網路搜尋、網路廣告等各種網路應用服務快速發展，證明了只要大環境成熟、配合成功的商業經營模式，網路產業並不是泡沫。在眾多網路應用當中，其實尚有一塊相當大的處女地「寬頻影音」有待開發，近來隨著科技進步，各種網路頻寬出現快速增長，寬頻網路普及化下促使「數位匯流」加速成形，影音內容在數位匯流趨勢下，「寬頻影音」將有機會改變現有人們透過電視與電影院觀看影音的現有習慣。
故本研究分析數位匯流下的寬頻影音產業，其主要串流影音技術的應用與服務內容，並以國內領導寬頻影音廠商「真實龍馬」公司為例，從其現有提供的「龍馬寬媒體」影音應用與服務出發，探討各種寬頻影音應用與服務的商業可行性，分析寬頻影音產業未來的前景與市場所在。
由於整體華人寬頻影音產業已具備了成長的基本條件，包括寬頻人口大幅增加、網路已融入日常生活、華人區經濟重要性提升等，因此台灣寬頻影音應以整個華人寬頻影音市場作為目標。就真實龍馬數位媒體股份有限公司所提供的龍馬寬媒體服務而言，其具備了許多其他影音廠商所沒有的競爭優勢，如與國際一流影音廠商的合作關係、具備跨平台跨國際的能力、龐大的用戶基礎、堅強的經營團隊與人脈等，不過仍與其他廠商相同，得面臨消費者使用習慣無法很快改變、台灣市場太小以及競爭者眾的環境威脅，另外，公司資源不及其他媒體大廠，也是主要需留意的相對弱勢。
儘管面臨環境威脅與公司相對劣勢，真實龍馬仍可透過靈活的策略聯盟達成公司的目標，而對龍馬寬媒體服務未來可行性服務的建議，則包括提供更豐富的影音節目、進入大陸市場並提供具台灣特色的節目、自製龍馬寬媒體節目以掌握實際內容版權、擴大電子商務應用層面、擴展行動影音平台以及廣告市場的經營。

關鍵字

串流媒體 ； 龍馬寬媒體 ； 寬頻影音

並列摘要

In recent years as overall Internet infrastructure begins to mature, numerous Internet applications and services such as online games, shopping, auction, search and advertisements have been gradually assuming more important roles in our daily lives, demonstrating that so long as the overall environment is ready, in addition to having a successful business model, Internet businesses are not simply “bubbles”.
As a result, this research will provide an analysis on broadband audio/video streaming industry and their applications and services. Such analysis will be based on the example of the leading broadband content leader, Realma DigiMedia, and its realma.com services, to further discuss various broadband content applications’ commercial feasibility as well as to analyze the future and potential of broadband content/service industry.
The broadband industry for the overall Chinese market is now capable of significant growth, based on the fact that the number of broadband subscribers has increased, the Internet is becoming a more important part of daily lives, and the lifting of Greater China economy’s significance. As a result, Taiwan broadband industry should focus on the global Chinese market. Take Realma DigiMedia’s realma.com for instance, such service has a number of advantages, such as partnership with an international leading company, ability to provide service across platforms and borders, larger subscriber base and strong management team and relationships. However, Realma also faces problems of slow change of consumer habits, small size of Taiwan market and competition from similar service providers. In addition, smaller resources compared to large media players is also a concern.
Although confronted with certain threats and disadvantages, Realma can still skillfully maneuver strategic partnerships to accomplish objectives. Realma will also leverage its future businesses in providing richer content, entering into China market, self-producing original content to own usage rights, expanding e-commerce application realm, to prepare itself for soon coming mobile content distribution service and integrated marketing business.

並列關鍵字

realma.com ； streaming media ； broadband audio/video

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