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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 陳雪華(Hsueh-Hua Chen) | |
dc.contributor.author | Wei-Hsuan Lin | en |
dc.contributor.author | 林維萱 | zh_TW |
dc.date.accessioned | 2021-06-12T17:55:38Z | - |
dc.date.available | 2008-02-28 | |
dc.date.copyright | 2008-02-18 | |
dc.date.issued | 2008 | |
dc.date.submitted | 2008-02-01 | |
dc.identifier.citation | Carbtree, B. F., & Miller, W. L.(Eds.)。(2003)。最新質性方法與研究(黃惠雯、童婉芬、梁文蓁、林兆衛譯)。臺北縣:韋伯文化國際。
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/27110 | - |
dc.description.abstract | 數位閱讀的風潮之下,出版相關產業逐漸重視數位出版概念。近年來,電子書的興起,美國、日本、南韓、大陸等地開始積極發展電子書產業,而臺灣的電子書市場發展尚處嬰兒期。電子書具有高固定成本與低變動成本之特性,定價模式較為彈性,使得市場上的定價模式混亂,而且電子書與紙本書之間的定價高低,以及進行市場區隔的方式仍有討論空間。
目前,電子書相關研究多以使用者層面探討定價合理性的議題,或發展經濟數學模式討論廠商應採用的定價策略,較少探索廠商實務上制定定價策略時所思慮的因素。因此,本研究之目的為探究(1)成本要素對於電子書定價模式之影響;(2)電子書定價與紙本書定價之關係;(3)市場要素對於電子書定價模式之影響。 本研究以文獻分析法架構研究骨幹,以及深度訪談法蒐集6家電子書廠商進行電子書定價的實務經驗。訪談內容分為成本要素對於電子書定價模式之影響、電子書定價與紙本書定價之關係、市場要素對於電子書定價模式之影響共三部分。 本研究結果發現:(1)臺灣地區電子書產業規模小,包括授權模式、版權管理機制、經營模式、定價模式等層面尚在摸索階段,而政府機關未制訂完整的發展政策;(2)數位授權為臺灣地區電子書產業發展的根本問題;(3)成本要素包括授權金、製作費、拆帳費用與數位版權管理系統費用,對電子書定價模式影響不大;(4)臺灣地區電子書定價主要以紙本書定價為基準,多為紙本書定價之5折,但B2B市場則較紙本書定價高;(5)市場要素包括使用者族群、市場規模、地理區隔、利益點區隔、免費試閱與競爭環境,均影響電子書之定價模式。 | zh_TW |
dc.description.abstract | In the period of digital reading, publishing industry gradually puts much emphasis on digital publishing. In recent years, the industry of electronic books(e-books) has risen and developed. E-books industry is thrived in some countries, like the United States, Japan, South Korea, Mainland China while it in Taiwan is still an infant industry. The features of e-books are high fixed cost and low variable cost which make pricing model more elastic; therefore, that induces the chaos of the pricing model of e-books market. Besides, there are more discussions about the pricing relationship between paper-books and e-books and the method of segmentation.
At present, the studies of e-books, for the most part, are about rationality of pricing model in user’s perspective, or about developing mathematical economic model for firms’ pricing model; it merely focuses on how firms establish the e-books pricing model. The purposes of this study are: (1) The effect of cost elements on the pricing model of e-books; (2) The relationship of pricing model of e-books and paper-books; (3) The effect of market elements on the pricing model of e-books. The methods of this study are literature analysis for frame and in-depth interview for collecting six firms’ experience of setting up pricing model. The interview content is divided into three parts, including the effect of cost elements on the pricing model of e-books, the relationship of pricing model of e-books and paper-books, and the effect of market elements on the pricing model of e-books. The result of this study shows that (1) Industrial scale of economics of e-books in Taiwan is small, so licensing model, DRM, operating model, and pricing model are immature. In addition, the government doesn’t formulate a complete industrial development policy; (2) Licensing model is the root of development of e-books Industry in Taiwan; (3) The effect of cost elements, including licensing income, fabrication fee, profit sharing fee, and DRM fee, on the pricing model of e-books is slight; (4) The e-books’ pricing in Taiwan is based on the paper-books’; the price of e-books is 50% off that of the paper-books’, but in B2B market, e-books’ pricing is higher than paper-books’; (5) The market elements, such as user group, market size, geographic segmentation, benefit segmentation, free version, and competition environment, have influence on the pricing model of e-books. | en |
dc.description.provenance | Made available in DSpace on 2021-06-12T17:55:38Z (GMT). No. of bitstreams: 1 ntu-97-R94126017-1.pdf: 653013 bytes, checksum: 53db023be1e738adb628268024b29dc6 (MD5) Previous issue date: 2008 | en |
dc.description.tableofcontents | 誌謝i
摘要iii Abstractiv 目次vii 圖目次ix 表目次ix 第一章 緒論1 第一節 研究背景與動機1 第二節 研究目的4 第三節 研究範圍與限制5 第四節 名詞解釋6 第二章 文獻探討9 第一節 資訊商品之定價策略9 第二節 資訊商品定價模式之相關文獻19 第三節 電子書定價模式之相關文獻23 第三章 研究設計與實施39 第一節 研究方法39 第二節 研究對象42 第三節 研究實施與流程步驟50 第四章 電子書廠商訪談資料分析53 第一節 成本要素對電子書定價模式之影響53 第二節 紙本書對電子書定價模式之影響70 第三節 市場要素對電子書定價模式之影響80 第四節 小結97 第五章 結論與建議99 第一節 結論99 第二節 建議113 第三節 進一步研究之建議117 參考文獻119 附錄:訪談大綱128 | |
dc.language.iso | zh-TW | |
dc.title | 臺灣地區電子書定價模式之探討 | zh_TW |
dc.title | A Study of Pricing Model of Electronic Books in Taiwan | en |
dc.type | Thesis | |
dc.date.schoolyear | 96-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳昭珍,林珊如 | |
dc.subject.keyword | 電子書,定價模式,資訊商品,市場區隔, | zh_TW |
dc.subject.keyword | electronic books,pricing model,information goods,segmentation, | en |
dc.relation.page | 128 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2008-02-02 | |
dc.contributor.author-college | 文學院 | zh_TW |
dc.contributor.author-dept | 圖書資訊學研究所 | zh_TW |
顯示於系所單位: | 圖書資訊學系 |
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