新科技變化對美國電影產業的策略影響

Abstract

本論文研究目的為對美國電影產業策略變化，以六個不同科技時期變化下，並進一步分析產業供給面的廠商家數、競爭者情況、產業價值鏈變化；及需求面的消費者組成變化、觀看的電影內容變化等構面，來看探討美國電影產業策略變化。 從中，找出科技變化下美國電影產業策略變化，其中變與不變的關鍵因素各為何，並再推論至數位及網路科技下，美國電影產業未來可能的新商業模式，本研究結論如下： 1. 新科技變化下確實讓美國電影產業的現有主要廠商受到影響，甚至經營權易手。現今，市佔率九成以上的領導廠商仍未變，因為其所以全球發行體系所建立的進入障礙，並非新進者能克服所致。 2. 新科技變化下主要影響是電影製片環節，則觀眾所接收的電影內容明顯改變；新科技變化下主要影響電影發行環節，會讓觀眾所接收的電影內容會間接改變。 3. 電影需求面的觀看電影消費者組成的改變，有些是因新科技影響電影價值鏈的電影發行環節，有些則是不可抗力的因素。 4. 新科技變化對美國電影產業的策略影響，為從垂直整合的片廠制走向專業分工的彈性專案制，電影廠商之間從競爭模式到合作模式。 5. 數位及網路科技下可能的新商業模式，提高消費者的願付價格，增加消費者盜版成本為關鍵。

With an emphasis on an industry competitive analysis, this thesis aims to explore the change of strategies in American film Industry during six different new technological periods. This thesis conducts industrial analysis from the supply side which includes firm number, competitors, value chain of industry, and the demand side which includes composition of consumer, content of film. And finally, this thesis comes out some conclusions: 1. Major film firms really were affected by new technology, even loosing their ownership. However, these majors still hold more than 90% of American market, because they have built the entry barrier by global distribution system. 2. New technology affects film production and meanwhile, the content of movie will be directly changed. It affects film distribution and the content of movie will be indirectly changed.

3. The composition of consumer sometimes is changed by technology, sometimes is not. 4. The changes of strategies in American film Industry during six different new technological periods are from vertical integration to flexible specialization, and competition between firms is from competition to cooperation. 5. The key point of new business model under digital and internet technology is enhancing the willingness to pay when using internet to see movie and paying money, and raising the cost of illegal copy.