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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 吳政衞 | zh_TW |
dc.contributor.advisor | Cheng-Wei Wu | en |
dc.contributor.author | 李怡霆 | zh_TW |
dc.contributor.author | Yi-Ting Lee | en |
dc.date.accessioned | 2024-07-02T16:07:05Z | - |
dc.date.available | 2024-07-03 | - |
dc.date.copyright | 2024-07-02 | - |
dc.date.issued | 2023 | - |
dc.date.submitted | 2024-03-16 | - |
dc.identifier.citation | 一、英文文獻部分
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(January 25, 2023). Retrieved on April 12th, 2023 from https://www.nielsen.com/insights/2023/streaming-services-remain-most-popular-destination-for-tv-viewing-in-december/ Spangler, T. (April 28, 2023). Netflix Content Spending Declined 5% in 2022. Retrieved on April 30th, 2023 from Variety. https://variety.com/2023/digital/news/netflix-content-spending-cash-in-2022-1235496740/ Stoll, J. (May 22, 2023). Netflix: Content Spend 2022. Statista. Retrieved on May 25th, 2023 from https://www.statista.com/statistics/964789/netflix-content-spend-worldwide/ Robinson, J. (March 3, 2022). The Four Types of Netflix Originals. What’s on Netflix. Retrieved on April 5th, 2023 from https://www.whats-on-netflix.com/news/the-four-types-of-netflix-originals/ Video on Demand Market Share, Growth | Analysis Report (2022). Retrieved on March 13th, 2023 from https://www.fortunebusinessinsights.com/industry-reports/video-on-demand-market-100140 Video Streaming Market Size, Share & Growth Report, 2030. 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(2023, June 8). 2022 Digital Media Trends, 16th Edition: Toward the Metaverse. Deloitte Insights. Retrieved on March 5th, 2023 https://www2.deloitte.com/us/en/insights/industry/technology/digital-media-trends-consumption-habits-survey/summary.html 三、中文網頁部分 日本查Netflix漏報所得 追稅約3億日圓 - 國際. 中時新聞網. (2022). 查詢時間: 2023年3月10日. https://www.chinatimes.com/realtimenews/20220321002873-260408?chdtv 尹錫悅訪美首站 Netflix宣布投資韓國逾760億: 國際. 中央社 CNA. (2023). 查詢時間: 2023年4月12日. https://www.cna.com.tw/news/aopl/202304250085.aspx 印尼開第三世界第一槍 對Netflix等跨境服務課「數位稅」: 聯合報. 聯合報數位版. (2020). 查詢時間: 2023年3月10日. https://vip.udn.com/vip/story/121161/4625696 全國人均每日看影音106分鐘 付費串流Netflix穩坐第一 - 生活. 自由時報電子報. (2023). 查詢時間: 2023年4月15日. https://news.ltn.com.tw/news/life/breakingnews/4198208 迪士尼併購21世紀福斯公司在3月20日正式生效. 國際通傳產業動態觀測. (2019). 查詢時間: 2023年4月10日. https://intlfocus.ncc.gov.tw/xcdoc/cont?xsmsid=0J210565885111070723&sid=0J219418334727041623 電子遊戲產業. 智慧財產局商標主題網. (2021). 查詢時間: 2023年4月3日. https://topic.tipo.gov.tw/trademarks-tw/cp-931-896175-404f2-201.html 歐洲數位服務稅主要發展狀況. 臺灣立法院官網. (2022). 查詢時間: 2023年3月10日. https://www.ly.gov.tw/Pages/Detail.aspx?nodeid=45603&pid=220069 醞釀15年、砸2.4兆元 迪士尼超越Netflix直登串流霸主: 聯合新聞網. 雜誌. (2022). 查詢時間: 2023年3月13日. https://udn.com/news/story/6841/6540193 OTT專法草案初步分析 臺灣立法院官網. (2022). 查詢時間: 2023年3月10日. https://www.ly.gov.tw/Pages/Detail.aspx?nodeid=6590&pid=197691 Netflix退出俄羅斯 訂戶登不進網站和App: 國際. 中央社 CNA. (2022). 查詢時間: 2023年4月12日. https://www.cna.com.tw/news/aopl/202205300290.aspx | - |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92816 | - |
dc.description.abstract | OTT串流影音產業的興起,改變過往傳統影音產業生態。OTT串流影音業者的競爭者已擴大至任何可以吸引消費者「眼球」的產業,而遊戲產業長期在娛樂產業占有重要的市場,核心遊戲玩家對遊戲的願付價格高,使用遊戲的時間久;手遊產業的發展快速,吸引遊戲公司在應用程式商店上架自家的手遊。
Netflix和Disney都積極朝往遊戲產業發展,Netflix推出Netflix Games,以免額外付費的方式提供訂閱用戶串流影音以外的娛樂選擇,加值Netflix平台;Disney則是授權Disney旗下品牌影音內容的角色IP給外部遊戲公司製作及發行,目前並無在Disney+推出遊戲。 本研究欲分析Netflix和Disney公司在遊戲產業的發展與策略,比較Netflix與Disney對自家串流影音平台和遊戲的定位及策略。供應面強調內容供應商與訂閱用戶之間的網絡效應,需求面強調訂閱用戶使用影音和遊戲的網絡效應及互補性,藉此分析Netflix與Disney+是否應在串流平台上加入遊戲。 本研究分析結果顯示Netflix應積極在Netflix平台上布局遊戲,短期以降低流失用戶、增加用戶對平台黏著度為目標,中長期以吸引外部遊戲玩家為目標,提高跨遊戲和影音的互補性,強化其影音和遊戲的正向網絡效應。Disney在遊戲和影音的定位差異大,授權遊戲和影音的客群較不重疊,雖然Disney透過外部遊戲商製作和發行遊戲將Disney旗下品牌觸及到更廣的客群,但Disney可以建立影音和遊戲的多邊網絡效應,增加Disney授權遊戲玩家及Disney+的訂閱人數。透過上架外部遊戲到Disney+,讓Disney+用戶更有機會接觸到平台外部的Disney授權遊戲,同時吸引外部遊戲玩家加入Disney+,增加Disney+的訂閱人數,進而吸引更多的內容供應商和遊戲開發商上架內容到Disney+,同時讓Disney+用戶在未來使用更多迪士尼旗下品牌的相關業務。 | zh_TW |
dc.description.abstract | The rise of over-the-top (OTT) streaming services have changed the viewership one can have from the traditional media services. Competitors of OTT streaming companies have expanded to any industry that is fighting for consumers'' attention, especially the gaming industry, which has dominated the entertainment industry for a long time with core game players willing to pay higher prices and spend more time on games and casual game players benefited from the prevalence of mobile games.
Giant OTT streaming companies have dived into the gaming industry. In recent years, Netflix had been actively acquiring video game companies, such as launching Netflix Games to provide subscribers with more entertainment options without additional fees. Disney’s gaming strategy aims at partnering with gaming developers and publishers from all over the world to distribute its diverse brands to wider external game players. So far, no games are launched on Disney+. This study aims to analyze the development, positioning, and strategy of Netflix and Disney+ companies in both the gaming industry and streaming platforms. This study will focus on the supply of network effects between content providers, platforms and subscribers; and the demand for customer complementarity of streaming videos and games. In all, this study aims to analyze whether Netflix and Disney+ should add games to their streaming platforms. The results of this study show that Netflix should actively deploy games on the Netflix platform, with the short-term goal of reducing churn rate and with the medium and long-term goal of attracting external gamers, and strengthening network effects between its videos and games. Disney can use Disney+ as a tool for encouraging network effects between stream users and gamers. This will give Disney+ users more incentives to continue using Disney branded products and services. | en |
dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-07-02T16:07:05Z No. of bitstreams: 0 | en |
dc.description.provenance | Made available in DSpace on 2024-07-02T16:07:05Z (GMT). No. of bitstreams: 0 | en |
dc.description.tableofcontents | 目次
第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與目的 4 第三節 研究方法與流程 4 第二章 文獻回顧 5 第一節 商業模式 5 第二節 網絡效應 7 第三節 平台生態系 8 第三章 串流影音產業 10 第一節 OTT串流影音產業現況 10 第二節 OTT串流影音環境分析 11 第三節 OTT串流影音產業鏈及獲利方式分析 14 第四節 串流影視用戶特性 16 第四章 遊戲產業分析 19 第一節 遊戲產業介紹 19 第二節 雲端串流遊戲介紹 21 第三節 遊戲產業鏈及獲利方式 22 第四節 遊戲玩家特性 26 第五章 Netflix個案公司分析 29 第一節 Netflix串流影音發展 29 第二節 Netflix商業模式與網絡效應分析 29 第三節 Netflix Games遊戲發展與現況 38 第四節 Netflix Games商業模式與網絡效應分析 41 第六章 Disney個案公司分析 47 第一節 Disney公司與其串流影音Disney+發展 47 第二節 Disney+商業模式與網絡效應分析 49 第三節 Disney遊戲產業發展 58 第四節 Disney遊戲的商業模式與網絡效應分析 61 第七章 結論與建議 67 第一節 個案公司比較 67 第二節 Netflix未來遊戲建議 68 第三節 Disney+未來遊戲策略建議 70 第四節 總結 72 第五節 研究限制與未來建議 73 參考文獻 74 圖次 圖1-1 : 研究流程 4 圖2-1 : 同邊和多邊網絡效應概念圖 8 圖2-2 : Amazon Fire-TV Stick生態系架構 9 圖3-1 : 美國電視收視使用比例 11 圖3-2 : 不同年紀族群中,使用付費訂閱制影音服務的比例 16 圖3-3 : 各年紀族群過去六個月美國新訂閱及退訂閱付費串流平台情形 18 圖4-1 : 2022年全球遊戲各類型營收 21 圖4-2 : 全球遊戲玩家及電腦或Console遊戲玩家的性別結構分布 26 圖4-3 : 全球遊戲玩家及電腦或Console遊戲玩家的年齡結構分布 27 圖4-4 :不同核心程度遊戲玩家的年齡結構分布 27 圖4-5 : PC和Console遊戲玩家跨平台各類占比 28 圖5-1 : 2022年Netflix訂閱用戶分布 34 圖5-2 : 2022年Netflix平均每一個訂閱用戶創造的營收 34 圖5-3 : Netflix的內容支出 35 圖5-4 : Netflix訂閱用戶與平台和內容供應商的網絡效應 36 圖5-5 : Netflix與Netflix Games的商業九要素重點整理比較 44 圖5-6 : Netflix Games加入Netflix平台與原有用戶的網絡效應 45 圖6-1 : Disney+訂閱用戶分布 55 圖6-2 : 2022年Disney+平均每一個訂閱用戶創造的營收 56 圖6-3 : Disney+用戶與內容供應商的網絡關係 57 圖6-4 : Disney+與Disney授權遊戲的商業九要素重點整理比較 64 圖6-5 : Disney授權遊戲的網絡效應 65 圖7-1 : Netflix推出遊戲的短中長期目標 68 圖7-2 : Disney+影音與Disney授權遊戲連結 70 表次 表3-1 : 大型OTT串流2022年訂閱人數 10 表3-2 : 用戶訂閱OTT平台數占比 17 表4-1 : 遊戲玩家分類 26 表5-1 : Netflix方案費用及服務內容 35 表5-2 : Netflix Games現有遊戲種類及Netflix Games適用年紀分布 39 表6-1 : Disney+訂閱費用 57 表6-2 : Disney近年授權遊戲舉例 60 | - |
dc.language.iso | zh_TW | - |
dc.title | 串流影音平台進入遊戲市場之策略分析: 以Netflix和Disney+為例 | zh_TW |
dc.title | Diversification Strategies of OTT Streaming Platforms into Gaming Industry: Examples from Netflix and Disney+ | en |
dc.type | Thesis | - |
dc.date.schoolyear | 112-2 | - |
dc.description.degree | 碩士 | - |
dc.contributor.oralexamcommittee | 林舒柔;蘇威傑 | zh_TW |
dc.contributor.oralexamcommittee | Shu-Jou Lin;Wei-Chieh Su | en |
dc.subject.keyword | OTT串流平台,網絡效應,Netflix,Disney+, | zh_TW |
dc.subject.keyword | Over-The-Top,Streaming,Network Effects,Netflix,Disney+, | en |
dc.relation.page | 80 | - |
dc.identifier.doi | 10.6342/NTU202400778 | - |
dc.rights.note | 同意授權(限校園內公開) | - |
dc.date.accepted | 2024-03-18 | - |
dc.contributor.author-college | 管理學院 | - |
dc.contributor.author-dept | 國際企業學系 | - |
顯示於系所單位: | 國際企業學系 |
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