數位典藏授權加值產業之發展現況與趨勢分析

Abstract

本研究將以數位典藏授權與加值產業之產業價值系統為題，輔以產業上中下游的代表廠商的訪談資料，來探討數位典藏授權模式與其加值商品的商業運作流程與市場概況，找出產業中成功的廠商之關鍵成功因素包含： 1.國際化發展：將東方藝術提供給西方顧客 2.廠商均具備關鍵的競爭優勢 3.以本身競爭優勢找出自己的產業定位，並發展獨特的商業模式

此外，在分析出數位典藏授權加值產業目前所面臨的挑戰的同時，並進一步的預測產業的發展趨勢與未來所面臨的潛在發展機會。本研究透過次級資料蒐集與廠商訪談等研究方法，對產業發展趨勢做出以下預測： 1.廠商將兩級化：上游積極開發素材的授權公司，與下游合作的製造與銷售公司 2.授權加值商品將兩級化：精品化藝術品，著重藝術內涵的精緻收藏品；與平價化日用品，具備藝術附加價值的一般日用品。 3.藝術授權的替代品將出現，包含卡通、運動、及娛樂授權等素材。

Based on the structure of the value chain system of licensing and added value of the digital archives industry, and the information from interview with different companies, this thesis provide the current situation of licensing and added value of digital archives industry and the business model of each company in the industry. By interviewing three companies in person, there are three key factors of those successful companies： 1.Globalization, the successful Asian companies sell their culture to western customer who love eastern culture. 2.They expand their business scope around their competition advantage rather than anything else. Moreover, it offer the developing trend of licensing and added value of digital archives industry below ： 1.The companies in licensing and added value of digital archives industry tend to the upper and lower stream. 2.The licensing goods will tend to polarize: high quality luxury goods with the art spirit and commodity with art added value. 3.Sport, entertainment, and animation will challenge art to be the content of licensing goods.