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    题名: 同人音樂商業模式之研究;A Study on Business Model of Doujin Music
    作者: 林紹儒;Lin,Shao-Ju
    贡献者: 資訊管理學系
    关键词: 同人音樂;商業模式;競爭策略;doujin music;business model;competitive strategy
    日期: 2015-01-20
    上传时间: 2015-03-16 15:58:18 (UTC+8)
    出版者: 國立中央大學
    摘要: 隨著動漫文化的興盛,日本所形成的御宅族文化在台灣也開始蓬勃發展。這些族群因為有著共同喜好,藉由互相交流與創作下,衍伸出「同人文化」。根據日本矢野經濟研究所「御宅族市場」調查2009年到2011年間,同人誌產值從640億日圓漲到700億日圓,同人誌即售會「Comic Market」也在今年舉辦到第87屆。在台灣,同人誌即售會「開拓動漫祭」、「亞洲動漫創作展」、「Comic World Taiwan」每年也吸引眾多粉絲爭相入場。在同人文化中,同人音樂結合了動漫音樂的再創作與原創的動漫音樂,成為一個正在興起的產業。本研究將針對同人音樂產業所面臨的虧損提出改善方案,使同人音樂可以永續經營。

    本研究首先回顧同人文化與御宅族之文獻,了解同人文化的發展與脈絡,並回顧競爭策略與商業模式之文獻,分析同人音樂產業之競爭優劣勢;再藉由訪談收集資料,以商業模式十大構面分類,結合紮根理論畫出同人音樂的活動體系圖,並找出影響獲利與降低成本的因素,期望研究發現能給未來社團在發行同人音樂時一份助力,也讓文創產業發展更加多元。;With the growth of animation, comic, and game (ACG) culture (otaku culture), otaku now shares its works with each other. This sharing action is called doujin culture. According to Yano Research Institute of Japan ”otaku market” survey from 2009 to 2011, doujinshi output rose from 64 billion yen to 70 billion yen. Doujinshi sales market, Comic Market, has been held twice a year for more than 40 years in Japan. In Taiwan, doujinshi sales market Fancy Frontier, Petit Fancy and Comic World Taiwan attract many fans each year. In doujin culture, doujin music is combined with music recreation and original ACG music, which becomes a growing industry. This research focuses on the ways to help eliminate the deficit that doujin music faces, and thus maintain the sustainability of doujin music.

    The study reviewed the literature of doujin culture and otaku culture to understand their development. This research also reviewed the literature of competitive strategy and business model to analyze the advantages and disadvantages of doujin music industry. The study collected data from interview and classifies them with business model. Grounded theory research method was imported to draw the activity diagram of doujin music to find out the factors that affect profits and costs. The results have helped doujin music groups know this market better and diversify cultural and creative industry.
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