數位音樂平台之經營模式與價值再造分析-以KKBOX及iTunes Music Store為例

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：21

、訪客IP：18.226.34.148

姓名

沈政輝(Cheng-hui Shen) 查詢紙本館藏

畢業系所

資訊管理學系在職專班

論文名稱

數位音樂平台之經營模式與價值再造分析-以KKBOX及iTunes Music Store為例
(Management Model and Value Re-Creation Analysis of Digital Music Platform – A Case Study of KKBOX and iTunes Music Store)

相關論文

★ 半導體二手設備之行銷策略－以應用材料公司為例	★ 從創新擴散角度探討新科技技術行銷策略之影響 —以全球資訊大廠推廣Web Services為例
★ 企業多角化經營策略之研究 ─以某機構拓展資訊應用服務市場為例	★ 汽車產業網站行銷之應用與效益探討研究－以N品牌為例
★ 系統整合業轉型策略之探討--以A公司為例	★ 顧客關係管理系統導入之研究－以A、B公司為例
★ 策略聯盟個案分析－以台灣光碟機廠商為例	★ 資訊教育訓練機構的轉型策略 —以某資訊教育機構為例
★ 組織文化及組織承諾對組織變革影響之研究－以外商銀行與本國銀行資訊部門為例	★ 高階資訊教育市場行銷策略與會員制度之研究-資訊教育產業為例
★ 探討平衡計分卡在售前技術支援部門績效管理的運用 - 以外商資訊科技公司為例	★ 軟體行銷策略與競爭優勢分析－以全球二家資訊大廠為例
★ 綠色供應鏈管理研究-以Ａ公司為例	★ 企業專案管理系統 - 提升專案即時資訊透通性及其效益分析
★ 金融軟體專案管理導入國際專案管理師（PMP）專案管理機制之效益分析	★ 企業轉型與其資源基礎之關係研究及轉型策略之發展-以M公司為例

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

過去十年，可稱是音樂載體發展最快速的時代，因科技的進步改變了數位音樂平台的經營模式，但數位音樂平台最重要的資產為數位內容，然而數位音樂內容多為唱片業者所掌握，故可知平台營運商與唱片商的緊密合作，實為數位音樂平台經營之關鍵。隨著數位音樂的普及化，以數位音樂載體結合線上音樂平台的創新服務模式，成功打破傳統音樂銷售上的窘境，帶動音樂價值鏈的改變。唱片業者與平台營運商兩者間的緊密合作，透過彼此的力量，更提升整體數位音樂產業的競爭力。
本研究整理相關文獻，針對經營模式、電子商務企業潛在價值創造與關鍵成功因素等進行歸納與分析。其次，本研究以國內外數位音樂平台最具代表性的兩家廠商，分別為Apple iTunes Music Store與KKBOX作為研究對象，並深入探討兩者之經營模式差異與電子商務企業潛在價值創造過程，包含價值鏈、資源基礎理論、熊彼得創新、交易成本、策略網絡等理論，深入探討兩家個案公司彼此間之競爭策略，歸納出其關鍵成功因素。
本研究結果顯示，兩家個案公司皆積極爭取唱片公司的加盟與合作，提供多元化內容來豐富其數位音樂平台，甚且不斷嘗試各種平台資源整合技術來提供顧客優質使用者經驗，從錯誤中找出問題點並解決，建立企業之成功模式。數位音樂平台的關鍵成功要素可歸納為數位內容、經營模式、品牌價值、使用者經驗、優質服務等因素，兩家個案公司皆積極朝這些面向發展，並期待有所突破，為公司帶來源源不絕的利潤。
本研究亦發現數位音樂平台進行經營模式創新策略確有其必要性，因地制宜研擬相關策略，符合在地化需求，持續維持個案公司自身優勢，同時放眼海外市場找尋機會，利用跨業合作來創造商機。

摘要(英)

The last decade was the time when music downloading software was developed at the fastest rate. Technology advancement has changed the management model of digital music platforms. Given that the most important asset possessed by digital music platforms is digital content that is mostly controlled by music companies, the success of managing digital music platforms lies in close cooperation between platform operators and music companies. Due to the prevalence of digital music, innovative services that integrate downloading software with on-line music platforms have led to successful breakthrough from stagnated music sales and to the change of value chain in music industries. The close ties between music companies and platform operators have enhanced the competiveness of the overall digital music industries.
This research reviews relevant literature and analyzes the management model, creation of potential e-business value, and key success factors. KKBOX and Apple iTunes Music Store, the two most representative digital music platforms at home and abroad, are taken as the case study. The two companies’ differences in management model and process of creating potential e-business value are examined. From the perspective of value chain, Resource-Based View, Schumpeter Innovation Theory, Transaction Cost Theory, and Strategic Network Theory, this research investigates the two companies’ competition strategies and makes a conclusion on key success factors.
The results indicate that the two case companies both strive for alliance with music companies to enrich digital music platforms with a variety of content. By trying different resource integration techniques to provide clients with excellent user experience, the two companies fix mistakes and build a successful business model. The key factors for successful digital music platforms are categorized into Digital Content, Management Model, Brand Value, User Experience, and Excellent Services. The two case companies both actively move toward these areas in hope to make a breakthrough and benefit the companies.
This research also discovers that innovative strategies are needed in managing digital music platforms. Business opportunities can be created through localized strategies that satisfy the local needs, maintenance of existing strengths, and expansion of overseas market presence and cross-industry cooperation.

關鍵字(中)

★ 經營模式
★ 數位音樂
★ 關鍵成功因素
★ 價值再造

關鍵字(英)

★ management model
★ digital music
★ key success factors
★ value re-creation

論文目次

目錄
摘要 -------ii
Abstract----iv
誌謝 -------vi
目錄-------vii
圖目錄-----viii
表目錄------x
第一章緒論 -----------------------1
1.1 研究背景與動機 ------------------ 1
1.2 研究目的 -----------------------4
1.3 研究流程 -----------------------5
1.4 論文架構 -----------------------7
第二章文獻探討 -------------------9
2.1 經營模式演進 -------------------9
2.2 電子商務企業的潛在價值創造---------16
2.3 關鍵成功因素 ------------------ 33
第三章研究方法 ------------------ 40
3.1 研究架構 -----------------------40
3.2 研究方法 -----------------------41
3.3 研究對象 -----------------------47
第四章個案研究 ------------------ 50
4.1 發展背景與演進 ------------------ 50
4.2 Apple iTunes store個案探討 ----- 63
4.3 KKBOX個案探討 -------------------79
4.4 個案公司之關鍵成功因素 --------- 105
第五章結論與建議 ------------------ 110
5.1 結論 --------------------------- 110
5.2 建議 --------------------------- 112
5.3 研究限制 -----------------------116
參考文獻 --------------------------- 117
附錄一訪談大綱 -----------------------125
附錄二訪談綱要與記錄 --------------126

參考文獻

中文部分】
1. 大前研一。策略家的智慧。長河出版社。1987年。
2. 王立文。探討P2P對唱片產業之衝擊及問題解決之道。台灣大學商學研究所碩士論文。2004年。
3. 王新新、王李美玲。基於品牌文化視角之品牌行銷策略探討-以蘋果公司APPLE INC.為例。中小企業發展季刊，第18期。2010年。
4. 司徒達賢。現代行銷管理。天下文化出版社，PP.7-9。2001年。
5. 司徒達賢。策略管理新論觀念架構與分析方法。智勝文化事業有限公司。2001年。
6. 何易霖。音樂載具的演進對音樂傳播的影響— 一個歷史觀點的論. 述。國立政治大學新聞研究所碩士論文。2002年。
7. 吳思華。產業政策與企業策略。初版，台北:中華經濟研究。1988年。
8. 吳思華。策略九說-策略思考的本質。麥田出版股份有限公司。1996年。
9. 李天鐸。跨國傳播媒體與華語流行音樂的政治經濟分析。當代 125: 54-68。1998年
10. 李忠諭。台灣線上音樂服務提供者之優勢資源與策略聯盟分析。國立中正大學電訊傳播研究所論文。2009年
11. 孟德芸。企業成功關鍵成功因素之研究─以個人電腦產業為實證。中興大學企業管理研究所研究論文。1988年。
12. 長尾理論台灣版。14個領先市場的長尾故事。天下遠見出版社。2007年。
13. 洪春暉。由Apple iTunes之成功看線上音樂經營模式的轉變。資策會資訊市場情報中心。2004年。
14. 孫盈哲。「我國經貿競爭力之探索-產業網路與中小企業之競爭力」。台灣
15. 許士軍。定性研究在管理學上的重要性。中原管理學報，第24卷第二期。1996年。
16. 陳向明。社會科學質的研究。台北：五南。2002年。
17. 陳恭平、謝長江。數位音樂市場：以iPod及iTunes為例，《經濟論文叢刊》，第38卷第3期，頁355-386。2010年。
18. 黃錦祥。「消費者選擇網路購物的經濟分析」。國立中山大學資訊管理研究所博士論文。1999年。
19. 黃薇儐。數位音樂產業廠商競爭策略研究—以蘋果電腦、微軟、新力為例。國立台灣大學碩士論文。2005年。
經濟研究月刊，1996年，第19卷，第9期，第56~60頁。
20. 劉璁翰。「企業導入ERP系統階段性關鍵成功因素之研究」。國立台灣科技大學生產系統工程與管理研究所碩士論文。2002年。
【英文部分】
1. Aaker, D. A. (1984). Strategic Market Management. New York: Wiley and Sons.
2. Afuah, A. & Tucci, C. 2001. Internet Business Models and Strategies. McGraw-Hill
3. Allmendinger G. and R. Lombreglia, 2005, ‘Four strategies for the age of smart services,’ Harvard Business Review, 83:10 131-138.
4. Amit, R. and C.Zott, 2001, ‘Value creation in e-business,’ Strategic Management Journal, 22:6/7 493-520.
5. arnes, J. G.. 2000. Secrets of Customer Relationship Management:It’s All About How You Make Them Feel. New York:McGraw-Hill Inc.
6. Bamberger, I. ,1989, Developing Competitive Advantage in Small and Medium-size Firms, Long Range Planning, Vol. 22,No 5,Printed in Great Britain.
7. Bockstedt, J. C., Kauffman, R. J., & Riggins, F. J. (2006). The move to artist-led on-line music distribution: a theory-based assessment and prospects for structural changes in the digital music market. International Journal of Electronic Commerce, 10(3), 7-38.
8. Boorstin, Daniel, (1961).The Image:A Guide to Pseudo-Events in America.New York:Atheneum.
9. Brandenburger, A. M. & Nalebuff, B. J., 1995. The right game: Use game theory to
10. Burke, A., & Montgomery, C. (2002). You say you want a revolution? A case study of
Business Review, 57(2), 81-93.
business. Journal of information technology theory and application, 3(5):pg.25-38
chain,shops,and networks. Strategic management Journal, 19: pg.413~437
11. Christensen, A. M. 1997. The Innovator’s Dilemma: When New Technologies Cause
12. Coase, R. H. 1937. The Nature of the Firm. Economica, 4: pg.386~405
13. Damanpour, F. 1991. Organizational innovation: A meta-analysis of effects of
14. Denzin, N. K. & Linclon, Y. S. (2005). Introduction: The discipline and practice of qualitative research.pp.1~32.
determinants and moderators, Academy of Management Jounal, 34: p355-590
15. Dubosson-Torbay, M., A. Osterwalder and Y. Pigneur, 2001, ‘E-business model design, classification, and measurements,’ Thunderbird International Business Review, 44:1 5-23.
16. Eisenhardt, K. (1989). Building Theories form Case Study Research. Academy of Management Review, 14(4), 532-550.
17. Ferguson, C.R. and Dickinson, R., (1982). Critical success factor for directors in the eighties. Business Horizons, (May-June), 14-18.
for strategy formulation, California Management Review, 33. Spring p115
18. Freeman, C. 1982. The Economics of Industrial Innovation, 2nd eds, Frances Printer
future directions, Academy of Management Review, 15(2): pg.241-265
19. Grant, R. M. 1991. The resource-based theory of competitive advantage: Implications
Great Firms to Fail, Havard Business School Press.
20. Gulati, R. Nohria, N. & Zaheer, A. 2000. Strategic Networks. Strategic Management
21. hafer, S. M., H. J. Smith and J. C. Linder, 2005, ‘The power of business models,’ Business horizons, 48:3 199-207.
22. Han, J. & Han, D. 2001. A framework for analyzing customer value of internet
23. Hines, M. & Borland, J. (2003, November 14). CNET to buy, retune MP3.com. Retrieved October 12, 2006 , from http://news.com.com/2100-1027-5107696.html
24. Hofer, C. W. &D. E. Schendel. (1978), Strategy Formation and Management Action, St.
25. Jarillo, J. C. 1988. On Strategic Networks, Strategic Management Journal, 9: p31-41
Journal, 12(1):pg.95~117
Journal, 21: pg.203~215
26. Knott, A. M. 2003. Persistent heterogeneity and sustainable innovation, Strategic
27. Leidecker, J. K. and Bruno, A. V. (1984). Identifying and using critical Success Factors, Long Range Planning, 17(1), 26-52.
Limited.
Management Journal, 24: p687-705
28. Michael E. Porter, Competitive Advantage, The Free Press, 1985
29. Morris, M., M. Schindehutte and J. Allen, 2003, ‘The entrepreneur’s business model: Toward a unified perspective,’ Journal of Business Research, 58:6 726-735.
30. Morris, M., M. Schindehutte and J. Allen, 2003, ‘The entrepreneur’s business model: Toward a unified perspective,’ Journal of Business Research, 58:6 726-735.
MP3.com. International Journal of Entrepreneurship Education, 1(1), 1-26.
31. Oliver, C. 1990. Determinants of interorganizational relationships: Integration and
32. Osterwalder, A., Y. Pigneur and C. L. Tucci, 2005, ‘Clarifying business models: Origins, present, and future of the concept,’ Communications of the Association for Information Systems, 16: 1-25.
33. Osterwalder, A., Y. Pigneur and C. L. Tucci, 2005, ‘Clarifying business models: Origins, present, and future of the concept,’ Communications of the Association for Information Systems, 16: 1-25.Paul: West Publishing CO.,
34. Penrose, E. T. 1959. The Theory of the Growth of the form. New York:John Wiley
35. Peteraf, M. A.1993. The cornerstones of competitive advantage: Aresource-based
36. Porter, M. E. 1991. Toward a dynamic theory of strategy. Strategic management
37. Rockart, J. F. (1979). Chief executives define their own data needs, Harvard
38. Rockart, J. F., 1979, Chief Executives Define Their Own Data Needs, Harvard Business Review, May 1979, 81-93.
39. Saaty, T. L. (1980). The Analytic Hierarchy Process. New York, NY: McGraw-Hill.
40. Schumpeter, J. A. 1934. The Theory of Economic Development. Cambridge: Mass. Harvard University Press
41. Schweizer, L., 2005, ’Concept and evolution of business models,’ Journal of General Management. Henley-on-Thames, 31:2 37-56.
42. Shafer, S. M., H. J. Smith and J. C. Linder, 2005, ‘The power of business models,’ Business horizons, 48:3 199-207. shape strategy. Harvard Business Review, 73(4): pg.57~71
43. Stabell, C.& Fjeldstad, O. D. 1998. Configuring value for competitive advantage:On
44. Teece, D. J. Pisano, G. & Shuen, A. 1997. Dynamic capabilities and Strtegic Management, Strategic Management Journal, 18: p 509-533
45. Teece, D. J. Pisano, G. & Shuen, A. 1997. Dynamic capabilities and Strtegic Management, Strategic Management Journal, 18: p 509-533
46. Thorelli, H. B. 1986. Network: Between markets & hierarchies. Strategic Management Journal, 7: pg.37~51
47. Tikkanen, H., J. Lamberg, P. Parvinen and J. Kallunki, 2005, ‘Managerial cognition, action and the business model of the firm,’ Management Decision, 43:5/6 789-809.
view. Strategic management Journal,14(3): pg.179~191
48. Vincent, S., & Vickery, G. (2004, December 13). Digital Broadband Content: Music. OECD’s Working Party on the Information Economy(WPIE), Retrieved December 23, 2007, from http://www.oecd.org/dataoecd/13/2/34995041.pdf
49. Vrakking, W. J. 1990. The innovative organization. Long Range Planning, 23(2): pg.94~102
50. Wagner, D. (2004). Music Industry. University of Prince Edward Island, 1-11.
51. Wernerfelt B. 1984. A resource-based view of the firm. Strategic Management Journal,5(2): pg.171~180
52. Williams, M. 1997. Social surveys: design to analysis. In: May, T. (Ed.) Social Research Issues, Methods and Process. Open University Press, Buckingham.
53. Williamson, O. E. 1991a. Strategizing, economizing, and economic organization, Strategic Management Journal, Winter Special Issue, 12: p75-94
54. Williamson, O. E. 1991b. Comparative economic organization: the analysis of discrete structural alternatives, Administrative Science Quarterly, 36: p 269-296
55. Woodruff, R. B. 1997. Customer value: The next source for competitive advantage. Journal of academy of marketing science, 25(2): pg.139-153
56. Yin, R.K. 1994. Case study research: design and methods. Sage Publications Press, California.
57. Zaheer, A. & Bell, G. 2005. Benefiting from network position: Firm Capabilities, Structural Holes, and Performance. Strategic Management Journal, 26: pg.809~825
58. Zeithaml, V, A. 1988. Consumer Perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3): pg.2-23
【網頁部分】
1. IFPI︰http://www.ifpi.org/content/library/DMR2012-Chinese.pdf
2. 經濟部技術處︰http://www.moea.gov.tw/Mns/doit/news/News.aspx?kind=1&menu_id=5406&news_id=27121
3. 維基百科︰http://zh.wikipedia.org/wiki/ITunes_Store
4. Interbrand︰http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx
5. Apple computer website︰http://www.apple.com/tw/itunes/
6. KKBOX︰http://tw.kkbox.com/index.html
7. Pollster波仕特線上市調http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=809

指導教授

李小梅

審核日期

2013-5-24

推文