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研究生:陳筱廸
研究生(外文):Hsiao-ti Chen
論文名稱:數位典藏廠商價值創造策略與核心資源之研究
論文名稱(外文):Study on Digital Content Firms' Value Creation Strategies and Core Resources
指導教授:王美雅王美雅引用關係
指導教授(外文):Mei-ya Wang
學位類別:碩士
校院名稱:世新大學
系所名稱:企業管理研究所(含碩專班)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:97
語文別:中文
論文頁數:96
中文關鍵詞:數位典藏文化創意產業價值創造核心資源
外文關鍵詞:Digital contentcultural creativity industryvalue creationcore resources
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網際網路發展迅速,造成許多新興產業興起,數位典藏乃是將有價值的文化資產透過數位化技術保存並予以加值應用,在這波浪潮之下,數位典藏廠商除了因應外在環境的變化,更需要了解自身所掌握之關鍵核心資源,創造競爭優勢。不同類型之數位典藏加值廠商選擇的價值創造策略不同,與內部核心資源的關係也不盡相同,本研究主要針對不同類型的數位典藏廠商價值創造策略的選擇,如何影響其核心資源做深入的探討,研究目的如下:
一、 從價值創造策略的觀點,數位典藏廠商可分為幾種不同的類型?
二、 數位典藏廠商價值創造策略與核心資源的關連為何?
本研究採取個案分析法,選擇兩間國內目前具代表性的廠商進行深入訪談,主要結論如下:
一、 不同價值創造策略,加值廠商分佈的產業層級也不同
數位素材加值類型廠商,其價值創造策略分佈於產業上游授權和下游授權的層級之上;原創設計類型廠商,其價值創造策略分佈於產業上游產業和中游產業的層級之上。
二、 不同價值策略的選擇,核心資源也不同
數位素材加值類型廠核心資源為:品牌╱商譽、著作權、領導能力、人際網絡、業務運作能力;原創設計類型廠商核心資源為:品牌╱商譽、領導能力、專業技術能力、商品化能力。
Recently, because of the rapid development of internet, many newly risen industries have sprung up, and we can preserve and make good use of our valuable cultural property through the digital technology. Under this wave of technology evolvement, digital content businesses not only have to adapt to the changes of outer environment, but also get to know the core resources they own in order to create the advantages in the competition.
Digital content businesses choose different value creation strategies and corresponding core resources are needed in order to implement those strategies. This research is to discuss digital content firms' value creation issue from core competence perspective. The purpose of this research is stated as follow:
1. Classify digital content firms' value creation strategies into different types.
2. Find out digital content firms' core resources in accordance with its value creation typology.
This study adopts cases analysis method. We choose two digital content firms that are quite representative in Taiwan to do thorough interviews. The study has the major findings as follows:
1. Digital content firms with different value creation type has different major value activities. The content firms that are referred to as "Value added for digital materials" type operate mainly on the levels of "Upstream authorization" and "Downstream authorization". The content firms that are referred to as "Original design" type appear mainly on the levels of "Upstream authorization" and "Downstream authorization."
2. Digital content firms with different value creation type has different major core resources. The content firms that are referred to as "Value added for digital materials" type has core resources including goodwill, copyright, leadership, interpersonal network , and business operation ability. The content firms that are referred to as "Original design" type has core resources including goodwill, leadership, professional technical ability, and commercialization ability.
謝 誌........................................................................................................................ I
摘要........................................................................................................................... II
ABSTRACT............................................................................................................. III
目次...........................................................................................................................V
表目錄..................................................................................................................... VII
圖目錄...................................................................................................................... IX
第一章 緒論............................................................................................................ 1
第一節 研究背景...................................................................................................... 1
第二節 研究動機...................................................................................................... 1
第三節 研究問題與目的.......................................................................................... 2
第四節 論文章節概述.............................................................................................. 3
第二章 文獻探討...................................................................................................... 4
第一節 策略.............................................................................................................. 4
第二節 價值創造策略............................................................................................ 10
第三節 數位典藏.................................................................................................... 12
第四節 核心資源.................................................................................................... 24
第五節 價值創造策略與核心資源........................................................................ 30
第六節 本章小結.................................................................................................... 32
第三章 研究方法.................................................................................................. 34
第一節 研究架構.................................................................................................... 34
第二節 變數說明.................................................................................................... 35
第三節 研究方法與設計........................................................................................ 37
第三節 研究流程.................................................................................................... 40
第四章 個案分析.................................................................................................... 43
第一節 台灣數位典藏產業.................................................................................... 43
第二節 個案一 artkey 藝術授權中心................................................................... 47
第三節 個案二 頑石文創開發顧問公司.............................................................. 66
第五章 個案分析與討論....................................................................................... 83
第一節 個案價值創造策略類型之比較................................................................ 83
第二節 個案價值創造策略類型與核心資源之比較............................................ 87
第三節 其他實務個案觀察發現............................................................................ 88
第六章 結論.......................................................................................................... 89
第一節 研究結論.................................................................................................... 89
第二節 研究建議.................................................................................................... 90
第三節 研究限制.................................................................................................... 92
參考文獻................................................................................................................. 93
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三、 參考網站
1. 2006 Taiwan Design Expo :http://www.boco.com.tw/2006expo
2. 2007 台灣數位內容產業年鑑:http://www.digitalcontent.org.tw/2007/index.htm
3. 2007 客家桐花祭:http://go2.tw/1r78
4. artkey 藝奇藝術授權中心:http://www.artkey.com
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(Patrick.Staehler@alumni.unisg.ch.)
6. 頑石文創開發顧問公司:http://www.stony-image.com
7. 數位內容產業推動辦公室:http://www.digitalcontent.org.tw/
8. 數位典藏國家型科技計畫:http://www.ndap.org.tw/
9. 數位典藏與數位學習國家型科技計畫:http://teldap.tw/
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