(3.238.96.184) 您好!臺灣時間:2021/05/10 09:36
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

: 
twitterline
研究生:洪國軒
研究生(外文):Hung, Kuohsuan
論文名稱:電子書與電子書閱讀器之產品與行銷策略探討—以Amazon、Barnes & Noble及Apple為例
論文名稱(外文):Product And Marketing Strategy Research Of eBooks And e-Readers: Based On Amazon, Barnes & Noble, And Apple
指導教授:張舜德張舜德引用關係
指導教授(外文):Chang, Shunder
口試委員:游張松黃癸榕張舜德
口試委員(外文):Yu, ChangsungHuang, KueijungChang, Shunder
口試日期:2011-06-17
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:108
中文關鍵詞:電子書電子書閱讀器個案研究STP行銷組合4P
外文關鍵詞:eBookse-Readercase studySTPmarketing mix 4P
相關次數:
  • 被引用被引用:13
  • 點閱點閱:2840
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:581
  • 收藏至我的研究室書目清單書目收藏:12
電子書與閱讀器為新興產業,電子書於2010年度成長115.7%,閱讀器亦有325%之成長,具替代紙本書之趨勢,故探討其產業發展與現況。
在美國電子書與閱讀器產業中,規模最大且最具代表性者為Amazon、Barnes & Noble及Apple,本論文以次級資料、使用者意見及個案研究,探討成功之電子書與閱讀器產品與行銷策略,台灣廠商可參考如下:

一、電子書閱讀器
1.目前台灣相關廠商具有良好產品策略,然僅有如此並不足以在該市場成功,重點應在行銷面,並讓硬體與內容結合。
2.定價而言,因成本結構與少量生產,難以壓低價格,可維持現有定價。
3.在通路與促銷策略上,應善用該廠商原有實體通路,以及合作之內容平台廠商。並在銷售網頁上增加使用者心得等以作為口碑行銷。

二、電子書內容平台
1.使用者重視藏書量、低書籍定價、免費閱讀軟體、良好分類與搜尋策略、評價與推薦功能等。
2.台灣電子書內容平台應增加與其他出版社之合作關係,多提供暢銷書與新書。
3.閱讀軟體應支援智慧型手機等常用平台。
4.將書量多且常用之類別細分,反之則合併,提高使用者便利性。
5.增加使用者對商品評價系統,讓消費者決策時可增加其他有效依據,與競爭者區隔。
6.用過去消費者購買資料反推,建構接近使用者需求之推薦機制。
eBooks and e-Readers industry is emerging recently. eBooks market has grown 115.7% and e-Readers has grown 325% last year. It will substitute paper-based books, and therefore we study the development and status of this industry.
This research deeply study Amazon, Barnes & Noble, and Apple, which are top three firms with largest market share of eBooks and e-Readers. We use secondary data, user reviews, and case study as research method. There are the research results to successful product and marketing strategy which can be refered to Taiwanese industries that we present as follows.
1. E-Reader
a. Although Taiwanese firms make good product strategies now, it’s not enough for them to succeed, and they must strengthen marketing strategies.
b. Due to cost structure and non-mass-production, it may be difficult to make low pricing strategy. Keeping current pricing strategy is better.
c. To achieve appropriate placing and promotion strategies, using physical channel and e-book platform that has coorperative relationship with us. Moreover, to strengthen promotion effects, it’s better to gain functions such as users’ reviews on website.

2. eBooks platform
a. Users focus on quantity of eBooks, low eBooks price, free reading App, friendly category and searching functions, and rating and recommending system.
b. Taiwanese e-book platforms should gain cooperation relationship to provide bestsellers and recent released books.
c. To improve users’ convenience, categories which have large amout of eBooks and are used frequently should be subdivided. On the other hand, categories having opposite condition to the ones above should be combined.
d. To make separation against competitors, it’s better to add product rating system and therefore users’ could make decision easily and are willing to use the platforms.
e. To construct recommending system which reflects users’ demand, it’s necessary to arrange trading data of customers.
謝  詞 I
提  要 II
ABSTRACT III
目  錄 V
圖  次 VII
表  次 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究對象 2
第四節 個案研究方法 3
第五節 研究流程 6
第六節 研究範圍定義與研究限制 8
第二章 文獻探討 9
第一節 電子書與電子書閱讀器定義 9
第二節 電子產品之產品與行銷方法 10
第三節 數位內容之產品與行銷方法 11
第四節 電子產品應用STP理論 12
第五節 數位內容應用STP理論 14
第六節 電子產品應用行銷組合4P理論 14
第七節 數位內容應用行銷組合4P理論 15
第三章 電子書與電子書閱讀器產業近況 19
第一節 電子書閱讀器沿革 19
第二節 電子書沿革 21
第三節 電子書閱讀器四年內產業發展與現況 22
第四節 電子書四年內產業發展與現況 30
第五節 電子書閱讀器暨電子書廠商市場佔有率 33
第六節 電子書閱讀器暨電子書市場未來趨勢預測 35
第七節 小結 36
第四章 市場區隔與定位分析 37
第一節 Amazon之電子書閱讀器STP分析 37
第二節 Amazon之電子書STP分析 41
第三節 Barnes & Noble之電子書閱讀器STP分析 42
第四節 Barnes & Noble之電子書STP分析 45
第五節 Apple之平板電腦STP分析 47
第六節 Apple之電子書STP分析 51
第七節 小結 53
第五章 行銷組合分析 57
第一節 Amazon之電子書閱讀器4P分析 57
第二節 Amazon之電子書4P分析 62
第三節 Barnes & Noble之電子書閱讀器4P分析 65
第四節 Barnes & Noble之電子書4P分析 69
第五節 Apple之平板電腦4P分析 73
第六節 Apple之電子書4P分析 76
第七節 小結 79
第六章 研究結論 87
第一節 結論 87
第二節 未來研究建議 91
第七章 參考文獻 93
附錄一 Amazon Kindle之User Reviews 97
附錄二 Apple iPad 之User Reviews 103
一、中文部分
MoneyDJ理財網(2011),http://www.moneydj.com/KMDJ/News/NewsViewer.aspx?a=05f63cd8-22fb-4230-aaef-1d7248a7cb00,搜尋日期:2011年3月25日。
王東澤(2006),電子書市場認知與消費傾向之探討,國立成功大學高階管理碩士在職專班未出版之碩士論文。
何飛鵬(2009),「最後的五年」,商業週刊,第1126期:18頁。
黃俊英(2007),行銷學原理,二版,台北,華泰。
黃婷筠(2009),電子書產業分析與商業模式探討- 以美國市場為例看台灣之電子書未來發展,國立臺灣大學企業管理碩士專班未出版之碩士論文。
無線電技術月刊(2010),「膽固醇液晶與電子墨水可應用於電子書的雙穩態顯示技術」,無線電技術月刊,第441期。
薛品予(2010),「從電子書到閱讀器,誰能笑傲江湖?」,科學人雜誌,第101期:88-93頁。
薛良凱(2005),電子書編輯--「如何編輯出一本電子書」,中華民國出版品簡訊電子報,第63期。
薛寶源(2010),從行銷學STP觀點看大陸主要筆記型電腦廠商營運模式之比較研究,國立臺灣科技大學管理研究所未出版之碩士論文。

二、英文部分
Allen, E. & Fjermestad, J. (2001). E-commerce marketing strategies: an integrated framework and case analysis. Logistics Information Management, 14 (1/2),14-23.
Association of American Publishers (2011), E-Books, Downloadable Audio Books Continue Growth Based on AAP Publishers January 2011 Sales Report, March, 2011, from http://www.publishers.org/press/28/
Bakos, Y. & Erik B. (1999). Bundling and Competition on the Internet. Marketing Science, 19 (1), 63-82.
Bhatnagar, A. & Ghose, S. (2004). A latent class segmentation analysis of e-shoppers. Journal of Business Research, 57, 758-767.
Carton, P. (2010). Impact of the Apple iPad vs. the Amazon Kindle on the e-Reader Market. March, 2011, from: http://www.investorplace.com/24258/apple-ipad-vs-amazon-kindle-e-Reader-market/?cp=msn&cc=synd&cs=investorplace
Chiou, C. H. (2011). Dynamic capabilities, collaborative network and business model: An empirical analysis of Taiwan HTC Corporation. African Journal of Business Management, 5 (2), 294-305.
Christensen, C. M. , Roth, E. A. & Anthony S. D. (2004). Seeing What's Next: Using Theories of Innovation to Predict Industry Change (1st ed.). USA: Harvard Business Press
Dibb, S. & Simkin, L. (2001). Market Segmentation: Diagnosing and Treating the Barriers. Industrial Marketing Management, 30, 609-625.
Dominici, G. (2009). From Marketing Mix to E-Marketing Mix: a Literature Overview and Classification. International Journal of Business and Management, 4 (9), 17-24.
Easley, R. F., Michel J. G. & Devaraj, S. (2003). The MP3 Open Standard and the Music Industry’s Response to Internet Piracy. Communications of the ACM, 46 (11), 91–96.
Eisenhard, K. M. (1989). Building Theories from Case Study Research. The Academy of Management Review, 14(4), 532-550.
Gałuszka, P. (2009). Attitudes of Polish Record Labels Towards the Digital Music Market. ORGMASZ, 4 (2), 37-45.
Google (2011), Tablet Survey, April, 2011, from: http://services.google.com/fh/files/blogs/AdMob%20-%20Tablet%20Survey.pdf
Henke, H. (2003). Consumer Survey on eBooks. USA: OeBF.
IDC (2011), Nearly 18 Million Media Tablets Shipped in 2010 with Apple Capturing 83% Share; e-Reader Shipments Quadrupled to More Than 12 Million, March, 2011, from http://www.idc.com/getdoc.jsp?containerId=prUS22737611
Jobber, D. (1995). Principles and Practice of Marketing. USA: McGraw-Hall.
Johnson, E.J., Bellman, S. & Lohse G. L. (2003). Cognitive Lock-In and the Power Law of Practice. Journal of Marketing, 67 (April), 62-75.
Kotler, P. (1989). From mass marketing to mass customization. Strategy & Leadership, 17 (5), 10-47.
Kotler, P. (2003). Marketing Management (11th ed.). USA: Pearson Prentice Hall
Koukova, N. T., Kannan, P. K. & Ratchford, B. T. (2008). Product form bundling: Implications for marketing digital products. Journal of Retailing, 84(2), 181-194.
Kunze, O. & Mai L. W. (2007). Consumer adoption of online music services: the influence of perceived risks and risk relief strategies. International Journal of Retail and Distribution Management, 35 (11), 862-877.
Kurvink, W. (2010), The usefulness of an e-Reader as a portable reader and connected device. Unpublished doctoral dissertation, Wesley College, Melbourne, Victoria.
Liebowitz, S. J. (2004). Will MP3 Downloads Annihilate the Record Industry? The Evidence so Far. Advances in the Study of Entrepreneurship, Innovation, and Economic Growth, 15, 229-60.
Loebbecke, C. (2010). The Emergence of eBooks: Just Another Media Industry Joining the Converging Digital World? An Explorative Study on User Preferences and Industry Structure Changes. Unpublished doctoral dissertation, University of Cologne, Germany.
Loebbecke, C., Soehnel, A., Weniger, S., Weiss, T. (2010). Innovating for the Mobile End-User Market: Amazon's Kindle 2 Strategy as Emerging Business Model, International Conference on Mobile Business, 51-57.
Mickalowski, K., Mickelson, M. & Keltgen, J. (2008). Apple's iPhone Launch: A Case Study in Effective Marketing. Unpublished doctoral dissertation, Augustana College, Rock Island, Illimois.
Oxford Dictionaries (2010). Oxford Dictionary of English (3rd revised ed.). USA: Oxford University Press
PC Magazine (2010). Definition of e-book reader, March, 2011, from http://www.pcmag.com/encyclopedia_term/0,2542,t=e-Reader&i=58851,00.asp
Reidy, C. (2001). Simon & Schuster’s ebook revenues at about 8% of adult sales. November, 2010, from: http://www.thebookseller.com/news/125127-simon--schuster-sees-profits-grow-64.html
Sinha, R. K. & Mandel, N. (2008). Preventing Digital Music Piracy: The Carrot or the Stick?. Journal of Marketing, 72 (January), 1-15.
Suarez, M. & Woudhuysen, H. R. (2010). The Oxford Companion to the Book. USA: Oxford University Press
Townsend, M. (2011). Barnes & Noble Sinks Most Since June After Halting Dividend, March, 2011, from: http://www.bloomberg.com/news/2011-02-22/barnes-noble-falls-after-dividend-halt-same-store-sales-rise.html
Wade, J. (2004). The Music Industry’s War on Piracy. Risk Management, 51 (2), 10-15.
Wang, Y., Wang, K. L.& Yao, J. T. (2009). Marketing mixes for digital products: A study of marketspaces in China. International Journal of Technology Marketing, 4 (1), 15-42.
Wikipedia (2011). Comparison of e-book readers, April, 2011, from http://en.wikipedia.org/wiki/Comparison_of_e-book_readers
Yin, K. R. (1994). Case Study Research: Design and Methods (2nd ed.). America: Sage Publications
Zineldin, M. & Philipson, S. (2007). Kotler and Borden are not dead: myth of relationship marketing and truth of the 4Ps. Journal of Consumer Marketing, 24(4), 229-241.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔