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研究生:賴冠宏
研究生(外文):Guan-Hong Lai
論文名稱:線上音樂平台競爭策略
論文名稱(外文):Competitive Strategies for Online Music Platforms
指導教授:李瑞庭李瑞庭引用關係
指導教授(外文):Anthony J.T. Lee
口試委員:蕭櫓陳柏安
口試委員(外文):Lu HsiaoPo-An Chen
口試日期:2015-07-22
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:資訊管理學研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:40
中文關鍵詞:串流平台競爭模型通路策略獨家內容
外文關鍵詞:streaming platformcompetitive modelchannel strategyexclusive content
相關次數:
  • 被引用被引用:0
  • 點閱點閱:231
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
由於網際網路的發展及壓縮技術的快速進步,音樂公司的通路策略產生巨大的轉變,從販售傳統的CD轉為提供線上音樂串流服務。以往的通路模型將重點著重在製造商,分析生產、研發等因素對於獲利的影響,然而,在線上音樂串流產業,串流提供商可以決定內容的來源與數量,在通路中扮演較重要的角色。因此,本研究提出四個競爭模型,分析非獨家內容的數量、獨家內容的數量與媒體提供商的內容效用差異,對於通路策略的影響,並得到與過往研究不同的結果,可提供串流平台不同角度的見解,最後考量媒體及串流供應商彼此間的互動,我們找出了每個策略最有利的情境;本研究成果可幫助媒體及串流提供商,依不同的市況選擇最佳的通路策略,亦可提供它們管理與理論意涵,以及更深入的洞見。

With rapid advances of Internet and well-developed compression technologies, the channel strategies of music companies have changed dramatically from selling traditional CDs to providing online music streaming services. Most previous channel management models focus on the strategies formulated by the manufactures; however, streaming providers play a more important role in implementing competitive strategies in online music streaming industry Therefore, in this thesis, we propose four competitive models to study how the strategies of online streaming music platforms are affected by the amount of non-exclusive content, amount of exclusive content and the differentiated utility provided by a media provider. We find some results different from previous studies, and provide some insights for streaming and media providers from different perspectives. Finally, we consider the interaction between streaming providers and media providers, and find the most profitable regions for each strategy. Our research result can help streaming and media providers adopt the appropriate strategy under different market circumstances, and provide some managerial implications and valuable insights for online music streaming industry.

Table of Contents i
List of Figures ii
List of Tables iii
Chapter 1 Introduction 1
Chapter 2 Literature Review 4
Chapter 3 The Proposed Framework 6
Chapter 4 The Differentiated Utility 10
4.1 Model 1 11
4.2 Model 2 13
Chapter 5 The Exclusive Content 17
5.1 Model 3 17
5.2 Model 4 21
Chapter 6 Conclusions and Future Work 26
References 28
Appendix A 30
Appendix B 34


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