文化創意行動電視產業成功因素及定價決策之研究

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Title:	文化創意行動電視產業成功因素及定價決策之研究 The Study of Success Factors And Price Decision on Mobile TV Creative Cultural Industries
Authors:	陳靖昇 CHEN, CHING-SHENG
Contributors:	國際企業管理學系
Keywords:	文化創意產業行動電視產業成功因素 ANP cultural creative industries mobile TV industries success factor
Date:	2013-06
Issue Date:	2013-10-22 14:42:10 (UTC+8)
Abstract:	近幾年各國部門推動文創產業，主要都是在因應經濟與趨勢的變遷，本研究從了解文化創意產業之定義及範疇，到理解文化、創意及經濟活動間的層次關係，因為文創產業既可以帶動國家的經濟亦可以帶動產業成集的能量，文化創意產業政策都是為國家的重要計畫。網路儼然成為影響人們生活中重要的元素，人們在網路上觀看網路電視，不僅沒有時間的限制，也沒有地點的侷限，方便性十足。從台灣廣播電視的電視產業價值鏈及行動電視關鍵成功因素過往文獻做其探討，論述文化創意產業如何結合行動電視服務，並探討出成功因素。對消費者而言，在行動電視服務價格合理的情況下，才會考慮使用，所以價格訂定決策對行動電視產業而言也成為現今所要考慮的重點。最後發現在行動電視產業發展時，在操作的平台上必須符合人性化的設計，內容必須符合當下市場的流行並添加創意，再者是影音內容必須非常豐富，才可以將產業推向成功。但因台灣的消費者對價格的敏感度較高，且台灣大部分網路影音平台都是免費提供平台供消費者使用，使得消費者已經習慣免費點閱網路影音內容，所以要在行動電視上向消費者收費等於是把消費者拒絕在外。 This research, on the basis of the defining and understanding the cultural and crea-tive industries, reveals the factors for their success by analyzing the working of the TV and radio enterprises in Taiwan. The current situation of these enterprises is told by re-viewing the literature. A well-designed questionnaire supports this research. And, fur-thermore, ANP network level is used to induce the factors for success. According to the reduction, the fourteen key factors for the success, in four dimensions, construct the mobile TV industries in Taiwan. The cultural and creative industries, which are not an-alyzed in the past literature, are included in this research as the two key factors to cal-culate the value system, the cultural and creative-oriented embedded creative concept and local culture. The empirical results of this research can be contributive for the en-terprises and government in developing the mobile TV industry.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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