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網路免費行銷之系統動態模擬－以台灣流行音樂產業為例 = Using Sy...

國立高雄大學亞太工商管理學系碩士班

網路免費行銷之系統動態模擬－以台灣流行音樂產業為例 = Using System Dynamics on the Internet Free Conpect Marketing: An Example of Pop Music Industry in Taiwan

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Using System Dynamics on the Internet Free Conpect Marketing: An Example of Pop Music Industry in Taiwan
作者:	許峻源,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民100
面頁冊數:	109葉圖，表格 : 30公分;
標題:	免費
標題:	Free
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/65380536411072456462
附註:	參考書目：葉81-86
附註:	內容為英文
其他題名:	網路免費行銷之系統動態模擬－以臺灣流行音樂產業為例
摘要註:	網路的出現改變了過去市場銷售的習性，行銷經理在面對環境改變也應做出適當的決策改變。免費，一直以來便是一種好用的銷售手段，他可以快速的吸引消費者的注意，並使產品快速的進入市場。在網路世界中，豐富的數位資源使每個產品的邊際成本趨近於零，使免費行銷可以真正的應用。當然，最終還是有人需為免費買單。本研究先以文獻探討證實免費行銷的效用，之後探討現今音樂產業面對數位科技興起所面臨的改變，並對該產業環境狀況做出改善建議，最終以系統動態學進行該產業環境模型建制與模擬分析導入改善後之結果。本研究因果關係圖顯示，盜版並不會造成音樂產業收益下降，反而會使其收益增加，而網路外部性的效果才是使音樂產業收益減少的主要原因。此外，系統動態學的模擬結果顯示，免費運用在音樂產業上是可行的，另外若免費吸引到更多的音樂愛好者或是使售票演場會舉辦場次增加的狀況下，免費更有實際運用的可行性。以此結果撰寫本研究發現與建議。 Internet has changed the habits of the past consuming. In a changing environmental, marketing manager should also be changed to make an appropriate strategy. “Free” has been a useful marketing tool. It can quickly acquire the attention of consumers, and make new products entering market rapidly. In the world of internet, an abundance of digital resources make the marginal cost of each product close to zero, and the free concept marketing can implement really. But someone has to pay the bill to the end. First, this research confirms the utility of free by literature review. Second, it will explore the changes in the development of digital technology and conduct the free concept to make the improvement suggestion in Taiwan music industry. Finally, based on the music industrial environment, a system dynamics model will be constructed and the free concept will be inducted by way of simulation. The causal loop shows that piracy will not decrease music industry revenue, but will increase revenue. And the “Network Externality” is the major factor to make music industry loss. Furthermore, the result of simulation shows “Free” concept practices in music industry is feasible. And if “Free” can make more population to listen to music or more booking concerts, “Free” has more feasibility to actual practice. The results above, the author wrote the finds and suggestions.

網路免費行銷之系統動態模擬－以台灣流行音樂產業為例 = Using System Dynamics on the Internet Free Conpect Marketing: An Example of Pop Music Industry in Taiwan
許, 峻源

網路免費行銷之系統動態模擬－以台灣流行音樂產業為例 = Using System Dynamics on the Internet Free Conpect Marketing: An Example of Pop Music Industry in Taiwan / 許峻源撰 - [高雄市] : 撰者, 民100. - 109葉 ; 圖，表格 ; 30公分.
參考書目：葉81-86內容為英文.
免費Free

網路免費行銷之系統動態模擬－以台灣流行音樂產業為例 = Using System Dynamics on the Internet Free Conpect Marketing: An Example of Pop Music Industry in Taiwan
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