臺灣線上音樂市場發展動態之研究

A Study on the Online Music Market Dynamics in Taiwan

在線上音樂市場快速變化的特性中，過去研究假設組織與變動環境間具有的平衡或決定性關係並不適當，其相對靜態的觀點與假設並無法解釋唱片公司和整體線上音樂產業間遲遲未出現的平衡或適當的互動結構。本研究應用系統動力學建構台灣線上音樂市場發展的動態模式，探討線上音樂服務商、未經授權之線上音樂管道、唱片公司、行動音樂播放器等各類廠商的經營模式與策略之間所形成的動態關聯。研究結果顯示台灣線上音樂市場發展停滯的主因在於未經授權線上音樂管道、唱片公司、合法線上音樂廠商等廠商在其區域理性之下的策略與行動，彼此相互牽制，再加上行動音樂播放器產業與線上音樂產業的交互成長之力，造成線上音樂使用需求快速發展，卻缺少滿足線上音樂使用需求的合法廠商，而唱片公司的營收卻持續下滑的現象。研究結果顯示，組織在因應環境變動時所採取的策略與行動，必須要從動態觀點思考自身行動對其他廠商的長短期影響，據以設計經營策略與因應行動。本研究所建構線上音樂市場的動態分析模式，除可促進對線上音樂廠商的經營模式和競爭態勢之間動態變化關係的了解，亦可做為具有類似發展歷程的數位內容產品，如線上影音、行動音樂等市場發展之參考。

There are a plenty of research that focus on the general discussions about E-Commerce and the design of specific business models. However, the evolution of online music market is seldom discussed from a systemic perspective. The lack of a systemic understanding of competitions in online music market may lead to problematic interpretations and suggestions for online music firms in managing and designing their business models. In this paper, a qualitative system dynamics model is built to explore critical processes that impede the development of the online music market in Taiwan. An important feature of this study is that it highlights that how rational strategies or adaptation responses of unauthorized online music channels, legal online music service providers, and recorders are interrelated with each other and together resulted in a vicious structure hindering the online music market as a whole. To stimulate the rebirth of the online music market, a systemic consideration of the online music industry is required for the collaboration between recorders and online music providers. The equilibrium between short-term financial stress and long-term online music development strategies is critical for recorders to resolve their financial difficulties.