數位電影院的發展前景與經營策略探討

The Study of the Development and Business Strategy of Digital Cinema

本文運用產業策略分析的理論與方法，以數位電影院的發展現況與相關論述為中心，構造了一個數位電影院新興產業的競爭策略探討，並且整理了傳統電影院的獲利模式，將之與數位電影院的可能前景進行比較，提供電影院數位化的業者與政策制定者可能面臨的策略反曲點與其應對方法。研究顯示，數位電影院將面臨發行業與映演業對成本支出的爭議、技術的不確定性、成本效應所產生的外部性現象等議題，而在面對這些議題之下，數位電影院相較於傳統電影院則有多元化服務的更擴大、產業價值鏈的整合可能、數位電影多樣性通路的競爭與合作等等的產業趨勢與新興競爭策略的可能。

The study is based on the theories of industry strategic analysis and forms a competitive strategy of digital cinema. The study also compares the profit model of traditional movie theaters with digital cinema, trying to provide the probable strategic inflection point that the digital cinema industry will face. The study shows that the digital cinema industry will face the debate of the cost expense between distributors and exhibitors, the uncertainty of technology and the externality caused by cost effect. On the other hand, there are some potential business trends of digital cinema such as the convergence of the industry value-chain, the co-competence of the variety of the distributors and the more diverse service.