文化产业网路经营获利关键因素之探讨.doc

文化產業網路經營獲利關鍵因素之探討 --以台灣地區文化網站為例 The Study on Key success Factors of web business in the culture in Taiwan 林義屏 南台科技大學企業管理系副教授 董玉娟 高雄應用科技大學人力資源發展系助理教授 呂惠雯 南台科技大學企業管理所研究生 摘要 關鍵：In this paper, the operation of cultural industry on web business is investigated and in which way the enterprise would be successful in web business will be discussed and presented. In discussing the web business management, the front-back stages of Dramaturgical theory that has been widely referred in service business is introduced in describing the circumstances of web business; a front stage seen by the customer and a back stage that the business is operated. By a full-scale investigation, the sectors by which the company can succeed on web business can be concluded. From analyzing the statistic data and previous studies, fourteen factors have been concluded in affecting customers decision of making on-line purchase. On the other hand, there are four sectors affecting in operating the web business; labor involvement, Internet marketing, strategy alliance, and secure system and the use of technology. Those also can be divided into twelve different features. In targeting those cultural enterprises that have run on-line service in Taiwan, the factors that trigger the on-line purchase is collected and analyzed in the paper, and an in-depth interview with the high profile companies is followed. By cross-examining the statistics gathering from the questionnaires and the result of interviews，The way why some companies can succeed on web business in cultural industries is revealed. Key word：web business、front-back stages、Dramaturgical theory、cultural industries 壹、前言 Drucker(1999)曾說明了電子商務一個重要的效應：新的通路改變了消費者如何購買東西，也改變了消費者買的東西；網路購物也改變了消費者行為、儲蓄的方式和產業結構及經濟。而網際空間的發展貫越並重組所有既知的文化工業形式，從娛樂到出版、廣告到新聞，由於其穿透各種傳統疆界的滲透力，將顯著地影響符號消費與生活方式，全球脈絡、國界的文化主權、地方與次文化的認同建構、社運的運動方式都受影響中（朱元鴻,1998）。台灣文化思潮九０年代，多元面「全球化/地球村」、「地方化/社區風潮」、「族群融合」、「性別議題」、「生態關懷」、「休閒主義」，胡敏怡,新世紀文化產業網路GDP的5％，其產業成長率為5％，在法國，文化消費大約佔GDP的3.5％。文化產品中可以大量製造的包括唱片、錄音帶