A Study of Marketing Channels of Digital Contents for The Industry of Digital Video-Audio Application

• Main Authors: Hsin-Rong Huang, 黃辛榮
• Other Authors: 耿慶瑞
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/5n67nm

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 94 === This research analyzed the transaction costs and agency problems of each types of industry digital-content market channel using the transaction cost analysis and agency theory and investigated their effectiveness of channel performance. We found three member''s functions, four carriers and seven types of real broadcast channels. They are (1) three members: content provider, distributor and end user; (2) four carries and seven channels：TV Broadcast Carries (Wired/Wire-less TV Companies，Satellite TV Companies), Network Broadcast Caries (Web TV、Interactive Platform (VOD，MOD)), Mobile Broadcast Carries (3G Mobile Phone) and Public Issue Carries (DVD/VCD Public Issue and Broadcast )。We also found six types of market channel structures for digital-content Video-Audio Application, including provider-self make and issue by owner-self, provider-self make and issue by agent, outsourcing and issue by owner-self, outsourcing and issue by agent, commission and issue by owner-self and commission and issue by agent. The designing of the market channel will influence the transaction costs and agency problems which will also influence the effectiveness of channel performance between the distributor and provider 。