A Study of Marketing Channels of Digital Contents for The Industry of Digital Video-Audio Application
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 membe...
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ndltd-TW-094TIT056820472019-06-01T03:41:56Z http://ndltd.ncl.edu.tw/handle/5n67nm A Study of Marketing Channels of Digital Contents for The Industry of Digital Video-Audio Application 數位內容行銷通路結構與績效-以數位影音應用產業為例 Hsin-Rong Huang 黃辛榮 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 。 耿慶瑞 2006 學位論文 ; thesis 106 zh-TW |
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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 。
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author2 |
耿慶瑞 |
author_facet |
耿慶瑞 Hsin-Rong Huang 黃辛榮 |
author |
Hsin-Rong Huang 黃辛榮 |
spellingShingle |
Hsin-Rong Huang 黃辛榮 A Study of Marketing Channels of Digital Contents for The Industry of Digital Video-Audio Application |
author_sort |
Hsin-Rong Huang |
title |
A Study of Marketing Channels of Digital Contents for The Industry of Digital Video-Audio Application |
title_short |
A Study of Marketing Channels of Digital Contents for The Industry of Digital Video-Audio Application |
title_full |
A Study of Marketing Channels of Digital Contents for The Industry of Digital Video-Audio Application |
title_fullStr |
A Study of Marketing Channels of Digital Contents for The Industry of Digital Video-Audio Application |
title_full_unstemmed |
A Study of Marketing Channels of Digital Contents for The Industry of Digital Video-Audio Application |
title_sort |
study of marketing channels of digital contents for the industry of digital video-audio application |
publishDate |
2006 |
url |
http://ndltd.ncl.edu.tw/handle/5n67nm |
work_keys_str_mv |
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