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題名 | 線上音樂單一定價之研究=The Study of Online Music Single Pricing |
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作者 | 劉忠陽; 黃穗斌; Liu, Chung-yang; Huang, Sui-bin; |
期刊 | 傳播管理學刊 |
出版日期 | 20060300 |
卷期 | 7:1 民95.03 |
頁次 | 頁109-136 |
分類號 | 484.7、484.7 |
語文 | chi |
關鍵詞 | 線上音樂; 定價; 需求函數; 獲利; Online music; Pricing; Demand function; Profits; |
中文摘要 | 近幾年來因寬頻網路的普及化,線上音樂已經成為大眾聆聽的主流,但臺灣消費者偏好下載免費的線上音樂,或以加入P2P模式來取得音樂,這樣的市場狀況並沒有促使音樂產業熱絡發展,反而不斷萎縮以至於大幅虧損。目前國內合法線上音樂因單價過高,無法得到消費者的青睞,更不具市場價格競爭力,無法與非法業者競爭抗衡。因此,線上音樂的定價是一個目前非常重要的課題。唯有提供消費者認為合理的價格才能將線上音樂市場導向正軌。所以本研究先利用市場調查取得消費者對線上音樂價格的分佈(有效問卷500份),藉由模擬需求函數來推估消費者購買線上音樂的數量,因為線上音樂不同於一般實體商品,消費者的需求量是無法預估的,所以採用模擬需求函數的方式來操作。再以業者能獲取最大利益的條件為準則,找出最合適的線上音樂價格。本研究的結果發現:一首線上音樂價格定為10元時,廠商獲利最高。遠低於目前合法授權的線上音樂價格(30~35元)。此次研究的結果可以證明,合理的價格除了可以讓消費者回到合法的線上音樂購買管道,更可以提供業者較佳的獲利,造成消費者與業者雙贏的市場環境。 |
英文摘要 | On-line music has already become the mainstream music in recent years. But the price of one single song in on-line music shops of Taiwan is about NT. 30-35. The price is too expensive, so it is very difficult to attract consumers to buy the legal on-line music. Hence, the pricing of on-line music would be an important question in the future. The study used market survey to get the distribution of consumers' perceived value (we send out 544 questionnaries, there were 500 effective questionnaires we regained, the effective rate is 92%). Then estimated the purchasing quantity of consumers by simulating 4 demand functions. Based on those data, we can caluclate the biggest benefits of different conditions. We wish that the price should be accepted and the on-line music shops can earn profits. The goal of this study is to find the best suitable price of on-line music. This study suggested that when the price of one single song was NT. 10, the shops of on-line music could earn the biggest profit. Contrasting to the current price (NT. 30-35), it is very low. The result also proved again that the price was a key factor to influence the consumption of on-line music. So this study suggested that the shops of on-line music must adjust the price down and change the marketing strategy on time. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。