電子書興起對出版業的影響之產業分析與投資應用

• Main Authors: 謝菱純, Sie, Ling Chun
• Language: 中文
• Published: 國立政治大學
• Subjects: 電子書; 電子書供應鏈; 電子書閱讀器; 出版; 元太; 亞馬遜; e-book; e-ink; Amazon; Kindle; Apple; iPad
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0097357023%22.

電子書興起，改變了讀者的閱讀方式，紙本書不再是唯一的選擇。電子書的供應鏈由上而下可分為：作者、出版社、DRM業者、網路通路平台、電信業者、硬體載具製造商。隨著科技創新，新的供應鏈創造了參與者新的競合模式，各參與者的商業模式也隨之創新，相較於過去的紙本書市場出版商擁有較大的議價能力之情況，在新的競合模式中，掌握客源的網路平台通路商對於上游的出版商之議價能力大幅提升。另一方面，越來越多作者跳過出版社，直接將電子書的版權賣給網路平台通路商，導致出版商原有的掌握版權之優勢減弱，長期下可能會致使出版社在電子書供應鏈中的議價能力進一步降低。未來隨著科技進步，彩色電子書閱器與結合其他功能的設備將是發展趨勢，但光靠硬體端難以建立他人無法輕易突破的進入障礙，而許多參與者在供應鏈上並非具單一角色，像是Amazon與Apple兼具網路平台通路商與硬體載具供應商之角色，亦即「平台+硬體載具」的雙重獲利模式，而這兩間公司皆掌握了主要的「客源」，是其重要優勢。而Amazon更是透過支援的應用程式，讓非自家載具之消費者也能至自己的電子書店下載電子書，像是iPad、iPhone、藍莓機等等。因此以未來電子書成長後議價能力與賺取現金流之能力的消長預期來看，相較於其他參與者，Amazon與Apple會是較佳的長期投資標的。 === The emergence of e-books changes the reading habit, and the paper-book is not the only one medium of reading anymore. The supply chain of e-books comprises diversified industries, including authors, publishers, DRM providers, online retailers who operate digital bookstores and manage accounts of customers, telecommunications, technology-side players. When technology advances, the new supply chain creates new co-competition model, the business models of players begins to innovate. Compared to paper-book market in which the publishers have stronger bargaining power, in new co-competition models, the online retailers have a huge customer base and therefore have stronger bargaining power over publishers. Furthermore, there are more and more authors who skip publishers and sell the digital right to online retailers directly. That is, the content resources controlled by publishers reduce, and the bargaining power of publishers deteriorates. In the future, producing colorful e-readers will not be a difficulty anymore, but the technology-side players will have difficulty in establishing entrance barrier. However, some participants play various roles across the supply chain, such as Amazon and Apple. Both of two companies play the roles of online retailers and technology-side players, and have double sales resources from plate form and hardware. Beside, both of these companies have large customer base, and it is the critical competitive advantage of Amazon and Apple. Especially, Amazon supports some hardware tools like iPad, iPhone, and Blackberry. As long as the customers download the application programs, the customers can purchase e-books on Amazon.com. From the aspects of potential of growing bargaining power and future discounted cashflows, Amazon and Apple would be better choices for long-term investors.