University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese

近年來，學者對於有關產業創新的研究積極投入，提出許多足以促進企業創新的影響因素。過去台灣企業競爭力靠的是降低成本以爭取客戶，現在必須思考的是如何利用本身資源的建構，產生創新，並且在創新的過程中，累積更多的資源，逐步達到新的策略定位。 在社會需求改變與產業技術發展等因素下，數位出版產業興起。數位出版產業是許多廠商欲進入的新興產業，本身即包含了許多的創新。本研究以數位出版產業為例，訪談印刷支援廠商、傳統出版業者、資訊系統廠商三種類型的廠商。廠商在進入數位出版產業時，依其本身資源不同，產生不同的創新，創新過程中選擇建構不同的新資源，使其達到產業中新的策略定位。本研究以數位出版產業為例，探討在不同策略定位下，資源建構與產業創新之關係。 研究發現廠商初期擁有之核心資源有助於創新的產生。並利用創新過程中，建構出更多相關之資源。藉由資源稟賦為引發創新之產生點，過程中產生創新。研究中之五個廠商個案中，數種資源稟賦引發14種創新案例，歸類為五種創新形式，包括產品、流程、策略、組織、行銷五種創新。 此外，研究發現廠商以不同之策略定位進入新產業，核心資源建構過程中，利用各種創新形式，達成其所預定之新產業中「數位出版內容加值者」、「數位出版技術提供者」、「數位出版整合營運者」三種策略定位。 數位出版產業尚屬新興產業，市場需求與技術發展變化快速。產業之競爭態勢亦尚未明朗，尚須密切注意潛在競爭者動態。除了本研究觀察之傳統出版業者、印刷支援廠商、資訊系統廠商之外，擁有眾多會員數或網路流量的入口網站是潛在競爭者。然而，各廠商核心資源不同，因此能在產業中佔有適當的位置。廠商應著重本身核心資源建構與創新，並且積極與其他廠商合作，共同推動市場發展，跨越市場鴻溝才是當務之急。 / Recently, there has been a number of studies pertaining to the industrial innovation, and many factors that contribute to the industrial innovation have been proposed. Cost down used to account for the competitiveness of the industries in Taiwan while now it must be considered that how to utilize the existing resources to create innovation, proliferate new resources, and achieve the new strategic positions. Digital publishing is springing up as a result of the change of social demand and the development of industrial technology. This attractive and innovative industry is taken as an example in this study, and one printing company, three publishers, and one computer firm were interviewed. Entering the digital publishing, the enterprises with different natural resource quality create various innovations, generate their own resources, and accomplish the new strategic position. The relation between the resources construction and the industrial innovation in digital publishing are studied in this research. The research discovers that the initial core resources are helpful for the creation of the innovation and the generation of related resources. Numerous natural resource endowments contribute 14 innovative cases which can be categorized into 5 types – product, process, strategy, organization, and marketing. In addition, it is also noted that enterprises construct different strategic positions while entering into new industries. In course of construction of the core resources, they attain the three strategic positions – the digital publishing content adder, the digital publishing technology provider, or the digital publishing integrated operator. Digital publishing is still an emerging industry.Therefore, the market demand and the technical development change drastically. Considering the unclear competitive situation, it may as well pay more attention to the competitors. Apart from the interviewed firms in this study, portal websites that have numbers of members or a large deal of flow are potential competitors. Owing to different core resources, however, those enterprises can stand in their own strategic positions. A company is supposed to focus on the accumulation of its core resources and innovation and to cooperate with other firms to develop the market.

隨著網際網路興起，資訊的交流與傳遞產生了革命性的變化，同時也影響了許多產業既有的經營與交易模式，電子商務以及產品/服務數位化的概念開始大行其道。近年來，網際網路的即時性與互動性，更促成平台經營模式的興起，藉由打破傳統交易模式中單向的供應鏈形式，平台建立了多方使用者對資訊及產品/服務在供給與需求上的循環性，促成交易成本降低，進而創造更多新的商機。 以傳統出版業為例，受限於書籍在印刷出版時高額的固定成本，廠商通常只能向已具有市場規模的知名作家或經濟人進行作品出版的提案與邀約；而對於消費者來說，也僅能就市場提供的產品進行選擇。另一方面，對於許多有潛力但尚未被發掘的創作者而言，也因為缺乏能實際接觸市場的機會與管道而遭到埋沒，而對廠商來說，過高的搜尋成本與投資風險也形成了發掘這些新銳作家的障礙。 本研究試圖以平台策略與經營模式為基礎，探討創作交流平台對於傳統出版業以及其數位化過程中所產生的衝擊與影響，並試圖建立一套能有效促成創作者、使用者與廠商三方獲益的資訊交流平台；最後，針對創作在數位化過程中最容易遭遇到的著作權問題，本研究也將以平台經營管理的角度加以審視分析，並提出相關政策上之建議。因此，本研究之研究問題係總結為以下三點： 1.創作交流平台對於傳統出版業與出版數位化的影響與競合關係 2.創作交流平台經營模式與成功關鍵之分析 3.創作交流平台著作權法律相關政策與議題之探討 / As Internet became more and more popular, there was a revolutionary change about transportation of information, and it also deeply influenced many industries’ original operation and transaction models. For this reason, e-commercial and digitization of products and services started to prevail. In recent years, because of Internet’s instantaneity and interactivity, platform business models start to spring up. By breaking through the traditional one-way supply chain, platforms try to find the circulation between each type user’s supply and demand of products or services. Platforms model decrease the transaction cost and help many people find the new business. Take traditional publishing industry for example, for fear of the high fixed cost of books publishing; publishers only publish books by well-known authors or through agents with good reputation. For customers, they can only passively choose from the items supplied. Besides, many potentially brilliant authors may be neglected under this circumstance, because they lack channels to approach the market and audiences. Considering the searching cost and risk, it’s also difficult for publishers to discover these potential creators. This research will be based on platform strategies and business models, discussing the influence and transformation result from creation communication platforms during digitization process of traditional publishing industry. Furthermore, this research will try to build up a platform business model to make users (including creators, audiences and publisher) profit. At last, this research also covers the copyright issue about creation communication platform, and brings up some advices for platform policies. After all, this research will focus on three questions as below: 1.Influence and transformation result from creation communication platforms during digitization process of traditional publishing industry. 2.Analysis about creation communication platforms’ business models and key factors for making success. 3.Discussion of creation communication platforms’ copyright issues and related business policies.

在日本的殖民統治下，殖民地台灣是如何認識朝鮮？無法直接交流的台灣與朝鮮，兩地的互動必須透過日本帝國，迂迴地被納入殖民母國的一部份。透過傳播媒體，片段、拼圖式的朝鮮消息，讓台灣讀者可以試圖拼湊他們的朝鮮認識，進而想像朝鮮。以日治時期殖民地台灣的代表媒體《臺灣日日新報》、《臺灣民報》系列、《臺灣出版警察報》作為檢索對象，對台灣媒體上的朝鮮報導進行統計與分析。透過當時的新聞，呈現殖民地台灣人可以接觸與不能接觸的朝鮮消息，進而討論他們對另外一方的好奇與關心，最後整理朝鮮認識是如何形成，以及其後生成怎樣的想像。 本論文從殖民地台灣的媒體出發，還原日治時期在殖民地台灣閱讀的朝鮮消息，了解當時讀者大眾如何透過新聞媒體認識另一殖民地朝鮮。當時發行量最大的《臺灣日日新報》與為台灣人發聲的《臺灣民報》系列基於各自的立場選取想要報導的「朝鮮」，讀者從中建構朝鮮認識與朝鮮想像，並經由官方文書《臺灣出版警察報》呈現新聞傳播過程中，台灣總督府/日本帝國對敏感消息的處理，盡可能防止敏感危險的朝鮮消息進入殖民地台灣。即便統治者介入，媒體透過編碼加密的報導方式，「朝鮮」仍可以曲折地登上報紙版面。在媒體與官方，可見與不可見的朝鮮消息之間，朝鮮表象於焉生成。 / How did Taiwan come to understand Korea under Japanese rule? Under the colonial system, Taiwan and Korea could not interact with each other directly, they had to interact through the Empire of Japan. Taiwanese readers constructed their understanding of Korea through fragmental and trivial news from the media. The essay used the representative media in Taiwan under Japanese rule – Taiwan Daily News, the series of The Taiwan Minpao and Taiwan Publishing Police News—as the main source to gather statistics on and to analyze Korean news. It displays the process through which a concerned and curious Taiwan drew its own image of Korea by what they could and could not read. From Taiwan’s media, this essay is about the distribution of Korean news under Japanese rule, portraying how the readers came to understand Korea. Taiwan Daily News – the most massive circulation newspaper in Taiwan—and the series of The Taiwan Minpao— stood for the people of Taiwan —from different perspectives by choosing the proper “Korea” pieces that they wanted to report, and through the official document Taiwan Publishing Police News presented how the government/the Empire prevented the dangerous news from spreading. Although the colonial government strictly censored the publications, the media encoded the news, so that “Korea” could be reported in discreet ways. The representations of Korea then emerged between the media and the government in visible and invisible Korea news.

新聞聚合平台於2000年初，在搜尋引擎科技的推波助瀾之下迅速崛起。然而，新聞聚合平台本身的商業行為也引起新聞出版業者的許多反彈。對於使用者而言，是一個相當便利好用的新聞分類平台，節省許多搜尋成本與時間；對於新聞聚合平台而言，與其他形式的平台一樣，獲利來源多為廣告商，而使用者不需要額外付費使用，且大多數的新聞聚合平台並不自行產出新聞內容，因此節省了製作新聞的成本；然而，對於製作新聞的傳統新聞出版產業而言，新聞聚合平台直接使用其新聞網站上的內容，無異於剽竊其辛苦製作新聞的成果，卻不需要付出製作成本，且提供連結給使用者的方式，令使用者直接連結至文章本身，降低使用者拜訪新聞網站瀏覽其他新聞的誘因，同時也降低了訂閱率，新聞產業的各大業主們為此向各大政府們提出異議，特別是歐洲新聞產業近幾年衰退嚴重，因此希望藉由政府的力量排除這個現象。在歐洲新聞業者的強力遊說與推動之下，德國率先於2013年通過新聞傳播附屬著作權法（ancillary copyright），2014年西班牙也於著作權法第32條第2項中新增新聞傳播附屬著作權，新法賦予新聞出版業者擁有專屬傳播新聞內容的附屬著作權，類似於廣播業者的專屬播送權，由於該權利須附麗於新聞著作權之上，因此稱之為附屬著作權或是附屬著作權。 本文將從新聞產業的衰退以及新聞聚合平台的崛起作為開端，介紹兩個產業之間的利益衝突關係，接著針對西班牙新聞傳播附屬著作權法本身的立法問題，其可能違反歐盟國際公約義務的潛在疑慮，以及其對市場的干擾與影響，最後透過商業模式的分析，試圖替新聞產業與新聞聚合平台擬定出雙贏的解決之道。

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