中文摘要 商業周刊（台灣）從1992年到2002年快速成長，從一本財經周刊，發展成雜誌叢書、編輯顧問入口網站、電子商務..等11個事業體的綜合媒體集團，創造台灣商周媒體奇蹟。 商業周刊本體（不含其他事業體）的經營績效，過去十年在營收方面，複合成長率高達30％，2000年起連續三年，稅前盈餘都超過一億元新台幣以上（不含其他事業體），成為台灣地區經營最傑出的平面媒體之一。 透過本研究發現，商周成長歷程中歷經三個階段： 1. 效率/價值階段 2. 整合資源階段 3. 品牌經營階段 由於經營者強調創新和務實並重，不斷增強更新核心資源、核心能耐，也使企業生命週期能適時破局回春，再創新格局，保持成長趨勢不中斷。 商周在每一階段的學習曲線中都包括錯誤教訓和成功經驗累積，企業就像有生命的有機體，不但要讓幼苗成為大樹，更要讓大樹變成一片森林，在商周個案中可看到，一個小型企業，在知識內容產業上，如何由小變大，蔚然成林，最後與國際媒體集團併購，準備進軍大中華華文內容市場完整生命週期。 / Executive Summary Business Weekly (Taiwan) has been rapidly growing since 1992. Starting from a financial weekly magazine, Business Weekly creates a Taiwan media miracle and grows to an integrated media group consisting of 11 business units, e.g. magazine, books, editing consulting portal, e-commerce. On the business performance of its core business, Business Weekly enjoyed compound sales growth of 30% in the last 10 years. For the consecutive 3 years since year 2000, the profit before tax of core business was over NT$100 millions, which was recognized as one of the best operated print media. Through this research, the growth of Business Weekly has gone through 3 major stages: 1. Efficiency/value stage 2. Integration stage 3. Brand management stage Due to management focus of creativity and being practical, it continuously strengthens its core resources and capacity, sustains on the business life cycle, creates new opportunities and maintain its growth trend. Business Weekly has learned from the failure and success at each phases of learning curve. A cooperation is just like a live organ. It does not only grow from a weed to a big tree but also expand from a tree to a forest. From the case of Business Weekly, we can learn how a small company grows in the content business, then moves toward the Chinese content market in Greater China through the merge with international media group and form a complete its product life cycle.

在數位出版產業中，台灣出版業者面對網路改革的壓力，積極尋找網路數位出版發展趨勢與商業模式，並且華文網路市場機會的興起以及網路社會上智慧財產權的日益重要，本研究將以智慧財產權管理的角度探討在網路中，臺灣出版業者如何尋找新的商業模式掌握此次出版業的革命商機，為廠商提出發展建議。 網路數位出版，意指在內容出版的過程，從內容創造、流通到利用都是以數位化的技術進行，並且在網路的環境中完成這些過程。網路數位出版平台，指的是溝通內容創造與內容利用兩端的中間者。負責聯絡兩方平台業者所面對的智財權議題以著作權最為重要，因為數位出版產業立基於內容發展，而著作權主要說明內容的管理。 本研究從網路長尾理論出發，以該現象形成的原因作為分析廠商的智財權管理的面向，分析專業數位出版平台—商業周刊網站，以及業餘數位出版平台—PIXNET，尋找商業模式與智財權管理的關連性。 根據個案訪談的結果分析，專業數位出版平台內容發行與智財權管理皆為以業者角度為主的單向，然而業餘數位出版平台的內容發行與智財權管理都是以互動的方式完成，平台之商業模式確實影響智財權的管理。除此之外，對於未來數位出版平台的發展，專業與業餘之間的藩籬逐漸消弭，成為兩者的綜合，本研究亦建議業者朝向專業與業餘並行的發展方向前進。 / The importance of intellectual property increases with the growth of Chinese internet market. Taiwan publishers are now confronted with the pressure from internet innovation and thus are forced to find out a new business model and more opportunity. This study will focus on the possible business model of digital publishing and the strategy of IP management which Taiwan publishers should adopt. Digital publishing suggests an all-digitalized publication process. Every step of publication, from content creation, editing, publishing, selling to application, can be completed all through the internet. The platform of digital publishing serves to communicate both side of content providers and users. Hence, copyright of the digital content and the management of copyright becomes one of the most important intellectual property issues. The thesis will begin with Chris Anderson’s Long Tail theory. Two websites of digital publishing in Taiwan will be chosen for analysis: the Business Weekly as the commercial plaform and PIXNET Blog as the avocational one. Through the comparison, the study aims to find out the connections between the business model and the intellectual property management. According to the case studies, the content and the intellectual property management of commercial platform are unidirectional, decided by managers. On the other hand, tthese of avocational one are bidirectional, influenced by website managers and users. Intellectual property managements are influenced by different business model. However, it would be the trend that the barrier between commercial platform and the avocational one will melt away and the business model of website in the future will change. The business model and intellectual property management of digital publishing platform should combine characteristics of both commercial and avocational one.