何以跨國出版公司，能夠在國際市場成功經營? 經研究了解，除了選擇尊重智財權的市場，還有多元運用經營模式，皆是發展無形『智慧財產』的必要條件。二次世界大戰之後，歐美跨國出版公司對於全世界『智慧財產權』的法律積極運作，唯有在智財權受法律保護的國家之下，出版業才有利可圖。舉亞洲為例，日本是最先響應智財權的法令推動的國家，戰後的日本受到重創，從廢墟中重新建立，新法律的推動，不僅重視本土的智慧財產權外，更重視對外來智慧財產權的保護。推出這樣的法案無異是送了一個很強的訊號給美國；歐英跨國出版公司陸續在日本建立亞洲分公司，以日本為跳板，開啟亞洲其他的市場。 至於台灣的早期的出版發展，可以追溯到70、80時期日治時代的出版事業（參考註一 ），直到90年代台灣經濟起飛，帶動國內多項產業蓬勃發展。當時台灣的商業人士拎著公事包在全球做生意，國際貿易成為時代顯學；其中在台灣世貿每年舉辦的『國際書展』吸引了無數的愛書人，擁擠的會場，不因出版業文化與語言地域限制而限縮，版權（翻印與翻譯）交易熱絡，堪稱亞洲排名第一；在1992智財權法的實行，促使所有不合法的翻譯，以及翻印書籍在1994年 『612大限』以前清空，從此台灣揚棄『海盜王國』的名稱。 研究者試圖提出如何突破台灣有限市場，進入國際市場，並借鏡跨國出版公司全球化運作之經營模式，強化在國際市場運作實力，達成企業成長的目標與海外國際市場經營發展。 本研究論文案例，舉用台灣市場中對國際化方面有經驗並多元發展的原創出版公司四家為例，以及一家跨國出版公司為輔，進行質化研究分析，深入訪談做成紀錄，並對照比較各家執行國際化的現況與模式運用，同時另外分析整理出適合國內出版業者，便於採用的國際市場擴展的經營模式矩陣。研究者希望對業者可以產生輔佐參考的功用。 然而研究的部分限制是，無法進行全面性的訪談個案或因為時間、空間與能力的限制等；最後，研究者提出三項作為未來研究參考，數位出版在近幾年因為電信、電訊、與IT資訊的整合運用，ㄧ是、出版業國際購併案例的研究；二是、如何將文創產業數位內容作更廣泛運用與實際的發展；三是、未來華語的學習熱潮，是否可以透過歐美跨國公司的經營模式，作為參考。 / Why does the international publishers can manage the international market successfully? Through the study we can understand not only the enforcement of the intellectual property (IP) law in place is important, but also the practice of various of business models . After World War II, international publishing companies were aggressively engaged in the implementation of intellectual property (IP) law, in order to provide regulation and protection to ensure their business profits in global market. In Asia, Japan was the first country to deploy specific law to protect both local and foreign businesses that involve intellectual property, for those who intended to expand their business into Asia. As a result of that, Japan became their first priority of choice to setup the overseas branches. The development of publishing industry in Taiwan could retrospect to the 70’s to 80’s, the period of time that Taiwan was under the reign of Japan. Given the economic booming in the 90’s, Taiwanese businessmen thus had the opportunities to extend their antennae all over the world. International trading gradually became important and prevailing ever since. This annual event , International Taipei Book Fair (TIBF), held by the World Trade Center in Taiwan, always attracts vibrant attendance from both international traders and end customers. The trading volume in copyrights at the TIBF is huge and considered as the number one in Asian book fair markets. The enforcement of IP law in Taiwan in 1992 was a key action that helped to eliminate Taiwan’s notoriety as a "Piracy Kingdom." Pursuant to such law, all illegal translations and unauthorized copies must be destroyed before the D-Day "612 deadline" in 1994. Since then, Taiwan has successfully turned over its long-haunted negative image in IP protection. The business models are cited and organized from the interviews of four domestic and one international publishing company. The comparison of each Business models has summarized as a comprehensive chart for deduced case analysis. This study is conducted by a qualitative research method with the information abridged form in-depth interviews. It elucidates the current operation and unique internationalization experience of each referred company. Following the analysis of the Business model, current study gives a full set of internationalization model matrix suitable for domestic publishers who are interested in business globalization to use as a practical reference. By drawing references and citing the business models from some of the major international publishers, the author is trying to make points of the strategic proposition and maneuvers on how to efficiently and successfully reach beyond the domestic market and be possessed of considerable shares in the competitive international market. The conclusion and suggestion drawn from current research are based on representative cases, yet expected to be able to precisely indicate the essence of business acquisitions internationalization in publishing industry first. To envision the prospects of publishing industry advocated by technology advances, the transformation of digital contents and its impact on the development of digital publishing have been outlined and proposed as well.

本研究從探討台灣及韓國兩國目前為扶植文化創意、數位內容產業所推動之發展政策比較，介紹兩國目前的推動政策內容以及發展狀態，並探討為振興整體產業，如何運用相關政策而帶動產業發展，且從中國家力量在推動產業時所扮演的角色及力量。透過台灣、韓國對文化創意、數位內容產業之相關推動政策比較，試圖探討執行政策之優缺點，再進一步比較截至目前為止的發展成果。此外，本研究介紹了台灣、韓國兩國近期在相關產業發展過程中所引發爭論的智財議題，在比較分析兩國文化創意、數位內容產業所面臨的智慧財產議題後，探討兩國在知識經濟時代如何保護運用相關智慧財產，及其與產業發展的關聯。為了解台灣、韓國文化創意、數位內容產業界實際現況及對於政府輔助政策的意見，並探討相關推動政策的實效等，本研究在訪談兩國相關企業後，找出目前產業實際問題所在且蒐集來自產業界的意見，最終導出本研究結果，並依據韓國文化創意、數位內容產業發展的歷程，對台灣文化創意、數位內容產業發展提出本研究的建議。 / This study started from the comparison of the Taiwanese and Korean government policies that are intended cultivate the development of culture creative and digital content industry. By introducing the measures and activities taken officially, we can clearly see how each government acts in the development of their culture creative and digital content Industry, following by discussing the pros and cons of the policies and further comparison of the achievements until now in Taiwan and Korea. On top of the background analysis of the culture creative and digital content industry in Taiwan and Korea, this study introduced the intellectual property related issues that were raised during the development, and discussed how they manage to protect and commercialize their intangible assets and how this effects to the industry. Interviews of local companies were conducted in order to evaluate how the Taiwanese and Korean policies work and see if that really meet the demands of the industry. The conclusion of this comparative study comes from the opinions of the industry, and since the Korean had gone further in the development of culture creative and digital content field, the study came out a few suggestions for Taiwan for their future development in these industries.

本內容為手機社群平台介面設計創作論述。PostHere 是一個讓使用者在智慧型手機上分享和接收情境內容的社群平台。使用者根據所在的情境，產製出一則則多媒體數位故事，並利用全球定位系統（GPS) 與數位羅盤技術，將內容留在空間中，共同建立地點資料庫。其他使用者便可從不同地點的資料庫中讀取內容，並利用擴增實境、數位地圖或街景重新建構的情境觀看內容，有如在真實空間中覆蓋一層數位故事空間。平台使用了社群機制進行內容排序和篩選，並刺激使用者更踴躍分享內容。 本論述探討了關於情境內容、社群服務和使用者介面與經驗設計的文獻，並進行個案分析，作為介面設計之基礎。設計的過程中也咨詢了介面設計領域專業人員的意見。 PostHere的主要目標族群為21至35歲的社青，有四個主要功能。使用者可創作情境故事留在特定地理位置上、閱讀其他使用者在目前位置上留下的故事、搜尋其他地點的故事、以及與有興趣的使用者聯結。本社群平台將先鼓勵使用者分享微旅遊紀錄，作為內容範例。 / This paper presents the prototype design of PostHere, a mobile social networking platform that will enable users to share and receive context aware content through an application on the smartphone. Digital stories in multimedia forms created by the mass users in relation to their spatial and temporal context are “planted” and left on a location using Global Positional System (GPS) and compass technology. These stories are stored in a location database for other users to retrieve and view in recreated context through augmented reality, world map or street view, like over layering a digital space on top of the physical space. Social mechanisms are used to sort out and filter content, while motivating users to share content actively. Literature review on context aware content, social networking and user experience design, together with case study on current mobile social networking app act as the basis of the development. Professionals from the app development field were consulted throughout the course of the user interface and user experience design. The final prototype has four main functions, targeted at urban young adult ranging from the age of 21 to 35. User may create and leave stories on a geographical spot, explore stories at their current location, search for interesting stories shared by others and connect with users they are interested in. Micro- travel log is chosen as the main content to help build up content paradigm. The prototype received positive feedback from test participants in Taiwan and will be ready for development into an actual product.

近年來不論在學術界或實務界，都開始研究新產品開發階段的相關議題以及企業組織如何在市場與他們的顧客進行互動，然而卻很少將焦點放在新產品開發績效與市場知識導向能力對新產品研發成功的影響，因此企業應該要開始將新產品開發績效與市場知識導向能力納入整個新產品開發的控制過程中，以便降低開發的風險，同時產品也更能貼切地符合顧客需要。 為了在新產品開發階段可以將產品以更快速、低成本與高品質的方式，滿足消費者的需求，企業應該及早在新產品研發過程中兼顧新產品開發績效與市場知識導向能力，透過與客戶的互動、瞭解競爭者資訊，同時在企業內與各部門分享協調，把新產品開發的失敗率降到最低。 因此，本研究的研究焦點放在（1）新產品開發績效對新產品研發成功的影響 ; （2）市場知識導向能力對新產品研發成功的影響。本研究的研究對象為台灣數位內容產業的廠商，共寄出問卷 600份，回收 141份，經由結構方程模式來分析本研究所提出的假設支持程度，所使用的統計分析方法為 SAS應用軟體。 本研究的主要發現有： 1. 新產品開發績效對新產品研發成功是具有正向的影響。因此，企業在產品開發過程中，應該要重視開發速度、開發成本及產品品質，以提高新產品研發的成功率。 2. 市場知識導向能力對新產品研發成功是具有正向的影響。企業一旦懂得應用市場所收集到的資訊，包括顧客的資訊、競爭者的資訊，將整合的資訊傳達到企業各個部門，新產品研發的成功率則會提高。 / In recent years, many organizations in academic or practical fields start to research the related topics in development stage of new products and how the enterprises interact with their customers in the market. However, there are few focuses on the development performances of new products and the guided competences of market knowledge for successful research and development of new products. Thus, it should be necessary for enterprises to reduce the development risks of new products and simultaneously fulfill the customer requirements by involving the development performances of new products and guided competences of market knowledge into the controlled process of research and development of new products. In order to fulfill the customer requirements by faster speed, lower cost and higher quality in development stage of new products, the enterprises should pay earlier attentions on the development performances of new products and the guided competences of market knowledge in the research and development process of new products to decline the failure rate by interacting with the customer, understanding the competitor information, and simultaneously sharing the information to related departments in the enterprises. Therefore, the study will focus on (1) the effect of the development performances of new products for successful research and development of new products; (2) the effect of guided competences of market knowledge for successful research and development of new products. The research objects of the dissertation are the venders of digital content industry in Taiwan. There are 600 questionnaires mailed out and 141 questionnaires replied, and through SEM to analyze the paper hypotheses by using SAS-the statistical analysis method. The main research findings include: 1. The effect of the development performances of new products for successful research and development of new products is positive. Thus, the enterprises in the process of research and development of new products should pay more attention to the development speed, the development cost and the product quality in order to enhance the successful ratio of research and development of the new products. 2. The effect of guided competences of market knowledge for successful research and development of new products is positive. Once the enterprises understand to utilize collecting information which contains the customer information, competitor information and to transmit the integrated information to related departments, the successful ratio of research and development of the new products will be improved.

本研究對象為夜市利害關係人與消費者，欲探討夜市科技導入之使用者需求，以找出夜市科技需求為目的。本研究的研究方法，第一階段透過學理基礎分析為基礎，將夜市各領域文獻與產業現況進行整合，且實地走訪夜市，進行環境掃描，並透過質化的深度訪談，探討夜市利害關係人的需求，嘗試以不同使用者角度與參與治理觀點角度切入，找出目前產業現象所知的使用者需求之外，再找出其他潛在的使用者需求。 第二階段以質化深度訪談結果建立量化的網路問卷，以統計數據分析消費者心理，在相關分析中顯示影響夜市的科技應用與使用科技的知覺價值互為顯著正相關；而在多元迴歸分析中顯示影響夜市的科技應用對影響夜市消費者使用科技的行為態度、使用科技的知覺價值對影響夜市消費者使用科技的行為態度、夜市消費者使用科技的行為態度對夜市消費者使用科技的意願等三個路徑結果中皆有變數為顯著正相關，透過分析結果驗證消費者對於科技使用需求的心理特質，以提供符合夜市供需雙方之使用者需求設計。 第三階段彙整出夜市科技使用者動機與需求結果，提出對夜市具參考性的科技使用需求機制與功能規劃，並進行數位內容應用建置與規劃，設計夜市APP數位內容，呈現系統架構、流程規劃與介面建置，改善夜市遭遇之問題，供未來其他研究者參考或應用於數位內容應用開發與實務上。 總結，本研究成果為：（1）彙整出夜市產業對於數位科技應用的需求與想像。（2）依據使用者需求規劃出夜市科技的系統架構與流程，並設計出夜市數位內容應用介面。（3）最終，解決夜市產業面臨的困境，增加整體對於夜市發展的參與度，提昇夜市競爭能力，供未來研究者與開發設計者能參考。 / The subjects of this study are night market stakeholders and consumers; the study aims to explore user demand for the introduction of technology to night markets, and to determine the demand for night market technology. The research methods employed by this study are as follows: the first part of this study is based upon theoretical foundation analysis, and combines literature related to a variety of fields related to night markets with the current state of the industry. Furthermore, on-site interviews were conducted at night markets, and surveys of the night market environment were conducted; in addition, qualitative in-depth interviews were used to determine the demands of night-market stakeholders. These methods also attempt to determine known user demands according to current industry conditions, in addition to determining other potential user demands from different user and administrative perspectives. In the second part, the results of in-depth qualitative interviews are used to establish a quantitative online questionnaire; statistical data analysis of consumer psychology and correlation analysis reveal that there is a significant and positive correlation between night-market-influencing technology applications and the perceived value of technology use; furthermore, multivariate regression analysis shows the following: according to three pathway results, variables with positive and significant correlations exist for the effect of night-market-influencing technology applications on the behavioral attitudes of night market consumers to using technology, the effect of the perceived value of technology use on behavioral attitudes that influence technology use by night market consumers, and the effect of behavioral attitudes of night market consumers towards technology use on the willingness of night market consumers to use technology. An analysis of these results was used to verify the psychological characteristics of demand for consumer technology use, and to provide a user demand design that is compatible with supply and demand conditions of night markets. The third section of this paper summarizes results related to the motivations and demands of night market technology users, and proposes technology user demand mechanisms and functional plans with referential value for night markets. Furthermore, this section describes the establishment and planning of a digital content application, design of digital content for the night market app, the system framework, and conduction of process planning and interface set-up. In addition, it addresses how the issues encountered by night markets can be resolved, and provides reference for future researchers, which can be applied to digital content application development and practice. The results of this study are as follows: it summarizes the demands and vision of the night market industry with regard to digital technology applications. According to the demands of users, it plans a system framework and process for night market technology, and designs a digital content application interface for night markets. Finally, it resolves difficulties encountered by the night market industry, and improves the overall level of participation in night market development, in addition to improving the competitiveness of night markets. Furthermore, it provides a reference for future researchers.

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.

近年來，寬頻網路與數位內容的興起，受到世界先進國家的注意。在台灣，寬頻網路與數位內容不僅是產業界及學術界熱門的研究及發展課題，也是政府既定的產業政策方向，但卻少有研究同時針對兩者進行完整的討論和其關連之研析。 本研究旨在針對科技、產製、市場、經營與政策五個面向，透過文獻分析與深度訪談法，從趨勢發展的角度探討數位內容與寬頻網路彼此的前景和關連。 本研究認為，寬頻網路與數位內容在科技、產製、市場、經營及政策等面向上的發展關連緊密，彼此相輔相成，並可以產生整合的效果： （一）科技面：寬頻網路傳輸效能與效率的提升，加上科技匯流與IP網路的整合，提供內容已成為寬頻網路必然的發展趨勢。 （二）產製面：數位內容可以發展多元創新的應用，主要仍是寬頻網路的推波助瀾，因此寬頻網路未來勢必成為數位內容最重要的傳輸通路。 （三）市場面：寬頻網路與數位內容的市場需求彼此重疊。提供加值內容可以創造寬頻市場的範疇經濟優勢，透過寬頻傳輸則可以擴大數位內容的市場規模。 （四）經營面：寬頻網路與數位內容經營者的核心能力不同，彼此價值鏈的關連緊密，並可以提供創新和多元的經營模式。 （五）政策面：世界重要國家都很重視寬頻網路與數位內容的推展，同時推展寬頻網路和數位內容可以滿足彼此在政策上的供給和需求關連。 在台灣，近年來寬頻網路和數位內容產業發展迅速，但少有相互合作以發揮整合優勢的成功案例，另外在寬頻連線速率和線上內容的品質方面，也還有進步的空間。因此，政府除應持續加強寬頻網路和數位內容的推展，也可以同時思考寬頻網路與數位內容產業政策之間的支援與整合。 / While the upsurge of broadband and digital content has attracted considerable attention in developed countries recently, in Taiwan, despite the fact the fixed official policy has propelled the R&D on the subject either in the field of industry or academia respectively, integrated program researches are inadequate. This research aims to explore the prospects and correlation of digital content and broadband through literature analysis and intensive interviews, focusing on five dimensions of technology, production, market, operation, and policy. In conclusion, the broadband and digital content developing cooperatively and coordinately results in synergy out of the five facets as below： A.Technology：The upgrade of transmission effect and efficiency, as well as the digital convergence and IP network integration, broadband entrepreneurs offering content has inevitably become a trend. B.Production：Broadband fostering the growth of digital content enables it be applied in an innovative way, making it definitely a significant transmission material for digital content. C.Market：The market demand of broadband and digital content overlaps, and the economy scope advantages in broadband market is reachable when broadband is provided with value-added content. D.Operation：Broadband operators and digital content operators, closely correlating with each other in value chains, vary in core competence, which may innovate and variegate business models. E.Policy：Most advanced countries have been making efforts to promote broadband and digital content, while the policies of broadband and digital content are both enforced, the supply and need of both industries can be fulfilled. Despite of broadband and digital content industries developing in Taiwan in recent years, successful synergy cases out of cooperation between broadband and digital content run short. The speed rate of broadband access and the quality of online content issues remain to be strengthened. It is suggested that the government persist in popularizing broadband and digital content, besides working out interdisciplinary policies for broadband and digital content.