當手機裝置不再是撥打電話，記錄聯絡人，而變成是透過網路可以隨時隨地、定位以及具即時性被使用的行動載具，加上基礎建設的日益完整，許多的應用不再只能被侷限在個人電腦上。今日移動式裝置如火如荼的被廣泛應用在許多產業的內部與外部網絡，也改變了許多產業的商業模式及生態。 　　在台灣的旅遊業，是個勞力密集、服務時間過長而且是淡、旺季非常明顯的產業。旅遊業是銷售無形商品與服務，出國業務需仰賴航空公司提供的機位銷售，產品差異性不大又容易相互模仿，而為了求得規模經濟以獲得航空公司更多機位來銷售，也面臨了大型旅遊社間彼此的殺價競爭，各大型旅遊社也相繼投入眾多人力、資源在市場上競爭，避免被淘汰。因此，台灣旅遊業進入了大型旅遊社紅海殺價的時代，大者越大，投入的資金與資源也越來越多。難道旅遊業只能進行殺價競爭，而不能藉由更好的服務與商業模式，獲取更高的利潤？移動式裝置的普及，能夠帶給旅遊業哪些新的應用與思維，此乃本研究欲探討的主題。

近年來網路多媒體應用日漸盛行，從聲音、影像到網路電視的應用，皆流行於人們的生活之中。我們可以使用Skype 軟體撥打免費的網路電話或是節費電話，我們也可以使用軟體透過網路來觀賞電視節目，而大部分這類型的應用軟體皆使用點對點的技術來獲取更好的傳輸效率。點對點技術同樣是一項新的、受歡迎的應用。從一開始使用者使用點對點傳輸軟體來下載檔案、分享資料，到現在使用點對點傳輸軟體來收聽音樂、觀賞電視節目。無線網路，特別是IEEE 802.11 無線網路，近年來同樣地受到使用者的廣泛使用。使用者可以在任何一處使用網路，即使是在行走之中使用。多媒體結合無線網路是一項非常好的應用，然而，無線網路的一些基本問題，例如移動、傳輸不穩定，常常會降低網路的傳輸效率。因此，我們提出一個新的移動式點對點串流協定，來解決無線網路上多媒體應用的傳輸問題，讓影音的撥放可以更順暢。 / Network multimedia applications are popular in recent years. From voice over IP, video over IP, to IPTV, they are in people’s life now. We can use Skype to dial a free network call or a cheap PSTN call, and we can use some applications to watch TV programs from Internet. Most of them use peer-to-peer technology to get better performance. Peer-to-peer technology is also a new and popular technique in recent years. People use peer-to-peer software to download files and share data in the beginning, and now they use peer-to-peer software to listen to music, and to watch TV programs. Wireless networks, especially the IEEE 802.11 network, is also popular now. People can access Internet anywhere even they are walking. It's a good idea to use multimedia streaming applications in wireless networks, but however, the essential problems of wireless networks will reduce the performance of these applications, such as mobility, and channel instability. We propose a new mobile peer-to-peer streaming protocol to solve the performance problems caused by wireless networks and let the media be played more continuously and smoothly.

從智慧型手機與平板電腦問市以來，移動式裝置的應用創造了人類生活的許多可能性，各類創新的商業模式應運而生。在即將邁入物聯網的未來，除了智慧型手機和平板電腦兩類移動式裝置外，手錶或眼鏡等生活用品，也都已經在實驗創新的應用，甚至在市面上販售，這些移動式裝置將為數位行銷領域帶來革命，產生新的商機。 本研究的個案公司Drcom，為一家法國的數位行銷及顧問公司，即是透過移動式裝置創造出的新商業模式，在醫療產業中使用E-detailing的方式為客戶提高業務銷售量。研究者透過在Drcom法國總部實習半年的方式，實地參與個案公司日常運作來進行研究。除了描寫Drcom實務上運作的情形外，本研究藉由Business Canvas的模型來分析Drcom的商業模式，架構出Drcom運作的各類商業元素，並描繪彼此間之關係。 最後，研究結論點出Drcom以移動式裝置進行數位行銷獲利的四個關鍵，並且就觀察到的問題，給予個案公司建議。 / Since smart phones and tablets launched to the market, the various mobile devices applications have changed the imagination and possibilities of human life. As a result, different business models are created. In the near future, the concept of Internet of Things will defineitely bring more impact on digital marketing and business model. Drcom is a digital marketing and consulting company, specialized in pharmaceutical indusrty, and Drcom runs their business, which is e-detailing, through mobile devices. E-detailing is an efficient and effective business solution to sales in pharmaceutical industry. The researcher conducted the research by half year internship in person, and anlyzed the company by Business Canvas to clarify how the business model works and the relationship between business elements. Lastly, the research comes to a four key factors concultion regarding how Drcom runs business through mobile devices, and finally would end up with several suggetions.