本論文旨在探討兩種主要的網路資料傳輸技術：主從式傳輸技術與點對點式交換技術對於音樂產業智慧財產權的影響。選定音樂產業作為研究對象，係因音樂產業自從mp3音樂壓縮格式風行以來，其高品質與高壓縮比例的特性，使音樂出版品不斷遭到非法重製，著作權人的權益也因此不斷遭到侵害。檢視此一事件的來龍去脈，並嘗試從中學習教訓，以求一可行的經營模式，是本論文要進一步探討的。 　　本研究主要研究問題如下： 　　一、美國法律增修條文、新增法案、與最新判例對於音樂出版產業智慧財產權的保護方向為何？ 　　二、依據網路傳輸技術與電腦軟體之特性，政府部門應如何對智慧財產權加以保護與管理，以鼓勵學術與藝術創新，並兼顧相關產業與技術發展？ 　　三、新創事業應如何規劃與執行其商業模式中的智慧財產權策略，以避免可能的訴訟風險？ 　　四、傳統音樂出版產業面臨新科技與新商業模式的挑戰，應如何達成互利雙贏的局面？ 　　本研究主要分析對象為美國與國內線上音樂服務廠商：MP3.com、Napster、飛行網、與ezPeer等四家公司，就其對於傳統音樂產業體系的衝擊與影響加以探討，並提出具體策略建議。選擇這些公司的主要原因有以下幾點： 　　一、營模式包含企業對個人(B to C)與個人對個人(C to C)兩種。 　　二、研究對象都是藉由應用網際網路之科技創新而興起。 　　三、音樂下載服務仰賴上游供應商程度極深。 　　四、音樂下載服務對供應商的經營管理造成重大影響。 　　五、研究對象均可能或已經面臨智慧財產侵權訴訟。 　　本研究之研究方法以文獻與個案分析為主。資料來源有三：第一為網站直接觀察，第二為電子郵件來往與直接訪談方式，第三則為次級資料蒐集。依研究過程與研究發現。本研究結論如下： 　　一、政府部門應加緊著作權法修正案立法腳步，以補足目前對輔助侵害與代理侵害規範不足之處。 　　二、智慧財產權法律知識與法律行動準備方面，國外個案公司較國內個案公司相對充分。 　　三、音樂產業可行的經營模式之一，是整合豐富內容、互動交流、與加值服務的數位音樂平台，而最有能力整合的，是既有資源豐富的傳統音樂出版（唱片）業者。 　　本研究以個案探討方式進行，研究方法屬於內容分析。但因為議題新穎、科技演變迅速，探討身賭與廣度難免有所偏頗或不足之處。展望未來，數位內容產業（按經濟部的定義，數位內容產業包含軟體、電子遊戲、媒體、出版、音樂、動畫、網路服務等領域）已成為政府「兩兆雙星」重點發展產業之一，後續研究可廣泛地就數位內容產業智慧財產權保護與管理進一步研究。 / This research is to discover the impacts of the two major internet data communication protocols, which are client-server and peer-to peer technology, on the intellectual property rights (IPR) of the music publication (recording) industry. The purpose of choosing this theme was that the popular audio file compressing technology, ISO-MPEG audio layer-3, mp3, has changed our daily life dramatically. The features of high audio quality and high compressing capability, accompanying with client-server and peer-to-peer technology, are accelerating illegally duplicating of those songs and all the other audio publications, and such abusing of technology has been infringe on copyrighters’ privilege since the debut day of the technology. To review all the related events, to attempt to gather some lessons learned, and to develop a possible business model, are the efforts to which we want to contribute. 　　There are four major issues of this thesis: 　　1.What has been exposed beyond the latest related IPR laws, acts, and cases in the States about the protection on copyrights of the music publication industry? 　　2.Regarding to the characters of internet and information technology, how congress, government, court, and law enforcement agency could do to encourage innovations of technology, industry and economy growth, and protect IPR? 　　3.How should start-ups plan and execute their business model and IPR associated strategy to avoid the risk of possible IPR related lawsuit? 　　4.Facing the challenge of new technology and business model, what can recording industry do to construct a win-win situation? 　　Four online music service providers in the U.S. and Taiwan have been chosen, which are MP3.com, Napster, Fashionow, and ezPeer. We seek to depict the impacts on current recording industry, and attempts to develop a solid strategy. The reasons of choosing these companies are: 　　1.Their business models consist of two typical categories, which are Business to Customer and Customer to Customer, 　　2.All these start-ups applied internet and information technology, and 　　3.They are no doubt a threat to recording and are or are facing going to face IPR lawsuits 　　The methodology of this research is content analysis, and the materials were gathered form: website evaluating, interview with the users, and secondary data collecting. The conclusions are: 　　1.(Taiwanese) Government should accelerate the progress of modifying copyright law to regulate contributory and vicarious infringement. 　　2.The U.S. subjects are better prepared for IPR laws and affairs than Taiwanese ones. 　　One feasible business model for recording industry is a “Digital Music Platform,” combining with a variety of content, interactive communication, and value-added services. Companies in current recording industry, with profuse resources, are certainly the best candidates.

在未來的無線點對點環境中，由於資訊將被賦予金錢上的價值，故核心議題將不在於如何解決資訊便車者問題，而是必須針對有價資訊制定一有效的定價模式以促進個體提供差異化服務的意願。本研究所提出之情境式小額定價模式，以價值導向定價為基礎，除了針對個體本身資源限制考量而設計之外，更考量服務本身之特性(如無形性、不可分割性、異質性與易逝性)，因此可有效地針對個體目前所處的情境需求以協助服務買方與賣方分別制定服務價格策略與價格談判策略，讓買賣雙方可快速地達成協議。 本研究期望藉由情境式定價與談判機制的提出，能對WP2P 的無線應用服 務發展有所貢獻，並期望讓使用者在動態且即時的環境下，能有效地促進資訊分享的意願與流通，進而能恣意地享受行動服務所帶來的全新生活體驗。 / In the foreseeable Wireless Peer-to-Peer (WP2P) environments (in which information traded is associated with monetary value), one of the key issues in WP2P will focus on how to build efficient pricing strategies to facilitate the peers’ willingness of offering differentiated services (rather than the status–quo of merely resolving the free rider problems). Accordingly, this paper presents a contextualized micro pricing strategy for e-services operating in distributed WP2P environments. The pricing strategy grounding in the concept of value-based pricing not only takes mobile device restrictions and attributes of the surrounding context (ex. time, location) into account, but also regards the unique features of services (intangibility, inseparability, heterogeneity, perishability) to assist service buyers and sellers to rapidly come to a deal with each other in terms of a lightweight pricing/bargaining process. The contribution of the proposed contextualized micro pricing strategy is to improve peers’ willingness of furnishing differentiated services and to enhance the distribution of the service resources amid the WP2P environments.

在可預見之未來無線點對點的世界裡，資訊交易就如同現實世界人與人間的交易模式，需考量到交易資訊的成本、價值與人際關係衡量之因素；傳統廣告行銷的效率問題也待創新的資訊交易平台來解決。本研究提出的資訊交易模型，以人性考量為基礎，在各種不同情境下，動態衡量資訊成本、價值與使用者間關係，透過助理軟體，協助加入資訊交易平台之個體，以更便利方式進行資訊交易，預期讓交易結果更貼近使用者的需求；而企業方面也能透過點與點之間快速傳遞資訊的特性，預期以更低成本、更高效率，完成商務行銷目的，達到破壞性行銷之目標。 / This paper presents a novel ambient e-service aiming at distributed marketing through sensible bartering in foreseeable wireless Peer-to-Peer (WP2P) environments. A variety of influential factors (e.g., cost, value, relationship) are proposed and formalized for empowering the bartering mechanism, unfolding a rich arena of ambient distributed trading and a disruptive paradigm of e-marketing.

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.