Cilem teto diplomove prace je zamerit se na predmet ktery se tyka rizeni znacky (branding). Primarnim cilem je shrnout problematiku rizeni znacky a nasledne aplikovat dosazene poznatky o vybrane znacce pusobici na ceskem trhu v prumyslu onlinovych hudebnich prehravacu. To znamena vyhodnoceni analyticke casti, ktera popisuje stavajici strategii rizene znacky a jeji soucasnou situaci na trhu. Zminene vyhodnoceni znacky vychazelo z prehledu teoretickych ramcu a jejich strategickych moznosti obsazenych v teoreticke casti. Nasledne jsou navrzeny pripadna doporuceni, ktera nabizi strategicke moznosti rizeni znacky, jez jsou navrzeny k tomu, aby znacce pomohli vylepsit svou pozici na ceskem trhu.

隨著網路普及而興起， MP3音樂檔案格式在1999年入選美國時代雜誌TIME 所公佈十大最佳網路科技。而MP3這項殺手級科技（Killer Application）更強力促進了線上音樂的盛行，尤其是自蘋果電腦聯合五大唱片商合作誕生出iTunes這種革命性的音樂經營模式出現後，合法授權線上音樂這塊市場更是呈現出爆發性的快速成長局面。 反觀台灣本地合法授權的線上音樂市場是呈現出滯留不前的局面。因這幾年唱片盜版問題遲遲不能解決，加上經濟環境之劇烈變化，除了造成台灣唱片市場在世界排名上的滑落，更造成後來國內幾家稍具知名度的線上音樂網站接連因服務與營運上的問題出現關閉的局面。而能夠存活下來的線上音樂業者如KKBOX在經營服務上相較於歐美多重選擇的線上音樂服務與內容，仍有許多待改進之處。 本研究希望嘗試探究現在既有的線上音樂網路商店之經營模式，分析各大業者在經營模式上的優缺，再針對台灣的特殊市場情況加以討論。期望本研究在最後所提出的經營策略建議能減低盜版市場的猖獗，為台灣合法線上音樂帶來經營新氣象，促進線上音樂產業蓬勃發展。

Diploma thesis deals with the influence of technologies on the music industry in terms of music distribution. In the first part the two major issues are discussed for deeper understanding of the topic. The change of perception and creation of music over certain period of time and the development of technologies related to music in historical context. Following chapters are mainly focused on current technologies, digitalization and the internet, and global turnovers which have had impact on distribution of music as a consequence of technological spread. In addition to this, the issue of legal aspects related to sharing and downloading music via internet is described. The strategies have been created and adopted by the music industry representatives as a response to the situation of increasing intensity of infringing copyright law by unauthorized sharing and decreasing number of physical media sales. The goal of these strategies has been aimed at support expansion of online music services and raising of public copyright awareness. The work analyses and assesses above mentioned strategies and estimates the possible future development of music industry. Assumptions are created on the basis of historical background and current situation. The partial objective is to evaluate whether the sales of physical media have future as a main source of income for music industry or not.

The pilot study used in this thesis examined the attitudes and perceptions of a small group of students at the University of North Texas. The participants in this pilot study (n=22) were administered an online music file sharing survey, a Defining Issues Test (DIT), and participated in a small focus group. This thesis also outlined the history and progression of online music piracy in the United States, and addressed four research questions which aimed to determine why individuals choose to engage in the file sharing of copyrighted music online.

This research of distance learning in singing study provides some historical framework of long-distance singing study, including research on three former distance singing courses, which exemplify the "best practices" of their time: Siegel-Myers Correspondence School of Music, the Perfect Voice Institute, and the Hermann Klein Phono-Vocal Method: Based Upon the Famous School of Manuel Garcia. I also discuss current trends in long-distance singing study, including interviews and insights from current long-distance singing teachers using cutting edge technology in their virtual studios. Lastly, I make predictions and projections, based on analyses of past "best practices," where this information may have impact upon future methods of distance singing lessons, including conceivable distance singing course components of online degree programs offered at universities.

聽音樂是每個人不可或缺的習慣，四五年級生應該記得以前學生時代，每逢假日就往西門町跑，因為不管錢多錢少都可以在哪裡找到你要的音樂，不管是原版還是A版B版，都不會讓你失望，當然還有代客錄音等等。在那個時期Sony Walkman就像這幾年的iPod，名牌、優越、潮流、個人，也是年輕人最期望的禮物。當時很多人找的是國外的搖滾樂團音樂，聽的是台灣民歌，看的是餐廳駐唱的民歌演唱，而國外藝人的演唱會是遙不可及的事。經過這麼多年，聽到像「天堂之階」（Stairway to Heaven/Led Zeppelin IV 1971）或「加州旅店」（Hotel California/Eagles 1977）這樣的老歌內心還是一樣的感動，但曾幾何時，足不出門，只要有網路，只要想得到都聽的到，音樂也一樣的感動。 現在人手一機，到處都能聽音樂，縱然經濟衰退加上金融風暴，全球消費因此而恐慌，但是手機與隨身聽廠商，尤其蘋果更是異軍突起，毫不受景氣影響。 根據調查或從周遭的朋友觀察，應該不難發現，買CD的人變的非常少，但是如果再進一步問一下，很多人花更高的代價看演唱會或Live House現場表演，然而唱片業產值卻每況愈下。 最近看了幾個線上音樂經營者，發現像KKBOX其on demand的模式，在台灣已呈現飽和狀態，因此迫使他往其他硬體如Smart Phone以及海外發展，因此讓我好奇，在網路上除了on demand還有其他模式是可能有商機的嗎？如果有，應該是怎麼樣的型態？ 過去曾經涉獵過遊戲產業，遊戲歷經盜版到線上免費，產業越做越大，因此將兩個產業對比一下，發現如果唱片產業能夠接受創新模式，也許下一個機會就在電信，因為經過本研究，發覺電信可提供互補的機會。因此經由設計的產品實驗，並作一些調查與電訪，試著提供數位音樂經營的新模式與電信發展的關係。甚至建議電信應該跟唱片全面合作。 / In the good old time, almost the students of north Taiwan went to the Hsimenting of Taipei city. Everyone would find his/her loved music no matter local or foreign. There was a service that you could ask the record shop to record your dedicated songs into cassette tapes. In that time the SONY Walkman is the most favorite gift for the youth. In that period, it was impossible that the foreign rock bands held a concert in Taiwan. For Taiwanese, only they could do was going to a live house to enjoy local music. Even now whenever the radio comes out with the songs such as “Stairway to Heaven by Deep Purple” or “Hotel California by Eagles”, we are very excited as same as the good old time. And now the scene is no longer but you can easy to find your favorite from the internet wherever or whenever you are. Recently, I looked back to Taiwanese digital music service and learnt that there is only one business model in Taiwan. That is ‘on demand’ model, such as “KKBox” and “ezPeer”. Since they lunched these services, it has been four to five years already and went to peak. There is few growth of their subscription base. So I wonder is there any new model for digital music market in Taiwan? If yes, what it would like be? Based on my work experience in Electronic Arts for decades (a famous gaming company based in Red Wood City in USA of California), I try to compare the two industries between computer gaming and digital music. I found that in Taiwan Computer Games was not defeated by the illegal copy, but they come stronger and bigger than the digital music. Why not transfer the successful model? In this research, it shows that the next chance of digital music can be related to Telecom. And it suggests that both Telecom and Music can be co-worked for more closely.