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系統識別號 U0026-1806201316442700
論文名稱(中文) 考量盜版率之電影通路協調機制
論文名稱(英文) A Study on Channel Coordination with Consideration of Piracy for Motion Pictures
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系碩博士班
系所名稱(英) Department of Industrial and Information Management
學年度 101
學期 2
出版年 102
研究生(中文) 黃瑋傑
研究生(英文) Wei-Jie Huang
學號 R36001152
學位類別 碩士
語文別 中文
論文頁數 71頁
口試委員 口試委員-翁慈宗
口試委員-洪大為
指導教授-黃宇翔
中文關鍵字 供應鏈協調  電影產業  盜版  收益分享 
英文關鍵字 Supply Chain Coordination  Motion Picture Industry  Piracy  Revenue-Sharing 
學科別分類
中文摘要 以往電影發行商只能透過首輪、二輪戲院或傳統的VCD、DVD出租店來銷售電影,而隨著科技進步、網路逐漸普及化,許多新的技術及銷售方式營運而生,廠商可透過線上串流技術將電影直接置於網路上以視訊隨選(VOD)或是下載的方式供消費者觀賞,縮短了顧客的挑片及交通時間,帶來了更便利的觀影方式,同時也直接瓜分了原有的傳統出租市場,傳統出租店在生存不易的情況下只能降價求售、甚至面臨倒閉。除此之外,不論網路通路或是傳統通路皆飽受盜版威脅,造成整體需求下滑,各方成員在制定價格策略時,該如何將競爭對手之策略與盜版行為的影響性考慮進來,並在各個環節做出適當的決策,便是一個值得探討的問題。
因此本研究欲探討電影發行商與傳統DVD租賃商及網路VOD通路商透過收益分享協調機制來達成供應鏈協調、減少通路摩擦(Channel Conflict)。本研究假設兩通路販售之電影對消費者來說為可替代的,且會因價格因素轉向另一通路消費,需求端考慮了擴散效果及盜版率,將過去學者整理出會影響盜版行為之因素加至模型中,使廠商在需求預測時能考慮更加完整、做出最佳決策。供應鏈中各成員皆以利潤最大化為目標,透過建構史塔伯格(Stackelberg)賽局模式來求出電影發行商所制定之最適收益分享比例以及兩通路商之均衡價格,在如此均衡狀態下,有望提升整體供應鏈績效及利潤。當傳統DVD租賃商向電影發行商訂購之DVD數量小於兩倍的市場潛量時,其利潤方可最佳化;當市場中考量了盜版因子後,兩通路之市場潛量將減少、價格彈性則上升,故廠商應更謹慎制定價格策略並注意交叉彈性的影響。而電影發行商可透過收益分享比例的調整來牽制兩通路商之價格,使供應鏈能和諧運作。網路通路商若欲進行併購動作需留意併購後之需求變化,以做出完整決策。
英文摘要 Movies were sold by traditional DVD rental stores and first or second round theaters in the past. With advanced technology, film distributors can not only take advantage of online streaming, such as video on demand (VOD) or movies downloading, which shortens the customer's travelling time and results in a more convenient way of watching movies, but also directly redefine the original traditional movie rental market. Moreover, both the online and traditional channels are suffering from piracy which would lead to the overall decline in demand. This study uses a revenue-sharing mechanism to investigate the relationship among the film distributors, the traditional DVD rental providers, and the Internet VOD distributors in coordinating the film supply chain, and thus reduce the channel conflict. This study assumes that the movies sold by the two channels are substitutable, and customers may switch to another channel due to price differences. With regard to the demand, we consider the effects of the diffusion and piracy rate, and members of the supply chain would aim to maximize the total profits. This study constructs a Stackelberg game model to obtain the optimal revenue sharing ratio and the dual equilibrium retailing prices, and enhance the overall supply chain performance and profitability. The results show that only when the DVD order quantity is less than twice of the market potential, the profits of the DVD retailer can be maximized. The film distributors can adjust the revenue sharing ratio to obtain the two optimal retailing prices. In considering piracy, the market potentials of both channels decrease, but the price elasticity increases. Moreover, if the online retailer wants to acquire the traditional one, they should focus on the demand changes of post-acquisition to make an appropriate acquisition decision.
論文目次 目 錄
摘 要 I
Abstract II
致 謝 III
目 錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究範圍與重要性 3
第五節 論文架構 4
第二章 文獻探討 6
第一節 電影產業供應鏈 6
一、 電影產業特性 6
二、 電影產業發展現況 8
第二節 電影盜版行為 9
一、 盜版行為之優劣 9
二、 盜版行為的成因與因應之道 11
第三節 電影產業鏈之多通路協調 13
一、 多通路結構 14
二、 供應鏈協調 15
第四節 小結 17
第三章 單一電影發行商與雙通路商之競爭模式 19
第一節 問題描述 19
第二節 研究架構 22
第三節 研究步驟 25
第四節 電影發行商與兩通路商競爭模式建構 26
第五節 網路通路併購傳統通路之情境分析 43
第四章 性質與應用分析 47
第一節 性質分析 47
第二節 實例分析 56
第三節 敏感度分析 61
第五章 結論 63
第一節 研究貢獻 63
第二節 研究限制 64
第三節 未來研究方向 64
參考文獻 66
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