文化产业网络经营获利关键因素之探讨--以台湾地区文化网站为例（DOC 45页）.docVIP

文化产业网络经营获利关键因素之探讨 --以台湾地区文化网站为例 The Study on Key success Factors of web business in the culture in Taiwan 林义屏 南台科技大学企业管理系副教授 董玉娟 高雄应用科技大学人力资源发展系助理教授 吕惠雯 南台科技大学企业管理所研究生 摘 要 本研究援引服务业「剧场理论」的前后台观念，描述网络经营为包含交易前台的消费者所见场景与后台操作系统的营运概况，并据之寻求前后台运作中使网络经营能致获利之关键因子。在前台部分，针对网络上消费者使用调查法发放网络问卷，收集了有效问卷147份；在后台部分，针对文化产业相关网站从事深度访谈，包含影视达、网络艺术村及年代售票、基因色彩网共四家经营业者，相互对照验证厂商与消费者两端对网络经营的获利贡献原因及其重要性顺序，综合后提出文化产业在网络经营上的获利关键因素。研究发现网络交易安全与隐私权保护，仅为网站经营之基础能力，而获利关键能力则为人力素质及行销方式，在人力素质方面任用跨领域的人才会比使用单领域的人才来得适任，在行销能力方面则重视网络服务、网页呈现与价格订定者较有获利空间。 关键词：文化产业、网络经营、剧场理论、关键成功因素 Abstract In this paper, the operation of cultural industry on web business is investigated and in which way the enterprise would be successful in web business will be discussed and presented. In discussing the web business management, the front-back stages of Dramaturgical theory that has been widely referred in service business is introduced in describing the circumstances of web business; a front stage seen by the customer and a back stage that the business is operated. By a full-scale investigation, the sectors by which the company can succeed on web business can be concluded. From analyzing the statistic data and previous studies, fourteen factors have been concluded in affecting customers decision of making on-line purchase. On the other hand, there are four sectors affecting in operating the web business; labor involvement, Internet marketing, strategy alliance, and secure system and the use of technology. Those also can be divided into twelve different features. In targeting those cultural enterprises that have run on-line service in Taiwan, the factors that trigger the on-line purchase is collected and analyzed in the paper, and an in-depth interview with the high profile companies is followed. By cross-examining the statistics gathering from the questionnaires and the result of interviews，The way why some companies can succeed on web business in cultural industries is revealed. Key word：web business、front-back stages、Dramaturgi