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研究生: 蕭函
Katarzyna Żak
論文名稱: 免費網路創作平台商業模式之研究: 以網路漫畫業與YouTube頻道為例
A Research on Business Models of the Free Web Content Platforms: Cases study of the Webcomic Industry and the YouTube channels
指導教授: 董澤平
Dong, Tse-Ping
學位類別: 碩士
Master
系所名稱: 全球經營與策略研究所
Graduate Institute of Global Business and Strategy
論文出版年: 2019
畢業學年度: 107
語文別: 英文
論文頁數: 81
中文關鍵詞: 創意產業網路數位原生電子商務網路漫畫病毒式內容社交媒體粉絲社群商業模式社群行銷
英文關鍵詞: born-digital, fan communities, viral content
DOI URL: http://doi.org/10.6345/NTNU201901017
論文種類: 學術論文
相關次數: 點閱:216下載:32
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  • 本研究的目的是找出通過發布免費核心內容創造收入的過程,這將允許創作者繼續發布免費的創意內容。這個過程主要取決於忠誠粉絲社群的出現和維護。在這樣的社群的出現產生一種特定的粉絲文化;不僅是關注賞識這些創作,還提供回饋和靈感。在這種交叉互動中可以讓來自這些核心內容所衍生的相關活動獲得令人滿意的收入流,從而使創作者至少在財務上得到有限的支持。
    本研究涉及兩種數位原生的內容類型的用戶生成:圖像(網路漫畫)和影片(YouTube)。其目的為提供一系列特徵以及趨勢的例子,這可以成為對類似產業進行更詳盡分析的起點。儘管兩種類型的創意方法不同,但仍可提供視覺方面和可共享特。

    The purpose of this study is to find out the process of creating revenue from publishing free core content, that would allow the creator to continue publishing their main content for free. This process very much depends on the emergence and maintenance of the loyal fan community. Within such a community emerges a specific fan culture, not only focused on admiration in itself but also on giving feedback and inspiration. This circle of interaction can allow a satisfying stream of revenue from monetising activities surrounding the main content, thus enabling creators to be at least partially supported financially.
    This study concerns two types of user-generated born-digital creative content: images (webcomic) and videos (YouTube). Its aim is to provide a set of examples of certain traits and trends, that might become a starting point towards the more detail-oriented analysis of similar ventures, which despite the differences in approach, share the visual aspect and shareability features.

    Abstract i Acknowledgements iii Table of contents iv List of Figures v List of Tables vi Chapter I: Introduction 1 1.1 Background of the study 2 1.2 Research questions of the study 3 1.3 Purposes of the study 3 1.4 Significance of the study 3 1.5 Delimitations and limitations 4 1.6 Definition of terms 5 Chapter II: Literature review 9 2.1 Fan culture and communities 9 2.2 Parasocial interaction 11 2.3 Business models in electronic economy 12 Chapter III: Research design 20 3.1 Methodology 20 3.2 Conceptual framework 20 3.3 Research procedure 21 3.4 Data collection 22 3.5 SWOT analysis 23 Chapter IV: Case Analysis 25 4.1 Case A: Webcomic 25 Case A-1: Minna Sundberg 25 Case A-2: Gregor Czaykowski 31 4.2 Case B. YouTube channels 38 Case B-1: TwoSet Violin 38 Case B-2: Try Guys 44 4.3 Results and discoveries 52 4.4 Managerial implications 61 Chapter V: Conclusions and Suggestions 67 5.1 Conclusions 67 5.2 Suggestions 69 5.3 Contribution 71 References 73

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