Key factors for developing a successful digital reading business model

數位時代提供了出版及閱讀的新方式，數位閱讀革命來臨，閱讀形態及消費行為正隨著進展中的數位閱讀環境重新定義中，數位閱讀產業鏈正在發展形成，不可控且難以預期的市場讓數位閱讀產業充滿希望也充滿風險。本研究透過近年來的數位閱讀產業發展態勢及現況分析，以「修正式德菲法」的專家調查，運用「商業模式圖」（Business Model Canvas）的企業運作九項要素，分成商品價值、營收獲利、成本結構三大部分，探討跨產業、跨媒體、跨平台的數位閱讀商業模式中消費者關注的價值主張為何?獲利的企業模式應注重哪些關鍵活動?應採取哪種營收模式? 基於研究限制，本研究僅就數位閱讀產業現況及專家意見(含整體共識及跨領域意見)，彙整以下結論: 一)消費者所重視的價值主張，是「更多更好的數位內容、通路除了便利外必須要能整合服務及數位閱讀服務必須展現高效能的使用價值」。消費者關注的都是數位化後所應帶來的價值。 二)數位閱讀產業成功發展的關鍵活動是「生產數位內容」及「經營銷售平台」，以傳遞予消費者更多更好的數位內容及服務。 三) 數位出版經營獲利的營收模式必須是以「銷售內容」為主要營收來源，且提供超越免費內容的「價值」。 另外在研究中也發現，整體共識來看，「生產數位內容」及「經營數位內容銷售平台」是成功經營的基本。但就個別領域來看，以下各點也是重要的成功關鍵: 一) 出版業者認為專注「鎖定單一目標客群」是重要的，重視「共創」帶給消費者的價值，並且應以「銷售數位內容為營收來源」。 二) 資訊業者認為目前的數位閱讀產業普及率低，需要「價格」及「推廣人才」提升「知曉度」，並提供良好的網路及專屬服務做出「差異化」。 三) 通路業者較重視「智財權」、「價格」，並認為「應鎖定單一族群」做好「售後服務」並採取「規模經濟」的成本策略發展成功的商業模式。Technology provides new ways of publishing and reading in the digital age. Digital reading revolution is coming, reading patterns and consumer behaviors are redefining with advances,and the same time, digital reading industry chain form is being developed in digital reading environment.Uncontrollable and difficult to except market for digital reading industry is full of hope but also fraught with risk.This study tries to find out the key factors of a suscessful digital reading bissiness model by using two methodologies - "Business Model Canvas” and "Modefird Delphi Method" to discuss digital reading business model which is developing across industry, media and platform. By the infrastructure of the” Business Model Canvas”-value proposition,infrastructure, customers, and finances to the studies in recent years of digital reading industry development posture and the status analysis,and using "Modefird Delphi Method" to conclude the expert opinions in common. Based on the research limit, this study only focuses on recent digital reading industry status and the expert views (containing overall consensus and the across area views), sinks whole following found:a) success of digital reading bissiness model, should deliver the benefits of technology,which are "more better of digital content, more convenient and friendly,Besides,the channel must to prodide an integration service and the digital reading service must show high effectiveness of value". B) master "production of digital content" and " operating digital content distribution platform " that two key activities, the foundations for successful development of digital reading industry. C)digital publishing business lucrative revenue model must be the "sales of the digital content" as the main revenue source, and exceed free content in “value”. This study also founds that the general consensus view, " production of digital content" and "operating digital content distribution platform," the two key activities, reflecting the success of basic. But in a particular industry view, the following points are important keys to success:A) publishers think that focusing on "lock single target customers" is important, pay attention to "create" value and should be based on "sales of digital content” as a revenue source.B) information industry players believe that the low coverage of digital reading industry needs for "price" and "promotion of talent" to promote "awareness", and provide good networking and exclusive services to make a "differentiation" in reading experience.C) Channel operators greater importance to "intellectual property", "price", "locking a single ethnic group", "service" and "economies of scale