電子書閱讀器產業分析

Abstract

電子紙顯示器(Electronic Paper Display，以下稱電子紙) 之發展開始為1969年貝爾實驗室科學家Willard S. Boyle與 George E. Smith成功發明了數位影像感測器技術開始至今己有40多年歷史。 本研究將針對電子紙產業於市場中應用最為成熟且市場佔有率最高之電子書閱讀器做為主要研究對象並以電子閱讀器發展最為成熟美國市場做為主要探討涵蓋範圍。同時並以電子書閱讀器發展中扮演最重要角色之亞馬遜公司做為主要個案探討，進行個案發展策略成功原因分析等具有指標性研究。 最後本研究認為產業策略成功重要要素：正確的市場定位；友善的產品硬體介面；完善軟體與交易通路的建立。我們期望籍由分析電子紙產業現況及經營策略與電子書閱讀器發展現況及面臨困境及挑戰進而做為其他應用以及台灣未來的發展方向之借鏡及參考。

This development of electronic paper display (hereinafter referred as e-paper) is beginning from 1969 while Bell Labs scientists Willard S. Boyle and George E. Smith invented the digital image sensor technology and since then has been 40 years of history. This research will serve e-reader as the main object of study which is the most mature and highest market share in the e-paper industry and serve US market as the main coverage. Moreover, we serve Amazon as a major case and to study and analysis it’s successful strategies as it plays the most important role in the e-reader industry. Finally, this study suggests that successful industrial strategy elements: correct marketing positioning; friendly hardware interface in products; well-established software and transaction path. We expect that by analyzing the status of the e-paper industry and business development strategy and the challenges of the e-reader industry to learn for other applications and reference for the future development direction of Taiwan.