課程名稱︰科技管理 課程性質︰工管/電機系選修 課程教師︰江炯聰 開課學院：管理學院 開課系所︰工管系 考試日期（年月日）︰98/01/15 14:20~17:20 考試時限（分鐘）：180分鐘 是否需發放獎勵金：是 （如未明確表示，則不予發放） 試題 : Please note: ● You may answer some or all questions. The maximum grade is 100%. ● Please edit your answers in an efficient and effective way. ● Remember to send your final version to [email protected] and check it out with TA 劉根豪 before leaving the computer room. 1. (20%) Innovation in the Content, Cultrual and Entertainment Industries This MOT course focuses on creating new business opportunities through technological innovation and applications. What do you think the major challenges are if we shift our attention to creating new business opportunities in the content, cultural, and entertainment industries? (You may think about the tourist industry, venues like theme park and museum, movies like 海角七號, performances like 太陽劇團, and so on.) 2. (20%) Global Financial Crisis Does the current global crisis originating from the U.S. housing market and financial market provide any new opportunities for innovation and industry restructuring? Please elaborate. ┌───────────┬───────────┬───────────┐ │ Market makers │ Audience makers │ Demand coordinators │ │ (Matchmakers) │ (Audience Builders) │ (Cost Minimizers) │ ├───────────┼───────────┼───────────┤ │● Auction houses │● Radio and │● Finanical data and │ │ (e.g., Southeby's, │ television(e.g., │ analysis delivery │ │ eBAy and PEFA) │ CNN and ICRT) │ (e.g., Reuters and │ │● Securities and │● Newspapers and │ Bloomberg) │ │ features exchanges │ magazines(e.g., │● Video games(e.g., │ │ (e.g., NYSE, │ WSJ, NYT and Google│ Nintendo and Sony) │ │ NASDAQ, LME and │ News) │● Operating Systems │ │ CME) │● Directory services │ (e.g., Palm PDA, │ │● Matchmaking │ (e.g., Yellow │ Microsoft) │ │ services(e.g., │ Pages, Google Map &│● Payment systems │ │ Yahoo! Personals, │ AdWord/AdSense) │ (e.g., credit │ │ 104 Bank and │● Internet portals │ cards, debit cards,│ │ Craigslist) │ (e.g., Yahoo! and │ stored-value cards,│ │● Malls(e.g., │ Apple Store) │ and Paypal) │ │ Amazon's shop and │● Web2.0(e.g., │ │ │ Second Life) │ Youtube and │ │ │ │ Facebook) │ │ └───────────┴───────────┴───────────┘ 3. (20%) Network Competition Please give examples to illustrate how so many traditional media were threatened by the multihoming (多地棲息) of viewers and advertisers and the competition from overlapping (業務重疊) and intersecting (交叉型) catalysts? What are their major Web-based competitors? In cope with the new challenges, The Wall Street Journal has been more successful than, for example, The New York Times. Please explain why. 4. (20%) Handset and Platform Strategy Please compare iPhone, Google Phone, Nokia handset, 宏達電鑽石機 and BenQ (明基) handest in terms of platform strategy, if any, in their respective network businesses. 5. (20%) Fellow Students' Presentations Please comment on any one or more than one of your fellow students' presentations. (You may visit Unis to review their ppt files and please be specific.) 6. (20%) Web 2.0 and Unis If Unis intends to reposition itself by moving into the commercial world, what would you suggest? (You may follow the six steps in the textbook and get good ideas by referring to many SNS websites.) 7. (20%) Pricing the Money Side and the Subsidy Side How to correctly identify the subsidy side and the money side in a multi- sided network business is a key to success. Please give an example and explain how the pricing strategy should be. (You may make use of the following six graphs and rearrange them in a sequence to make clear your reasoning.) --

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