| 摘要: | 本研究選擇以香港上市公司CULTURECOM文化傳信集團副主席朱邦復先生所研發的「Easyread蒼頡電書」電子書閱讀器為研究對象；主要研究範疇在於探討電子書閱讀器應用於電子書包領域的經營，以及電子書包市場的未來發展，並從策略的角度出發，以個案分析的方式來進行研究。 本研究採用Rogers的「創新傳佈理論」，希望可測知「Easyread蒼頡電書」在整個社會體系的變遷當中，是否能為電子書包的消費市場及整個社會體系帶來新的思考與新的價值觀，進而造成社會的行為改變及形成市場規模，並以電子書閱讀器廠商之角度，觀察目前電子書包市場的機會與需求，進而擬定電子書閱讀器進入電子書包市場之經營策略，冀望能夠提供給電子書閱讀器廠商在經營此一新興市場的決策參考。 2002年1月行政院國科會通過「數位學習國家型科技計畫」，該計劃執行長謝國瑞表示，未來五年政府將編列40億元預算，由於光是電子書包項目，預期就有700 億元的市場，加上數位內容產業及資訊服務，預估將帶動1,000 億元以上的商機。 目前國內已有台北市南湖國小、台北市立大同高中及台北縣新莊國小等校開始試辦使用電子書包，負責南湖國小數位化教室建置的數位學習國家型計畫召集人、中央大學資訊工程系教授許健平指出，整個電子書包的學習環境，不只是讓學生擁有一個隨時可以攜帶的硬體而已，還需要學習環境的無線網路建置、數位學習平台的建立，以及豐富的電子化教材等配套措施；近年來包括美國、法國、新加坡、馬來西亞、中國大陸及香港等地區或國家都積極致力於電子書包的發展，朱邦復先生也在中國大陸與人民教育出版社合作進行電子書包的試驗計劃。 根據本研究之結論發現，朱邦復先生的高知名度是其重要資產，而「Easyread蒼頡電書」的「低成本」、「低耗電量」和「低學習門檻」特色是其最大優勢，但是「Easyread蒼頡電書」的螢幕顯示效果不佳是其重大的缺點，另外，由於「Easyread蒼頡電書」是採用朱邦復先生所研發的「蒼頡電書平台」之標準，與其他格式檔案並不相容，因此有其優缺點；本研究建議「Easyread蒼頡電書」能調整導入電子書包市場之產品定位，將其定位為教學輔具，而非主要教學載具，初期目標市場鎖定專案企業市場，內容方面則可結合輔助教材之內容業者，以確保數位內容之來源，且強化其螢幕顯示、上網、紀錄學習歷程等軟硬體功能，讓「Easyread蒼頡電書」能獲得更多使用者的認同。
This research has chosen Easyread (ebook reader device), developed by Chu Bong-Foo, vice chairman of stocks-issued CULTURECOM conglomeration in Hong Kong, as our research focus. The main research scope lies in the investigation of ebook reader device to be implemented in the field of business operation of electronic schoolbag along with its future development in market. Concomitantly, starting from a strategy point of view, we proceed with our research using approach of individual case analysis. A theory proposed by Rogers, called diffusion of innovations, has been adopted in this work. It is our hope to be able to predict whether or not Easyread can bring the new thoughts and the new value to the system of society with respect to consumer market of electronic schoolbag, during the transitional changes of entire society. Furthermore, it is hoped that the behavior of society can be changed due to the usage of electronic schoolbag to form a large capacity of market. In the mean time, market opportunity and demands of electronic schoolbag are observed and studied from the angle of manufacturer of ebook reader device. On top of that, this work pursues further the planning of making ebook reader device in getting involved with the operation strategy of electronic schoolbag. As a result, it is the goal of this work to provide the company of ebook reader device with a reference in making decision when managing this new type of emerging market. In January 2002, National Science Council of Executive Yuan passed a budget for performing digital learning national scientific project. Hsieh Kuo-Hui, the chief executive officer explained that the government of Taiwan will budget 4 billion NT dollars in the next five years to proceed this project. Basically, there will be at least a 70 billion NT dollars worth of market value for the electronic schoolbag business alone. In addition, there will be a 100 billion NT dollars worth of business opportunities stimulated if considering the associated business in digital industry and computer information service industry. Currently, three domestic schools Taipei Nan-Hu elementary school, Taipei Municipal Ta Tung senior high school, and Taipei county Sin-jhuang elementary school etc. have started implementing the usage of electronic schoolbag. Prof. Hsu Chien-Ping, Department of information science in National Central University, digital learning national project manager, to be responsible for digital classroom setup of Nan-Hu elementary school has indicated the following. The entire learning environment using electronic schoolbag is not to let student own a carryable hardware only. In addition, students need to learn how to set up wireless network and to establish e-learning platform. Also, abundant electronic teaching materials to be used as auxiliary measures become necessary. In recent years, areas or countries including the U.S.A., France, Singapore, Malaysia, Mainland China, and Hong Kong etc. have all dedicated themselves to developing electronic schoolbag. Recently, ChuBong-Foo has worked with people educational publisher to proceed experimental project of using electronic schoolbag in Mainland China. According to the conclusion of this research, it is found that the high popularity of ChuBong-Foo is his big assets. Above all, Easyread’s features such as low cost, low power consumption, and low learning barrier are major advantages of this product. However, the visual screen effect of Easyread is not satisfactory, which becomes its main disadvantages. Moreover, Easyread was designed to utilize the standard of EBK platform developed by ChuBong-Foo, leading to a discrepancy that the format and the file of EBK are not compatible with other platforms in the market. Therefore, Easyread has both advantages and disadvantages. This research suggests that Easyread should adjust its position from teaching device to teaching-assistant device when entering into the market of electronic schoolbag. In the beginning, the targeting market is focused on project business marketplace. The contents of Easyread can combine with auxiliary teaching materials provided by other vendors to make sure the availability of receiving supplies of digital contents. Meanwhile, it is necessary to improve the screen’s visual effect, surfing capability, and software functions for recording the learning history etc. such that Easyread can obtain more recognition from various users. |
