20090729數位出版品定價討論
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數位出版品計價討論2009.07.29龐文真
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•電子書定價策略•收入分成(拆帳模式)
•出版社和作者•其他營運模式
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• 電/紙19.99/26.99 = 0.74
• Kindle/電 9.99/19.99 = 0.5
• Kindle/紙 9.99/26.99 = 0.37
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• 電/紙 23.99/34.99 = 0.68
• Kindle/電 14.39/23.99 = 0.60
• Kindle/紙 14.39/34.99 = 0.42
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• 電/紙 相同 (單價較低的財經書)
• Kindle/電 9.99/19.95 = 0.5
• Kindle/紙 9.99/19.95 = 0.5
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• 電/紙 相同 (較新的小說)
• Kindle/電 9.99/22.99 = 0.43
• Kindle/紙 9.99/22.99 = 0.43
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• 電子書貴於紙本書• Kindle/電 6.59/10.99 = 0.73
• Kindle/紙 6.59/7.99 = 0.82
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• BN電/list紙 8.79/19.99 = 0.43
• BN電/BN紙 8.79/12.99 = 0.67
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• Kindle/電 9.99/14.95 = 0.67
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• BN電/list電 9.99/14.95 = 0.67
• BN電/精裝紙本 9.99/20.00 = 0.5
• BN電/紙本 9.99/11.96 = 0.83
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電子書價格
• 通則:電子書/紙本書 約六、七成;低於五成
• 紙本書便宜者,電子書價格可同• 新書電子書可以超過紙本書,或同價位• Kindle電子書價格釋疑:
• 書商自定合理的電子書建議售價• 但Kindle電子書價格由Amazon決定
• Amazon分帳方式,是給書商電書定價的35%
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出版社作者 通路平台
35% 65%
45%-29.95/year 55%
63% 37%
70% 30%
AmazonKindle
Amazonadvantage
內容供應商
Apple
**提醒:Kindle分帳模式比例看來低,但給付金額是出版社自我合理定價的比例,就單本電子書獲利而言,反而可能較高。
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出版社作者 通路平台
Scribd
70% 30%
80% 20%
80% 20%
85% 15%
Lulu
Shortcovers
Smashwords
內容供應商
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出版社作者
15%
25%
35%
50% 羅曼史小說
最低
標準
B&N
出版社的價值:創造流量、brand、服務作者和讀者...
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author
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publisherauthor retailerprinter distributor
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publisherauthor retailerprinter distributor
10% 30% 10% 10% 40%
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publisherauthor retailerdistributor
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publisherauthor e-store
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publisherauthor e-store
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publisherauthor e-store
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publisherauthor e-store
國外版權
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publisherauthor e-store
33% 33% 33%
國外版權
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營運模式
• Collections, Title by title
• One time only, Chapter by Chapter
• Subscription (適合雜誌、報紙、教科書)
• Kindle blog : Amazon決定價格,30%給部落客
• Hello? You already sold me that in print (Both should be about 125% of print. Online only should be about 50-75% of print.)
• Freemium、廣告模式 (免費,無法印,有DRM)
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建議通則:
• 電子書定價 = 紙書定價60%~80%
• 拆帳比例:內容供應商/通路平台商eStore = 7/3
• 出版社與作者電子書拆帳比=電子書價的20%~30%
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