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研究生:陳賴素美
研究生(外文):Su-Mei Chen Lai
論文名稱:台灣有線電視廣告代理商的經營策略─以A公司為例
指導教授:李小梅李小梅引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:高階主管企管碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:85
中文關鍵詞:廣告代理商經營策略個案分析
外文關鍵詞:Advertising agencybusiness strategycase analysis
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台灣自從1993年通過有線電視法,第四台正式合法化後,各家有線電視頻道透過衛星傳輸,隨著傳輸技術的進步,有線電視收視品質大幅提升,收視戶也快速成長。有線電視普及化後,由於頻道數量多,吸引了眾多的廣告主,廣告量隨之增加,廣告收入逐年上升,帶動地方性廣告代理商的興起與發展,廣告代理商的業績亦隨之成長,年營業額績效斐然。
然而近年來隨著科技的進步與發展,台灣網路使用率逐年提高,在網路迅速蔓延及高普及率驅動下,網路串流影音視訊服務平台迅速崛起,這些多元化、多樣性與生動活潑有趣的影音平台內容與發展趨勢,改變了台灣人傳統收看有線電視台的習慣,導致有線電視收視戶數與普及率持續下滑,因此網路廣告成長快速,傳統媒體加速衰退,連帶的影響到有線電視廣告代理商的營運,使得有線電視廣告代理商面臨生存危機。
本研究主要探討台灣有線電視廣告代理商的經營策略,回顧並彙整有線電視的緣起與發展概況,以及有線電視廣告的運作方式,選擇A廣告代理商為研究對象,深入分析其經營策略。本研究採質性研究的個案研究法,不僅收集相關的次級資料,並進一步針對A公司的高階主管進行多次深度訪談,以了解有線電視廣告代理商所面臨的困難與挑戰。
經由上述之研究方法,做出結論與建議,結論包括:一、有線電視訂戶持續下滑,連帶地影響到廣告代理業;二、有線電視廣告代理商積極拓展以開創突破契機。建議包括:一、積極推動顧客關係管理,致力於長期經營;二、異業間策略聯盟,擴大商機;三、未來宜朝向數位媒體的廣告代理方向發展;四、跳脫傳統資訊式廣告,調整廣告形式。
Since the fourth channels were legalized in Taiwan through the Cable Television Act in 1993, various cable channels were transmitted via satellite. With the advances in the transmission technology, the quality of cable television viewing greatly improved and the number of viewers also grew rapidly. After the popularity of cable television, the large number of channels attracted many advertisers, the advertising volume increased, and the advertising revenue increased year by year. Consequently, the local advertising agencies rose and developed, and their performance grew with remarkable annual turnover.
However, in recent years with technological advances and development, the Internet usage rate in Taiwan increased year by year. Driven by the rapid spread and high popularity of the Internet, the web-based streaming video/audio servers rapidly emerged. The diversified, lively and interesting content and the development trend of such video/audio servers changed the Taiwanese people’s traditional habits of watching cable television, resulting in the continued decline in the number of subscribers and the popularity of cable television. Therefore, Internet advertising grew rapidly, and traditional media accelerated its recession, which affected the operation of the television advertising agencies, making them facing the survival crisis.
This study mainly examined the business strategy of cable television advertising agency in Taiwan. It reviewed and summarized the origin and development of cable television, as well as the operation of cable television advertising. Advertising agency A was selected as the research object to conduct the in-depth analysis of its business strategy. By adopting the case-study method of qualitative research, we not only collected relevant secondary information, but also conducted multiple in-depth interviews with the senior executives of Company A to understand the difficulties and challenges faced by television advertising agencies.
Based on the above research methods, the conclusions and recommendations are drawn as follows: 1. The continuous decline of cable television subscribers will affect the advertising agency industry; 2. The cable television advertising agencies actively expand to create a breakthrough opportunities. The proposals include: 1. Actively promote customer relationship management and commit to long-term operation; 2. Form inter-industry strategic alliances to expand business opportunities; 3. The future development of ad-brokering business should be oriented towards digital media; 4. Break away from the traditional information advertising, and adjust the form of advertising.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第二章 文獻探討 6
第一節 廣告與廣告代理商 6
第二節 經營策略 14
第三章 研究方法 22
第一節 研究架構 22
第二節 研究方法 24
第三節 研究對象 27
第四章 產業概況與個案分析 29
第一節 產業概況 29
第二節 個案分析 48
第三節 個案公司的經營策略之分析 62
第五章 結論與建議 70
第一節 結論 70
第二節 建議 70
第三節 研究限制 71
第四節 未來研究方向之建議 72
參考文獻 74
一、英文部分:
1. Aaker, D. A.(1984), “Strategic Marker Management,”John Wiley & Sons.
2. Ansoff, H. I. ,Corporate Strategy: An Analytic Approach to Business policy for Growthand Expansion, Hightstown: McGraw-Hill, (1965).
3. Asuncion, B., & Josefa, D. M. S., (1999) “Design and Validation of an Instrument for Measuring Advertising Effectiveness in the Printed Media” Journal of Current Issues and Research Advertising, 21(2), 11-30.
4. Barker, C., & Gronne (1996) Advertising on the web. Masters thesis, Copenhagen: Copenhagen Business School.
5. Chaffee, E. E. (1985), Three Models of Strategy, Academy of Management Review, 10(1), 89-98.
6. Chandler, A. D., Jr. (1961).Strategy and Structure:Chapters in the history of American industrial enterprise. Cambridge , MA:MIT Press.
7. Charles L. Whittier (1955) Creative Advertising, Holt.
8. Dijkstra, M., Buijtels, E. J. J. M. J., & Raaij, W. F. (2005) Separate and Joint Effects of Medium Type on Consumer Responses: A Comparison of Television Print and Internet, Journal of Business Research, 58, 377-386.
9. Ducoffe, Robert H., (1996) “Advertising Value and Advertising on the Web” Journal of Advertising Research 36(5): 21-35.
10. Glueck, W. F. Business Policy:Strategy Formation and Management Action,104 New York: McGraw Hill, (1976).
11. Hofer, C. W. & Schendel, D. (1978), “Strategy Formulation analytical concepts, ”West Publishing Company.
12. Kotler, Philip(1995) “Marketing Management: Analysis, Planning and Control”, Pearson Education Canada.
13. Miles, R. E. and Snow, C.C., “Organizational Strategy, Structure a Process”, McGraw-Hills Press, (1978).
14. Mintzberg, H., “Crafting Strategy",Harvard Business Review, (1987).
15. Porter, M.E., Competitive Strategy :Techniques for Analyzing Industries and Competitors, N. Y. : Free Press, (1980).
16. Quinn(1988), The Strategy Process: Concepts, Contexts and Cases, Longman Higher Education.
17. Schultz. Martin & Brown(1984) “Strategic Advertising Campaigns”, Crain Books.
18. Thompson, A. A., & Strickland, A. J. (1981), “Strategy and policy: concepts and cases,”Texas: Business Publications.
19. Yin, R. K. , Case Study Research: Design and methods (2nd Ed.).Thousand Oaks, CA: Sage, 1994.

二、中文部分:
1. 大前研一(1985),企業戰略思考,林傑斌譯,業強出版社。
2. 大前研一(1987),策略家的智慧,黃宏義譯,長河出版社。
3. 司徒達賢(2001),策略管理新論:觀念架構與分析方法,台北:智勝文化。
4. 吳思華(2000),策略九說(三版),台北:臉譜文化出版社。
5. 張火燦(2005),策略性人力資源管理(二版),台北市,揚智。
6. 許士軍(1980),現代行銷管理,台北:環球經濟社。
7. 陳向明(2002),社會科學質的研究,台北:五南。
8. 黃深勳(2001),廣告管理,台北:國立空中大學,頁46。
9. 劉美琪(2000),當代廣告概念與操作,台北:學富,頁51。
10. 羅文坤(2002),廣告學,台北:華視,頁84。

三、網站資料:
1. MBA智庫,https://wiki.mbalib.com/zh-tw/%E7%BB%8F%E8%90%A5%E7%AD%96%E7%95%A5
2. 106年廣電市場調查報告,https://www.ncc.gov.tw/chinese/files/18030/3923_38847_180301_5.pdf
3. 109年台灣媒體白皮書,https://maataipei.org/download/2019%E5%AA%92%E9%AB%94%E7%99%BD%E7%9A%AE%E6%9B%B8/
4. PwC全球2018-2022全球娛樂暨媒體產業展望,https://www.pwc.tw/zh/publications/topic-report/outlook.html
5. 2019媒體白皮書,https://maataipei.org/download/2019%E5%AA%92%E9%AB%94%E7%99%BD%E7%9A%AE%E6%9B%B8/
6. 中華電信第四季營運報告,https://www.cht.com.tw/home/cht/-/media/Web/PDF/Investors/Shareholder-Services/IR-Calendar/20200225/4Q19_presentation_CN_JP.pdf
7. 維基百科,https://zh.wikipedia.org/wiki/%E6%9C%89%E7%BA%BF%E7%94%B5%E8%A7%86
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