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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/112185


    Title: 廣告代理商組織轉型之個案分析
    A case study on the organizational transformations of the advertising agencies
    Authors: 陳靖偉
    Chen, Jing Wei
    Contributors: 邱奕嘉
    陳靖偉
    Chen, Jing Wei
    Keywords: 雙元組織
    核心競爭力
    組織文化
    Ambidextrous organization
    Organizational culture
    Core competence
    Date: 2017
    Issue Date: 2017-08-28 11:35:01 (UTC+8)
    Abstract: 自2000年以後隨著消費者行為模式與接觸點的改變,企業行銷的方式從電視廣告、廣播廣告、戶外廣告與報紙廣告逐漸轉變為數位廣告,包括了社群行銷、內容行銷、關鍵字優化與購買、電商、網站製作、消費者網路活動、Key Opinion Leader (KOL) 行銷等等新興的廣告媒介,而產業中掌握最多行銷人才的廣告代理商,面臨總體行銷預算被數位行銷代理商瓜分,也亟欲轉化或增加數位行銷的能力。然而如何數位化已經成為所有4A廣告代理商面臨的課題。然而,熟悉數位能力的數位行銷代理商面臨一樣的外部環境壓力,同樣也想著能跨過品牌策略難以學習的障礙,為客戶的品牌說故事。

    本研究即以行銷產業中最具代表性的兩家公司作為個案研究對象,且兩家公司的成長目標都在於搶下對方的市場,因此希望透過組織轉型的探討,研究個案公司形成組織文化、培養人才、進而形成各自的核心競爭力之過程,期能透過觀察個案公司未來之組織策略,給予這時代欲轉型的廣告代理商或數位代理商一個客觀的參考依據。
    The rise of the digital age in Year 2000 brought on consumer behavior change and as a result channels of marketing moved from T.V. commercials, radio, OOH and newspaper advertising to digital channels such as social marketing, content marketing, SEO, SEM, E-commerce, website production, digital campaign and KOL marketing. 4A advertising firms with abundant talent incorporated digital marketing to satisfy demands of the intelligent consumer. Digital advertising firms positioned to capture a greater market share of corporate advertising spending dollars realized that brand strategy is equally important.

    This thesis paper is intended to give guidance for advertising companies in corporate transitional phase by analyzing organization structure, corporate culture, in-house talent and core competence of two industry leading advertising firms in Taiwan. Fusing the essence of 4A advertising firm’s strength in striking a chord that resonates with consumers in an emotional level with digital marketing’s pin-point content strategy gives the edge for both firms to transform and remain lucrative. Corporate culture that stays in tune with digital trends, and one that embraces traditional branding with new age medium to ensure product brands stay visible, relevant, captivating and engaging are key factors of success in this ever-evolving world of advertising.
    Reference: 壹、 中文參考文獻

    (一) 書籍
    Christensen, C. M.(2007)。創新的兩難(吳凱琳譯)。台北:商周出版。
    Collins, J. C.、Porras, J. I.(2007)。基業長青(齊若蘭譯)(第一版)。台北:遠流出版事業股份有限公司。
    Govindarajan, V.、Trimble, C.(2006)。創新3力(李芳齡譯)(第一版)。台北:天下雜誌股份有限公司。
    Ireland, R. D.、Hoskisson, R. E.、Hitt, M. A.(2011)。策略管理(李國瑋與伍家德譯)(第一版)。台北:新加坡商聖智學習亞洲私人有限公司台灣分公司。
    Kotter, J. P.(2015)。超速變革:甩開競爭,有效聚焦新機會的行動方略(陳冠甫譯)。台北:天下雜誌。
    Kotter, J. P.、Rathgeber, H.(2014)。冰山在融化(雷霖譯)(第二版)。台北:聯經出版事業股份有限公司。
    McGrath, R. G.(2014)。動態競爭優勢時代(洪慧芳譯)(第一版)。台北:天下雜誌股份有限公司。
    司徒達賢(1999)。策略管理(第二版)。台北:遠流出版事業股份有限公司。
    吳思華(2000)。策略九說(第三版)。台北:城邦文化事業股份有限公司。
    潘淑滿(2003)。質性研究:理論與應用(第初版)。台北:心理出版社股份有限公司。
    蕭瑞麟(2007)。不用數字的研究:鍛鍊深度思考力的質性研究(第二版)。台北:台灣培生教育出版股份有限公司。

    (二) 網際網路
    邱奕嘉(2015)。《動態競爭優勢時代》導讀序:創新接力賽【部落格文字資料】。取自http://yichiachiu.pixnet.net/blog/post/187922406
    臺北市數位行銷經營協會(2016)。《2016年台灣數位廣告量上半年統計報告》取自 http://www.dma.org.tw/trend
    臺北市數位行銷經營協會(2016)。《2016年台灣數位廣告量》取自 http://www.dma.org.tw/trend


    貳、 英文參考文獻

    (一) Books
    Aaker, D. A. (1984). Developing Business Strategies. New York: Wiley.
    Ansoff, H. I. (1965). Corporate Strategy. New York: McGraw-Hill.
    Berry, C. H. (1975). Corporate Growth and Diversification. NJ: Princeton University Press.
    Duncan, R. (1976). The ambidextrous organization: Designing dual structures for innovation (R. H. Killman, L. R. Pondy, & D. Sleven Eds. The Management of Organization ed.). New York: North Holland.
    Glueck, W. F. (1980). Business Policy and Strategic Management (3rd Ed.). New York: McGraw-Hill.
    Gort, M. (1962). Diversification and Integration in American Industry. NJ: Princeton University Press.
    Rumelt, R. P. (1974). Strategy, Structure, and Economic Performance. Boston: Harvard University Press.
    Sanchez, R., Heene, A., & Thomas, H. (1996). Dynamics of competence-based competition. New York: Wiley.


    (二) Journals

    Barney, J. 1991. Firm resources and sustained competitive advantage. Journal of management, 17(1): 99-120.
    Gupta, A. K., Smith, K. G., & Shalley, C. E. 2006. THE INTERPLAY BETWEEN EXPLORATION AND EXPLOITATION. Academy of Management Journal, 49(4): 693-706.
    Tushman, M. L., & O'Reilly III, C. A. 1996. Ambidextrous organizations: Managing evolutionary and revolutionary change. California management review, 38(4): 8-29.
    Wernerfelt, B. 1984. A resource‐based view of the firm. Strategic management journal, 5(2): 171-180.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    103932088
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1039320881
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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