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    Title: 媒體代理商核心能耐挑戰與重塑之個案分析
    A Case Study on the Challenges and Reconstructions of Core Competence
    Authors: 邱斯宇
    Chiu, Szu-Yu
    Contributors: 邱奕嘉
    邱斯宇
    Chiu, Szu-Yu
    Keywords: 數位破壞
    數位轉型
    媒體代理商
    數據
    核心能耐
    Date: 2021
    Issue Date: 2021-03-02 14:21:23 (UTC+8)
    Abstract: 進入數位時代後,數位破壞(Digital Disruption)發生在各行各業程度不一,深究其原因數位發展改變了人類社會有關於信息/情報的接觸、傳播、分享的方式,一方面在這個浪潮下佔據領先地位的大型數位公司儼然成為新數據寡頭,另一方面借力數位浪潮而誕生的新形態生意模式也開始向傳統商業進行挑戰,許多傳統商業模式因應競爭被迫進行轉型。

    其中,經歷百年發展的廣告行業也正面臨衝擊與轉型的過渡期中,早期被當作新媒體的網際網路其實深刻的被廣告行業影響著,包含理論基礎、衡量與銷售模式;後來,新崛起的搜尋引擎、社交媒體與影音媒體開始大面積的改變廣告行業的面貌,這樣的改變截至目前非但未趨緩反而有加速趨勢。

    本研究之目的在探討廣告媒體行業在數位破壞(Digital Disruption)之下,如何面對挑戰與重塑核心能力。以個案分析方式針對個案A公司所處的媒體環境與廣告傳媒生態圈進行分析,企圖為個案公司找出未來賴以生存的新能耐,以發展有效的轉型策略。在本研究中分別以兩個研究問題進行回答:
    1.找出媒體代理商現有核心能耐,並檢視這能耐如何面對挑戰。
    2.分析個案公司既有轉型策略,找到應對未來的新能耐。
    Reference: 台灣OTT市場隨選影視戰況分析,Retrieved January 4, 2021, from:動腦新聞 https://www.brain.com.tw/news/articlecontent?ID=48759#T65x6dL2

    吳修銘,2018。注意力商人。台灣:天下雜誌股份有限公司

    詹姆士.麥奎維,行銷總監:建立數位關係或等死,上網日期2020年12月22日,檢自:https://www.hbrtaiwan.com/article_content_AR0004073.html

    DMA,2019台灣數位廣告量統計報告,上網日期2021年1月4日,檢自:https://drive.google.com/file/d/1W_Aq64aiK5-FVb3Tc3l_ua7SzGLDhAr0/view

    Publicis and WPP are takeover targets and Accenture `looks a credible buyer`, bank says,Retrieved December, 22, 2020, from:https://www.campaignlive.com/article/publicis-wpp-takeover-targets-accenture-looks-credible-buyer-bank-says/1445811)

    Report: Google earns 78% of $36.7B US search ad revenues, soon to be 80%, Retrieved January 4, 2021, from: https://searchengineland.com/google-search-ad-revenues-271188

    Luma partners, Display LUMAscape, Retrieved February 17, 2021, from: https://lumapartners.com/content/lumascapes/display-ad-tech-lumascape/

    Tim Cook tweets about Apple’s position on privacy following Facebook’s anti-Apple ads, Retrieved January 4, 2021, from: https://www.idownloadblog.com/2020/12/18/tim-cook-response-facebook-attack-ads/

    US Net Digital Ad Revenue Share, by Company, 2019, Retrieved January 4, 2021, from: https://www.emarketer.com/chart/227063/us-net-digital-ad-revenue-share-by-company-2019-of-total-digital-ad-spending
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    105932063
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105932063
    Data Type: thesis
    DOI: 10.6814/NCCU202100274
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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