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標題: | 民視「四季線上」OTT平台之經營策略探討 A Study of OTT Management Strategy —The Case of FTV 「4gTV」 |
作者: | Shih-Chi Ku 古詩琪 |
指導教授: | 彭文正,邱榮舉 |
關鍵字: | 民視,OTT,四季線上,破壞式創新,創新傳佈, FTV,over-the-top,4gTV,innovation,disruptive,diffusion, |
出版年 : | 2019 |
學位: | 碩士 |
摘要: | OTT(over-the -top)產業正在全球快速崛起,不只將徹底改變影視傳播工具模式,從過去的有線系統到現在只要透過網路,不限載具跨螢幕皆可收看,台灣的電視媒體因應這一波浪潮,正面臨生死存亡戰役,民視電視公司也察覺此一改變,2015年設立OTT平台4gTV四季線上,2019年在變動了董事會成員及經營階層後,大動作啟動公司內部資源整合,因應此戰役。
本論文採取歷史研究途徑跟比較研究途徑,並以文獻分析、深度訪談的研究方法,運用經濟學上的破壞式創新理論、傳播學上的創新傳佈理論,進而架構起本論文的結構。深度訪談共訪問了四位包括總經理在內的民視高層,同時比較其他國內OTT業者的經營模式和國際OTT視訊媒體業者。 結果發現,民視在因應新事業OTT的基礎上,採取延續性科技再創新,雖成立一個新的部門運作且財務獨立,但是人員卻是完全融合於既有企業,並非完全單獨運作,與主流團隊也需保持密切的內容運用。從1998年再到2015年的鳳梨傳媒成立,10多年的基礎下,經營策略也符合克里斯汀生的六步驟決策模式:破壞性科技首先由既有企業開發成功、行銷部門探詢主要客戶的反應、既有企業擬定延續性科技發展速度、成立新公司,從一連串的錯誤嘗試中找出破壞性科技的市場、新進企業打入高階市場、既有企業亡羊補牢追隨潮流捍衛自己的市場。民視今年大動作的調整內部資源,新媒體發展雖稍微落後,但會不會到最後亡羊補牢,其實還未定之天,後續還可觀察研究。 OTT (over-the-top) industry is rapidly rising in the world and will not only completely change the mode of film and television communication tools. From the cable system in the past to now, as long as it can be viewed through the Internet, it can be carried across the screen. Taiwan's TV media are facing a life and death battle in response to this wave, which is also perceived by the FTV Company, as a result, the OTT platform 4gTV Quarterly Line was set up in 2015. In 2019, after the change of board members and management stratum, a big move started the internal resource integration of the company to cope with the battle. This paper adopts historical research approach, comparative research approach, literature analysis and in-depth interviews research methods, also with the use of disruptive innovation model in economics and Innovation Diffusion theory in communication, where which constructs the structure of this paper. Visited four senior executives including the general manager, while compared the business models of other domestic OTT operators with the international OTT video media industry. The results show that, in response to the new business OTT, FTV Company adopted continuous technology and re-innovation. Although a new department was established and financially independent, the personnel still completely integrated into the existing firm, not completely operating alone, and need to maintain close content application with mainstream teams. From 1998 to 2015, Pineapple Media was established, based on more than 10 years experience, its management strategy also conforms to Christensen’s six-step decision-making model: Disruptive Technology Were First Developed within Established Firms, Marketing Personnel Then Sought Reactions from Their Lead Customers, Established Firms Step Up the pace of Sustaining Technology Development, New Companies Were Formed and Markets for the Disruptive Technologies Were Found by Trial and Error, The Entrants Move Upmarket, and Established Firms Belatedly Jumped on the Bandwagon to Defend Their Customer Base. FTV has adjusted its internal resources for this year's major action, but whether will she make up for her loss in the end is still uncertain, and the follow-up can be observed and studied. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/21197 |
DOI: | 10.6342/NTU201903958 |
全文授權: | 未授權 |
顯示於系所單位: | 國家發展研究所 |
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