大數據運用與企業競爭力之探索性研究

Abstract

大數據的浪潮影響了全世界企業的經營，大數據的趨勢與價值已是火紅的話題。電視媒體業面臨新媒體時代的挑戰，是否可以運用大數據的力量化危機為轉機？本論文研究主要在瞭解大數據的意義，對產業可能帶來何種質與量的影響，以及探索電視媒體產業如何運用大數據的價值創造商機，提升企業競爭力。 本研究以觀察與訪談方式蒐集相關文獻與資料並運用五力分析架構來探討電視媒體產業目前遇到的挑戰與發展機會。本研究歸納兩大結果。首先，大數據帶來全面性的影響，包括個人行為、生活型態、商業模式、策略與管理改變、社會與國家改變。大數據帶來『質』的影響：對於人事物擁有深入了解與解讀的能力並且透明化、軌跡化；同時也帶來『量』的影響：精準行銷、萬物可聯、智慧地球。其次，台灣電視媒體業者應儘速運用大數據的價值，創造商機，避免被邊緣化，提升自身競爭力。

The wave of big data has exerted a great influence on business and management in the corporate world. The trend and value of big data has becomes a hot topic. The critical challenge that the current television media industry faced is how they turn the possible crisis into new opportunities by utilizing the strength of big data. The present study is trying to explore the true meaning of big data and identify what kind of impact that it will bring to the industries, both from qualitative and quantitative perspectives. Our study is also investigating the ways how television media industry increases corporate competitiveness and creates business opportunities by capturing the value of big data. By taking qualitative research approach, this study collected data through several interviews and secondary data. It also utilizes the same and well-known 5V of big data to investigate the challenges and relevant opportunities which television media industry may face. There are two major conclusions to the study. Firstly, big data will bring significant impact, which may include personal behaviors, life styles, business models, strategy and management changes, even the changes to community and countries. The “quality” impact from big data will be able to equip the power to deeply understand and even analyze all the relevant people, event and objects as well as the ability to transparently track them. In the meantime, big data also bring the “quantity” impact such as precise marketing, connection to everything and smart earth. Secondly, television and media industry should fully utilize the good value of big data to turn current crisis to opportunities. Especially for the players of television media industry in Taiwan, they should catch up with big data to increase their own competitiveness advantage.