組織文化與新聞置入性行銷策略：以兩家電視台為例

Abstract

本研究以組織文化為切入點，探討A、B兩家電視台的組織文化，以及組織文化如何影響到的置入性行銷策略的擬定與執行，同時，在《預算法》增修條文第62-1條通過近兩年的當下，也對新聞置入性行銷現況做一回顧與檢視。本研究參考Schein等學者對組織文化來源的架構，先整理兩家電視台組織之成立背景與概況，並將組織文化的分析架構調整為：一、組織的核心價值，二、組織成員的互動，及其如何延續組織文化、價值觀，三、組織創辦人以及新領導者的理念。歸納出兩家電視台所屬之組織文化類型後，研究者進而討論其置入性行銷策略的操作情形，了解組織文化與其策略之間的關聯性，觀察兩者是否一致，抑或隱藏衝突。 研究發現，對於A台而言，該台重視自身新聞品牌形象，展現出對於收視率龍頭老大的企圖，核心價值觀為「信賴」、「領先」，屬於「領先導向型」組織文化，置入性行銷策略則是「新聞掛帥，以價制量」；而B台品牌所代表的不僅僅是「B台新聞」，更是背後所支撐的「集團」，其品牌形象與台風訴諸年輕、活潑化，以爭取更多具購買力的閱聽人與廣告主，組織文化著重在「資源整合」與「開源節流」，屬於「營利導向型」組織文化，置入性行銷策略為「左右逢源，整合接納」。

Organizational culture is a set of shared meanings that makes it possible for members of a specific group to interpret and act upon their environment. Through its assumptions, values, norms, and symbols, organizational culture determines the way in which the members of an organization behave in that reality. Recent empiric research has proved that there is a relationship of interdependence and influence between strategy and organizational culture. The intention of this study is to examine the organizational culture of two cable television organizations and to understand how given culture triggers different strategies of news placement. The study analyzes three resources of organizational culture respectively: foundation background, the interaction among members, the founder and the leaders of both organizations, and then identify the themes of organizational culture. Overall, A cable television shows the ambition to be the leading brand of news in Taiwan, and demonstrates the “Leading-Orientation” culture. Its strategy of news placement is more conservative. In contrast, B cable television, which belongs to one of the largest multimedia groups in Taiwan, presents the “Market-Driven” culture and tends to embrace the news placement.