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標題: | 活化閒置產能之創新模式—以漁歌廣告為例 An Innovative Model of Activating Idle Capacity — The Case of Fishing Song Advertizing Co. |
作者: | Hsien-Cheng Cheng 鄭獻政 |
指導教授: | 李存修 |
關鍵字: | 傳統媒體,閒置產能,物聯網(IOT),大數據(Big Data),零售4.0,第三方支付,Fintech,電子商務(EC), traditional media,idle capacity,Internet of Things (IOT),Big Data,Revolution 4.0,third-party payment,Electronic Commerce (EC),Fintech, |
出版年 : | 2017 |
學位: | 碩士 |
摘要: | 在傳統媒體中,因為提供的服務越來越趨於一致,缺乏服務上的創新以及差異化,且在競爭又如此激烈的戰爭底下,傳統媒體的市場已經逐漸衰退、式微。本研究以漁歌廣告公司為案例,分析在傳統媒體競爭如此激烈底下,如何在衰退的市場創造出不一樣的新希望,如何將創新融入傳統媒體,營造出不同於一般的公車戶外媒體,此外也將探討如何解決閒置產能所造成的額外成本,讓該公司再創新之際也能夠創造出更多的獲利。
科技日新月異,不斷改變便是解決現今情況的最好方式,而加入新的元素,創造出新思維是傳統廣告公司產業開發出新市場的方法之一,而我們不但要創新,更要解決閒置產能造成的成本問題。在現代的社會上,伴隨著物聯網(IOT)、大數據(Big Data)的分析快速的發展,也促使零售業發展出4.0革命,如何有效的運用現有的智慧行動裝置與物聯網技術,進行垂直整合,發展出在特定領域的應用,創造出新藍海市場,而在行動裝置方面更是逐漸成為每個人的生活重心,消費者的人手一機,造就了現在的BYOD(Bring Your Own Device)讓無所不在的行動裝置,創造出不一樣的商機。 在未來誰能夠掌握最多的資訊便是會該產業的贏家,漁歌廣告致力於突破以往的消費型態,創造出全新的數位媒體,(1)以解決閒置產能為出發點,發想出不同以往的消費方式。(2)為廣告主以及消費者提供不一樣的數位互動媒體服務,此外還能夠增加該公司之競爭力(3)突破以往的框架,利用現有技術增加分析消費者之行為,創造出更多有效之商業情報。因此不但能讓漁歌廣告在傳統媒體產業上有著不一樣的面貌,更能提高該附加價值。 本研究分別利用經濟面以及會計面的分析,剖析創新該產業以及解決閒置產能即將會面臨之挑戰及期待未來非凡的機會,透過改造傳統的公車戶外媒體,加上P2P點數與現金的互換、第三方支付、EC(Electronic Commerce)及Fintech等創新技術,來提供更有效率的金融服務,讓這些行為融入現今人民生活之中,讓廣告主、消費者、媒體店家等除了擁有零時差的透過新媒體進行推播外更能夠獲得額外紅利的優惠,利用這樣的方式,不但讓閒置產有效運用,減少它所帶來的成本,更能享受著解決它之後所伴隨的價值以及效益。 Because of the increasing convergence and lack of innovation and differentiation in services, the traditional media market has been experiencing steady decline in the war of fierce competition. In this paper, the author takes Fishing Song Advertising Company as an example to analyze how the traditional media is creating new hope in a recession market, under the fierce competitive environment. It also explores how it integrates innovation with traditional media, to create a different outdoor media. In addition, this research will explore how to resolve the issue additional costs associated with idle capacity, so that the company is able to become more profitable in the process of re-innovation. As technology is in constant evolution nowadays, the best way to resolve today's issues is to keep changing. One method traditional advertising companies use to develop new markets is to inject new elements to create new thoughts. However, we need not only to be innovative, but also to overcome the cost issues of idle capacity. In modern society, with the rapid development of the Internet of Things (IOT) and Big Data analysis, the retail industry has entered Revolution 4.0. The challenge of effectively using existing intelligent mobile devices and Internet of Things technology to carry out vertical integration, as well as developing application in specific areas, is the key to creating a new blue ocean market. As mobile devices become an integral part of our lives, almost every consumer owns a device, fostering a BYOD (Bring Your Own Device) environment ripe with new business opportunities for these ubiquitous mobile devices. In the future, those in control of the most information will be the winner of the industry. Fishing Song Advertising Company is dedicated to changing old consumer habits, and to creating new digital media. (1) With solving the issue of idle capacity as starting point, come up with consumption patterns different from those in the past. (2) Provide different interactive digital media for advertisers and consumers, and enhance the competitiveness of the company. (3) Break through the limits of the existing framework, and utilize existing technology to increase consumer behavior analysis, to create more effective business intelligence. These efforts not only allow Fishing Song Advertising Company a different outlook within the traditional media industry, but also increase the company’s added value. This study assesses both the economic and the accounting aspects, to analyze both the challenge and the immense opportunities brought forth in the attempt to promote innovation and resolve the issue of idle capacity. The transformation of the traditional automotive outdoor media, along with the exchange of P2P points and cash, third-party payment, EC (Electronic Commerce), Fintech, and other innovative technologies, can provide more efficient financial services. As these transactions are integrated into our daily lives, advertisers, consumers, and media companies enjoy zero-time-delay broadcasting through the new media, as well as additional bonuses and promotions. This model presents a solution to idle capacity, whereby reducing the hidden costs incurred, and as a result, allow the company to enjoy the value and benefits generated. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/59495 |
DOI: | 10.6342/NTU201700912 |
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