數位匯流趨勢下電視媒體經營策略之研究 -三立集團為例

Abstract

摘要 本報告將從電視廣告營收改變最為劇烈的2017年開始探討，數位匯流對於電視廣告營銷市場的消長所造成的影響，並探討電視媒體產業的因應之道。探索電視媒體在數位產業匯聚與網際網路新平台的衝擊之下，與數位媒體將發生競爭與合作的活動，應進行的策略性思考。研究目的有二： 1.數位匯流對電視媒體產業帶來的影響 2.提出電視媒體未來之市場面及轉型策略

本研究將臺灣三立媒體集團為例說明目前臺灣電視媒體產業的趨勢及未來挑戰，經研究發現個案公司在其產業面對數位匯流的影響下，擁有其產業的未來發展及商業生存模式。經研究發現，個案公司擁有良好的創新節目能力與獨特經營出全台最台粉絲經濟，創新產品差異化策略加上完整的數位平台佈局，具有可為企業帶來利潤的價值性，以及不可被模仿的特性。商業模式方面以創新獨有的產品為核心，整合原有電視製作節目新聞及活動等產品與創新服務，由大眾傳播系統創造一元多用全方位播出平台，改變閱聽者收看習慣及加值服務，提升附加價值並可創造多元營收。

最後，就以該產業既有的商業生態復加以本研究的產業發展及定位策略，歸納出電視媒體產業的數位時代的經營轉型策略及發展方向。希望在實務的經驗與學術理論的分析結合之下，能為臺灣電視媒體者的轉型尋找到未來的發展方向。

The report will start with the most dramatic changes in TV advertising revenue in 2017, the impact of digital convergence on the growth and decline of the TV advertising marketing market, and explore the response of the TV media industry. To explored the strategic of the thinking of TV media under the impact of digital industry convergence and the new Internet platform, and competition and cooperation with digital media. This research method uses journal literature, special books and industrial secondary materials as the basis for analysis, interpretation and inference. It focuses on deriving and inducting the development of the TV media industry, environmental variability, and the impact of technology, and then interviewed by the media industry to obtain Evaluation framework for the development of television media. There are two research purposes: 1. The impact of digital convergence on the television media industry 2. The propose the future market and transformation strategy of TV media

This study takes Taiwan Sanlih Media Group as an example to illustrate the current trends and future challenges of Taiwan's TV media industry. It has been found that case companies have the future development and business survival mode of their industries under the influence of digital convergence in their industries. The study found that the case company has a good ability to innovate programs and uniquely operate the most fan economy in Taiwan, the innovative product differentiation strategy and the complete digital platform layout, with the value of profit that can bring profits to the enterprise, and cannot be the characteristics of imitation. The business model is centered on innovative and unique products, integrating original TV production program news and events and other products and innovative services. The mass communication system creates a multi-purpose broadcast platform to change the viewing habits and value-added services of the listeners. Increase added value and create multiple revenues.

Finally, based on the industrial ecology of the industry, the industrial development and positioning strategy of this research is added, and the business transformation strategy and development direction of the digital media industry in the digital era are summarized. It is hoped that under the combination of practical experience and academic theory analysis, we can find the future development direction for the transformation of Taiwan TV media.