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題名 台灣中小型媒體代理商經營策略 - 雙邊市場分析 作者 熊賢雅 貢獻者 陳建維
熊賢雅關鍵詞 中間商
雙邊市場
資源基礎理論
競合策略
Intermediation
Two-sided markets
RBV
Co-operative日期 2017 上傳時間 31-Jul-2017 11:01:47 (UTC+8) 摘要 台灣媒體代理商介於廣告主與媒體之間，扮演著兩者之間的「中間商」角色，但隨著媒體採購市場環境劇烈變化、媒體產業自由化，以及國際媒體代理商、國內中小型媒體代理商的日益趨異化，現今媒體代理商已不單只是扮演廣告主與媒體之間的溝通橋樑，其必須重新定位自己的角色。因此，本研究以此為主軸，探討媒體代理商該如何調整經營策略、強化自己與媒體業者談判的空間與議價的能力、為廣告主創造廣告行銷的價值，以及提升自身產業地位。 研究者檢閱過去相關文獻，多半集中於媒體代理商的個案分析、台灣媒體代理商的產業演變及發展與分期討論、比較不同廣告代理商的發展策略等議題。因此本研究以台灣媒體代理商為研究對象，又考量到研究興趣與文獻資料之取得性，本研究選擇主要以台灣本土中小型的媒體代理商為分析對象，將中間商理論、雙邊市場理論、資源基礎理論、競合策略理論融入企業經營，試圖深入探討媒體代理商產業的經營與策略的動態發展，期盼在企業管理與經營等領域之理論觀點運用下，了解媒體代理商在環境變動下如何應用自身的資源基礎，各種環境變遷所帶來的衝擊。 參考文獻 《中文》1. 林妏璘，台灣媒體服務公司經營策略分析，佛光人文社會科學傳播學研究所，2005。2. 凌慶榮，面對數位匯流，傳統媒體代理商應對策略探討─以安吉斯集團偉視捷媒體公司為例，中央大學管理學院高階主管企管碩士班，2012。3. 陳聖凱，消費者聯盟議價系統之研究，國立中山大學資訊管理研究所碩士論文，1999。4. 陳德釗，數位出版產業的經營模式：從雙邊市場觀點的角度來看，數位(字)出版時代下的消費者行為暨推廣策略國際研討會，2011。5. 劉璁翰，企業導入ERP系統階段性關鍵成功因素之研究，國立台北科技大學碩士論文，2002。6. 闕秋萍，探討台灣廣告產業權力架構變遷因素及其影響之研究：以權力與競合關係觀點，中華傳播學會，2005。7. 龔瑩儀，我國廣告代理產業經營策略之分析，國立政治大學企業管理研究所，1995。8. 動腦雜誌，444期、445期、454期。《英文》1. Armstrong, M., “Competition in two-sided markets,” Journal of Economics, 20062. Bailey, J. P. and Bakos, J. Y., “An exploratory study of the emerging role of electronic intermediary,” International Journal of Electronic Commerce, 1997.3. Bakos, J. Y., "A Strategic Analysis of Electronic Marketplace," MIS Quarterly,1991.4. Barney, J. B., “Organizational Culture: Can It Be a Source of Sustained Competitive Advantage?,” Academy of Management Review, 1986.5. Benjamin, R. I. and Wigand, A., “Electronic Markets and Virtual value Chains on the Information Superhighway,” Sloan Management Review, 1995.6. Bengtsson, M. and Kock, S., “Coopetition in business networks to cooperate and compete simultaneously,” Industrial Marketing Management, 2000.7. Brandenburger A. M., and Nalebuff B. J., “Co-Opetition,” 1996.8. Chatterjee, S. and Wernerfelt, B., “The Link Between Resources and Type of Diversification: Theory and Evidence,” Strategy Management Journal, 1991.9. Chircu, A. M. and Kauffman, R. J., “Reintermediation Strategies in Business-to-Business Electronic Commerce,” International Journal of Electronic Commerce, 199810. Collis, D. J. and Montgomery, C. A., “Competing on Resources,” Harvard Business Review, 2008.11. Das, T. K. and Teng, B. S., “Instabilities of Strategic Alliances: An Internal Tensions Perspective,” 2000.12. Freeman, R. E., “A Stakeholder Approach,” Strategy Management, 1984.13. Eisenhardt, K. M., “Building Theories from Case Study Research,” The Academy of ManagementReview, 1989.14. Eisenmann, T., Parker, G., and Van Alstyne, M, W., “Strategy for Two-Sided Markets,” Harvard Business Review, 2006.15. Eisenmann, T. R., “Managing Proprietary and Shared Platforms: A Life-Cycle View,” Harvard Business School, 2007.16. Grant, R, M., “The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation,” California Management Review, 2001.17. Hamel, G., Doz, Y. L. and Prahalad, C. K., “Collaborate with your competitors and win,” Harvard Business Review, 1989.18. Hamel, G. and Prahalad, C. K., “Competing for the Future,” Harvard Business Review, 1994.19. Kotler, P., Marketing Management: Analysis, Planning, Implementation and Control, N.J: Prentice Hall International, Inc., 8thed, 1995.20. Kotler, P., and Keller, K. L, Marketing Management, Prentice Hall, 14thed, 2011.21. Lado, A., Boyd, N. and Wright, P., “A Competency-Based Model of Sustainable Competitive Advantage: Toward a Conceptual Integration,” Journal of Management, 1992.22. Lado,A., Boyd, N. and Hanlon, S., “Competition, Cooperation, and the Search for Economic Rents: A Syncretic Model,” The Academy of Management Review, 1997.23. Luo, Y., “How important are shared perceptions of procedural justice in cooperative alliances?,” Academy of Management Journal, 2005.24. Malone, T., Yates, J., and Benjamin, R., “Electronic markets and electronic hierarchies: Effects of information technology on market structure and corporate strategies,” Communications of the ACM, 1987.25. Negroponte, N., “Reintermediated,” Wired, 1997.26. Penrose, E. T., “The Theory of the Growth of the Firm,” Oxford University Press, 1959.27. Peteraf, M. A., “The cornerstones of competitive advantage: A resource-based view,” Strategic Management Journal, 1993.28. Porter, M.E., “How Competitive Forces Shape Strategy,” Harvard Business Review, 1979.29. Porter, M. E. and Millar, V., “How information gives you competitive advantage,” Harvard Business Review, 198530. Rockart, J., and Scott Morton, P., “Networked forms of organization. In Scott Morton, P. (Ed.), The corporation of the 1990s,” New York: Oxford University Press, 1993.31. Rochet, J-C., Tirole, J., “Platform Competition in Two-Sided Markets,” European Economic Association, 2003.32. Sarkar, M. B, Butler, B. and Steinfield, C., “Intermediaries and Cybermediaries: A Continuing Role for Medating Players in the Electronic Marketplace,” Journal of Computer-Mediated Collaboration(3), 1995.33. Shad, D., “Bargaining power in buyer-supplier relationships,” Production and Inventory Management Journal, 1999.34. Stern, L.W. and El-Ansary, A.I., Marketing Channels, Prentice Hall International, Inc., 4thed, 1992.35. Tsai, W., “Social structure of coopetition within a multiunit organization: Coordination, competition, and intra-organizational knowledge sharing,” Organization Science, 2002.36. Wernerfelt, B., “A Resource-based View of the Firm,” Strategy Management Journal, 1984.37. Yin, R., “Case Study Research: Design and Methods,” 1994. 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
101932048資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101932048 資料類型 thesis dc.contributor.advisor 陳建維 zh_TW dc.contributor.author (Authors) 熊賢雅 zh_TW dc.creator (作者) 熊賢雅 zh_TW dc.date (日期) 2017 en_US dc.date.accessioned 31-Jul-2017 11:01:47 (UTC+8) - dc.date.available 31-Jul-2017 11:01:47 (UTC+8) - dc.date.issued (上傳時間) 31-Jul-2017 11:01:47 (UTC+8) - dc.identifier (Other Identifiers) G0101932048 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/111466 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 101932048 zh_TW dc.description.abstract (摘要) 台灣媒體代理商介於廣告主與媒體之間，扮演著兩者之間的「中間商」角色，但隨著媒體採購市場環境劇烈變化、媒體產業自由化，以及國際媒體代理商、國內中小型媒體代理商的日益趨異化，現今媒體代理商已不單只是扮演廣告主與媒體之間的溝通橋樑，其必須重新定位自己的角色。因此，本研究以此為主軸，探討媒體代理商該如何調整經營策略、強化自己與媒體業者談判的空間與議價的能力、為廣告主創造廣告行銷的價值，以及提升自身產業地位。 研究者檢閱過去相關文獻，多半集中於媒體代理商的個案分析、台灣媒體代理商的產業演變及發展與分期討論、比較不同廣告代理商的發展策略等議題。因此本研究以台灣媒體代理商為研究對象，又考量到研究興趣與文獻資料之取得性，本研究選擇主要以台灣本土中小型的媒體代理商為分析對象，將中間商理論、雙邊市場理論、資源基礎理論、競合策略理論融入企業經營，試圖深入探討媒體代理商產業的經營與策略的動態發展，期盼在企業管理與經營等領域之理論觀點運用下，了解媒體代理商在環境變動下如何應用自身的資源基礎，各種環境變遷所帶來的衝擊。 zh_TW dc.description.tableofcontents 第一章 緒論 1第一節 研究背景 1第二節 研究動機 2第三節 研究問題與目的 2第四節 研究流程 4第二章 文獻探討 5第一節 中間商 5一、 中間商存在之重要性 5二、 去中間化之形成 (Disintermediation) 7三、 再中間化 (Reintermediation) 10第二節 雙邊市場 12一、 雙邊市場的概念 12二、 平台商的特色 12三、 網絡外部性的重要性 15四、 中間商如何定價 15五、 贏者全拿現象 18第三節 資源基礎理論 18一、 資源基礎理論之發展 18二、 核心資源與能力 20第四節 競合策略 23一、 競合策略之意涵 23二、 競合策略之模式 24三、 形成競合策略之要件及潛在問題 27第三章 研究方法 30第一節 研究架構 30第二節 個案分析 31第三節 文獻分析法 33第四章 台灣中小型媒體代理商分析 35第一節 媒體代理商產業：國內中小型媒體代理商的出現 35第二節 媒體代理商之產業鏈分析 45第三節 媒體代理商之競合分析 47第四節 媒體代理商之價值網 (Value Net) 分析 51第五節 媒體代理商之整合行銷 52第五章 個案分析 55第一節 個案A公司簡介 55第二節 個案公司的客戶服務 56第三節 A公司的組織結構 57第四節 個案公司的網絡外部資源 58第五節 綜合分析 58一、 台灣媒體代理商綜合分析 58二、 本土中小型媒體代理商的競合關係 66第六章 研究結論與建議 70第一節 研究結論 70第二節 管理意涵 71第三節 未來研究建議 74參考文獻 76 zh_TW dc.format.extent 788067 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101932048 en_US dc.subject (關鍵詞) 中間商 zh_TW dc.subject (關鍵詞) 雙邊市場 zh_TW dc.subject (關鍵詞) 資源基礎理論 zh_TW dc.subject (關鍵詞) 競合策略 zh_TW dc.subject (關鍵詞) Intermediation en_US dc.subject (關鍵詞) Two-sided markets en_US dc.subject (關鍵詞) RBV en_US dc.subject (關鍵詞) Co-operative en_US dc.title (題名) 台灣中小型媒體代理商經營策略 - 雙邊市場分析 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 《中文》1. 林妏璘，台灣媒體服務公司經營策略分析，佛光人文社會科學傳播學研究所，2005。2. 凌慶榮，面對數位匯流，傳統媒體代理商應對策略探討─以安吉斯集團偉視捷媒體公司為例，中央大學管理學院高階主管企管碩士班，2012。3. 陳聖凱，消費者聯盟議價系統之研究，國立中山大學資訊管理研究所碩士論文，1999。4. 陳德釗，數位出版產業的經營模式：從雙邊市場觀點的角度來看，數位(字)出版時代下的消費者行為暨推廣策略國際研討會，2011。5. 劉璁翰，企業導入ERP系統階段性關鍵成功因素之研究，國立台北科技大學碩士論文，2002。6. 闕秋萍，探討台灣廣告產業權力架構變遷因素及其影響之研究：以權力與競合關係觀點，中華傳播學會，2005。7. 龔瑩儀，我國廣告代理產業經營策略之分析，國立政治大學企業管理研究所，1995。8. 動腦雜誌，444期、445期、454期。《英文》1. Armstrong, M., “Competition in two-sided markets,” Journal of Economics, 20062. Bailey, J. P. and Bakos, J. Y., “An exploratory study of the emerging role of electronic intermediary,” International Journal of Electronic Commerce, 1997.3. Bakos, J. Y., "A Strategic Analysis of Electronic Marketplace," MIS Quarterly,1991.4. Barney, J. B., “Organizational Culture: Can It Be a Source of Sustained Competitive Advantage?,” Academy of Management Review, 1986.5. Benjamin, R. I. and Wigand, A., “Electronic Markets and Virtual value Chains on the Information Superhighway,” Sloan Management Review, 1995.6. Bengtsson, M. and Kock, S., “Coopetition in business networks to cooperate and compete simultaneously,” Industrial Marketing Management, 2000.7. Brandenburger A. M., and Nalebuff B. J., “Co-Opetition,” 1996.8. Chatterjee, S. and Wernerfelt, B., “The Link Between Resources and Type of Diversification: Theory and Evidence,” Strategy Management Journal, 1991.9. Chircu, A. M. and Kauffman, R. J., “Reintermediation Strategies in Business-to-Business Electronic Commerce,” International Journal of Electronic Commerce, 199810. Collis, D. J. and Montgomery, C. A., “Competing on Resources,” Harvard Business Review, 2008.11. Das, T. K. and Teng, B. S., “Instabilities of Strategic Alliances: An Internal Tensions Perspective,” 2000.12. Freeman, R. E., “A Stakeholder Approach,” Strategy Management, 1984.13. Eisenhardt, K. M., “Building Theories from Case Study Research,” The Academy of ManagementReview, 1989.14. Eisenmann, T., Parker, G., and Van Alstyne, M, W., “Strategy for Two-Sided Markets,” Harvard Business Review, 2006.15. Eisenmann, T. R., “Managing Proprietary and Shared Platforms: A Life-Cycle View,” Harvard Business School, 2007.16. Grant, R, M., “The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation,” California Management Review, 2001.17. Hamel, G., Doz, Y. L. and Prahalad, C. K., “Collaborate with your competitors and win,” Harvard Business Review, 1989.18. Hamel, G. and Prahalad, C. K., “Competing for the Future,” Harvard Business Review, 1994.19. Kotler, P., Marketing Management: Analysis, Planning, Implementation and Control, N.J: Prentice Hall International, Inc., 8thed, 1995.20. Kotler, P., and Keller, K. L, Marketing Management, Prentice Hall, 14thed, 2011.21. Lado, A., Boyd, N. and Wright, P., “A Competency-Based Model of Sustainable Competitive Advantage: Toward a Conceptual Integration,” Journal of Management, 1992.22. Lado,A., Boyd, N. and Hanlon, S., “Competition, Cooperation, and the Search for Economic Rents: A Syncretic Model,” The Academy of Management Review, 1997.23. Luo, Y., “How important are shared perceptions of procedural justice in cooperative alliances?,” Academy of Management Journal, 2005.24. Malone, T., Yates, J., and Benjamin, R., “Electronic markets and electronic hierarchies: Effects of information technology on market structure and corporate strategies,” Communications of the ACM, 1987.25. Negroponte, N., “Reintermediated,” Wired, 1997.26. Penrose, E. T., “The Theory of the Growth of the Firm,” Oxford University Press, 1959.27. Peteraf, M. A., “The cornerstones of competitive advantage: A resource-based view,” Strategic Management Journal, 1993.28. Porter, M.E., “How Competitive Forces Shape Strategy,” Harvard Business Review, 1979.29. Porter, M. E. and Millar, V., “How information gives you competitive advantage,” Harvard Business Review, 198530. Rockart, J., and Scott Morton, P., “Networked forms of organization. In Scott Morton, P. (Ed.), The corporation of the 1990s,” New York: Oxford University Press, 1993.31. Rochet, J-C., Tirole, J., “Platform Competition in Two-Sided Markets,” European Economic Association, 2003.32. Sarkar, M. B, Butler, B. and Steinfield, C., “Intermediaries and Cybermediaries: A Continuing Role for Medating Players in the Electronic Marketplace,” Journal of Computer-Mediated Collaboration(3), 1995.33. Shad, D., “Bargaining power in buyer-supplier relationships,” Production and Inventory Management Journal, 1999.34. Stern, L.W. and El-Ansary, A.I., Marketing Channels, Prentice Hall International, Inc., 4thed, 1992.35. Tsai, W., “Social structure of coopetition within a multiunit organization: Coordination, competition, and intra-organizational knowledge sharing,” Organization Science, 2002.36. Wernerfelt, B., “A Resource-based View of the Firm,” Strategy Management Journal, 1984.37. Yin, R., “Case Study Research: Design and Methods,” 1994. zh_TW
