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題名 廣告業網路廣告交易平台模式之研究
A Model of Internet Advertising Trading Platform for Advertising Industry作者 李世揚
Lee, Shih Yang貢獻者 李有仁
李世揚
Lee, Shih Yang關鍵詞 紮根理論
平台商業模式
企業生態系統
雙邊市場理論
Grounded theory
Platform business model
Business ecosystem
Bilateral market theory日期 2018 上傳時間 2-May-2018 15:47:03 (UTC+8) 摘要 本研究採用定性研究方法，運用紮根理論分析平台商業模式。選取 cChannel 和阿里媽媽兩個案例，分別對 cChannel 和阿里媽媽進行了開放性編碼、主軸編碼、選擇性編碼等過程，得出兩者的故事主線；最後比較分析兩個案例的共同點，建立平台企業的商業模式，然後應用於個案廣告公司 OMDOMD 的平台設計。 紮根理論分析發揮了研究人員在研究時事先偏好的主觀動態特性，又強調研究人員的主觀偏見可能制約對現象深度挖掘的可能性。因此，本研究從實際問題出發，首先透過文獻探討聚焦研究問題，進而就研究問題進入實地研究，調查相關現象。 個案公司 OMD 看見未來趨勢，運用完整的交通媒體廣告版位導入各種數位技術服務，讓交通場域、品牌廣告主、目標消費者三者，透過最新的科技與媒體形式，在看到廣告的當下，直接串連在一起。本研究建議 OMD 針對台灣市場進行調查研究，並期望透過本論文的研究方法，找出讓「供應商」、「通路商」、「消費者」皆能共同享益的媒合平台，創造新的商業模式。
This study adopts qualitative research methods and uses grounded theory to analyze the business model of the platform. Two cases of cChannel and Alimama were selected, and they were respectively subjected to the process of open coding, axial coding, and selective coding processes. The main axis of the two cases was obtained. Finally, the similarities of the two cases were analyzed and compared to establish a business model of the platform industry. The model was then applied to the design of the case company OMD’s advertisement platform. The grounded theory analysis exerts the subjective dynamic characteristics of the researchers` prior preferences in the research process, and emphasizes that the subjective biases of the researchers may restrict the depth of excarvating the phenomenon. Therefore, starting from practical problems, this study first identifies research issues through literature review, and then proceeds to field research on these issues and investigate related phenomena. The case company OMD saw the future trend and used a full range of transportation media advertisements to connect with various digital technology services so that the traffic field, brand advertisers, and target consumers are connected through the latest technology and media formats at the moment of seeing the advertisement. This study suggests that OMD investigates and surveys the Taiwan market, and through the research methods of this paper, they may find a matching platform that allows "suppliers," "dsitributors," and "consumers" to enjoy the platform benefit and create new business models.參考文獻 中文部分1. 杰罗姆(2015-08-19)，美國傳媒望族的新媒體之路啟示錄， http://www.tmtpost.com/1404453.html2. MAA (2017)台灣媒體白皮書，台北市媒體服務代理商協會。3. MBA智庫百科 (2016.12.26），AISAS 模式， http://wiki.mbalib.com/zh-tw/AISAS%E6%A8%A1%E5%BC%8F4. MBA智庫百科 (2016.12.26），AIDMA 模式，http://wiki.mbalib.com/zh-tw/AIDMA%E6%B3%95%E5%88%995. 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國立政治大學
資訊管理學系
101356503資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101356503 資料類型 thesis dc.contributor.advisor 李有仁 zh_TW dc.contributor.author (Authors) 李世揚 zh_TW dc.contributor.author (Authors) Lee, Shih Yang en_US dc.creator (作者) 李世揚 zh_TW dc.creator (作者) Lee, Shih Yang en_US dc.date (日期) 2018 en_US dc.date.accessioned 2-May-2018 15:47:03 (UTC+8) - dc.date.available 2-May-2018 15:47:03 (UTC+8) - dc.date.issued (上傳時間) 2-May-2018 15:47:03 (UTC+8) - dc.identifier (Other Identifiers) G0101356503 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/117019 - dc.description (描述) 博士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 101356503 zh_TW dc.description.abstract (摘要) 本研究採用定性研究方法，運用紮根理論分析平台商業模式。選取 cChannel 和阿里媽媽兩個案例，分別對 cChannel 和阿里媽媽進行了開放性編碼、主軸編碼、選擇性編碼等過程，得出兩者的故事主線；最後比較分析兩個案例的共同點，建立平台企業的商業模式，然後應用於個案廣告公司 OMDOMD 的平台設計。 紮根理論分析發揮了研究人員在研究時事先偏好的主觀動態特性，又強調研究人員的主觀偏見可能制約對現象深度挖掘的可能性。因此，本研究從實際問題出發，首先透過文獻探討聚焦研究問題，進而就研究問題進入實地研究，調查相關現象。 個案公司 OMD 看見未來趨勢，運用完整的交通媒體廣告版位導入各種數位技術服務，讓交通場域、品牌廣告主、目標消費者三者，透過最新的科技與媒體形式，在看到廣告的當下，直接串連在一起。本研究建議 OMD 針對台灣市場進行調查研究，並期望透過本論文的研究方法，找出讓「供應商」、「通路商」、「消費者」皆能共同享益的媒合平台，創造新的商業模式。 zh_TW dc.description.abstract (摘要) This study adopts qualitative research methods and uses grounded theory to analyze the business model of the platform. Two cases of cChannel and Alimama were selected, and they were respectively subjected to the process of open coding, axial coding, and selective coding processes. The main axis of the two cases was obtained. Finally, the similarities of the two cases were analyzed and compared to establish a business model of the platform industry. The model was then applied to the design of the case company OMD’s advertisement platform. The grounded theory analysis exerts the subjective dynamic characteristics of the researchers` prior preferences in the research process, and emphasizes that the subjective biases of the researchers may restrict the depth of excarvating the phenomenon. Therefore, starting from practical problems, this study first identifies research issues through literature review, and then proceeds to field research on these issues and investigate related phenomena. The case company OMD saw the future trend and used a full range of transportation media advertisements to connect with various digital technology services so that the traffic field, brand advertisers, and target consumers are connected through the latest technology and media formats at the moment of seeing the advertisement. This study suggests that OMD investigates and surveys the Taiwan market, and through the research methods of this paper, they may find a matching platform that allows "suppliers," "dsitributors," and "consumers" to enjoy the platform benefit and create new business models. en_US dc.description.tableofcontents 摘要 iAbstract i致謝辭 i目次 iii表次 v圖次 vii第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 11第三節 研究內容與結構 12第二章 文獻探討 15第一節 網路時代下廣告業的轉型 15第二節 企業生態系統 22第三節 商業模式 26第四節 平台商業模 38第五節 雙邊市場理論 60第六節 競合策略 67第七節 LBS 與情境感知服務 76第三章 研究方法 89第一節 研究方法的選擇 89第二節 案例研究設計 91第三節 資料分析 94第四節 現有文獻的比較 95第五節 理論架構建立 96第四章 個案廣告公司 OMD 簡介及面臨的問題 97第一節 個案廣告公司 OMD 的發展歷程 97第二節 個案廣告公司 OMD 的轉型策略分析 101第五章 紮根理論應用說明 108第一節 阿里媽媽案例 108第二節 C Channel 123第六章 設計個案公司名產整合行銷平台 152第一節 台灣觀光產業需求缺口分析 152第二節 平台於「紮根理論」之解決方案應用 153第七章 結論與建議 160第一節 結論 160第二節 建議 160參考文獻 162 中文部分 162 英文部分 162附錄 184附錄 1.網頁搜尋資料 184附錄 2.網頁搜尋資料詳細範例 187 zh_TW dc.format.extent 1665505 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101356503 en_US dc.subject (關鍵詞) 紮根理論 zh_TW dc.subject (關鍵詞) 平台商業模式 zh_TW dc.subject (關鍵詞) 企業生態系統 zh_TW dc.subject (關鍵詞) 雙邊市場理論 zh_TW dc.subject (關鍵詞) Grounded theory en_US dc.subject (關鍵詞) Platform business model en_US dc.subject (關鍵詞) Business ecosystem en_US dc.subject (關鍵詞) Bilateral market theory en_US dc.title (題名) 廣告業網路廣告交易平台模式之研究 zh_TW dc.title (題名) A Model of Internet Advertising Trading Platform for Advertising Industry en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分1. 杰罗姆(2015-08-19)，美國傳媒望族的新媒體之路啟示錄， http://www.tmtpost.com/1404453.html2. 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