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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/111466


    Title: 台灣中小型媒體代理商經營策略 - 雙邊市場分析
    Authors: 熊賢雅
    Contributors: 陳建維
    熊賢雅
    Keywords: 中間商
    雙邊市場
    資源基礎理論
    競合策略
    Intermediation
    Two-sided markets
    RBV
    Co-operative
    Date: 2017
    Issue Date: 2017-07-31 11:01:47 (UTC+8)
    Abstract: 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。
    Reference: 《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。
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    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。
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    《英文》
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    101932048
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101932048
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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