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    题名: 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
    贡献者: 李有仁
    李世揚
    Lee, Shih Yang
    关键词: 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
    上传时间: 2018-05-02 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.
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