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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/146697


    Title: 廣告代理產業未來營運模式之釐測
    Assessing the Future Operating Models of the Advertising Agency Industry
    Authors: 蔡佩旻
    Tsai, Pei-Min
    Contributors: 鄭自隆
    蔡佩旻
    Tsai, Pei-Min
    Keywords: 廣告代理產業
    廣告代理商
    營運模式
    德菲法
    Delphi Method
    Advertising agency industry
    Advertising agency
    Operational model
    Date: 2014
    Issue Date: 2023-08-02 14:34:24 (UTC+8)
    Abstract: 廣告代理產業的存在是為了服務其他產業，其目標是協助廣告主充分運用有限的資源，以達到廣告效益最大化，進而提高商品或服務的消費量。廣告代理商的經營成果與廣告主對其服務的滿意程度息息相關，然而過去的研究主要著重於廣告效果評估，而對廣告代理商的分析相對較少。此外，由於相關的碩士論文多來自商學院，因此在引用相關理論時，經常偏向於探討經營管理層面的議題。因此，本研究希望以商業模式作為理論框架，並借助產業專家的意見，探討廣告代理商未來的營運模式發展。
    本論文研究採用專家問卷，主要依據修正式德菲法，在樣本分配上，採以廣告產業相關企業行銷、廣告公司、媒體公司等專家。本問卷是根據相關文獻中提取的評估指標，研究者通過二至三次循環式調查，針對專家們的共識程度和意見回饋進行實施。
    經指標實證後，擬定廣告代理產業未來營運模式
    1.策略性選擇客戶，建立檢視客戶系統
    2.洞悉消費行為改變，因應數位潮流變化
    3.建立高知名度，提高指名度
    4.建立客戶正向關係，提供優質廣告諮商
    5.團結齊心，共同制定合理的收費標準
    6.迎接數位時代，是危機也是轉機
    7.深耕品牌經營，增加正向口碑
    8.主導性不再，專業分工來臨
    9.微利時代來臨，人員規模經濟化
    The existence of the advertising agency industry is to serve other industries, with the goal of assisting advertisers in maximizing advertising effectiveness and increasing the consumption of goods or services by making the most of limited resources. The performance of advertising agencies is closely related to the satisfaction of their clients. However, previous studies have mainly focused on evaluating advertising effectiveness, with relatively little analysis of advertising agencies. Additionally, since many relevant master`s theses come from business schools, there is often a bias towards discussing operational management issues when citing relevant theories. Therefore, this study aims to use the business model as a theoretical framework and explore the future operational model development of advertising agencies with the help of industry experts.
    This research employs an expert questionnaire based on the modified Delphi method. In terms of sample distribution, experts from marketing companies, advertising agencies, media companies, and other relevant companies in the advertising industry were included. The questionnaire was developed based on evaluation indicators extracted from relevant literature, and the researchers implemented the survey through two to three cycles of investigation to gauge the consensus level and feedback from the experts.
    Based on the empirical evidence from the indicators, the following future operational models for the advertising agency industry were proposed:

    1.Strategically selecting clients and establishing a client assessment system.
    2.Understanding changes in consumer behavior and adapting to digital trends.
    3.Establishing a high profile and increasing name recognition.
    4. Building positive client relationships and providing quality advertising consultation.
    5.Unity and consensus to establish reasonable pricing standards.
    6.Embracing the digital age as both a crisis and an opportunity.
    7.Fostering brand management and enhancing positive word-of-mouth.
    8.Moving away from dominance and embracing specialized division of labor.
    9.Adaptation to the era of marginal profits and achieving personnel scale economies.
    Reference: 中文書目
    1.中華民國廣告年鑑（2010）。 台北：台北市廣告代理商同業公會。
    2.中華民國廣告年鑑（2011）。台北：台北市廣告代理商同業公會。
    3.吳明純、黃思遠。《專題：台灣廣告代理商之競爭互動及其關鍵成功要素》。國際暨南大學國際企業學系。
    4.吳思華（2000）。《策略九說》，臉譜。
    5.吳思華（1996）。《策略九說─策略思考的本質》，麥田出版社。
    6.林呈綠、黃振家、錢大慧等（2009）。《台灣廣告50年：23個關鍵時間點》。滾石文化。
    7.鄭自隆（2008）。《廣告與台灣社會變遷》。華泰文化。

    英文書目
    1.Hudson, M.F. (1998). A Delphi study of elder mistreatment ：theoretical definitions, empirical referents and taxonomy.The University of Texas at Austin, Thesis (Ph.D.).
    2.Leidecker, J.K. & Bruno, A.V. (1984). Identifying and using Critical Success Factors. Long Range Planning, 17(1),23-32.
    3.Murry J. W. & Hommons, J. O. (1995). Delphi: A versatile methodology for conducting qualitative research. The Review of Higher Education, 18(4), 423-436.
    4.Parente, F., & Anderson-Parente, J. (1987). Delphi inquiry systems. Judgmental Forecasting, NY: John Wiley & Sons, 129-156.
    5.Rockart, J. F. (1979). Chief Executives Define Their Own Data Needs. Harvard Business Review, 57(2), 81-93.

    期刊論文
    1.吳岳峰（1991）。《廣告業服務品質與作業管理之研究》，中國文化大學企業管理研究所碩士論文。
    2.林茜如（1999）。《台灣媒體專業服務公司經營策略之探討》。國立台灣大學商學研究所碩士論文。
    3.胡光夏（2004）。《台灣廣告代理業的生態形成與互動之研究》，復興崗學報，第81期。
    4.商務司(1994) 。《廣告業發展、現況與變動分析，服務業報導》。第45集，頁56-84。
    5.張文智、方菁容，(1996) 。《廣告管理之研究-廣告主之廣告組織結構形式與作業決策》。廣告學研究。
    6.陳宇卿、吳峻安(2002)：〈台灣媒體服務公司外資化對本地廣告業之影響：從傳播政治經濟學的觀點分析〉，「中華傳播學會2002論文研討會」。台北深坑：中華傳播學會。
    7.劉美琪（2001）。《整合行銷傳播在國內廣告代理業的應用情形研究》。政大廣告學研究，第十六期，頁84-114。
    8.編輯部（2013）。3月號443期。動腦雜誌。
    9.編輯部（2013）。4月號444期。動腦雜誌。
    10.鄧朝中（2002）。《廣告媒體產業知識特性之研究：以電視媒體企劃與購買為例》。淡江大學大眾傳播學研究所碩士論文。
    Description: 碩士
    國立政治大學
    傳播學院碩士在職專班
    98941014
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098941014
    Data Type: thesis
    Appears in Collections:[EMA Program in Communication] Theses

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