廣播電臺經營策略之研究－以A電臺為例

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Title:	廣播電臺經營策略之研究－以A電臺為例
Other Titles:	The Study of Business Strategies of Broadcasting Station－A Case Study of Station A
Authors:	蕭安香 HSIAO, AN-HSIANG
Contributors:	劉俊儒 LIU, CHUN-JU 會計學系
Keywords:	經營策略;競合策略;SWOT計分卡;廣播電臺 Business Strategy;Co-opetition;SWOT Scorecard;Broadcasting Station
Date:	2019
Issue Date:	2019-12-16T06:43:41Z (UTC)
Abstract:	政府於1988年報禁解除，於1993年終結長達三十四年廣播凍結措施，從1993年到2000年之間，分十個梯次以及2018年第十一梯次，開放類比廣播電臺頻率的資源。在全球化趨勢驅動下，於2004年開放數位廣播頻率申請，2006年第一梯次數位廣播電臺獲得核准設立的有六家。然而在財務壓力下和政府主管單位的法令見解詮釋，數位廣播電臺六家業者從風光申請核准到暗淡退出市場，紛紛放棄DAB數位廣播。自從廣播業在1993年廣播頻道開放以後，從調幅到調頻到DAB數位廣播，到現在數位匯流無線、有線、網路、廣播、電視、電信、行動平臺新媒體融合時代。聯播經營模式不斷，加上科技技術快速進步，使得廣播電臺的經營越來越辛苦。在競爭激烈環境中，如何提昇競爭力，如何制定一套創新的經營策略，獲取具有獨特且優越的長期競爭優勢，對廣播電臺長期發展顯得相當重要。本研究選擇中部一家知名廣播電臺為個案公司，探討在面對競爭激烈的環境下，個案公司如何制定一套具有創新的可行性經營策略。回顧國內相關論文研究，尚未有以SWOT計分卡及競合策略探討廣播電臺經營策略之相關研究，所以本研究以競合的觀點、改變的思維來分析廣播產業的賽局元素，較能清楚瞭解公司與參賽者最佳平衡點，找到創造價值，擴大市場機會，在快速成長洪流中，再創商機與佳績，並提供個案電臺建立一套可行作業模式之參考。 In 1988, the government lifted the ban on newspaper, ended the freeze for 34-year broadcast since 1993. Government opened the resources for analog broadcasting station frequency by ten steps from 1993 to 2000, and the eleventh step in 2018. Driven by the trend of globalization, the number of digital broadcasting frequency applications was opened in 2004. And in 2006, there were six digital broadcasting stations approved for the first time. However, under the financial pressure and the interpretation of the decrees of the government authorities, the six broadcasting stations abandoned the DAB digital broadcasting from the proud application to the dim exit. Since the broadcasting industry opened its’ channel in 1993, it has expanded from AM to FM to DAB digital broadcasting. Even nowadays developed digital converge on new media like wireless, cable, Internet, radio, television, telecommunications, and mobile platforms etc. Because the co-broadcasting business model and technology change rapidly, broadcasting stations made the operation more and more difficult. It is very important for the long-term development of broadcasting stations that how to increase competitiveness, to develop an innovative business strategy, and to obtain a unique and superior long-term competitive advantage in a competitive environment. This study, choosing a well-known broadcasting station in the middle of the country as a case study of corporation, explores how this corporation formulates an innovative feasibility business strategy in the face of competitive environment. Looking back on the research of domestic related papers, there has not been a study to explore the management strategy of broadcasting stations with SWOT or Co-opetition. Therefore, this study analyzed the broadcast industry's game elements from the point of competition-cooperation and changing thinking to more clearly understand the corporation and the best balance between the contestants, to find the best balance of value and expand market value opportunities so as to create businesses opportunities and achievements in the rapid growth of science and technology flood and establish a set of feasible operating models for a case study of broadcasting station.
Appears in Collections:	[會計學系所] 碩士論文

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