以動態能力理論探討電視台新媒體策略-以三立電視台為例

Apply Dynamic Capabilities to explore Television of New Media Strategies - A Case Study of SET TV.

李香潔(HSIANG-CHIEH LI)

指導教授 ： 胡元輝

國立中正大學/社會科學院/傳播學系電訊傳播研究所/碩士(2016年)

摘要

傳播新科技的發展使得傳統電視產業面臨許多問題，其中又以網路為基礎所衍伸出的「新媒體」衝擊甚鉅，新媒體多平台的趨勢下也促使了使用者的行為產生改變、閱聽眾的分化愈趨明顯、傳統電視媒體產業的營收來源也悄悄發生了變化。因此，本研究因此希望從數位匯流的角度來分析三立電視台面對外部環境劇烈改變所採取的因應策略，並以動態能力理論探討三立電視台的因應策略是否能讓該公司面對劇烈的環境變遷仍擁有競爭優勢，最後，歸納其成功方法、模式及思考，在未來可提供作給其他電視台媒體組織經營者參考。
研究結果顯示三立電視台發展新媒體策略頗符合動態能力理論，憑藉公司所有者就是決策者的管理體制，在快速變遷的環境中也能快速且明確的下決策，並運用優於其他業者的自製戲劇能力拓展新媒體業務，但本研究亦發現，三立電視在組織與管理流程中的協調與學習機制尚不夠紮實，例如簡單、快速卻缺乏SOP的協調作業，相互合作卻缺乏相互瞭解的部門關係等。三立電視台的華流節目與品牌，已成為該台發展新媒體業務珍貴的技術性、互補性及商譽資產，而專屬資產定位搭配組織流程適當的調整，則可創造出有別於其他業者的競爭優勢，最後三立電視台發展新媒體業務時如影音平台等，是過去企業的路徑相依，現階段觀察是相對成功的基礎，但卻也有可能變成新階段發展時的阻礙。

關鍵字

新媒體 ； 動態能力理論 ； 電視媒體

並列摘要

Spread the development of new technology makes the traditional TV industry is facing many problems, among which is the basis of the network derived projecting "new media" is a huge impact, the trend of multi-platform new media also contributed to the change in user behavior, differentiation reading audience obvious source of revenue for traditional TV media industry is also quietly changed. Thus, the present study is, therefore, desirable from digital convergence the perspective of the three established television stations face the external environment drastic change in coping strategies adopted, and Dynamic Capabilities Theory of Sanlih Television coping strategy is to make the companies face severe environmental changes still have a competitive advantage, finally, successful induction methods, models and thinking in the future may be provided to other television media organizations for operator reference.
The results show Sanlih Television development of new media strategy is quite consistent with the theory of dynamic capabilities, with the company owner is the management system of decision-makers in rapidly changing environments can quickly and clearly under the decision, and the use of other than the industry's self-drama the ability to expand into new media business, but the present study also found Sanlih television coordination and learning mechanisms in the organization and management of the process is still solid enough, such as simple, fast but lack of coordination operations SOP, and mutual cooperation is the lack of mutual understanding sector relations . Sanlih Television Hua Stream program and brand, has become the new media business development for precious technical units, complementary assets and goodwill, asset location and exclusive organizational processes with appropriate adjustments, it can create the industry's different from other competitive advantage, finally Sanlih TV when the development of new media services such as video platform, is the last path dependent companies, at this stage on the basis of observation is relatively successful, but it may also become a new stage of development when hamper.

並列關鍵字

New Media ； Dynamic Capabilities Theory ； Television Media

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