傳統媒體與數位科技的對話

傳統公車戶外媒體代理商，因為產業服務的一致性，缺乏服務的差異化。在激烈的競爭下，傳統公車戶外媒體產業已經成為衰退、殺價爭奪的紅海市場。本研究以F公司個案為例，分析可能面臨到的困境，及其如何面對、改變、精進產業的對策，探討如何跳脫殺價爭奪的紅海困局。引入創新元素、建構新體系是傳統公車戶外媒體產業開拓藍海新市場的方法之一。科技日新月異，正在改變是產業的競爭思維。互聯網與IOT提供萬物聯網的基礎建設。智慧型行動手機的發展，讓人人隨身攜帶、無所不在，造就了 BYOD (Bring Your Own Device) 無所不在的的行動媒體、線上行銷、行動商務。IOT 科技，如Beacon以及 AR 的發展更促成精準定位、標的行銷、立即體驗、導購的可能。這些都是本研究用來催生新世代新媒體的科技元素。未來的產業競爭，是一個數據資訊的競爭，誰能夠掌握資訊，誰就是產業的贏家。Ｆ公司立志於建造全新的數位媒體，(1)經由數位互動科技蒐集、分析消費者行為，創造商業決策所依賴之商業情報。(2)為新媒體使用的客戶、廣告主提供數位互動媒體服務; (3) 超越傳統競爭者，使傳統業者從競爭者轉成為F公司之維運協作夥伴、共同改造產業，創立創新的、高附加價值的全新生態體系。本研究運用互聯網、Beacon、AR新科技，建造新媒體，包括線上的先進媒體商店(AMS， Advanced Media Store)、實體的咖啡連鎖通路Karen Cafe的WiFi， Beacon、AR媒體聯網數位服務。此外，更將傳統公車戶外媒體，透過WiFi、Beacon、AR，改造行動商務新媒體公車。這些作為，讓我們的媒體受眾、廣告主、媒體商店賣家、買家，無時無地透過新媒體公車之行動推播、導購；媒體商店之標的促銷、行銷；Karen Cafe之O2O 服務，綿綿互聯，媒合交易、創造加值。

關鍵字

傳統公車戶外媒體；行動商務公車新媒體(Mobile2EC) ；先進媒體商店 (AMS) ；大數據；雲端；商業模式創新；物聯網；行動商務

並列摘要

Traditional outdoor media advertising agencies often lack differentiation because of the uniformity of the service provided. Intense competition has relegated this industry to a declining red sea market seeped in price warfare. This research focuses on the F Company case study and analyzes the possible difficulties that lie ahead, and discusses strategies in confronting this predicament, furthering the industry, and breaking free from over competition. One method in cultivating a blue ocean market is instilling the spirit of innovation and re-constructing the business model. Relentless advances in technology necessitate a change in our core understanding of competition in the industry. Combined with the infrastructure provided by IOT, the smartphones make possible the constant presence of mobile media, online marketing, and e-commerce. IOT technology such as Beacon and AR . These elements form the catalysts which will bring forth new media in the new age. The future of competition is one of digital information. Success belongs to those who wield and control information. F Company sets out to establish new media by: 1) analyzing consumer data collected through digital interactive technology and turning them into effective and relevant business intelligence; 2) providing digital interactive media services to advertising clients; and 3) transforming competitors in a traditional industry into collaborative partners, thus creating a new ecological system. This researches uses the internet, Beacon, and AR technology to create new media. (AMS Advanced Media Store) Through the use of WiFi , Beacon, and AR, it has also reconstructed traditional outdoor public transportation advertising spaces into New Media Bus. These endeavors have garnered media attention and more better services.