台灣數位影音業者經營之關鍵成功因素與核心資源分析

數位媒體發展與寬頻網路的普及帶動了數位影音服務需求的逐漸提升，結合影音與週邊服務的市場將預料無可限量，各國均積極輔導業者發展相關產業，我國政府亦於2002年起陸續推動輔導措施。然在政府與業者均積極投入的當下，各界對數位影音產業的範圍認定仍然模糊，針對產業所進行的研究也極為稀少且片面。本研究嘗試透過關鍵成功因素與資源基礎觀點對整體數位影音產業進行研究，尋找業者得以立足於的關鍵因素，以及不同類型代表性業者的核心資源參考。本研究發現，良好的行銷能力與充足的財物支援，為產業中共通的立足基礎。此外，各代表性業者經營數位影音業務所具備的核心資源包括：(1) 民間全民電視：戲劇節目製作與行銷能力、本身的新聞數位影音資料庫以及鮮明的品牌形象與定位；(2) 愛爾達科技：傳輸媒體的近用權、基礎市場規模的接近權、豐富影音資料庫、節目代理的經驗與know-how及與客戶、同業中的人脈；(3) 年代電通：自行開發的電腦影音平台、媒體集團綜效、節目製作與行銷企畫的經驗與能力；(4) 中華電信：基礎市場規模、長久的品牌與形象、電信集團綜效以及充足資金與資本；(5) 中嘉網路：獨佔的基礎市場規模、泛集團綜效、節目製作能力以及擁有職業球隊的綜效等。

關鍵字

數位影音；關鍵成功因素；核心資源

並列摘要

The development of Digital Media and popularization of broadband Internet has given rise to the demand for the upgrade of digital video services. While governments around the globe aggressively assist their enterprises in having an advantageous position in such a severely competitive environment, domestic related policies give fresh impetus to digital video industry beginning from 2002. Even though government and enterprises zealously devote themselves to this new field, both opaque definition of this industry and rare researches about it. This research investigates entirety Digital Video Industry through the viewpoint of Key Success Factors and Resource-Base View, to find the key factors that the firms could stand on, and to seek the core resource references between different types of enterprises. According to the study findings, the mutual foundations of industries are well-marketing capability and sufficient financial assistance. Moreover, the core resource for each standing industrial sector to manage the digital media businesses including: (1) Formosa Television Co., Ltd: producing and marketing abilities in drama program, digital video database of news and clear brand image and positioning; (2)ELTA Technology Co., Ltd: by the access to transmission medium, to fundamental market scale, abundant video database, the experience of program agent, know-how, and the relationship of customers and same line of business; (3) ERA Digital Media Co., Ltd: with development of the video computer platform by itself, the synergy of media group, the experience and proficiency of program production and marketing; (4)Chunghwa Telecom Co., Ltd: by its fundamental market scale, long-term effect on brand image, synergy of telecom group and sufficient finance and capital, and (5) China Network Systems Co., Ltd.: by its monopoly with the fundamental market scale, synergy of enterprise groups, proficiency of program production, and synergy of raising professional baseball teams.