數位匯流下無線電視台之競爭優勢分析與經營策略初探
— 以民視電視台為例

無線電視自1930年代開播以來，不斷影響著人類的生活方式及生活作息，且成為每一個家庭必備的娛樂及資訊來源，漸漸的成為生活中的必需品，直到 1990年代，即是網際網路發展的重要時期，有了網路傳遞訊息的便利，漸漸的上網也開始成為人們生活中重要的部份。在數位匯流的時代下，數位電視、網路與電信三大領域在網路頻寬提升及影音壓縮技術發展成熟下，使得通路及服務得以跨界，網路可以提供跨界媒體服務如影音服務，所有的電視業者都會面臨如何因應數位匯流而產生的衝擊。在此數位匯流的潮流中，無線電視台該如何找出在數位匯流時代的競爭策略，進而強化競爭優勢，是非常重要的課題。本論文主要的研究重點便在於探討無線電視台業者，如何在數位匯流時代中找出正確的競爭策略。本研究使用文獻分析法與深度訪談法進行資料蒐集，以 Porter (1980) 競爭策略的五力分析理論，分析出傳統電視台在數位匯流下最大競爭優勢，其階段性結論為：無線電視台在數位匯流時代，內部組織基本要建立低成本及差異化和焦點化的影音節目供應能力，以維持競爭優勢及競爭地位，對外在環境變化更應該朝服務多元平台合作發展，才能進一步追求成長與多角化的經營。

關鍵字

無線電視台；五力分析；數位匯流；競爭優勢

並列摘要

Terrestrial TV has been launched since 1930 and made a great impact on human life style, it not only become the source of entertainment and information for every family, but also become a necessity of life gradually. Since 1990, the internet started to be well developed, it also become an important part of life inch by inch with the convenience of message transmission. In the era of digital convergence, digital television, internet and telecommunications, three majors of network, make cross-border of access channel and services because of bandwidth upgrade and video compression technology developed. Internet can provide cross-media services such as TV programs, which makes television broadcasters have to face the media revolution. Therefore, how to find out correct competitive strategy to enhance the value and function of terrestrial television stations in the media industry has become a very important issue. This paper will focus on how the major terrestrial TV industry finds the right competitive strategy in the digital convergence era. This study documents is under the depth interviews and analysis of data collection to Porter’s (1980) five competitive strategy analysis theory of a traditional television’s greatest competitive advantage in the digital convergence. The initial conclusion is that the internal organizations of those terrestrial TV have to make the basic differences, build low-cost and focus on the audio-visual program supply capacity in order to maintain competitive advantage and position. In addition, they also have to develop multi-platform cooperation services in order to further the pursuit of growth and diversification operation.

並列關鍵字

Terrestrial TV ； Five competitive forces strategy ； Digital convergence ； Competitive advantage

參考文獻

袁櫻珊 (2003)。華語地區無線電視產業競爭策略研究。取自

Baldwin, F.T. ＆ McVoy, S.D. ＆ Steinfield, C. (1997)。大匯流 : 整合媒體、資訊與傳播 (Convergence : Integrating Media, Information & Communication)（謝奇任、唐維敏、甘尚平譯）。台北：亞太。（原作出版年：1996年）

Michael E. Porter,(1996)。國家競爭優勢 (The Competitive Advantage of Nations)（李明軒、邱如美譯）。台北市：天下文化。（原作出版年：1990年）

Caves, R. E. (1987). American industry: structure, conduct, performance. Englewood Cliffs, NJ:Prentice-Hall.

Dess, G. G., Gupta, A., Hennart, J. F., & Hill, C. W. L. (1995). Conducting and integrating strategy research at the international, corporate, and business levels: Issues and directions. Journal of Management, 21,357-393.

國際替代計量

數位匯流下無線電視台之競爭優勢分析與經營策略初探 — 以民視電視台為例

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