研究生: |
呂美惠 Mei-Hui Lu |
---|---|
論文名稱: |
藝悅傳媒的絕處重生—代理、自製? VideoVision’s Revival - agency or production? |
指導教授: |
欒斌
Pin Luarn |
口試委員: |
陳正綱
Cheng-Kang Chen 羅天一 Tain-Yi Luor |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理研究所 Graduate Institute of Management |
論文出版年: | 2018 |
畢業學年度: | 106 |
語文別: | 中文 |
論文頁數: | 47 |
中文關鍵詞: | 商業模式 、媒體廣告代理 、視頻廣告 、創新服務 、企業轉型 |
外文關鍵詞: | business model, media advertising agency, video advertising, innovative services, business transformation |
相關次數: | 點閱:320 下載:0 |
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本個案主要探討一個長期在台灣經營視頻廣告代理的公司「藝悅傳媒」,在其主力營收媒體愛奇藝將收回代理權接管台灣市場,在2017這一年有限的時間裡努力攢進營收,另一方面有急迫的壓力必須面臨轉型,為藝悅找到下一個機會,視頻產業為明日之星,台灣市場仍萌芽成長中,一切看似大有機會但卻困難重重,個案的主角Jack的下一步該如何走下去?
在廣告產業鏈裡,藝悅的專長在於長期的媒體廣告代理經驗,累積了如何在最短時間內以最快速有效的方式布建台灣銷售通路(即媒體購買公司),幫助該代理媒體切入廣告主的媒體預算組合裡,並透過長期的市場推廣和客戶服務與銷售夥伴建立緊密的合作關係。
另一方面,在OTT(Over The Top)產業裡,藝悅長期專注於中國視頻媒體廣告代理,對於視頻平台的發展與趨勢相當熟悉,除了廣告代理,內容作為各家視頻公司的主要核心價值,其特色是高資本投入,前景大為看好,是明日之星產業,以中國視頻平台而言整體產業目前處於井噴階段,除了廣告收入,收費會員、內容營銷、節目IP(Intellectual Property,智慧產權)延伸性產品如手遊、電商等、版權收入..等,這些都是台灣OTT產業所待發展的趨勢。
個案公司藝悅傳媒擅長媒體廣告代理,但目前台灣市場可供代理的媒體選擇少之又少,另一方面,藝悅過去幾年站在愛奇藝巨人的肩膀上學習吸取中國市場經驗,累積了內容營銷與製作相關的經驗,這是轉型的好方向,不過隱憂是台灣市場尚未成熟,加上需要投入大量資源與成本,因此難度與挑戰更高,一個具有本領站在看似發展難以預期的OTT產業的先行者,它應該如何開創性的朝下一步前進呢?
截至2017年Q4,本個案狀態目前正在進行中,適合台灣諸多中小型代理商為之借鏡,討論如何在代理期間累積經驗,建立公司的長期價值,避免淪落代理商可能隨時被替換取代的命運。
This case study focuses on VideoVision that operates a video advertising agency in Taiwan for a long period of time. Its subsidiary iQIYI will reclaim its power of attorney to take over the Taiwan market and strive to save it for a limited time in 2017 On the other hand, the urgent pressure must face the transformation, to find the next opportunity for VideoVision. As OTT (Over The Top)industry in Taiwan is still growing sprouting, all seemingly great opportunity but difficult, the case of the protagonist Jack The next step how to go?
In the advertising industry chain, VideoVision's expertise lies in its long experience as a media advertising agency, accumulating how to set up a sales channel in Taiwan (ie a media buying company) in an effective way to help the agency's media reach advertisers media budgeting portfolio, and through the long-term marketing and customer service and sales partners to establish close cooperation.
On the other hand, in OTT industry, VideoVision has long focused on China's video media advertising agency and is familiar with the development and trend of video platforms. Apart from advertising agencies and content, which are the core values of various video companies, Its characteristics are high capital investment, the prospects are promising, is the star of tomorrow's industry, the Chinese video platform in terms of the overall industry is currently in a blowout phase, in addition to advertising revenue, membership fees, content marketing, program IP extension Products such as Mobile Games, E-commerce, Copyright Revenue, etc. These are the trends to be developed by Taiwan's OTT industry.
VideoVision has learned from the Chinese market experience, accumulation the content marketing and production-related experience, which is a good direction for the transformation, but is not yet mature in Taiwan, coupled with the need to invest a lot of resources and costs, so difficulty and challenges.
As of 2017Q4, the status of this case is currently underway and is suitable for many companies in Taiwan to learn how to accumulate experience during the agency and establish the long-term value of the company so as to avoid the fate that reduced agents may be replaced at any time.
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三、網站參考
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