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Author: 葉卜榮
PU-JUNG YEH
Thesis Title: 數位內容媒體廣告獲利策略-以科技新報為例
The Advertising Monetization Strategy of Digital Content Provider: The Case of Technews
Advisor: 欒斌
Pin Luarn
Committee: 李國光
Gwo-Guang Lee
葉瑞徽
Ruey-Huei Yeh
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2016
Graduation Academic Year: 104
Language: 中文
Pages: 40
Keywords (in Chinese): 數位內容媒體網路廣告AdSense原生廣告
Keywords (in other languages): digital media content, online advertising, AdSense, native advertising
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  • 本管理個案的個案公司為科技新報,科技新報為目前國內數位內容媒體的領導者,主要觀察資訊科技、能源、半導體、行動運算、網際網路、醫療、生物科技等相關領域的產業訊息,以產出有觀點與特色的原創文章為主要任務。
    在這個傳統媒體式微的時代,相信大部分的人,每周觀看傳統媒體的時間相較過往大幅降低許多,而取而代之的是新媒體的崛起,新媒體相較傳統媒體,組織上較為扁平,管理上也較為自由,吸引了不少優秀的作者群加入經營,而也因為數位內容媒體入門門檻相較傳統媒體簡單容易,也因如此很多人還沒有想清楚就跳入這個新媒體的產業,面對市場上為數不少的數位內容網站,大家共同的課題就是該如何將流量轉換為營收,個案中經營者正思考著網站未來的發展方向及當前所面臨的挑戰,是該以眼前網站短期的獲利為主,還是要以保護品牌價值為主?
    本研究分為個案內容與個案討論兩部分,透過本個案的探討,可以讓學習者更進一步了解,網路廣告有哪些模式及網路廣告的收益該如何計算,以及網路廣告業內的基本術語,進而讓數位內容媒體的經營者,未來在選擇網路廣告為獲利來源時,可以從手邊零碎的資料進行分析,並且比較各種廣告對於網站經營可能造成的影響,用以幫助數位內容媒體的經營者,在做網路廣告選擇時,可以更明確的評估效益,並且可以在管理決策實務上將其應用,進而在日後碰到網站廣告相關選擇的時候,能夠從不同的角度思考獲利背後可能帶來的問題。


    The target company of this management case is TechNews, a leading Taiwan-based leading media company which focusing on areas including information technology, energy, semiconductors, mobile computing, Internet, medical, biotech and other industries messages. This company primary task is to produce original articles with unique and distinguishing view.
    At recent days, the influence of traditional media has been weakening. It is certain that most of the people are spending less and less time per week on it. Instead, we are experiencing the raise of the new media. Comparing with the traditional type, this new media type of company generally is with flatter organization structure; management is also with more freedom to recruit and attract a decent number of talented journalists. It sounds that the entry barrier of forming a new media company is low, so lots of people join the competition without thinking clearly. However, they all face the same challenge eventually – to covert “traffics” into “revenue’. In this case, the manager of the target company is currently contemplating the future strategy out of current predicament – should he keep being very profit-oriented in the near term or should he protect the core value of TechNews brand as the long-term primary goal?
    This case study is divided into two parts – case background introduction and case discussion. The study of this case could enable readers to understand the different models of internet advertising and how the revenue is calculated as well as basic terms of this specific industry, thereby allowing digital content managers to have better analysis when considering what type of the ads they should choose to work with and what could be the potential consequences using fragmentary data they get handy. This case study is offering to make a more accurate evaluation on the effectiveness of ads strategy and it could be implement on the real life managerial decisions. This will help to look into the profit streams and analysis what could be the future implication from different angles.

    摘要I ABSTRACTII 誌謝III 目錄IV 表目錄VI 圖目錄VI 壹、個案本文1 一、序文1 二、個案背景3 (一)、科技新報3 (二)、經營團隊4 三、台灣內容媒體所面臨的環境及挑戰6 (一)、內容貶值6 (二)、內容農場充斥與閱讀習慣改變8 (三)、數位內容媒體獲利來源9 四、科技新報的網路廣告策略10 五、網路廣告報價12 貳、教學手冊16 一、個案總覽16 二、教學目標與適用課程16 三、學生課前討論問題17 四、個案背景18 五、個案分析19 (一)、網路廣告基本術語19 (二)、網路廣告版位規畫24 (三)、網路廣告成效報表解析26 (四)、網路廣告績效指標試算27 六、結論28 七、教學建議29 八、板書規劃30 參、參考文獻34 一、中文部分34 二、網站部分34 肆、附錄36 附錄一、GOOGLE ADSENSE測試一個月成效表36 附錄二、新媒體收益來源37 附錄三、常見網路行銷廣告模式37 (一)、橫幅廣告37 (二)、按紐廣告38 (三)、軟文廣告38 (四)、插播式廣告38 (五)、互動式廣告39 (六)、內容廣告39 (七)、關鍵字廣告39 (八)、影音廣告40 (九)、蓋版式廣告40 (十)、LBS廣告40 (十一)、行動Banner廣告40 (十二)、電子傳單 EDM40 (十三)、廣告贊助式的電子郵件40

    一、中文部分
    欒斌、陳苡任合著(2013),電子商務─理論、實務與CEO規劃師、分析師證照(第二版),滄海書局
    二、網站部分
    google adwords(2015)關於投資報酬率https://support.google.com/adwords/answer/1722066
    MBA 智庫百科(2015)網站分析http://wiki.mbalib.com/zh-tw/%E7%BD%91%E7%AB%99%E5%88%86%E6%9E%90
    Venturebeat(2014)How Yahoo is botching native ads http://venturebeat.com/2014/08/30/lessons-to-be-learned-from-yahoos-native-ads/
    Yahoo奇摩(2015)原生廣告 http://yahoo-emarketing.tumblr.com/post/120181010736/yahoo%E5%A5%87%E6%91%A9%E5%8E%9F%E7%94%9F%E5%BB%A3%E5%91%8A
    Yahoo奇摩(2015)原生廣告EDM https://tw.emarketing.yahoo.com/ysmacq/project.html
    Yahoo奇摩(2015)原生廣告成功案例 http://yahoo-emarketing.tumblr.com/post/128694926316/0730edm
    Yahoo奇摩(2015)網路廣告基本術語http://yahoo-emarketing.tumblr.com/post/120418181266/%E7%B6%B2%E8%B7%AF%E5%BB%A3%E5%91%8A%E5%9F%BA%E6%9C%AC%E8%A1%93%E8%AA%9E
    維基百科(2015)千次印象費用https://zh.wikipedia.org/wiki/%E5%8D%83%E6%AC%A1%E5%8D%B0%E8%B1%A1%E8%B4%B9%E7%94%A8
    維基百科(2015)每行動成本 https://zh.wikipedia.org/wiki/%E6%AF%8F%E8%A1%8C%E5%8A%A8%E6%88%90%E6%9C%AC
    維基百科(2015)每點擊付費https://zh.wikipedia.org/wiki/%E6%AF%8F%E7%82%B9%E5%87%BB%E4%BB%98%E8%B4%B9
    維基百科(2015)網路廣告https://zh.wikipedia.org/wiki/%E7%BD%91%E7%BB%9C%E5%B9%BF%E5%91%8A
    數位時代(2014)科技新報TechNews-從共筆部落格到擁有超過12萬粉絲的科技新媒體 http://www.bnext.com.tw/article/view/id/31881
    數位時代(2014)現在的行動廣告真能打中消費者的心嗎?http://www.bnext.com.tw/ext_rss/view/id/653295
    數位時代網站(2015)http://www.bnext.com.tw/

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