| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 85 === The purpose of this thesis is using the resource base theory to
analysis the difference between traditional publishing industry
and multimedia industry. Moreover, from the experiences of the
successful companies, concluding the entry strategy and giving
advise to companies who want to develop CD-ROM titles. From
1980, the traditional publishing industry is facing totally new
challenge. CD-ROM title, a new kind of media, provides
tremendous space to store huge amounts of data including sound,
picture, animation and programs. It is very easy to store a
whole set of encyclopedias onto one small disk. These unique
characteristics make CD-ROM title more and more popular as a
tool of education and entertainment. Its applications spread
widely from museum collections, language learning, cartoon
books, recipes, 3-D game, multimedia dictionaries and
encyclopedias. Owing to the different production procedure,
capital requirement, and organizational culture, it seems not
easy for publishing companies to develop CD-ROM products. There
are some publishing companies in Taiwan trying to enter this
attractive new field. Some succeeded and some failed. How come
does this difference exist? This thesis tries to answer three
major questions:1. Is there any difference between traditional
publishing company and multimedia company in organizational
resources?2. Is there any difference between traditional
publishing company and multimedia company in organizational
ability?3. Whether the differences in resources and ability will
influence the strategic resources and the entry strategy of a
company or not?According to the questions above, this thesis
sets up three major hypothesis :H01: There is no difference
between traditional publishing company and multimedia company in
organizational resources.H02: There is no difference between
traditional publishing company and multimedia company in
organizational ability. H03: If different resources or ability
will lead to the differences instrategic resources and the entry
strategy for traditional publishingcompanies when they want to
develop CD-ROM titles? There are three major conclusions in
this thesis:1. According to the T-test analysis, there are
obvious differences between traditional publishing company and
multimedia company in organizational resources. Publishing
companies are superior in legitimate resources including
contract, intelligent property, and industrial secret.
Multimedia companies are superior in positional resources
including machine and facility, financial structure, database,
and network.2. According to the T-test analysis, there are
obvious differences between traditional publishing company and
multimedia company in organizational ability. Publishing
companies are superior in organizational function including
supplier know-how and channel know-how ability. Multimedia
companies are superior in organizational culture ability
including quality recognition, organizational learning, and
management ability.3. The differences in organizational
resources and ability will influence the entry strategy.
According to the resource base theory, if traditional publishing
companies want to develop CD-ROM titles, they should treat
legitimate resources and organizational function as strategic
resources and set up the entry strategy. On the other side,
multimedia companies should treat positional resources and
organizational culture ability as strategic resources to set up
entry strategy.
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