| Summary: | 碩士 === 淡江大學 === 大眾傳播學系 === 91 === The industries of Taiwan broadcasting are facing some external and internal factors, including the trend of developmental and industrial structure of global mega-media, the ways to response to WTO, the competition and opportunities in the market of Chinese region. Besides, the narrowness of internal market resulted in the difficult position of business operation, the history problems of politics involved. The industries of Taiwan Broadcasting own about twenty billion of property, including the equipments and human resources. Their mission should be the “content providers” and manufactures elaborated and distinctive entertaining programs which could present our culture. Besides, the content could be spread through different routes and channels to create the synergy of “One Soft, Multi use”, and satisfy the multiple needs of audience. However, the performance of media management plays just a role of project tool, and it was rimmed of the regional competitive market. Therefore, the purpose of the research is trying to seek competitive strategies for the broadcasting industries of Taiwan. Instead of the microcosmic description and analysis of inner structure of individual enterprise, the strategic performance of broadcasting is analyzed from the outer observation of industrial economics in this research. The development of competitive strategies is based on the operational performance of other players, then seeking for maintaining the advantages of long-term competition. The focus of the research is at the market of Chinese region but excluding the Mainland China which could maintain the operation of enterprises through inner market. The purpose of the research is to compare and evaluate the strategies and roles of the broadcasting industries in Taiwan, Hong Kong and Singapore. Through the observation of the competitive strategies playing in the market of Chinese region for these three places, the concrete competitive strategies about the reposition of Taiwan Broadcasting is going to be proposed in this research.
The research method is utilizing case study. At the same time, documents collecting and in-depth interview are both adopted to be the base of analyzing the conduct of broadcasting and drawing up competitive strategies. As for the approaches of this research, theory of Advantage of National Competition, Theory of Competitive Strategies are adopted to analyze the advantages of national competition constructed of entire industrial environment. Furthermore, analyzing three dimensions composed of operated category, core resources and business network of every broadcaster for some purposes. They are, first, comparing and evaluating the current conducts and competitive strategies among the broadcasting players in Taiwan, Hong Kong and Singapore. Second, drawing up the competitive strategies to establish the operated category, create core resources, seeking for the alliance and supporting of related industries to create synergy.
The conclusions and suggestions of the research are as following: 1. Establishing content production model -- give production and distribution the first place. 2. Integrating the assets of broadcasting, producing high quality programs. 3. Improving the weakness of Taiwan, deep plowing content industry. 4. Making use of external opportunities, operating the market of Chinese region. 5. Strengthening the competitive conditions of industry. 6. Integrating media group is necessary. The recommendations to the broadcasters of Taiwan include: 1. Getting rid of the conservative management, creating long-term core resources. 2. Using self-production replaces entrusted-production and external-production, creating the core resources and abilities. 3. Looking for strategic alliance, creating synergy of aggregated
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