An Exploratory Study on the Application of Big Data and its Implications to Firm Competitiveness

• Main Authors: Li-Hui Chao, 趙麗慧
• Other Authors: Ji-Ren Lee
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/98454166316468301492

碩士 === 國立臺灣大學 === 國際企業學研究所 === 102 === The wave of big data has exerted a great influence on business and management in the corporate world. The trend and value of big data has becomes a hot topic. The critical challenge that the current television media industry faced is how they turn the possible crisis into new opportunities by utilizing the strength of big data. The present study is trying to explore the true meaning of big data and identify what kind of impact that it will bring to the industries, both from qualitative and quantitative perspectives. Our study is also investigating the ways how television media industry increases corporate competitiveness and creates business opportunities by capturing the value of big data. By taking qualitative research approach, this study collected data through several interviews and secondary data. It also utilizes the same and well-known 5V of big data to investigate the challenges and relevant opportunities which television media industry may face. There are two major conclusions to the study. Firstly, big data will bring significant impact, which may include personal behaviors, life styles, business models, strategy and management changes, even the changes to community and countries. The “quality” impact from big data will be able to equip the power to deeply understand and even analyze all the relevant people, event and objects as well as the ability to transparently track them. In the meantime, big data also bring the “quantity” impact such as precise marketing, connection to everything and smart earth. Secondly, television and media industry should fully utilize the good value of big data to turn current crisis to opportunities. Especially for the players of television media industry in Taiwan, they should catch up with big data to increase their own competitiveness advantage.