An Innovative Model of Activating Idle Capacity— The Case of Fishing Song Advertizing Co.

• Main Authors: Hsien-Cheng Cheng, 鄭獻政
• Other Authors: 李存修
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/9p9zp7

碩士 === 國立臺灣大學 === 財務金融組 === 105 === Because of the increasing convergence and lack of innovation and differentiation in services, the traditional media market has been experiencing steady decline in the war of fierce competition. In this paper, the author takes Fishing Song Advertising Company as an example to analyze how the traditional media is creating new hope in a recession market, under the fierce competitive environment. It also explores how it integrates innovation with traditional media, to create a different outdoor media. In addition, this research will explore how to resolve the issue additional costs associated with idle capacity, so that the company is able to become more profitable in the process of re-innovation. As technology is in constant evolution nowadays, the best way to resolve today''s issues is to keep changing. One method traditional advertising companies use to develop new markets is to inject new elements to create new thoughts. However, we need not only to be innovative, but also to overcome the cost issues of idle capacity. In modern society, with the rapid development of the Internet of Things (IOT) and Big Data analysis, the retail industry has entered Revolution 4.0. The challenge of effectively using existing intelligent mobile devices and Internet of Things technology to carry out vertical integration, as well as developing application in specific areas, is the key to creating a new blue ocean market. As mobile devices become an integral part of our lives, almost every consumer owns a device, fostering a BYOD (Bring Your Own Device) environment ripe with new business opportunities for these ubiquitous mobile devices. In the future, those in control of the most information will be the winner of the industry. Fishing Song Advertising Company is dedicated to changing old consumer habits, and to creating new digital media. (1) With solving the issue of idle capacity as starting point, come up with consumption patterns different from those in the past. (2) Provide different interactive digital media for advertisers and consumers, and enhance the competitiveness of the company. (3) Break through the limits of the existing framework, and utilize existing technology to increase consumer behavior analysis, to create more effective business intelligence. These efforts not only allow Fishing Song Advertising Company a different outlook within the traditional media industry, but also increase the company’s added value. This study assesses both the economic and the accounting aspects, to analyze both the challenge and the immense opportunities brought forth in the attempt to promote innovation and resolve the issue of idle capacity. The transformation of the traditional automotive outdoor media, along with the exchange of P2P points and cash, third-party payment, EC (Electronic Commerce), Fintech, and other innovative technologies, can provide more efficient financial services. As these transactions are integrated into our daily lives, advertisers, consumers, and media companies enjoy zero-time-delay broadcasting through the new media, as well as additional bonuses and promotions. This model presents a solution to idle capacity, whereby reducing the hidden costs incurred, and as a result, allow the company to enjoy the value and benefits generated.