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| 研究生： |
張淑倩 Chang, Valerie Shuchien |
|---|---|
| 論文名稱： |
數位看版結合技術整合的商機 Digital signage and integrated technologies in Taiwan |
| 指導教授： |
何小台
Ho, Chester |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2010 |
| 畢業學年度： | 98 |
| 語文別： | 英文 |
| 論文頁數： | 41 |
| 中文關鍵詞： | 數位看版 |
| 相關次數： | 點閱：116 下載：0 |
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數位看版結合技術整合的商機
Digital Signage and Integrated Technologies in Taiwan
By Valerie Shuchien Chang
Digital signage is a form of electronic display that shows information, advertising and other messages and can be found in public and private environments, such as retail stores and corporate buildings. In fact, digital signage is a new concept in order to change the way for media management and enter to a new market.
In this plan, I start my analysis from key components of digital signage system and carry on with overview of global and Taiwan digital signage market analysis. Current market trends and the most commonly seen challenges are also brought up for in-depth discussion. Continues with industry analysis and marketing plan, which I adopt SWAT analysis to understand the market and plan sales strategy with foreseeable sales forecast numbers.
Regardless of key analytic issues, we find the major factor slowing adoption of digital signage is time- it takes time for businesses to prove effectiveness in their own environments, wondering if the return of investment is sustainable. However, total revenue from the digital signage market in the United States- including hardware, software, installation, and maintenance- is expected to grow by about 31% in 2010. We think an average grow rate of 20% or over is also viable in worldwide and Taiwan market. Digital signage is used for many different purposes and there is no definitive list.
To date, high percentage penetrations of key markets continue to identify more concrete business drivers for rapid adoption and to cumulate experiences to provide insights for the development of new service in digital signage industry.
1 Executive Summary………………...……………………………..1
2 Products ………………………………...……………….………...4
2.1 Hardware Device…………………………….………..……………......4
2.1.1 LCD Screen……………………………………………...…...…….........……4
2.1.2 LCD Video Wall………………………………………………......…......…....5
2.2 Management Software……………………………………….………...6
2.3 Multimedia Player…………………………………………..………….7
3 Digital Signage Market Overview………………………………...8
3.1 Global…………………………………………………………………9
3.2 Taiwan…………………………………………………………….….10
4 Challenges and Trends …………………………………………..12
5 Industry Analysis ………………………………………………..17
5.1 Key Competitive Players in the Market……………………………....18
5.2 Key Competitive Features Analysis…………………………..........…20
6 Marketing Plan ………………………………………………….21
6.1 SWOT Analysis……………………………………………………….21
6.1.1 Strength……………….………………………………………………………21
6.1.2 Weaknesses………………………………………….………………………...21
6.1.3 Opportunities………………………………………………………………….21
6.1.4 Threats………………………………………………………………………...21
6.2 Target Market Segmentation………………………………………..22
6.3 Marketing Strategy………………………………………………23
6.3.1 Product……………………………………………………………………….23
6.3.2 Place………………………………………………………………………….23
6.3.3 Promotion……………………………………………………………………23
6.4 Sales Strategy……………………………………………………….24
6.4.1 Sales Forecast……………………………………………………………….25
7 Financial Plan ……………………………………………………26
7.1 Important Assumptions………………………………………………26
7.2 Forecasts of Revenues and Expenses………………………………..27
7.3 Break-Even Analysis…………………………………………………28
7.4 Cash Flow…………………………………………………………….29
7.5 Balance Sheet…………………………………………………………30
8 Conclusion ………………………………………………………31
9 Appendix…………………………………………………………32
【1】ActiveLight Inc., http://www.activelight.com/
【2】Advantech, http://www.advantech.com.tw/
【3】Digital Signage Directory, http://www.digitalsignagedirectory.com/
【4】Digital Signage Expo, http://www.digitalsignageexpo.com/
【5】Dynamic Signage Consortium, http://www.dynamicsignage.org/
【6】Institute of Information Industry, http://www.iii.org.tw/
【7】Interactive Digital Signage, http://www.i-digital-signage-blogspot.com
【8】International Communications Industries Association/Infocomm,
http://www.infocomm.org/
【9】iSuppli Corporation, http://stanfordresources.isuppli.com/index.asp
【10】Outdoor Advertising Association of American INC.（OAAA）, http://www.oaaa.org/
【11】Scala Inc., http://www.scala.com/
【12】Sound & Video Contractor, http://www.svconline.com/
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