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| 研究生： |
郭進傑 Kuo, Jin Jie |
|---|---|
| 論文名稱： |
數位看板硬體業者跨足「計程車內數位看板廣告通路平台營運」之聯盟模式研究 Ad-based in-taxi digital signage network operation-- alliance models for digital signage hardware provider |
| 指導教授： |
溫肇東
Wen, Chao Tung |
| 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： | 85 |
| 中文關鍵詞： | 計程車內數位看板廣告通路平台營運 |
| 相關次數： | 點閱：176 下載：0 |
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數位看板硬體業者跨足「計程車內數位看板廣告通路平台營運」之聯盟模式研究
The issues of unfamiliar business, market potential and high investment cost reduce the willingness of a Digital Signage Hardware Provider, Advantech to cross over a new business boundary of Ad-Based In-Taxi Digital Signage Network Operator. Thus, the aim of this thesis is intends to analyze few possible alliances options and profit-sharing model for Advantech (Digital Signage Hardware Provider), RISTC (System Integrator), and Taiwan Taxi Company (Channel Venue Host) in terms of Cost-Benefit Analysis and Value Creation.
The results of analysis indicate that the value proposition of in-Taxi Digital Signage Network to advertiser is providing new niche taxi passenger market for their right advertisement exposures in anytime’s block at anywhere with dynamic content and interactive infotainment interface. Business value can be delivered to the network operator when it has at least 1000 cabs network and the benchmark price proposed in this research which is lower than respondents’ acceptable price. Rather than in “AD and H/W Based Business Model”, alliance option C in “AD-Based Business Model” is the most appropriate cost-profit sharing model for Advantech to capture value, in which Advantech and system integrator run the business together and share the cost of business operation, each contribute their core product and share ad profit at certain percentage, at the same time, obtaining complementary know-how and building new competency through co-specialized resources and internalized learning.
1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation and Issues 2
1.3 Research Objective 4
1.4 Research Question 5
1.5 Methodology 5
2. Digital Signage Industry Overview 9
2.1 What is Digital Signage? 9
2.2 Industry Value Chain and Ecosystem 10
3. In-Taxi Digital Signage Proposition 14
3.1 Product Specification 14
3.2 Media Channel Characteristic Comparison 16
4. Data Collection for Analysis 21
4.1 Demand Survey 21
4.2 Cost Analysis 31
5. Ad Pricing Analysis for in-Taxi DS Network 35
5.1 Assumption 37
5.2 Benchmark website portal 38
5.3 Flexible Pricing 41
6. Alliance Option Analysis for Advantech 43
6.1 Value Delivery to Alliance Partners 43
6.2 Alliance Options Analysis 44
6.3 Ad-Based Business Cost-Profit Sharing Analysis 52
6.4 AD and H/W Based Business Cost-Profit Sharing Analysis 62
6.5 Bargaining Power and Substitute Analysis 76
7. Conclusion 78
8. Research Constraints 81
9. Further Research 82
10. REFERENCES 83
11. APPENDIX 85
English
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[6]Wirespring Technologies. “Dynamic Digital Signage”. Accessed 29 May 2010. http://www.wirespring.com/Solutions/dynamic_digital_signage.html
Chinese
[7]研華股份有限公司, (2008). 《計畫名稱-行動通訊與互動式多媒體數位看板營運服務》經濟部工業局行動台灣應用推動計畫應用服務類開發計畫.
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[12]無名小站網路行銷. http://tw.emarketing.yahoo.com/wretch/product/spec/spec_05.php?menu_tree=C&menu_sub_tree=b
[13]Yahoo 奇摩網路行銷. http://tw.emarketing.yahoo.com/ems2/index.php
[14]柏泓媒體http://www.omniad.com.tw/
[15]歐比行動傳媒科技整合行銷. http://www.obee.com.tw/Fees.aspx
[16]PChome 網路廣告價目表http://4c.pchome.com.tw/product/products_1_6.html
[17]分眾傳媒. http://www.focusmedia.com.tw/nets1.html
[18]MyChat.to 廣告刊登租用費率. http://mychat.to/ads_order.htm
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