Digital Convergence Impact On the Media Business Model— A Case Study of UDN Group
| Autor: | Hui-Ping Yang, 楊蕙萍 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 臺大-復旦EMBA境外專班 102 This study explores the strategy, innovative approach and activity of the UDN Group- one of the largest media groups in Taiwan. In the era of digital convergence, drastic changes to industry boundaries and media positioning have exposed media groups to the risk of profits. The aim of this study attempts to understand and analyze the relationship between the key successful factors presented within the case UDN Group and the role they played in the business model strategies thereby adopted. This article collects the data by interviewing and observing the case, and use the data to analyze the key success factors of UDN management and business model; Problem solving and the strategy when facing the difficulties, the research suggest the management direction to the UDN Group of the future. Qualitative analysis took place during March 2011 to March 2014, to study the business strategies adopted by the case Media Group, over the past 62 years. Research findings shown that the case UDN Group, by implementing proper key success factors, helped it through the business model transformations: Correctly identified the customer value proposition being “Being the best Chinese platform and provide top quality content services, let the user feel valuable!” Provided flexible fee programs, which did not jeopardize the profit formula. Maintained key resources such as well-trained reporters, multimedia editors, diversity environment and facilities, and reputation. Developed and implemented key processes such as flexible advertisement program for buyer, and uphold a strong interaction amongst the user and reporters. This study recommends that the leader in content service should monitor closely the management between old media reporter and new one when focuses on developing digital convergence. The study further analyzed and suggested possible solutions to the current dilemmas faced by the case media manager, which could also be referred by future studies on similar topics. The major finding included: 1. Distinguish the right customer value position, and provide “qualitative Chinese platform” to overseas Chinese. 2. Design profit formula, included flexible exit mechanism,flexible advertisement proposal, revenue from multiway. 3. Master the key resources, journalists maintain the role of editing, education training and social responsibility. 4. Change article SOP, the main object based on advance company’s long-term management performance and competitive, and create the priority and unique position in the limited area. This study recommends the media executives, media employees and researchers: 1. Collect different ways to satisfied the customers, and the relevant between profit and customer satisfaction. 2. Emphasize the relation between corporation management and flexible management. 3. Create the new era in the media market, and winning through innovation. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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