Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 85 === Abstract
It has bas almost ten years since the liberalization of press
market in Taiwan. It seems that the market competitiveness is
lifted and it is a good phenomenon that Taiwan press
industry is inclined to diversified competition.
Nevertheless. the deteriorated situation in market
competition happens. Not only does this situation hurt press
industry development but also waste the overall social
resources.
The purport of this study is to deal with the competition
scenario of press market in Taiwan district and the co-
opetition strategies among press organizations under
this circumstance. I try to make a comprehensive
research and suggestion to the development of press
industry. On analysis approach. this study adopts Porter's Five
Forces Analysis. Value Chain and Alliance theory as my
integrated analysis tools. Meanwhile, via depth
interviews, I proceeded with interviewing with top
managers and senior staff in the press field. And via
fixed induction & arrangement, come up with conclusion and
recommendation further.
The study has the following findings. With respect to the
situation of market competition, the bargaining power of the
upper- level press industry are strong and its
competition inside the industry is very vehement, In the
meantime, in spite of having barriers to entry to the new
entrants in this industry, it can not effectively defer those
new entrants who have powerful finances and hold the objective
of acquiring tactic value of press industry. As a
result, the market confrontation is accelerating
highly. However, the biggest threat to the
development of press industry is from the electronic media
which change and are integrated in a high speed, particularly
the electronic newspaper out of 3C "new media", i.e.
integration of electronics, computer and
telecommunication. Press industry has the most
neighboring and convenient advantages to get involved in
this new range. However, most of the press organizations have
not got hold of this opportunity positively. In
addition. press industry has limitation in the
investment of electronic media like cable TV and
wireless TV dus to government code. Thus, the substitute threat
to press industry is nourishing day by day.
Facing the strongly variable situation of market competition.
press industry shall reinforce its value chain and create
competitive advantages to seek for the feasible method
of strategic alliance and increase the development and
transfer abilities. Analyzing the value chain, I found
the core competency of press industry relies on high
quality manpower and advanced technology. And the largest value-
added activity is news processing activity. But, the
sustained competitive advantage of press industry needs
the linkage via various value activities, Use
final integrated service to supersede competitors
and acquire customers' satisfaction, which is the weakness of
mose press organizations.
On strategic alliances, many incentives exist in press industry.
However, inview of practical operation, press people usually
have more negative considerations. As a result, we
have not seen "strategic alliance" or cooperative moves
with other strategic planning to a different extent
inside such an important industry system. To the
contrary, press industry still adopts traditional and narrow-
minded competitive strategy. These negative factors
are to be removed by press organization CEO with an
open-minded attitude and foreseeing insight in order
to expand the development space for press industry.
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