The Competition Scenario and the Co-opetition Strategies of Taiwan's Press Industry

• Main Authors: Tsai, Yi-Ching, 蔡翼擎700
• Other Authors: Tang Fu-Tsang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/18607070710984330906

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.