| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 87 === ABSTRACT
GRADUATE INSTITUTE OF BUSINESS ADMINISTRATION
NATIONAL TAIWAN UNIVERSITY
NAME:LIN, CHIEN-JU MONTH/YEAR:JUNE.1999
ADVISER: Professor Hsu, Mu-Lan
The Business Strategy of Taiwan media agencies
Under media deregulation in recent years, the advertising industry is gradually emphasizing on media planning. Because of the demand of media professional abilities, many media agencies arise. In addition to providing media concentrated buying, these companies extend the range of services to comprehensive media ones, including media strategy, media planning, media research, consulting and evaluation. In the research, we first describe industry characteristics, then analyze the motivations and styles for the reason why advertising agencies adopt strategy alliances to build media agencies. At last we use four strategy dimensions to elaborate the business strategy of media agencies. Concerning the methodology, the research samples were all of media agencies in Taiwan by April 1999, totaling 4 ones, which included MindShare Communications company, GreatWave Media company, MediaNet Marketing company and Optimum Media Direction company.
The results of the research show that the industry has three characteristics, including scale of economics, scope of economics, and transaction cost ; The motivations why advertising agencies build media agencies through strategy alliances include the followings: the demand of professional services, the declining cost, eliminating undertable affairs, acquiring key resources and enhancing competitive positions.
Concerning business strategies, the depth and width of products in Taiwan need to be improved; In related to relative scales, MindShare is in the first place of the industry; About scale of economics, the higher advertising budgets the stronger the bargaining power; Concerning competitive weapons, the major sources of competitive advantages come from professional abilities, financial turnover capabilities and concepts forming.
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