A Study on the Managing Strategic Positioning of the Taiwan Wireless Television Industry:the Comparison of the Audiences’ Dynamic Point of View
碩士 === 育達商業科技大學 === 企業管理所 === 98 === In recent years, TV industry of Taiwan with the opening of government's media policy and the technological improving change day after day makes its development fast and various. Facing the Channel competition, how to position and what strategies should we...
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ndltd-TW-098YDU001210342015-10-13T19:19:58Z http://ndltd.ncl.edu.tw/handle/74036222279752716868 A Study on the Managing Strategic Positioning of the Taiwan Wireless Television Industry:the Comparison of the Audiences’ Dynamic Point of View 台灣無線電視產業經營策略定位之研究:閱聽人動態觀點比較 Chao-Ching Wu 巫召清 碩士 育達商業科技大學 企業管理所 98 In recent years, TV industry of Taiwan with the opening of government's media policy and the technological improving change day after day makes its development fast and various. Facing the Channel competition, how to position and what strategies should we take in order to be superior to many other competitors. This study will use Hill and Jones (2001) referred to the competitive advantage; innovation, customer response and Zeithaml(1988)and Petrick(2002)referred to the perceived quality and perceived value as four attributes to explore the strategic positioning of television industry in Taiwan. This study will use all audiences as the research objects, and pick out the 5 largest of the national wireless TV stations. It used NewMDSX software to explore the strategic positioning of the TV stations and Orthosim2v.01 Software to analyze the dynamic model of the mutual congruence of the TV audiences’ positioning among past, present, and future intentions. The results showed that the past and present parents to the TV audiences’ positioning were no congruence with the changes of their habits and demands in the environment and time. And there were also no congruence between now and the future intentions. The study speculated that the TV audiences had changed their expectations of the future intensions for further level of satisfaction Pei-Chih Ho 何培基 2010 學位論文 ; thesis 227 zh-TW |
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碩士 === 育達商業科技大學 === 企業管理所 === 98 === In recent years, TV industry of Taiwan with the opening of government's media policy and the technological improving change day after day makes its development fast and various. Facing the Channel competition, how to position and what strategies should we take in order to be superior to many other competitors. This study will use Hill and Jones (2001) referred to the competitive advantage; innovation, customer response and Zeithaml(1988)and Petrick(2002)referred to the perceived quality and perceived value as four attributes to explore the strategic positioning of television industry in Taiwan.
This study will use all audiences as the research objects, and pick out the 5 largest of the national wireless TV stations. It used NewMDSX software to explore the strategic positioning of the TV stations and Orthosim2v.01 Software to analyze the dynamic model of the mutual congruence of the TV audiences’ positioning among past, present, and future intentions.
The results showed that the past and present parents to the TV audiences’ positioning were no congruence with the changes of their habits and demands in the environment and time. And there were also no congruence between now and the future intentions. The study speculated that the TV audiences had changed their expectations of the future intensions for further level of satisfaction
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author2 |
Pei-Chih Ho |
author_facet |
Pei-Chih Ho Chao-Ching Wu 巫召清 |
author |
Chao-Ching Wu 巫召清 |
spellingShingle |
Chao-Ching Wu 巫召清 A Study on the Managing Strategic Positioning of the Taiwan Wireless Television Industry:the Comparison of the Audiences’ Dynamic Point of View |
author_sort |
Chao-Ching Wu |
title |
A Study on the Managing Strategic Positioning of the Taiwan Wireless Television Industry:the Comparison of the Audiences’ Dynamic Point of View |
title_short |
A Study on the Managing Strategic Positioning of the Taiwan Wireless Television Industry:the Comparison of the Audiences’ Dynamic Point of View |
title_full |
A Study on the Managing Strategic Positioning of the Taiwan Wireless Television Industry:the Comparison of the Audiences’ Dynamic Point of View |
title_fullStr |
A Study on the Managing Strategic Positioning of the Taiwan Wireless Television Industry:the Comparison of the Audiences’ Dynamic Point of View |
title_full_unstemmed |
A Study on the Managing Strategic Positioning of the Taiwan Wireless Television Industry:the Comparison of the Audiences’ Dynamic Point of View |
title_sort |
study on the managing strategic positioning of the taiwan wireless television industry:the comparison of the audiences’ dynamic point of view |
publishDate |
2010 |
url |
http://ndltd.ncl.edu.tw/handle/74036222279752716868 |
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