Research on Marketing Strategy of the New Media Platform: A Case Study of the Official Channel of Company A on the YouTube Site.

• Main Authors: Cheng, Feng-Chan, 鄭豐展
• Other Authors: Dong, Tse-Ping
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/dv8yg9

碩士 === 國立臺灣師範大學 === 高階經理人企業管理碩士在職專班(EMBA) === 106 === Due to the rise of network video platform and the growth of usage, the traditional television media, under the impact of the continuous drop in overall viewership and advertising volume, faced the attitude of the Internet media from the original resistance and gradually tried to use the online media. Include a new operating platform outside the existing. In the current network media industry, domestic and foreign OTT service have emerged or were introduced in Taiwan. According to the relevant investigation were found that YouTube has the highest multiple indicators such as number of repeat visitors, touch rate, total use, and visit time than other websites. Therefore, it becomes the first choice of traditional media to reach the network video platform because of the frequent use, the high operational autonomy for content owners, the clear advertising revenue and better content copyrights maintenance mechanisms than others. This study will use the official YouTube channel of Company A as an example to discuss relevant factors that affect channel operations and advertising revenue. This study uses qualitative research and use "Company A" as a case. According to the current situation of Company A, we have developed issues related to the operation of this YouTube channel. Therefore, in the purpose of this study, which use the "case study method" to conduct and use "single case multiple analysis" to approach the study. This study used the theory of the 4Ps and 4Cs of the marketing mix as the research framework. The open-ended interviews and related data collected by the cases are also summarized, organized and analyzed with this framework. The findings and conclusions of the research could have provided as a reference for companies or individuals wish to join and to operate channels or have been operating as an application strategy for YouTube channel and video marketing.