自台灣開放廣告產業以來，經過了數十年的改變，廣告業如今涵蓋的範圍包括設計公司、創意公司、媒體公司、影片公司、公關公司和活動公司，而就產業經營面而言，最明顯變化指標是「外商化」與「大型化」。其中，外商藉由其在國外領先的獲利與經營模式，對台灣本土業者造成嚴重衝擊。此外，因媒體公司的大型化現象，而導致的市場過度集中與獨占傾向越來越明顯，如今，媒體公司已擁有了主導台灣廣告業的地位。因此，本論文亦會探討在此背景下的台灣本土廣告業的經營模式是如何轉型的。;Basically, advertising is a combination of art and aesthetic which involves not only humanity but the study of masses’ consumer psychology and the fluctuation control of social economy. Consequently, advertising is such a science associated with sociology and humanity. This thesis puts emphasis on the aspect of operation instead of creativity, which is, undeniably, the most interesting part as speaking of advertising. Though creativity is the soul of advertisement, considering that for 30-ish years, I am rather the one who plays the role in the operating than experts in creation and creativity, I prefer not to put stress on what I am not adept in.
Advertising itself is very fascinating. Coming up with a brilliant idea or look for a model or spokesman, advertisers usually take a distinctive point of view. Meanwhile, they should possess distinguished disposition, outstanding courage, and keen observation for the market. On the other hand, the industry of advertising is not so attractive. In order to earn its living, advertisers must compete, compete, and compete and, eventually, there is few to be counted. What’s the main reason which leads to such vicious situation? This is exactly what I would like to approach in this thesis.
After transforming for decades, advertising industry, including design, creativity, media, filming, and public relation, all went through intensive transformation.
The most conspicuous phenomenon are “the approach of foreign corporations” and “the expansion of the industry”. Foreign corporations take their “know how” to occupy Taiwan with irresistible force. Meanwhile, media companies are expanding and tending to converge and dominate the market. As time goes by, media have unconsciously taken a chief role in leading the advertising industry.
This thesis will focus on the operation mode of advertising and the ways to make profits. The main reason why I put emphasis on these two topics is because of the economic depression we are going through lately. What’s more, with the foreign company taking over the market, it’s really hard for the local enterprise to live through. Then, how could we survive? What methods could we adopt to confront such predicament? This is at the hard core of this thesis.