企業及綜合廣告代理商之商業模式探討;The Business Model of Company and Integrated Advertising Agency

NCUIR > School of Management at National Central University > Executive Master of Business Administration > Electronic Thesis & Dissertation > Item 987654321/76856

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/76856

Title:	企業及綜合廣告代理商之商業模式探討;The Business Model of Company and Integrated Advertising Agency
Authors:	王文廷;Wang, Wen-Ting
Contributors:	企業管理學系在職專班
Keywords:	廣告代理商;品牌;商業模式;Advertising agency;Brand;Business Model
Date:	2018-08-16
Issue Date:	2018-08-31 11:51:15 (UTC+8)
Publisher:	國立中央大學
Abstract:	企業及綜合廣告代理商的合作可以提升整個社會經濟、強化企業理念及提高產品服務銷售的重要角色之一。廣告，是企業傳遞品牌精神及文化的一種意識，也是一種文化，為使在眾多企業競爭中脫穎而出因而制定的實施策略行為。思考「產業」如何結合「企業」為商業模式探討，將廣告業主的需求構面說明與分析，進而探討廣告代理商的商業模式，以永續經營、發展自身能耐及業界競爭力，使廣告業主瞭解綜合廣告代理商作業模式，提升企業價值。本研究主要討論從原本的雇主關係(廣告業主與代理商)進而演化至互助關係，在現今網路的普及之下，使用網路的人快速成長，幾乎每個人都使用行動載具，同時都具有上網功能，促成網路社群的蓬勃發展，也產生與企業更直接互動的社群關係。網路提供了及時與隨時兩大效能，成為獲取及分享新知識的重要媒介，同時也讓企業的商業競爭越趨激烈，因此，提供多元的廣告代理商便成為現今快速發展的社會不可或缺的商業服務產業。本研究從產業起源、產業結構及自身工作所看到的現況及改變等構面作為分析，產業如何面臨快速變化的時代，保有原本的價值主張並同時向外擴張到不同領域，並增加競爭力及創新商業架構。企業以長期經營的使命與願景為主，創造企業的差異化顧客關係，帶來更大的獲利可能與潛力，廣告業主提出需求並要求代理商執行並要求達成目標，而代理商尋求廣告業主可以提供更大的創意發想空間，再次挑戰巔峰與極限以達新的里程碑。可靠之代理商增加企業工作效能，相對優秀的企業增加代理商產生優秀作品，互惠關係將有機會使合作的效果事倍功半。 ;The collaboration between enterprises and advertising agencies can enhance the entire social economy, strengthen corporate philosophy and upgrade the important role sales. Advertisement is how an enterprise delivers its brand spirit and its culture, a kind of culture which the implementation of strategic behaviours can make it stand out from the competition of others. This study focuses on the the original employer relationship evolved into a cooperative relationship. With the popularity of internet today, internet usage is growing rapidly, with almost everyone using mobile device. Internet access has enabled the social media to thrive and hence a more direct interaction with the community. The company focuses on long-term business mission and vision, creates differentiated customer relationships, and brings greater profitability and potential. Agency demand and require agents to implement and demand goals, while agents seek advertising Agency, can provide more creative imagination space.
Appears in Collections:	[Executive Master of Business Administration] Electronic Thesis & Dissertation

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