dc.description.abstract | The invention of Word Wide Web (WWW) has been over 20 years, and people’s lives are greatly influenced by the following technology advancement such as the data transmission technology, cloud computing, and the various converged devices. The advancement also changes people’s habit of media contacting, bring impact to the media agency industry and mapping the consumption environment in the future.
The present study explores the response and the management adjustment of the media agency industry under the impact of the digitization. By reviewing the literature to understand the influence of Digital Convergence on the management of traditional media agency, using the idea of strategic hierarchy, strategic orientation, and strategic construct on strategic management to investigate the strategy of corporate operation and propose suggestions for the industry to respond the challenge
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The study indicates the following result after the analysis of the company.
1. The Digital Convergence trend demands the media integration of traditional media agency. Basing on television, the tradition planning core, integrating internet-based new media, the traditional media agency need to work a synthesized program.
2. Developing a flat organizational structure and offering specialist service are required for the media agency to survive in the environment of severe competition causing a profit dilution; it can not only achieve market segmentation for competitive advantage, but also can enhance the customer service and strengthen the company value.
3. The Key Performance Indicators (KPI) developed for assessing the performance of new media has become the main assessing tool relied by the media agencies. Media agency need an overall and precise assessment to the effect of the advertising activity on customer in the time the advertising effect is reducing.
4. The customers’’ social behavior is changing in the ear of Digital Convergence. The media agency should change the strategy from the mass communication to following the new media footprint by investigating the social network, sharing, and the advertising activities involvement of single customer. To respond the various forms of advertising media in the future, the planning core should return to the customer; it is also an unavoidable challenge for media agencies.
5. The media agency industry is a business existing for serving the advertisers, and the value of the industry is based on its profession. A qualified and survivable media agency are one with sufficient “business size” and “operation separation” in the future, in addition, with features of “humanity” and “strategic thinking” can help express the corporate value.
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