The development of the information and communications technology has enabled digital contents to be aggregated for better customer services. The purpose of this thesis is to investigate whether different types of content aggregators have different marketing strategies. In this research, content aggregators in Taiwan are divided into two categories. Their market positioning and market-mix strategies are compared. Six companies with different market positions were investigated and the result indicates that they are different in many of their marketing strategies, including the breadth and depth of product lines, pricing strategies, content delivery channels, and promotion. Suggestions for their future improvement are discussed.

Submitted by Rodrigo Geraldes (santorogeraldes@gmail.com) on 2015-01-07T20:21:13Z No. of bitstreams: 1 Dissertação - Rodrigo Geraldes.pdf: 932680 bytes, checksum: 9210f1d5ccf8429d91b3f739768aa595 (MD5) / Approved for entry into archive by JOANA MARTORINI (joana.martorini@fgv.br) on 2015-01-07T20:29:59Z (GMT) No. of bitstreams: 1 Dissertação - Rodrigo Geraldes.pdf: 932680 bytes, checksum: 9210f1d5ccf8429d91b3f739768aa595 (MD5) / Made available in DSpace on 2015-01-08T13:33:39Z (GMT). No. of bitstreams: 1 Dissertação - Rodrigo Geraldes.pdf: 932680 bytes, checksum: 9210f1d5ccf8429d91b3f739768aa595 (MD5) Previous issue date: 2014-12-18 / Este trabalho busca compreender melhor as fontes de retorno de ações de valor e crescimento e os determinantes da convergência do indicador preço sobre valor patrimonial (P/B). Foram criados seis carteiras durante o período de 2001 a 2013, sendo elas classificadas de acordo com o seu múltiplo (P/B) e sua capitalização de mercado. O retorno divido entre dividendos e ganhos de capital, este foi dividido em: (1) crescimento do valor patrimonial, (2) convergência do indicador preço sobre valor patrimonial (P/B), devido a reversão de rentabilidade, crescimento e retorno esperado e (3) efeito drift. Também buscou-se determinar quais os principais fatores macro que afetam a convergência do indicador P/B. Foi realizada uma regressão linear múltipla utilizando como variáveis independentes a valorização do Ibovespa, PIB, juros reais, surpresa inflacionária e dummies (small, growth e value). A carteira big growth apresentou o melhor desempenho, seguido da carteira small value. O retorno de dividendos foi mais importante para os portfólios big em relação à small e para as carteiras value em relação às growth. Ao analisar o ganho de capital, verificou-se que o crescimento do valor patrimonial é maior para empresas growth, enquanto o efeito da convergência é mais importante para empresas valor. Verificou-se que o retorno do Ibovespa, surpresa inflacionária e o baixo valor de mercado influenciam positivamente a convergência do P/B. Já o pagamento os juros reais, PIB e a dummy growth influenciam negativamente. / This work seeks to better understand the sources of return in value and growth stocks, also to understand the main determinants of the convergence in price-to-book ratios. Six portfolios were created during 2001 to 2013 according to their P/B ratio and market cap. The return was divided between dividends and capital gains, the last was broken into: (1) growth of book value per share, (2) convergence in price-to-book ratios due to mean reversal in profitability, growth and expected returns, and (3) Drift effect. We also tried to determine the main factors that affect the convergence of P/B. Multiple regression was performed using as independent variables the returns of Ibovespa, GDP, interest rates, unexpected inflation and dummies (small, growth and value). The big growth portfolio was the best performance, followed by the small value portfolio. Dividends return was more important for big than value portfolios. When analyzing capital gain returns, it was found that book value growth is more important for growth companies, while the convergence of P/B is higher for value. It was found that the returns of Ibovespa, unexpected inflation and low market cap have a positive influence on convergence. On the other hand, interest rates, GDP and growth dummy have a negative influence.