本論文由寬頻影音網站脈絡出發，並以整合行銷傳播理論視野切入，透過hiChannel北京奧運轉播的個案研究，析論利益關係者（stakeholders）、內容（content）、通路（channels）、資料庫行銷（database marketing）和結果（results）等研究者歸納的整合行銷傳播重要面向。 首先就利益關係者而言，除兼論本個案行銷傳播目標，並將其區分內、外部二類。hiChannel內部利益關係者，包括負責統籌協調新媒體平臺的中華電信奧運專案辦公室（OPO）、實際落實規劃執行的數據通信分公司（HiNet）、內容整合商愛爾達科技（ELTA），和銷售廣告的中華黃頁（hiPage）；外部利益關係者，則納入協助規劃執行「奧運特派員」活動的凱絡媒體、廣告主、目標閱聽眾、媒體，和三網聯播合作夥伴PChome與MSN。本論文發現，跨部門組織OPO確實賦予hiChannel適切定位，也使本個案發揮良好整合角色。 其次，研究者在內容面向共檢視行銷團隊的「可控制」（controlled）和「不可控制」（uncontrolled）二類訊息；但主要側重前者。透過業者深度訪談，及內容分析主要網站規劃、網路廣告等針對廣告主和閱聽眾的行銷傳播素材、各階段報紙報導和公關稿（press release），發現不論hiChannel的「全頻道、全賽事、免費收視」整體訴求，及特派員活動強調的「hiChannel陪你看奧運 聊運動」訊息主軸，大致均能符合執行和策略一致等整合意涵。 而在通路面向，則綜整本個案各階段側重的行銷傳播工具組合及其考量，其中奧運期間強調的網路社群操作，即和特派員活動連結；整體而言，個案確實掌握各行銷傳播工具優勢，並能透過不同組合運用，初步發揮互補的整合效果。 另本論文將資料庫行銷的概念區分為特定和廣義二者。其中特定定義，主要指結合直效行銷或關係管理的資料庫行銷；至於廣義則指，只要能運用資料庫而有助後續行銷傳播計畫的擬定、執行。研究發現，本論文個案因奧運議題知名度和目標閱聽眾均甚廣等特性，從而並無特定資料庫行銷運用的必要；僅初步透過資料庫掌握收視輪廓和族群，並據此訴求廣告主或調整策略。研究者認為，資料庫行銷不僅和產業特性、資料可得等執行的軟硬體基礎條件有關，更重要的似乎還是企業對資料庫行銷的認知，甚至運用的必要性等層面。 最後，本論文結合個案行銷傳播目標和各分析章節內容，並扣連學者提出的稽核、障礙和層級概念，共同檢視hiChannel北京奧運轉播的結果面向。研究者發現，本個案實具備良好的整合行銷傳播內涵，並至少符合較低層次的整合層級。 / This study aims to explore how the Integrated Marketing Communications (IMC) is applied to broadcast Beijing Olympic Games on hiChannel. The author, adopting case study methodology, tries to elucidate the context of webcasters and five significant pillars of IMC. These five distinct attributes are as follows: stakeholders, content, channels, database marketing and results. 9 depth interviews are conducted to understand how hiChannel planed and used the perspectives of five pillars of IMC. Also, via content analysis, all campaigning messages of on-line activities, the print media and press release are analyzed. The major concepts of each pillar of IMC are re-examined in this case study. The findings show that the team of hiChannel informs the controlled messages such as,“free to watch all channels, all games of Beijing Olympics” and “to watch and chat about all games of Beijing Olympics at the same time” to not only advertisers but target audience. Besides, the author finds that the team in order to accomplish the commercials, website page views and other what hiChannel desired in this case study, they conveyed both executional also strategic consistency through each channels, across all tools in substance, before and during the period of Beijing Olympic Games. Last but not least, the author also finds that because Olympic Games are renowned, and tend to attract broad target audience, there is no need for the application of database marketing. Moreover, this case study also leads us to rethink the use of database marketing and other four pillars of IMC according to industry characteristics and other qualifications.

自從網際網路與影音服務的匯流出現以後，透過寬頻網路來傳輸影音內容的寬頻影音網站也隨之出現，本研究所定義的寬頻影音匯聚網站指的乃是以入口網站形式呈現的影音網站，其功能為收集各個類別的影音內容，並透過收集大量的影音內容，以提供用戶完整且多樣化的影音娛樂服務。 目前包括電信公司、網路公司、掌握娛樂內容的電視台等不同產業領域的業者都紛紛投入寬頻影音市場中，導致寬頻影音產業內的競爭越來越激烈，自2004年開始，台灣寬頻影音市場更發生一系列的併購行為，許多業者也開始提供影音部落格、線上下載電影等多元的加值性服務以尋求競爭上的優勢。由於在數位化匯流的趨勢之下，產業競爭環境的不確定性也隨之增加，就資源基礎理論的角度來看，企業的經營乃是持久而執著的努力，唯有不斷的累積資源，才能形成不敗的競爭優勢，因此，本研究透過資源基礎觀點來檢視企業所擁有的核心資源，瞭解目前寬頻影音匯聚網站所擁有的核心資源為何，這些核心資源給予寬頻影音匯聚網站哪些競爭上的利基，以及寬頻影音匯聚網站應如何在市場之中發展或拓展其核心資源以形成競爭上的優勢。 在上述的問題意識下，本研究運用文獻分析法與深度訪談法探索台灣寬頻影音產業之生態與產業環境，找出目前寬頻影音匯聚網站之核心資源與其資源特性，並配合市場面、通道面、網絡面、鏈局面與消費面這五個市場競爭構面的考量，以瞭解寬頻影音匯聚網站在市場中如何增強或拓展其核心資源以形成或維持其競爭優勢。 在結合文獻分析與寬頻影音業者的訪談結果後，本研究除了針對各研究案例業者給予實務建議外，研究結論認為寬頻影音匯聚網站的核心資源為相互組合的概念，市場領導者的共有特質便是掌握了「頻寬」、「內容」、「技術」、「資金」與「財務管理能力」等重要性資源，各業者在經營上都十分注重於「品牌名聲」、「影音壓縮與串流處理能力」與「團隊與業務運作能力」等資源與能力的培養，未來各業者可再進一步加強「人際網絡的連結與整合能力」與「行銷經驗與能力」這兩方面的資源，以增加自身在市場上的競爭力。 / Websites used to deliver audio or video services through broadband are getting popular due to the convergence of internet and audio/video services. The definition of video aggregated webcasters in this research is the broadband audio/video streaming website that is presented by portal site. Its function includes collection of all sorts of different audio/video contents and provides their consumers more diversified and completed audio/video services. Recently the webcasting industry has become very competitive since there are more and more investors from all different industries investing in this market, including telecommunication and internet company, and some entertainment leading television stations. Since 2004, a series of merger and amalgamation started to rise in webcasting market in Taiwan. In order to build up more competitive advantages, some operators have also started to introduce video blogs and some other valued-added services such as providing users to download online movies. Because of the digital convergence, the uncertainty of this competitive environment has relatively increased. From the resource-based theory's point of view, making durable and constant effort is the most important principle the enterprise operations follow. The only way to maintain extremely strong competitive advantages is to acquire and accumulate resources continuously. Thus, this research examines enterprises’ core resources according to resource-based theory and identifies what kind of core resources the video aggregated webcasters has so far, what these core resources can offer these webcasters in terms of competitive advantages, and how to further develop the core resources in order to gain more market shares within this industry. In order to discuss above-mentioned concerns, this research applies document analysis and in-depth interview to explore the webcasting industry in Taiwan and discover the core resources and its characteristics for video aggregated webcasters nowadays. In addition, this research discusses how video aggregated webcasters can enhance or further improve its core resources in order to build up it’s competitive advantages in 5 different competition aspects of market structure, route, network, chain and consumption. After combining document analysis and in-depth interview, apart from providing some practical recommendations based on the researched cases, this research demonstrates that combination concept is the core resource of video aggregated webcasters. The common characteristics for the market leaders are highly skilled at some significant resources such as bandwidth, content, technique, capital and financial management capability. Lots of enterprises tend to emphasis on promoting their brands and reputations, audio/video compression and streaming capability and team and business executive capability. In the future, the operators can improve their interpersonal network and marketing experience and competence in order to advance their competitive advantages in the market.