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寬頻影音網站之整合行銷傳播:以hiChannel北京奧運轉播為例 / IMC of Webcasters: A Case Study of Beijing Olympic Broadcasting on hiChannel萬年生, Wan, Nien Sheng Unknown Date (has links)
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.
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