數位看板硬體業者跨足「計程車內數位看板廣告通路平台營運」之聯盟模式研究 / The issues of unfamiliar business, market potential and high investment cost reduce the willingness of a Digital Signage Hardware Provider, Advantech to cross over a new business boundary of Ad-Based In-Taxi Digital Signage Network Operator. Thus, the aim of this thesis is intends to analyze few possible alliances options and profit-sharing model for Advantech (Digital Signage Hardware Provider), RISTC (System Integrator), and Taiwan Taxi Company (Channel Venue Host) in terms of Cost-Benefit Analysis and Value Creation.
The results of analysis indicate that the value proposition of in-Taxi Digital Signage Network to advertiser is providing new niche taxi passenger market for their right advertisement exposures in anytime’s block at anywhere with dynamic content and interactive infotainment interface. Business value can be delivered to the network operator when it has at least 1000 cabs network and the benchmark price proposed in this research which is lower than respondents’ acceptable price. Rather than in “AD and H/W Based Business Model”, alliance option C in “AD-Based Business Model” is the most appropriate cost-profit sharing model for Advantech to capture value, in which Advantech and system integrator run the business together and share the cost of business operation, each contribute their core product and share ad profit at certain percentage, at the same time, obtaining complementary know-how and building new competency through co-specialized resources and internalized learning.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094933016 |
| Creators | 郭進傑, Kuo, Jin Jie |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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