Nowadays, most of the TV stations in Taiwan have the same acts, which are involving in online business, but different in scopes. Some of them are running all kinds of different tasks online, such as e-commerce, ad-sells, pay per view and information offering. However, others are just providing the information offering service. According to this, we can notice that there has no identical processing procedure in the industry. Every firm has its own strategy about running business online. And it seems like the different entry strategies have play a important role in it. Thus, the study focuses on knowing how TV stations decided to run online business and formulated their entry strategies while conducting the diversification management. Within that, it also contains issues of strategic goals, business scopes and performance evaluations which will also be discussed in the study.
This article uses case study approach and analyses two TV stations¡¦, Formosa Television and TVBS, diversification strategies. Combining the results and theories with secondary sources, we suggest that: (1) TV stations¡¦ Internet strategies are based on digital strategies. (2) The Internet plays a support function to the TV stations. (3) Diversification defines the scopes of the Internet business. (4) Owners¡¦ attitude. (5) Popularity decides the marketing platforms. (6) Functional resource-based view. (7) Program division decides the results of the promotion. (8) A mixing departmental performance assessment. (9) Unique performance assessment between different strategic activities.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0830110-111554 |
| Date | 30 August 2010 |
| Creators | Chang, Jin-an |
| Contributors | Chih-Hung Tseng, Cher-Min Fong, Bing-Chiang Jeng |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0830110-111554 |
| Rights | campus_withheld, Copyright information available at source archive |
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