Abstract
This research is based on the WeMET Wireless Broadband Corp., the greatest wireless broadband provider in Kaohusiung. We integrate business resource of WeMET, industrial background in Kaohsiung, channel advantage about ISP, and dynamic feature from IP, then creating new ads media with digital narrowcasting media service by using wireless broadband network. Depending on the business plan with highly narrowcasting ads service, we can establish the market segment against the tradition ads channel, and go deep into the economical recovering market in Kaohsiung.
This research gathers many references about broadband network, ISP, outdoor and narrowcasting media, as well as economical development in Kaohsiung. The research also investigates and interviews ads provider, store keeper and customer. By using such data, we can create the business plan due to this research, and analyze the advantage and development strategy depending on the ads service. In order to prove the availability of this plan, we evaluate the financial performance and make the sensitivity analysis in conclusion.
Based on the empirical result, comparing to traditional outdoor ads, the advantage of this business plan is , and reduce the channel cost about setting up ads equipment. Besides, not only the characteristic of narrowcasting media can save media resource, but also increase the matching efficiency, and create the long tail effect, which reduce ads quantity and raise ads quality.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0813108-144518 |
| Date | 13 August 2008 |
| Creators | keng, Yi-shun |
| Contributors | Der-Chung Hu, Chang-yung Liu, Yu-Shan Chang |
| 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-0813108-144518 |
| Rights | restricted, Copyright information available at source archive |
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