In the digital industry, FTV mainly develops three kinds of business: digital TV, network and cell phone. In the aspect of digital TV, there are ¡§Follow Me TV¡¨ and ¡§Fly Vision¡¨; in the aspect of network, there are ¡§Online TV¡¨ and ¡§FTV-beauty.com¡¨ e-commerce website; and in the aspect of cell phone, there are ¡§Cell-phone TV¡¨ and ¡§FTV Master¡¨ monitoring system.
This research adopts ¡§semi-structured interview¡¨ and transaction cost theory to study the motive, type and management actions of FTV strategic alliance and evaluate the performance of the strategic alliance.
It is found in this research that, after FTV enters the digital industry, the network TV and transmission stations with simpler alliance motives and type have lower performance in management and see less profit. ¡§Fly Vision¡¨ and ¡§Cell-phone TV¡¨ have complicated motives, including market expansion, cost sharing, risk reducing, technology supplementing and competitive advantage increasing; they have achieved relatively stable growth due to the longer time of alliance. ¡§Follow Me TV¡¨ has the five motives of alliance; however, it fails to reach remarkable performance because the viewership rate of digital TV is not clear. ¡§FTV-beauty.com¡¨ and ¡§FTV Master¡¨ also have the five motives of alliance, but the time of market exploitation is relatively shorter, so it has just seen a relatively high growth and its performance will be steady after that.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0827107-161049 |
| Date | 27 August 2007 |
| Creators | LU, Lien-hsien |
| Contributors | none, none, none |
| 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-0827107-161049 |
| Rights | not_available, Copyright information available at source archive |
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