In the Internet age, every traditional mass media has new broadcast ways. Since the digital technology link up with the Internet, all of the voice, image, data, multimedia technology and media could be converged on the single platform by the Internet. From the competition to collaboration, Telecom, Internet and Cable industry are integrated, and turn into the new industry, Internet TV.
The role of Internet TV is similar to the Cable, the more important function are collation the content and build the charge system. But, operating the Internet TV successfully is hard. First, the Internet TV is a new outcome from the digital convergence, so there is no any precedent for the business model and the management method in this industry. Second, instead of selling the tangible product, the Internet TV dealers provide the invisible content for customer. For this reason, users often have subjectively views to choose the Internet TV dealers. There are many factors to effect the decision of consumer. But, before we have a discussion on consumers, we should inspect the dealers first.
This study begin with the academic model of the Integrated Marketing Communication(IMC), adapt the literature analysis and qualitative research, to discuss that the dealers should catch on the thought of the consumer and offer the product what they want. We take the Chungwa telecommunication MOD service for a sample, to find how the Internet TV dealers apply the Integrated Marketing Communication model to operating and management. This study emphasis on that it could help the dealers to build operating and management method well by developing the characteristics of this industry correctly.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0203108-114414 |
| Date | 03 February 2008 |
| Creators | Lee, Kim-Hum |
| Contributors | Wu,Jih-hwa, I-Heng Chen, Huang,Jen-Jsung |
| 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-0203108-114414 |
| Rights | not_available, Copyright information available at source archive |
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