In the past few years, due to the global economic recession, the structure of Taiwan media has been changed dramatically. Since the advertising have decreased year by yea and opening of the media market, the world's major media including newspapers¡Bmagazines¡Bradio and television all need to face the pressure of the environmental changed.
According to the latest statistics, the advertising revenue of domestic cable TV has especially reduced in the past two years, from 5.038 billion in 2007 down sharply to 5.08 billion in 2008.
Even though the challenges, the media still attempt to use new strategy with positive attitude to against harsh environment. For example, there was a newspaper company whcih planning exhibitions through the strategic alliance to create new revenue. Furthermore, the television media try to use the strategy of integrated marketing communication¡]IMC¡^ to increase revenue or change income structure in stead of declining advertising revenue. However, Formosa Television¡]FTV¡^is a good case to show the income steadily through IMC strategy even then decreased of advertisement.
We have found that the proportion of advertising revenue up 90% of total revenue in 1997. However, after the changed of business policy, the advertising revenue has been reduced to 60%. Other 40% revenue comes from merchandise¡Bcopyright and integrated marketing.
This thesis takes FTV cultural foundation as the case study and try to find out how FTV increased revenue through by internal resources¡Bmultiple communication and innovative products. Meanwhile¡Athe study also analyzes how FTV use IMC tools such as advertising, promotion, personal selling, direct marketing, public relations to change the overall revenue structure and improve the profit. In conclusion, we would like to realize the management of media and provide new strategy for reference.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0717110-182149 |
| Date | 17 July 2010 |
| Creators | Chen, Shen-ching |
| Contributors | Chin-Kang Jen, I-Heng Chen, Jen-Jsung Huang |
| 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-0717110-182149 |
| Rights | not_available, Copyright information available at source archive |
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