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    Title: Digital signage and flat panel TV analysis in the EU's market
    Other Titles: 數位電子看板與薄型電視產業在歐盟市場的分析
    Authors: 黃靖璿;Huang, Ching-hsuan
    Contributors: 淡江大學歐洲研究所碩士班
    鄒忠科;Tzou, Chong-ko
    Keywords: 數位電子看板;線上廣告;零售業;寬頻網路;液晶電視;數位電視;歐盟;資訊通信科技;動態視聽內容;Digital Signage;Online advertising;Retail industry;LCD TV;Internet;broadband;ICT;Dynamic Audiovisual content;HDTV;European market
    Date: 2008
    Issue Date: 2010-01-11 00:00:30 (UTC+8)
    Abstract: 論文提要內容:

    由於寬頻網路與薄型電視的出現,廣告業者結合二者的優勢,推出數位電子看板播放動態虛擬化的內容,在網路未出現前,業者的促銷活動主軸皆以靜態商品海報為主,由於成本的考量僅能以熱銷商品為活動主軸。但是數位電子看板問世以來,所有商品可透過數位電子看板廣告動態虛擬化,將多種商品一次在廣告中呈現,與靜態商品海報相較之下,具有動態優勢,這就是所謂的數位電子看板概念。

    數位電子看板的構成要素有四:分別是廣告製作管理平台軟體、寬頻網路、數位電子看板多媒體播放器、與數位電子看板用薄型電視。另一方面,基本架構舉例來說廣告商位於義大利米蘭透過平台軟體,將製作好的廣告經由寬頻網路傳輸到法國巴黎與英國倫敦分店的多媒體播放器儲存,傳輸完畢後播放器會將下載好的廣告內容,自動播放在數位電子看板上。位在米蘭的廣告商也可以透過平台軟體監控在巴黎與倫敦分店的播放情形。

    筆者認為,數位電子看板與薄型電視的未來展望為以下幾點:第一是歐盟i2010計劃,致力增進歐盟的寛頻基礎建設,縮短會員國間差距;第二為高畫質數位電視訊號傳輸轉換,舉例來說,英國從2008年到2012年之間會將其電視傳輸訊號從現行的普通畫質類比式訊號轉換為高畫質的數位電視訊號;另外,有線網路與無線網路的技術發展,像高速寬頻,GPS衛星定位傳輸,及3G (以手機訊號傳輸資料)為未來網路科技的發展主軸;薄型電視出現取代LCD的新型技術,舉例來說SONY研發的OLED與Samsung研發的AMOLED,將會在未來五到十年左右取代LCD,成為薄型電視的主要製成技術來源;最後是數位電子看板的傳輸方式,除發展有線光纖網路傳輸外,亦有WIMAX的無線高速傳輸。因此數位電子看板,未來將不限於應用在有線網路領域,亦可藉由高速無線傳輸應用於海陸空交通工具上。也就是說未來可以在捷運,高鐵或公車上,以及遊艇或飛機上看到數位電子看板的陳列,所以數位電子看板與薄型化電視產業的未來發展潛能無限。
    Abstract:

    This dissertation will present an insight overview on the development of Digital Signage and flat panel TV application in the European Union’s market. Since the rise of Internet in late 1990s and the rapid innovation of LCD and Plasma TV in early 2000s, it has been created new massive public audiovisual services to the civilians. By using Internet with LCD or Plasma TV combination in public areas, particularly in retail markets and consumer-oriented industries, the audiovisual service providers broadcast relevant contents to captivate consumers’ attentions and supply further information.
    First of all, the author would discuss the evolution of audiovisual regulations on TV and advertising industry which made by the EU in early 1990s. Furthermore, since the beginning of 21st century, the EU had noticed their information and communication technology’s infrastructures were getting behind with U.S.A. and Japan many years in the developed world. In order to catch up with the USA and Japan, the EU was setting the i2010 programme which helps European Member States to build up single European information space, and improves the high speed broadband penetration within the EU’s territory in the mean time.
    Secondly, the author would give the detailed advertising movement from static poster to paperless Digital Signage environment which audiovisual contents are getting through the Internet to Digital Signage display to demonstrate the information in front of the precise consumers. Moreover, the author would provide the relevant marketing and case studies about Digital Signage industry in the EU.
    In the further chapter, the author will present the main brands of LCD and Plasma TV manufacturers, and their marketing and manufacturing strategies in the European countries and other continents.
    In the final prospective, the author will give some information about future TV development by combination of current TV structure with wired and wireless online applications which may accomplished in the EU in year 2010 and after.
    Appears in Collections:[歐洲研究所] 學位論文

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