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    題名: 資訊分享、協同合作與價值創新 : 以數位電子看板業為例
    其他題名: Information sharing, collaboration and value innovation : an example of digital signage industrial
    作者: 練淑玲;Lien, Shu-lin
    貢獻者: 淡江大學國際商學碩士在職專班
    蔡政言;Tsai, Jeng-yan
    關鍵詞: 資訊分享;協同合作;價值鏈;價值創新;消費者決策過程;數位電子看板;Information Sharing;Collaboration;Value Chain;Value Innovation;Consumer Decision Process;Digital Signage
    日期: 2008
    上傳時間: 2010-01-11 01:37:54 (UTC+8)
    摘要: 數位電子看板是一種新興的媒體,已發展為多媒體或甚至互動的溝通平台,能快速傳遞有效資訊給各商業應用場合的目標客戶群(收視群)。藉由大螢幕的平面顯示器在公眾場合傳送多媒體視聽訊息,目前數位電子看板的最大宗應用仍是商業廣告。此產業內聚集了眾多原本經營其他產業的成員,聚合了影音、廣告與科技產業而來,主要由戶外廣告商、影音系統整合廠商與網路設備供應商三者匯聚而成。
    本研究結果發現:1. 數位電子看板比其他媒體所能傳播的訊息更即時主動。2.數位電子看板業所合作的廠商比其他媒體更多。 3.數位電子看板業之互動即時資訊非常依賴實體通路。4.數位電子看板資訊創造最大的價值在主動、即時及互動。5.過於依賴實體通路,造成通路的排斥性。6.廣告收益沒有實際想的來的好。
    “Digital Signage” is a new developing media, spreading multimedia information through large flat-panel displays in public spaces. It can transmit effective information to all kinds of business application occasions to reach target customers. And now, its main application field is for commercial advisements. Its advertising is a form of out-of-home advertising in which content and messages are displayed on digital signage typically with the goal of delivering targeted messages to specific locations at specific times.
    The major findings of this research are presented as following:1. Digital Signage provides more instant information than other media. 2. Digital Signage cooperates with more related companies than other media. 3. Digital Signage relies on the presence of a physical store. 4. The value of digital signage information is active, instant and interactive. 5. Due to replying on physical store, Digital Signage has exclusivities to other channels. 6. The advertisement revenue is not as good as expected.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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