非營利事業組織數位轉型競爭策略之研究─以原住民族電視台為例
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2023
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財團法人原住民族文化事業基金會(以下簡稱：原文會)經營原住民族電視台(以下簡稱：原民台或原視)為國家百分之百捐助經費透過民間團隊經營之族群頻道，為非營利事業組織類型，其為傳承、推廣原住民族文化、教育、語言，及提升原住民議題之能見度，以達到原住民之文化及傳播使用權及接近權，並促進尊重多元文化尊重平等的普世價值。因應傳播科技的發展，原民台如何透突破過傳統的治理及規劃框架，運用數位媒體、大數據及企業治理思維，達到為公眾服務之目的並建構產出符合大眾期待與設立宗旨之市場影音內容。媒體的數位轉型，除了需藉由新媒體的社群平台提升與閱聽者的互動外，還需創造更多的議題，尤其是多元文化的臺灣，臺灣原住民族人口佔全台人數約3%，原住民族組織與頻道更應該利用議題輸出大眾重視與理解。為了影響社會大眾對於族群媒體及公共媒體的服務需求，也為了滿足現階段的大眾議題型態及環境，族群頻道應做哪些轉型又如何靈活運用？本研究旨在探討非營利事業組織進行數位轉型的競爭策略，以原住民族電視台為例，透過深度訪談、文件分析、文獻探討及企業管理實務經驗視角等方法，統整出在數位競爭時代下，以內容及人性管理為王的時代，為NPO (Non-profit Organization)組織之媒體對外溝通及對內組織管理提供一種想像外，並對原住民族電視台的數位轉型現況及競爭策略，提出建議。研究發現，原住民族電視台在數位轉型方面已有初步的努力，但仍有許多待加強之處，例如內部組織文化的轉變、技術基礎建設的完善、人才培育等。本研究提出了建議，包括擬定明確的數位轉型策略、加強員工培訓及管理及市場推廣體系等，以提高原住民族電視台的競爭力。
Indigenous Peoples Cultural Foundation (IPCF) operates Taiwan Indigenous Television (TITV), an ethnic TV station that is 100% funded by the state and operated by a private team. It is a non-profit organization that aims to preserve and promote the cultures, education, and languages of indigenous peoples, to raise the visibility of indigenous issues in order to achieve indigenous culture and communication access rights, and to promote the universal values of respect for multiculturalism and equality. In response to the development of broadcast technology, how can indigenous TV stations break through the traditional governance and planning framework and use digital media, big data and corporate governance in order to achieve the goals of serving the public and constructing and producing marketable audio-visual contents that meet the public's expectation and the established purposes? In addition to increasing interaction with the audience throughout the community, digital media transformation also requires the creation of more subjects, especially in multicultural Taiwan, where indigenous peoples account for only about 3% of the population, and indigenous peoples’ organizations and channels should use a variety of subjects to gain the public’s attention and understanding. In order to influence the public's demand for ethnic medialiteracy and in order to adapt to current societal issues and audience circumstances, what should ethnic channels do to transform and how should they be used in a variety of ways?The purpose of this study is to explore the competitive strategies of digital transformation for non-profit organizations, using the Taiwan Indigenous Television as a case study. this study aims to provide an imagination for non-profit media communication organizations and internal organization management in the era of digital competition where content and human management are of utmost importance. Through in-depth interviews, document analysis, literature review and practical experience in business management, we sought to understand the current status of digital transformation and competitive strategies of the Indigenous Television Network, and provide recommendations. The study found that while the Indigenous Television Network has made initial efforts in digital transformation, there are still many areas that need improvement, such as internal cultural transformation, technological infrastructure, and talent cultivation. This study proposes a series of recommendations, including developing clear digital transformation strategies, enhancing employee training and management, and establishing data analysis and marketing systems to improve the competitiveness of Taiwan Indigenous Television.
Indigenous Peoples Cultural Foundation (IPCF) operates Taiwan Indigenous Television (TITV), an ethnic TV station that is 100% funded by the state and operated by a private team. It is a non-profit organization that aims to preserve and promote the cultures, education, and languages of indigenous peoples, to raise the visibility of indigenous issues in order to achieve indigenous culture and communication access rights, and to promote the universal values of respect for multiculturalism and equality. In response to the development of broadcast technology, how can indigenous TV stations break through the traditional governance and planning framework and use digital media, big data and corporate governance in order to achieve the goals of serving the public and constructing and producing marketable audio-visual contents that meet the public's expectation and the established purposes? In addition to increasing interaction with the audience throughout the community, digital media transformation also requires the creation of more subjects, especially in multicultural Taiwan, where indigenous peoples account for only about 3% of the population, and indigenous peoples’ organizations and channels should use a variety of subjects to gain the public’s attention and understanding. In order to influence the public's demand for ethnic medialiteracy and in order to adapt to current societal issues and audience circumstances, what should ethnic channels do to transform and how should they be used in a variety of ways?The purpose of this study is to explore the competitive strategies of digital transformation for non-profit organizations, using the Taiwan Indigenous Television as a case study. this study aims to provide an imagination for non-profit media communication organizations and internal organization management in the era of digital competition where content and human management are of utmost importance. Through in-depth interviews, document analysis, literature review and practical experience in business management, we sought to understand the current status of digital transformation and competitive strategies of the Indigenous Television Network, and provide recommendations. The study found that while the Indigenous Television Network has made initial efforts in digital transformation, there are still many areas that need improvement, such as internal cultural transformation, technological infrastructure, and talent cultivation. This study proposes a series of recommendations, including developing clear digital transformation strategies, enhancing employee training and management, and establishing data analysis and marketing systems to improve the competitiveness of Taiwan Indigenous Television.
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非營利事業組織, 數位轉型, 競爭策略, 企業管理, 原住民族電視台, non-profit organizations, digital transformation, competitive strategy, business administration, TITV