攻擊就必須回應？電視媒體經營影音平台之動態競爭－以進入YouTube和Meta為例

Abstract

科技決定消費行為，更主導著產業的經營與想像，台灣的媒體產業鏈在傳播技術與社會需求的引領下，讓閱聽者隨選隨看的內容服務成為主流，促使數位廣告領先增長，傳統電視廣告獲利模式無法抗衡，現今有線電視媒體該如何加速數位轉型找到新機會點，並在主流的影音匯流平台YouTube、Mata (Facebook)間開啟新戰局，遂是本研究想探究的內容。本研究以動態競爭理論為架構基礎，盤點影音平台上競爭者們的市場共同性與資源相似性，計算並勾勒出彼此間的競爭者模型，利用AMC分析法，預測競爭回應的架構，加入「競爭張力」分析頻道間之競爭影響力為何，提出電視媒體產業在影音平台上未來可行性的建議。

研究結論顯示，影音平台的生態圈是動態的，在競爭條件迅速更迭之下，沒有一條競爭法則能使自家頻道在平台內面對競爭對手時永遠屹立不敗，企業（頻道）間的競爭，必須建構於平台上之生存模式，隨著演算法則，以「共同發展」的多維度競爭思考架構，讓競爭者之間存在著「互利共生」的關聯性。Technology determines consumption behavior, and dominates industrial operations and imaginations. The industrial chain of Taiwan’s media is guided by broadcast technology and social needs, which has turned the audience’s Video on Demand (VOD) content delivery service into the mainstream. This has promoted digital advertising’s leading growth, which the profit model of traditional TV advertising cannot measure up to. This study intended to explore “How today’s cable TV media accelerates digital transformation to find new opportunities and open up new competitive arenas for mainstream video streaming platforms YouTube and Meta (Facebook)”.The dynamic competition theory was adopted as the basis of the research architecture. The commonality and resource similarity among the video platform competitors were checked in order to calculate and outline the competitor modal among them. Through AMC analysis, the architecture of the competitive responses was predicted. “Competitive tension” was added to analyze the competitive influence among the channels. Recommendations for the feasibility of the TV industry (media) on video platforms were also proposed.The conclusions show that video platforms have a dynamics ecosphere. With the rapidly changing competitive conditions, no single law of competition can ensure the steady survival of a channel in the face of competitors. Competition among enterprises (channels) must be constructed based on the survival mode of platforms. Through an algorithm, the architecture of a multidimensional competitive mindset toward co-development leads to a mutualistic relevance that exists among competitors.