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中文篇名

切還是不切?三立電視的組織裂變

英文篇名

SET’s Organization Spin-offs

作者

董夢杭張正芬吳學良蕭義棋

中文摘要

此個案描述的是台灣戲劇自製王者三立電視,近年來在數位匯流趨勢下,營業額逐漸下滑,積極尋找第二成長曲線的探索。營收的下滑不僅是因為兩岸關係緊張而帶來的海外版權收入減少,或是影視人才外流中國大陸,背後更嚴重的是新媒體對傳統媒體的衝擊,造成收視率及廣告量的下降。三立電視的高層意識到「我們引以為傲的自製內容好像很難突破了」,所以開始積極尋找第二成長曲線。

Vivian是三立集團資深副總,身為在三立電視工作已近20 年的資深員工,她見證了三立電視稱霸國內電視產業的輝煌及長年來內容自製率最高的美譽,但也為三立電視近幾年來略為衰退的營收而深深憂心。在三立電視亟思如何再次恢復成長之際,Vivian 臨危受命,被委派成立一家公關公司。她深知三立電視張榮華總經理以此公關公司為一試點,探索如何在傳統組織架構中培植及孕育出更多市場導向的小微企業,以便有效因應媒體產業的快速變化。

大心公關行銷股份有限公司從2018年6月運行已有一個多月,雖然目前進展還不錯,但在未來營運上,三立集團正思考其定位及與三立集團的緊密程度。到底要和集團黏得很緊,還是保持距離?

英文摘要

This case describes the Taiwanese drama-made king Sanlih E-Television (SET) active exploration of the second growth curve under the trend of digital convergence and the gradual decline in operating revenue. The decline of revenue is not only due to the overseas copyright revenue loss at a time of tense cross-strait relations, or the brain drain of audio-visual industry to China, but what is more serious is that the strong impact from “new media” causes the decline of traditional TV rating and then decreasing in advertising volume. Executives of SET therefore have begun to actively look for the second growth curve.

As a senior vice president of SET group, Vivian, who works in SET for nearly twenty years, has witnessed the glory of SET in domestic TV industry, but also has deep concerns about the consecutive recession of SET operating revenue in recent years. To assist SET in the effort of restoring and rebuilding growth momentum, Vivian was delegated to set up a public relations corporation Daxin PR Marketing Co. (Daxin PR). Vivian is well aware that to effectively respond the rapidly changing environment, Daxin PR is a pilot project, as planned by general manager Zhang, R.-H., to explore ways of cultivating and nurturing more market-oriented microenterprises in the traditional organizational structure.

Daxin PR has been running for more than a month since June 2018. Although the progress is commendable, Vivian is continuously thinking about the position of this corporation in SET group: Should Daxin PR be tied to SET closely? Or should distance Daxin PR from SET group?

關鍵詞

三立電視小微企業第二成長曲線組織雙元性數位匯流Sanlih EntertainmentTelevision Inc. (SET)micro-enterprisesthe second growth curveambidexteritydigital convergence

刊名

產業與管理論壇

期數

202109 (23:3期)

起訖頁

106-125

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342021092303004  複製DOI   DOI查詢

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