第七章 結論與建議
第二節 建議
國
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N a tio na
l C h engchi U ni ve rs it y 第七章 結論與建議
第一節 結論
個案公司擁有全台最多、最廣與最豐富的交通戶外媒體場域。再加上透過集 團內子公司媒體交叉代理機制，整合集團內目前既有的北捷、桃捷、五都公車、
桃園機場、小港機場，以及北中兩市候車亭的媒體優勢，個案公司的戶外媒體觸 角已完整包覆全台灣的交通場域。
個案公司不僅坐擁忠孝新生、忠孝敦化、中山、台北101/世貿站等人潮流量 龐大的捷運站體廣告，亦透過街道傢俱與公車廣告，深入城鄉近郊溝通廣告訊 息；更藉由桃園機場捷運與桃園國際機場，從北北桃開始串聯全世界。
而透過連結不同的交通媒體，品牌主所能觸及到的客群將更為廣泛與全面。
而不同的交通媒體各有其獨特的廣告魅力特性，透過個案公司團隊的專業評估，
我們將為客戶量身訂做專屬的廣告媒體內容。個案公司的廣告媒體將帶給所有 品牌主「廣而深」的綜效，這是其他競業所難以企及的。此外，個案公司看見未 來趨勢，運用完整的交通媒體廣告版位導入各種數位技術服務，讓交通場域、品 牌廣告主、目標消費者三者，透過最新的科技與媒體形式，在看到廣告的當下，
直接串連在一起。這也是個案公司作為台灣交通戶外廣告媒體首選的最大優勢。
第二節 建議
近年因為數位廣告媒體的興起，戶外媒體 (OOH，Out-of-home advertising) 正面臨了巨大的考驗。平台式數位媒體具有低進入門檻、快速傳播、可分眾傳遞 與預期效益量測分析工具。對於廣告客戶而言，他們希望可以透過更「數字化」
與「可量化」的廣告平台，來進行廣告效益的分析；此外，也希望透過數位廣告 精準分眾的特性，可以將廣告預算花費用更確實的花在刀口上。面臨這些媒體印
‧ 國
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象上的差異，戶外媒體預算受到很大的衝擊。然而，在經過仔細研究的過程中，
我們可以發現，其實戶外廣告與數位廣告除了在媒體表現形式上有巨大差異外，
在「廣告的本質上」並沒有太大的不同。
因為在長時間經營戶外媒體的過程中，我們也深切的了解到「場域」結合「內 容」對於廣告產品的重要性。好的場域，也需要有好的內容，才能在整體廣告價 值上達到更高的綜效。而更重要的是，如何將「客戶」、「場域」、「消費者」媒合 在一起，更是一個高深的學問。在所有的戶外廣告媒體產出之前，我們皆須深入 了解客戶的產品特性與受眾訴求，才能精確地選擇適當的地點，將合適的廣告內 容提供給廣告主預期的消費者，也就是受眾。在這樣的廣告媒體產製作業過程 中，個案公司正是扮演了一個所謂「廣告媒合」的角色。而這樣的角色，也正等 同於數位廣告平台的核心價值-「媒合」，只是在平台形式上有所不同 (數位廣告 於網路平台，而戶外媒體是透過實際場域平台)。因此，個案公司希望在廣告領 域之外，也能透過虛實整合的實力進行轉型，提升企業價值，推動台灣產業進化，
進而創造更佳的收益。
為此，建議個案公司針對台灣市場進行調查研究，並期望透過本論文的研究 方法，找出讓「供應商」、「通路商」、「消費者」皆能共同享益的媒合平台，創造 新的商業模式。
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立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y 參考文獻
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