A Study On The Present Situation And Marketing Strategy Of Media Environment In Taiwan

The main purposes of this thesis are to understand the status and the marketing strategy of Taiwan’s media environment.We can understand the current thinking of the media planning marketing strategies and practices of Taiwan’s media via advertising and marketing system.The research mainly adopts a case study. Let’s review the profile and the specific practices of Taiwan’s media strategy through Taiwan major media agency Media Drive how to planning the development of media strategies and methods of marketing for advertiser.The results from case study show that service content enlargement of the media agencies is becoming the trend. Therefore, the premise of meeting the market demand. The Taiwan’s media agency must have the following capabilities, such as market and media research, media strategic planning, customized media marketing planning, issue marketing, event marketing, cross-industry alliances, media relations and crisis management.This research provides strong evidence that been recognized as a useful marketing strategy model for firms and managers to plan in accordance with the media service industry business pattern in the future.