策略聯盟與媒體組織資源運用之關聯性研究——以台灣廣播電台為例

A Resource-based View on the Formation of Strategic Alliances: A Study on Taiwan's Radio Industry

台灣廣播產業自1993年電台頻道開放以來，隨著新興電台蓬勃發展，廣播電台的競爭愈來愈激烈，台灣廣播電台不論在跨產業或產業間的策略聯盟情況均相當普遍。然而，國內廣播電台之研究多以企業經營為主，較少研究是探討廣播電台策略聯盟與其資源之運用；因此，本研究欲以資源基礎理論研究台灣廣播電台如何利用策略聯盟進入新科技市場，並探討影響其策略聯盟之成敗因素。本研究採深度訪談法進行調查，並輔以量化資料加以分析；訪談樣本選擇包括大功率以及中小功率電視台，總計訪談11間電台，共13位受訪者，搜集了135個策略聯盟事件。研究結果發現廣播電台會經由同業或跨業間之策略聯盟，以接近互補性資源，在聯盟夥伴挑選部份，廣播電台會以策略聯盟方式進入新科技產業市場，而聯盟夥伴間之信任程度與策略性目標一致性亦會影響聯盟之成敗。

This study adopts the resource-based view to examine the formation of strategic alliances in Taiwan's radio industry. Two research methods, intensive interviews and secondary data analysis, were used to collect data for this study. This study conducted 13 intensive interviews on managers of 11 radio stations and collected 135 strategic alliance events. Using the 135 events, we analyzed the factors that influenced the success of strategic alliances in radio industry. The data analysis shows that by means of strategic alliances, most radio stations were able to access those resources that they lacked, which is congruent with the resource-based view. Furthermore, this study found that the most important factors that affected the success of strategic alliances were trust and goals congruence between the partners. More findings were discussed in the paper.