有線電視的廣告發展遠景──從美國經驗探討我國未來成長途徑與發展策略

The Prospects for Cable Advertising: Using the American Experience to Discuss Strategies for the Development of Cable Advertising in the Republic of China

本文以廣告／行銷的角度來觀察美國有線電視產業的演進過程，現階段之有線電視廣告已發展成為一種「新行銷分配通路」及「新產品類型」，與平面視覺廣告媒體之間的界限已日趨模糊，且與無線電視廣告之特性也大相逕庭，需要運用不同於以往無線電視廣告之經驗及策略，來達到擴張市場佔有率之目標。本文遂引用美國有線電視產業之發展模式和經驗以及國內業界現行廣告經營實例，來討論我國有線電視廣告現況和未來成長空間，並初步探討我國現行的法規政策之適用及適切性問題，再運用S.W.O.T策略來探討有線電視市場利基空間和可行之行銷策略，研析我國未來有線電視廣告發展策略。

This article observes the evolution of the cable television industry in the United States from a marketing/sales perspective. Cable advertising has become a 'new avenue for sales' and a 'new kind of product.' Cable advertising has undergone fundamental changes in recent years and is now blurring the distinction between two dimensional visual advertising media. To expand cable advertising's market share, one must adopt new advertising strategies. This article draws upon the experience and models for growth presented by the development off the cable television industry in the United States and selects examples of present practices in the ROC in order to disscus the potential for growth in domestic cable advertising. This artical also includes an introductory discussion of the applicability of the ROC's current regulation and policies on cable advertising. Then, using the S.W.O.T. strategy, this article discusses the potential for profit in the cable television market and various possible sales strategies so as to extrapolate the ROC's future policies for the development of cable advertising.