媒體企業之集團化與多角化研究──以中國電視公司為例

Conglomeration and Diversification of Media Firms-- A Case Study of China Television Company

本研究旨在探討台灣媒體集團的形成與發展，首先從多角化與集團化理論切入，並探討全球性媒體集團形成的因素、台灣媒體環境的演變，以及全球化潮流的影響等；其次，以「中視媒體集團」為案例，運用個案研究法分析其由單一企業發展成為媒體集團的過程與經營現況。中視的個案分析，含括集團化與多角化兩方向，前者包括集團形成過程、股權比例分配，以及少數股權投資之分析等；後者則包括多角化動機、多角化進入方向，以及多角化進入方式等面向分析。研究結果發現，中視公司受到政經環境與市場因素變動的影響，以及廣告市場被有線電視及其他媒體瓜分，導致經營競爭激烈與公司獲利下降，遂推動企業轉型計畫，包括公開發行股票上市，並積極發展轉投資活動，因而逐步發展成為中視媒體集團。

This study employed a research method of case study to analyze conglomeration and diversification of mass media in Taiwan. First of all, the study began to review theoretical aspects of conglomeration and diversification of mass media, followed by exploring its causes and results. Secondly, this study investigated the research case, China Television Company (CTV), including its shareholders, organizational structure, market competition, and its motives and strategies of conglomeration and diversification. As a result, this study found that conglomeration and diversification of CTV was mainly resulted from dramatical reduction of its profits since more terrestrial television stations and cable television channels share total advertising expenses. In addition, Taiwan's changing media environment such as the legalization of cable television and gradually harsh competition occurred in the multichannel market also led to CTV's conglomeration and diversification.