台灣廣告產業面，對疫情衝擊的競爭契機與營運佈局之研究

The Study on the Competition and Management of Taiwan’s Advertising Industry after the Impact of COVID-19 Pandemic

2019年底爆發的新冠肺炎疫情重創全球產業，台灣的廣告產業亦深受其害。本研究透過焦點群體座談與深度訪談調查方法，了解本地廣告業者在面臨疫情衝擊，客戶預算緊縮的情況，如何進行營運調整與內部規劃佈局，以因應突發的疫情狀況。次外，在疫情中代理商如何克服困難，持續秉持專業為廣告主服務，也是本研究想要理解的問題，特別是代理商在金困的環境中，如何藉由「數位轉型」及其他策略方式，解決後疫情時代新消費模式的溝通方法。在調查分析上，本研究使用NVivo 10質化分析工具，來進行調查資料的歸納與分析。研究發現，儘管2020年台灣疫情趨向緩和，但整體廣告投資仍然下滑近二成，特別是傳統媒體的廣告投資，大部分的4A廣告代理商幾乎受到影響；至於進入後疫情時代，由於消費者的行為改變，廣告代理商需調整思維，提高客戶服務的效率與價值，進而協助廣告主做好全新的品牌溝通；在此同時，更要評估提升自我的專業能力，將行銷科技的工具與方法導入服務範疇，以加速「數位轉型」的步伐，提高廣告代理商的競爭力。

The outbreak of the COVID-19 pandemic has severely damaged the global economics at the end of 2019, and the Taiwan advertising industry has also suffered in this incident. This study uses focus group discussions and in-depth interviews to investigate how local advertising agencies have faced the impact of the epidemic and clients’ reducing budgets, and how to use “digital transformation” and other strategies to find the communication solutions for new consuming behaviors in the post-epidemic era. The study found that despite the milder epidemic in Taiwan, overall advertising investment still fell by nearly 20%, and traditional advertising agencies were almost affected. As for the post-epidemic era, advertising agencies need to adjust their mentality and help advertisers to communicate with new tactics. At the same time, it is necessary to evaluate its conditions and introduce marketing technology tools and methods to accelerate the ability of “digital transformation”, thus enhances its competitiveness.