東森媒體集團之品牌形象及品牌定位策略研究

Abstract

年來，在媒體自由化、全球化的浪潮之下，媒體在社會上所扮演的角色漸漸由訊息的傳播媒介、政府宣達政令的媒介，轉變成為一個個的民營企業，並在科技匯流、集團化、數位化、去管制化等趨勢下走向媒體集團化發展。在這種情形下，媒體集團要面對競爭激烈的市場，並尋求閱聽眾(消費者)的支持，唯有使用各種行銷手法來建立自我的品牌，而區隔品牌定位和建立品牌形象就是尋求在目標受眾的頭腦中佔據一席之地的方法。本研究希望藉由東森媒體集團的個案來做一個初探性的研究，以深度訪談和次級資料的收集等研究方法，探討媒體集團如何建立品牌形象、制定品牌定位策略，區隔自己和市場上競爭者的品牌，並如何運用自營或非自營的媒體將之傳達給目標群眾的消費者。 現東森媒體集團在品牌形象塑造上，強調以慈善提升企業形象，並將顧客心中需求的形象表現在其品牌和產品上。其內部決策機制以管理階層和智庫為最主，並藉由各種會議達成資源、意見的彙整。東森媒體集團亦藉由各種內部(東森民調中心、專案委託)和外部(既有的民意調查)的調查來檢視在消費者心中的形象是否達成其預期的目標。而在品牌定位的部分，東森媒體集團缺乏整體清楚的品牌定位；東森電視的品牌定位則強調以大多數閱聽眾需求為導向，並在不同的區域製作、播放適合當地的節目內容以滿足閱聽眾；東森購物則以符合消費者需要、市場上較缺乏的特性來做品牌定位，並結合既有的知名品牌和整體集團的品牌。在品牌形象及品牌定位的傳播上，東森媒體集團主要以旗下的媒體做為主要播送平台，以參與公益活動再以媒體播放宣傳正面形象，並藉消費者的口碑擴大市場。藉本文可瞭解媒體集團如何打造其品牌，並做為未來台灣媒體集團發展之基石。

Because of the trend of globalization and de-regulation, media all over the world become a lot of corporations, just like every other company. It is also a trend to become convergence, digitalization and centralization in media industry. Building a strong brand to distinguish media corporations becomes necessary in the competitive media market. The main purpose of this research is to find out how a media corporation establishes its own brand positioning, brand image, and how a media corporation communicates with its target consumers. The research discusses these issues by the case study of Eastern Multimedia Group. Hope this research would help to comprehend the brand strategy in Taiwan media market. The main results of this research included the following three parts. First of all, EMG builds her brand image by holding charity activities, and creates her images by the way customers’ tendency. The main counseling of EMG is the administration; the voice of customer isn’t an important part. EMG does a lot of surveys to know if customers like her image. Scondly, EMG doesn’t have a clear brand positioning strategy, which is quite important to a media corporation. But the subsidiary companies of EMG, for instance EBC and EHS have their own brand positioning strategy. When it comes to the communication channel of EMG, the main way of her communication is through her own media companies by the plus of charity activities. EMG also use the force of public praise, too. The case study of EMG could give us foudamental knowledge of building the brand of Media Corporation, and help other media corporation to build their brand image and positioning strategy.