數位電子看板是一種新興的媒體，已發展為多媒體或甚至互動的溝通平台，能快速傳遞有效資訊給各商業應用場合的目標客戶群（收視群）。藉由大螢幕的平面顯示器在公眾場合傳送多媒體視聽訊息，目前數位電子看板的最大宗應用仍是商業廣告。此產業內聚集了眾多原本經營其他產業的成員，聚合了影音、廣告與科技產業而來，主要由戶外廣告商、影音系統整合廠商與網路設備供應商三者匯聚而成。
本研究結果發現：1. 數位電子看板比其他媒體所能傳播的訊息更即時主動。2.數位電子看板業所合作的廠商比其他媒體更多。 3.數位電子看板業之互動即時資訊非常依賴實體通路。4.數位電子看板資訊創造最大的價值在主動、即時及互動。5.過於依賴實體通路，造成通路的排斥性。6.廣告收益沒有實際想的來的好。

“Digital Signage” is a new developing media, spreading multimedia information through large flat-panel displays in public spaces. It can transmit effective information to all kinds of business application occasions to reach target customers. And now, its main application field is for commercial advisements. Its advertising is a form of out-of-home advertising in which content and messages are displayed on digital signage typically with the goal of delivering targeted messages to specific locations at specific times. 
The major findings of this research are presented as following：1. Digital Signage provides more instant information than other media. 2. Digital Signage cooperates with more related companies than other media. 3. Digital Signage relies on the presence of a physical store. 4. The value of digital signage information is active, instant and interactive. 5. Due to replying on physical store, Digital Signage has exclusivities to other channels. 6. The advertisement revenue is not as good as expected.

目     錄...............................................I
圖目錄.................................................II
表目錄................................................III
第一章 緒論.............................................1
第一節  研究背景與動機..................................1
第二節 研究目的.........................................3
第三節 研究方法及流程...................................3
第二章 文獻回顧.........................................7
第三章 文獻探討.........................................8
第一節 資訊分享 (Information sharing)...................8
第二節 協同合作 (Collaboration)........................11
第三節 價值鏈 (Value Chain)............................19
第四節 價值創新 (Value Innovation).....................23
第五節 消費者決策過程理論..............................27
第六節  小結...........................................29
第四章 數位電子看板產業................................30
第一節 數位電子看板系統架構分析........................31
第二節 數位電子看板產業的起源..........................35
第三節 數位電子看板產業營運模式........................41
第四節 從消費者行為理論解析Digital Signage發展潛力.....55
第五節 個案-奇菱科技股份有限公司.......................58
第六節 小結............................................63
第五章 結論與建議......................................64
第一節 研究發現與結論..................................64
第二節  研究建議.......................................66
第三節 未來研究方向....................................67
參考文獻...............................................68
一、 中文部份..........................................68
二、 英文部份..........................................70
三、 網站部份..........................................74
附錄一 訪談問題大綱....................................75
圖目錄
圖 1-1  二元模式互動....................................4
圖 1-2  研究流程........................................6
圖 3-1  管理與資訊系統階層.............................10
圖 3-2  合作的範圍	.....................................12
圖 3-3  協同合作的類型.................................14
圖 3-4  協同合作的範圍.................................15
圖 3-5  垂直協同合作的範圍.............................16
圖 3-6  供應鏈協同合作的時機...........................19
圖 3-7  價值鏈模型	.....................................20
圖 3-8  產業價值鏈	.....................................22
圖 3-9  EKB 模式.......................................28
圖 4-1  Networked Digital Signage 系統架構圖...........33
圖 4-2  SONY Jumbo Tron於1985年在淺草（Tsukuba）展覽場...38
圖 4-3  數位電子看板應用之整合.........................41
圖 4-4  Digital Signage產業結構........................42
圖 4-5  連鎖通路商可合作的Digital Signage之營運模式一...52
圖 4-6  連鎖通路商可合作的Digital Signage之營運模式二...52
圖 4-7  連鎖通路商可合作的Digital Signage之營運模式三...53
圖 4-8  消費者行為過程模型..............................56
圖 5-1  全家便利商店....................................60
表目錄
表 1-1  五大媒體比較表...................................1
表 1-2  受訪者個人對問題的認知及意願.....................4
表 1-3  訪談型式.........................................5
表 3-1  資訊種類與資訊內容...............................9
表 3-2  供應商與製造商之間交換的資.......................9
表 3-3  價值創新與價值創造之差異........................26
表 4-1  產業結構與主要競爭策略..........................47
表 4-2  業界應用比較表..................................61
表 5-1  五大媒介比較....................................64

參考文獻
一、中文部份
1.王皓正，2004年，「專屬廣告媒體播放，分眾行銷」， 經濟日報。
2.司徒達賢(1995)，策略管理，遠流，台北市。
3.司徒達賢譯(1990)，企業政策與策略規劃，第八版，東華，台北市。
4.司徒達賢(2001)，策略管理新論：觀念架構與分析方法，智勝文化事業股份有限公司，臺北市。
5.池顧良，2003年，「分眾媒體總動員 (戶外篇)」， 中國行銷傳播網。
6.巫宗融譯，價值鏈管理，(Managing the Value Chain，作者Carliss Y. Baldwin等)， 天下文化出版社，臺北市。
7.李芳齡、李田樹譯 (2004)，創新者的解答，(The Innovator＇s Solution， 作者Clayton M. Christensen and Michael E. Raynor) 天下文化，臺北市。
8.周文祥、詹文明及汪政達譯（民88），Drucker, P.F.著，「管理的實踐」，中天出版，臺北市。
9.吳思華（民89），「策略九說：策略思考的本質」，臉譜出版，臺北市。
10.林欽榮， 2002年，消費者行為，初版，揚智文化，臺北市。
11.林煌基，「資訊共享以強化時間競爭力之研究：台灣半導體產業供應鏈資訊整合之實証分析」，國立中山大學資訊管理學系研究所碩士論文，民國89年。
12.林靈宏，1994年，消費者行為學，初版，五南書局，臺北市。
13.許文豔，「影響量販店與供應商議價因素之研究」，國立成功大學企業學研究所碩士論文，民國92年。
14.許安琪、樊志育，2002年，廣告學原理，揚智文化，臺北市。
15.陳建豪，10 倍效益戶外廣告成功圍堵消費者，遠見雜誌，240 期， 2006年6月號。
16.陳琇玲，「供應鏈策略管理五大修鍊」，美商麥格羅.希爾。〈2005〉；頁187-196。
17.黃聖芬，「以價值網看數位家庭經營策略」，國立台灣大學國際企業學研究所碩士論文，民國94年。 
18.鄭春木，「資訊分享、協同合作對經營績效之探討–以零售商為例」，國立成功大學企業管理研究所碩士論文，民國96年。

二、英文部份
1.Afuah A., (1998) “Innovation Management: Strategies, Implementation, and Profits,” New York: Oxford University Press.
2.Aiman-Smith, L., N. Goodrich, D. Roberts and J. Scinta (2005) “Assessing Your Organization’s Potential for Value Innovation,” Research Technology Management, Vol.48, Iss.2, pp.37-42
3.Barratt M.A., and Green, M.,（2002）,”The cultural shift: the need for a collaborative culture,” Conference Proceedings of Supply Chain Knowledge ,Granfield School of Management.
4.Bradley, S.P.; D. Collis; & P.W. Band(1998). Winners and Loser: Industry Structure and the Converging World of Telecommunications, Computing, and Entertainment.
5.Brown, R. (1992) “Managing the S Curves of Innovation,” The Journal of Consumer Marketing, Vol.19, Iss.1, pp.61-72.
6.B. S. Sahay, (2003),” Supply chain collaboration：The key to Value creation,” Work Study.,52,2/3；pp.76-83.
7.Carnevale, D.G., and Wechsler, B.(1992), ”Trust in public Sector-Individual and Organizational Determinants”, Administration and Society, 23:471-4
8.Carter, J. R., & Ferrin, B. G. (1995). The Impact of Transportation Costs on Supply Chain Management. Journal of Business Logistics, 16(1), pp.189-212.
9.Cash J. I. and B. R. Konsynski. (1985) “IS Redraws Competitive Boundaries.”
10.Coyle, Bardi,and Langley (2003), ”The Management of Business Logistics,” 7th  edition.
11.Damanpour, F. and W. M. Evan (1984) “Organizational Innovation and Performance: the Problem of Organizational Lag,” Administrative Science Quarterly, Vol.29, Iss.3, pp.392-409.
12.Dillon, T. A., R. K. Lee and D. Matheson (2005) “Value Innovation: Passport to Wealth Creation,” Research Technology Management, Vol.48, Iss.2, pp.22-36.
13.Ellram, L. M. and Hendrick, T. E.(1995), “Partnering Characteristics: A Dyadic Perspective,”Journal of Business Logistics, Vol. 16, pp. 41-63.
14.Gentry, J. J.(1996), “The Role of Carriers in Buyer–Supplier Strategic Partnerships：A Supply Chain Management Approach＂, Journal of Business Logistics, Vol. 17, Iss. 2, pp. 35-55.
15.Hanfied and Nichols (1999), Introduction to Supply Chain. Prentice-Hall.
16.	Hill, C. W. L. and G. R. Jones (1998) “Strategic Management: an Integrated Approach,” Houghton Mifflin Co., Boston.
17.Holm, D. B., Eriksson, K. and Johanson, J. (1996), ’Business networks and cooperation in international business relationships’. Journal of International Business Studies, 27, 1033-49.
18.Kim, W. C. and R. Mauborgne (2005) “Value Innovation: the Strategic Logic of High Growth,” Harvard Business Review, Vol.75, Iss.1, pp.102-112.
19.Konsynski, B. R. and F.W.McFarlan (1990), “Information Partnerships-Shared Data, Shared Scale.” Harvard Business Review, 68, No. 5, pp.114-20.
20.Kotler, P. (1998) “Marketing Management: Analysis, Planning, Implementation and Control,” Prentice Hall, Englewood Cliffs, NJ.
21.Laura Horvath (2001),”Collaboration：the key to value creation in supply chain,” Supply Chain Management. pp. 205-207.
22.Lee, H. L. and Billing, C. (1993), "Material Management in Decentralized Supply Chains, " Operation Research, Vol.41, No. 5, pp. 853-847.
23.Mark Barratt (2004),”Understanding the meaning of collaboration in the supply chain,” Supply Chain Management.9,1, pp.30-42.
24.Matthyssens, P., K. Vandenbempt and L. berghman (2003) “Value Innovation inBusiness Markets: Re-Conceiving Industry Models,” IMP conference, Switzerland, Lugano.
25.Matti Tuominen (2004),”Channel collaboration and firm value proposition,” International Journal of Retail＆Distributio Management.Vol.32, pp.178-188.
26.Minichiello, V. (1995), In-depth interviewing: principles, techniques, analysis, Melbourne, Longmen Australia Pty Ltd.
27.Mohr ,Jakki & Robert Spekman（1994）,"Characteristisc of Partnership Success : Partnership Attributes,Communication Behavior and Conflict Resolution Techniques" , Strategic Management Journal ,Vol.15, No.2 , pp.135-152.
28.Morgan, R. M. and S. D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing.” Journal of Marketing, 58, No.3, pp.20-38.
29.Narayanan V. K. (2004) “Managing Technology and Innovation for Competitive Advantage,” Person Education Taiwan Ltd., Taipei.
30.Porter, M. E. (1985) “Competitive Advantage: Creating and Sustaining Superior Performance,” The Free Press, New York.
31.Rothwell, R. (1994) “Towards the Fifth-Generation Innovation Process,” International Marketing Review, Vol.11, Iss.1, pp.7-32.
32.Seidmann, A., Sundararajan A.(1998), “Sharing Logistics information across organizations: technology, competition and contracting”, in C.F. Kemerer (Edit), “Information Technology and Industrial Competitiveness: How IT Shapes Competition,” Kluwer Academic Publishers, pp.107-136.
33.Tushman, M. and D, Nadler (1986) “Organizing for Innovation,” California Management Review, Vol.28, Iss.3, pp.74-92.
34.Ulusoy, G. (2003) “An Assessment of Supply Chain and Innovation Management Practices in the Manufacturing Industries in Turkey,” Journal of Production Economics, Vol. 88, pp. 251-270.
35.Williams M. (1997) Social Surveys: Design to Analysis in: T. May（Ed.）, Social Research Issues, Methods and Process, Buckingham: Open University Press.

三、網站部份：
1.ABI/INFORM (ProQuest)，企業資訊文獻全文資料
  http://www.proquest.umi.com
2.Broadcast Engineering
  http://broadcastengineering.com/
3.Digital Signage Directory
  http://www.digitalsignagedirectory.com
4.InforTrends Inc 
  http://www.infotrends-rgi.com/public/home.html
5.iSuppli Corporation
  http://stanfordresources.isuppli.com/index.asp
6. Sony Style (USA)
   http://www.sonystyle.com
7.奇菱科技
  http://www.chilintech.com.tw/index.asp?le=tchinese
8. 研華科技股份有限公司，數位電子看板簡介
   http://www.advantech.com.tw
9. 鎧應科技，數位電子看板簡介
   http://tw.cayintech.com/index.html