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系統識別號 U0002-3006200811120500
中文論文名稱 數位電子看板與薄型電視產業在歐盟市場的分析
英文論文名稱 Digital Signage and Flat Panel TV Analysis in the EU's Market
校院名稱 淡江大學
系所名稱(中) 歐洲研究所碩士班
系所名稱(英) Graduate Institute of European Studies
學年度 96
學期 2
出版年 97
研究生中文姓名 黃靖璿
研究生英文姓名 Ching-Hsuan Huang
電子信箱 canshuang@yahoo.com.tw
學號 694030098
學位類別 碩士
語文別 英文
口試日期 2008-06-23
論文頁數 124頁
口試委員 指導教授-鄒忠科
委員-任燿廷
委員-黃得豐
委員-鄒忠科
中文關鍵字 數位電子看板  線上廣告  零售業  寬頻網路  液晶電視  數位電視  歐盟  資訊通信科技  動態視聽內容 
英文關鍵字 Digital Signage  Online advertising  Retail industry  LCD TV  Internet  broadband  ICT  Dynamic Audiovisual content  HDTV  European market 
學科別分類 學科別社會科學區域研究
中文摘要 論文提要內容:

由於寬頻網路與薄型電視的出現,廣告業者結合二者的優勢,推出數位電子看板播放動態虛擬化的內容,在網路未出現前,業者的促銷活動主軸皆以靜態商品海報為主,由於成本的考量僅能以熱銷商品為活動主軸。但是數位電子看板問世以來,所有商品可透過數位電子看板廣告動態虛擬化,將多種商品一次在廣告中呈現,與靜態商品海報相較之下,具有動態優勢,這就是所謂的數位電子看板概念。

數位電子看板的構成要素有四:分別是廣告製作管理平台軟體、寬頻網路、數位電子看板多媒體播放器、與數位電子看板用薄型電視。另一方面,基本架構舉例來說廣告商位於義大利米蘭透過平台軟體,將製作好的廣告經由寬頻網路傳輸到法國巴黎與英國倫敦分店的多媒體播放器儲存,傳輸完畢後播放器會將下載好的廣告內容,自動播放在數位電子看板上。位在米蘭的廣告商也可以透過平台軟體監控在巴黎與倫敦分店的播放情形。

筆者認為,數位電子看板與薄型電視的未來展望為以下幾點:第一是歐盟i2010計劃,致力增進歐盟的寛頻基礎建設,縮短會員國間差距;第二為高畫質數位電視訊號傳輸轉換,舉例來說,英國從2008年到2012年之間會將其電視傳輸訊號從現行的普通畫質類比式訊號轉換為高畫質的數位電視訊號;另外,有線網路與無線網路的技術發展,像高速寬頻,GPS衛星定位傳輸,及3G (以手機訊號傳輸資料)為未來網路科技的發展主軸;薄型電視出現取代LCD的新型技術,舉例來說SONY研發的OLED與Samsung研發的AMOLED,將會在未來五到十年左右取代LCD,成為薄型電視的主要製成技術來源;最後是數位電子看板的傳輸方式,除發展有線光纖網路傳輸外,亦有WIMAX的無線高速傳輸。因此數位電子看板,未來將不限於應用在有線網路領域,亦可藉由高速無線傳輸應用於海陸空交通工具上。也就是說未來可以在捷運,高鐵或公車上,以及遊艇或飛機上看到數位電子看板的陳列,所以數位電子看板與薄型化電視產業的未來發展潛能無限。
英文摘要 Abstract:

This dissertation will present an insight overview on the development of Digital Signage and flat panel TV application in the European Union’s market. Since the rise of Internet in late 1990s and the rapid innovation of LCD and Plasma TV in early 2000s, it has been created new massive public audiovisual services to the civilians. By using Internet with LCD or Plasma TV combination in public areas, particularly in retail markets and consumer-oriented industries, the audiovisual service providers broadcast relevant contents to captivate consumers’ attentions and supply further information.
First of all, the author would discuss the evolution of audiovisual regulations on TV and advertising industry which made by the EU in early 1990s. Furthermore, since the beginning of 21st century, the EU had noticed their information and communication technology’s infrastructures were getting behind with U.S.A. and Japan many years in the developed world. In order to catch up with the USA and Japan, the EU was setting the i2010 programme which helps European Member States to build up single European information space, and improves the high speed broadband penetration within the EU’s territory in the mean time.
Secondly, the author would give the detailed advertising movement from static poster to paperless Digital Signage environment which audiovisual contents are getting through the Internet to Digital Signage display to demonstrate the information in front of the precise consumers. Moreover, the author would provide the relevant marketing and case studies about Digital Signage industry in the EU.
In the further chapter, the author will present the main brands of LCD and Plasma TV manufacturers, and their marketing and manufacturing strategies in the European countries and other continents.
In the final prospective, the author will give some information about future TV development by combination of current TV structure with wired and wireless online applications which may accomplished in the EU in year 2010 and after.
論文目次 Catalogue

Chapter 1— Introduction 1

1-1 Research Motivation 1
1-2 Research Theory—“Long Tail Theory”3
1-3 Research Method 8
1-4 Research Scope and Dimensions 9

Chapter 2—EU Audiovisual Policy and European Online Advertising Industry 13

2-1 The Rise of Media Literacy 13
2-2 EU Audiovisual Policy Modernisation 18
2-3 i2010 – EU Information Society for Growth & Employment 24
2-4 European Advertising and Internet Studies 30

Chapter3— Digital Signage Analysis Study in the EU’s Market 49

3-1 The Origin of Digital Signage 49
3-2 The Overview of Digital Signage 58
3-3 Digital Signage Marketing Study in Europe 63
3-4 Digital Signage Case Studies in Europe 72

Chapter 4— Flat Panel TV Analysis Study in Europe 81

4-1 Flat Panel TV Market in Europe 81
4-2 Japanese Manufacturers – Sony, Sharp, Toshiba, and Panasonic 83
4-3 South Korean Manufacturers – Samsung and LG 92
4-4 Taiwanese Manufacturers– CMO and AUO 96

Chapter 5— Future Trend 101

5-1 Summary of Digital Signage and Flat Panel TV 101
5-2 Concluding Remark 103

Reference 105
Appendix—the Audiovisual Media Service Directive 108
Figures, tables and graphics

Figure 1-1 “The Long-tail figure” ……………………………………………..….. P.6
Figure 1-2 “Thesis Framework”………………………….…………………..……..P.9 Figure 2-1 “The Evolution of Media Literacy”………….………………………..P.14
Figure 2-2 “Aspects of Non-linear services regulated in the EU Member States”P.21
Figure 2-3 “R & D Expenditure in ICT sector”……………………….…….….... P.30
Figure 2-4 “Advertising activities breakdown of turnover by type of media”...….P.32
Figure 2-5 “Online Advertisers in Big Three Nations in Europe”…………….......P.35
Figure 2-6 “Percentage with EU Broadband Penetration Rate in 2008”….....……P.44
Figure 3-1 “Digital Signage Structure”……………………………………………P.52
Figure 3-2 “Digital Signage revenue forecast for worldwide retail markets”……..P.66
Figure 3-3 “What size of screen do the retailers use?”……………………………P.67
Figure 3-4 “How is the content delivered to digital signage?”……………………P.68
Figure 3-5 “How often do the retailers update their Digital Signage contents?”.....P.69
Figure 3-6 “How would retailers classify contents shown on digital signage?”…..P.69
Figure 3-7 “Perceived benefits of Digital Signage “sales uplift””………………..P.70
Figure 3-8 “Perceived Benefits of Digital Signage “Brand Messages”………...P.71
Figure 3-9 What would the retailers consider to be reasonable investments on Digital Signage per store”................................................................................P.71
Figure 4-1 “LCD TV Global Market in 2007”……………………………..…....P.83
Figure 4-2 “SONY’s Business Shares of Sales in 2007”……………………….…P.84
Figure 4-3 “Sharp’s LCD TV Oversea Sales in 2007” ………………………..…..P.86
Figure 4-4 “Toshiba’s Sales by Geographical Segments in 2007”…………..…….P.89
Figure 4-5 “Panasonic’s Sales Target in 2010”……………………………….…...P.91
Figure 4-6 “Panasonic Sales by Geographic Division”…………………………...P.92
Figure 4-7 “Samsung Sales by Geographic Area in 2007”………………..……….P.94
Figure 4-8 “LG Sales by Geographic Area in 2006”……………..……….….…....P.96

Table 2-1 “Software & IT services Market Growth 2005- 2008”…………………P.28
Table 2-2 “Online Usage and Advertising in Top European Markets”……………P.34
Table 2-3 “UK Online Market information in 2004”……………………………...P.36
Table 2-4 “Advertising Impression in United Kingdom 2004”……………………P.38
Table 2-5 “German Online Market information in 2004”…………………………P.39
Table 2-6 “Advertising Impression in Germany 2004”…………………………...P.40
Table 2-7 “French Online Market information in 2004”………………………….P.40
Table 2-8 “Advertising Impression in France 2004”………………………………P.42
Table 2-9 “Total Broadband Subscribers by Country in 2007”…………………P.45
Table 2-10 “Digital content in Online Marketing value and penetration” ………..P.48
Table 3-1 “Digital Signage sales by volume in Europe”…………………….…..P.64
Table 3-2 “Digital Signage sales by value in Europe”……………………….….P.64
Table 4-1 “OEM Contracts with LCD TV Brands in Consumer in 2006”…….......P.97
Table 4-2 “CMO LCD TV shipment Forecast in 2008”………………………......P.98
Table 4-3 “AUO LCD panel shipments for Geographic Areas”…………….…..P.99
Table 5-1”Flat Panel TV Brands Marketing in 2007 comparison table”………..P.102

Graphic 3-1 “Static Advertising”……………………………………………..…...P.50
Graphic 3-2 “Digital Signage in Wal-mart retail chains”…………………...….…P.51
Graphic 3-3 “Digital Signage in Wal-mart Electronics department”…….....…..P.54
Graphic 3-4 “Digital Signage in shop window”…………………………...…....P.57
Graphic 3-5 “Digital Signage Multimedia Player”………………………………..P.60
Graphic 3-6 “TV Resolution standard comparison”………….…………………...P.61
Graphic 3-7 “Digital Signage displays” ………………………………….…….P.62
Graphic 3-8 “Digital Signage management software”……………………………P.63
Graphic 3-9 “Digital Signage application by Trident Display Corp. in UK” …...P.73
Graphic 3-10 “Digital Signage application by Scala Corp. in the Netherlands”…P.76
Graphic 3-11 “Digital Signage application by Kudos Billboard in the UK”……..P.78
Graphic 3-12 “Digital Signage application by Winmate Corp in Hungary” ….…P.79
Graphic 4-1 “SONY Bravia LCD with Sustainable Energy Europe award 2007”P.85
Graphic 4-2 “Sharp AQUOS LCD with EU Eco-label certificate”…….….……..P.87
Graphic 4-3 “Toshiba Regza LCD”……………………………………………....P.89
Graphic 4-4 “Panasonic VIERA Plasma TV”……………………………………P.91
Graphic 4-5 “Panasonic Plasma TV Plants in Japan”……………………………P.92
Graphic 4-6 “Samsung Bordeaux LCD TV”…………………………………….P.94
Graphic 4-7 “LG X-Canvas Plasma TV”………………………………………..P.96
Graphic 4-8 “CMO’s LCD panel”……………………………………………….P.98

參考文獻 Reference

Books

Anderson, C. (2006). The Long Tail –Why the Future of Business is selling less of More, Taipei: Common Wealth Press, pp. 7-39.

Clémenceau, A. (2007). Consumers in Europe -- Facts and figures on services of general interest, Luxembourg: EU Commission, pp. 134 -136.

Johansson, U. (2007). European Business—facts and figures 2007, Luxembourg: EU Commission, pp.386-389.

Journals

Barnes, R. (2006). Digital Signage Smart Report-Digital Solutions for the Hotel Trade. Cleverdis edition. Cabriès, France. pp. 8-9.

Barnes, R. (2007). Digital Signage Smart Report- Out of Home Digital Media. Cleverdis edition. Cabriès, France. pp. 25-27.

Buckingham, D. (2007). Study on Current Trends and Approaches to Media Literacy in Europe. Luxembourg, EU Commission, p30

Ditter, A. (2005). Sony Bravia Special Report, Cleverdis edition. Cabriès, France. pp.4-6.

Frampton J. (2008). TOP PERFORMING EUROPEANRETAIL BRANDS 2008, Interbrand, London, United Kingdom, p. 14.

Graham, D. (2005). Impact Study of Measures (Community and National) Concerning the Promotion of Distribution and Production of TV Programmes Provided for Under Article 25(a) of the TV Without Frontiers Directive Final Report. Luxembourg. EU Commission. pp.61-69.

Ho, Jau-Yang (2006). CMO Annual Report 2006, Tainan, Taiwan, p.31

i2010 Annual report 2007(2007). Luxembourg, EU Commission, pp.14-24.
Keene, D. (2006). Audio-Visual, "Narrowcasting", Custom TV Solutions, Cleverdis edition. Cabriès, France. pp. 21

Keene, D. (2006). Marketing at Retail- Digital Signage on the Retail Horizon, Cleverdis edition. Cabriès, France. pp. 27

Lake, C. (2005). The Online Advertising Landscape, Europe. London, United Kingdom. DoubleClick Inc., pp.4-15.

Lee, K.Y. (2006). AUO Annual Report 2006, Hsinchu, Taiwan. p.29

Lefebvre, G. (2006). Digital Signage Smart Report: Dynamic Digital Signage. Cabriès. France. Cleverdis edition. p.17

Machida, K. (2007). Sharp Annual Report 2007, Osaka, Japan. pp.16-62.

Nam, Y. (2006). LG Annual Report 2006, Seoul, Republic of Korea, p.46.

Nishida, A. (2007). Toshiba Annual Report 2007, Tokyo, Japan, p.74.

Ohtsubo, F. (2007). Panasonic Annual Report 2007, Osaka, Japan. p.18.

OJ C 65, 11.12.2007, pp.3-14.

Stringer, H.(2007). Sony Annual Report 2007, Tokyo, Japan, pp.3-103.

Yun, J.Y. (2007). Samsung Annual Report 2007, Seoul, Republic of Korea, p 32.

Websites

Audiovisual and Media policies of the EU
http://ec.europa.eu/avpolicy/media_literacy/index_en.htm

BBC special report--- Future of TV
http://news.bbc.co.uk/2/hi/in_depth/entertainment/2006/future_of_tv/default.stm

i2010 strategy and key documents
http://ec.europa.eu/information_society/eeurope/i2010/key_documents/index_en.htm
iSuppli Corporation
http://www.isuppli.com/

Media Literacy in European Union
http://ec.europa.eu/avpolicy/media_literacy/studies/index_en.htm

Meko advertising consultancy corporation
http://www.meko.co.uk

OECD broadband statistics in 2006
http://www.oecd.org/document/7/0,3343,en_2649_34223_38446855_1_1_1_1,00.html

Panasonic Digital Signage website
http://www.panasonic.com/business/systemsintegration/NMStage.asp

Scala Digital Signage website
http://www.scala.com/

SONY Digital Signage website
http://b2b.sony.com/Solutions/subcategory/displays/digital-signage_network-devices

Television without Frontiers" (TVWF) Directive
http://europa.eu/scadplus/leg/en/lvb/l24101.htm

Trident display Digital Signage website
http://www.tridentdisplays.co.uk/digital_signage/index.html

United Kingdom’s advertising association
http://www.adassoc.org.uk/html/detailed_statistics.html

Winmate Digital Signage website
http://www.winmate.com.tw/successful_story.htm
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