在大數據時代下的訊息傳播不但快速且大量複製，對於台灣影音內容製造的電視台營運産生的衝擊力非常巨大。經由電視台全面數位化的建構，不僅為電視產業帶來新的革命，也改變了電視使用者的收視習慣，在數位匯流的發展更趨成熟下，使用者對收看電視節目的期待已不只單純收看節目，對節目品質、內容多樣化，及應用服務要求也日益殷切。電視台數位化的影響已打破傳統電視的封閉式架構，電視、網際網路、電信與行動應用的界線已逐漸消失，網路相關服務的使用習慣已滲透至電視收視族群，電信、電視、網路匯流的結果，模糊了傳統媒體產業界線進而產生了新的服務型態與範圍。
本研究以電視節目數位化製播與網路傳輸運作模式，藉由資深業界專家訪談方式、再根據專家意見做出的內及外部因素產業經營並以網路層級分析法探討各項系統架構的內容，實證結果顯示傳統無線電視台若欲成功推動數位化，應朝以下方向發展：1.善加應用或提升人力資源，以期因應數位科技技術之發展。2.經營策略必須即時因應國家相關政策。3.業務行銷應能掌握社會環境之脈動與趨勢。
本研究發現由數位電視所開啟的全新消費性電子生態系統，透過網際網路將數位影音內容傳送到聯網終端服務的方式，分析跨越時空與終端設備限制的智慧電視開放平台如何引領產業變革，針對影響電視台經營策略之內部與外部因素，並將數位電視平台所開發的應用範圍或管理模式提出｢無線數位電視創新經營策略｣以作為新一代數位電視媒體的關鍵成功因素思考。

In the Age of Big Data, the information not only spreads fast but also can be copied in mass quantity, which brings huge influence on TV operation of audio and video manufacturing in Taiwan. The traditional structure, operational thinking as well as market operation mode of digital content operators will be completely changed. With the advancement of terminal equipment technology, the significant improvement of broadband network and the rise of intelligent mobile devices and social community applications, the television new media have been undergoing wide spreading development. The full digital construction of TV station has not only brought new revolution to the television industry, but also changed TV users’ viewing habits. As the development of digital convergence is becoming more advanced, users not only expect to watch programs but also strongly desire for the program quality, content diversity as well as application services. As the full digitalization of TV station has broken the closed framework of traditional television, the boundaries among TV, Internet, telecommunications and mobile applications have gradually disappeared, and the Internet-related services have been popular among TV users. The convergence of telecommunications, television, and Internet has erased boundaries of the traditional media industry and generated new service patterns and range.
This study probes into digital production and broadcasting of TV programs and operating mode of network transmission, with the mode of interviewing renowned experts in particular fields, and then makes internal and external factors industrial management with experts’ advices. Moreover, this study applies network level analysis to explore the contents of various system structures and uses canonical correlation analysis to make empirical analysis of critical success factor. The results show that traditional wireless TV station should develop towards the following directions to successfully drive digitalization:
1. To make good use of or improve human resources so as to follow the development of digital technology.
2. The management strategy should instantly respond to relevant national policies.
3. The business marketing should be able to grasp the pulse and trend of social environment.
In this study, the totally new consumer electronics ecosystem opened by big data transmission digital TV is analyzed. Through the way the Internet transmits digital audio and video contents to the networking terminal services, this study explores how the smart TV open platform overcoming time and space and terminal equipment restrictions leads the industry revolution. With special focus on internal and external factors influencing TV station business strategy, this study views the “wireless digital TV innovative business strategy” as the critical success factor of the new generation digital TV media after considering the application range and management mode of digital TV platform.

一、中文
1.大衛．佛克林、伯妮絲．坎納(2008)，世界是平的，台北，商周出版
社。
2.王貞子、邱誌勇 (2006)，媒介擬想JOOK4 數位媒體與科技文化，台
灣，遠流出版事業股份有限公司。
3.吳思華(2000)，策略九說。台北，臉譜出版。
4.林義屏(2001)，｢市場導向、組織學習、組織創新與組織績效間關係之研
究-以科學園區資訊電子產業為例｣。國立中山大學企業管理學系研究所
博士論文。
5.林東清(2006)，資訊管理-e化企業的核心競爭能力，台北：智勝文化。
6.Mark Johnson，林麗冠譯(2010)，Seizing the White Space(白地策略)台
北，天下遠見出版。
7.周文賢（2002），多變量統計分析-SAS/STAT使用方法。台北，智勝文
化。
8.Michael E. Poter，周旭華譯(2010)競爭策略：產業環境及競爭者分析。
台北，天下文化出版。
9.張素綿（2005），「旅館業經營策略、關鍵成功因素與經營績效相互關係
之研究─以屏東恆春半島地區為例」（未出版碩士論文）。國立屏東科技
大學農企業管理學系，屏東縣。
10.陳萬達(2005)，媒介管理。台北，揚智文化事業股份有限公司。
11.陳耀茂(2008)，企業研究之量化分析。台北，鼎茂圖書出版。
12.陳清河(2008)，後電子媒介時代，台北，三民書局。
13.陳苡任（2009）。「數位學習中心關鍵成功因素探討」（未出版博士論
文）。國立臺灣科技大學企業管理學系，臺北市。
14.根井雅弘著.劉錦秀譯（2003）。熊彼得：知識經濟的創造性破壞。台北，商周出版社。
15.Robert G. Picard，馮建三譯（1994），媒介經濟學。台北，遠流出版。
16.趙寧等(2002)，媒體中心—創新與經營。台北，五南圖書出版。
17.蔡念中等(2010)，數位媒體匯流。台北，五南圖書出版。
18.謝伯讓譯資訊科技雜誌161期7月號
19.經濟部投資業務處(2009) 資通訊產業分析及投資機會
20.數位化時代無線電視之定位與發展（2010）行政院研考會
21.百佳泰(市場調查報告) Allion Test Labs,. Inc
22.台灣的電視數位化
http：//news.ey.gov.tw/pda/News_Content.aspx?n=9FB96F0ABADBECC5&sms=2EA26B84CC910BC9&s=2C199648334BC0C7
23.‘數位分身’概念啟動新一波數位家庭革新 http：//www.eettaiwan.com/login.do?fromWhere=/ART_8800482539_622964_TA_a2b5d7ba.HTM
24. MONEY DJ理財網http：//www.funddj.com/KMDJ/wiki/wikiViewer.aspx?keyid=1936f634-41c3-499f-8fbc-f386cb1e26f5
二、英文
1. Bilderbeek R., Hertog P., Marklund G. (1998), Services in 7innovation：
Knowledge intensive business services (KIBS) as co-produceers of
innovation, STEP group, SI4S report No.3.
2. C.K.Prahalad & G. Hamel (1990)，The Core Competence of the
Corporation
3. Hofer.C.W and D.Shendel(1978). Strategy Formulation : Analytical Concept.
West Publishing Co., Minnesota
4. Leidecker, J. K., & Bruno, A. V. (1984). Identifying and using critical
success factors. Long Range Planning, 17(1), 23−32.
5. Ted Nelson (2011) Possiplex Paperback
6. Voss, et al(1992) Operations:From Factory to Service Management
7. IPTV and Internet Video (Second Edition)_ Expanding the Reach of
Television Broadcasting （ 2009）Wes Simpson and Howard
Greenfield。
8. News Press Release
Microsoft Unites Software and Cloud Services to Power New TV Experiences
http：//www.microsoft.com/presspass/press/2010/jan10/01-06softwarecloudtvpr.mspx