過去媒體傳播產業不論環境或工具都相對單純，電視、報紙、廣播、雜誌更是穩定存在了數十年，因其單純及穩定，因此，無論是媒體業者或媒體代理商新創事業者的進入門檻也相對高，隨著網路新媒體的發展，媒體產業結構及生態持續的變遷，新創事業者的進入門檻不再遙不可及，許多擁有網路新媒體專業知識、技術的新創者及舊媒體時代的資深媒體傳播產業工作者紛紛進入該產業建立新創事業。然，面對持續變動的產業生態及高度競爭的市場，媒體傳播產業的新創事業者是否有機會在力拼生存的同時，透過資源的嫁接及拼湊，為新創事業開創出新的商業契機？

本研究將針對行銷傳播產業背景的變遷與影響，依時間進程分為以下三部分，第一部份整理行銷傳播產業的重點變遷歷程及媒體代理商在行銷傳播產業中的角色，確立媒體代理商的角色及機能。第二部分觀察分析數位產業下的數位媒體發展，對閱聽眾之閱聽行為的改變進而影響了消費者的購買決策行為，為媒體代理商帶來的衝擊及變革。第三部分則是從數位媒體發展下對媒體代理商帶來一連串內外的衝擊。試圖以宏觀的架構，為本研究建立完整的產業背景。

本研究以「隨創」做為理論的基底，探討新創事業經營者，在資源絕對匱乏，市場競爭角色相對弱勢下，試圖將核心資源鎖定新創事業經營者，剖析新創事業個案在相對劣勢下的企業隨創行為。並透過環環相扣的價值認知、資源嫁接、資源拼湊及大膽創新，跳脫產業困境，解除行銷傳播產業對新創事業者的制約。

In the past, the media and communication industry were relatively simple, regardless of the environment or tools. Television, newspapers, radio, and magazines have existed for decades. The barriers to entry for both media companies and new agents of media agents are relatively high. Development, continuous changes in the structure of the media industry and ecology, the barriers to entry for new entrepreneurs are no longer out of reach, many new entrepreneurs with online new media expertise and technology, and media communication industry workers in the old media era Enter the industry to establish new ventures. However, in the face of a constantly changing industrial ecology and a highly competitive market, will the new entrepreneurs in the media communications industry have the opportunity to survive while at the same time, through the grafting and patchwork of resources, to create new business opportunities for new ventures?

This research will focus on the changes and impacts of the marketing and communication industry background. It will be divided into the following three parts according to the time course. The first part will organize the key changes of the marketing and communication industry and the role of media agents in the marketing and communication industry to establish media agents. Role and function. The second part observes and analyzes the development of digital media in the digital industry. The changes in the reading behavior of the audience have further affected the consumer's purchasing decision-making behavior, and the impact and change for media agents. The third part is a series of internal and external shocks to media agents from the development of digital media. Attempts to establish a complete industrial background for this research based on a macro-structure.

This research is based on the theory of “bricolage”, and explores the new venture business operators. Under the absolute scarcity of resources and the absolute weak role of market competition, it attempts to lock the core resources to the new venture business operators and analyze the cases of new ventures. The entrepreneurial behavior under absolute disadvantage. And through interlocking value recognition, resource grafting, resource patching and bold innovation, to break away from the industrial dilemma and lift the marketing and communication industry restrictions on new entrepreneurs.

蕭瑞麟、歐素華、陳蕙芬（2014）。劣勢創新：梵谷策展中的隨創行為，
中山管理評論22（2）, 323-367
蕭瑞麟、歐素華、吳彥寬（2017）。逆勢拼湊：化資源制約為創新來源，
中山管理評論25（1）, 219-268
蕭瑞麟、歐素華、蘇筠（2017）。逆強論：隨創式的資源建構過程，
臺大管理論叢27（4）,43-74