探討台灣廣告產業權力架構變遷因素及其影響之研究：以權力與競合關係觀點
Taiwan advertising industry power structure: Changes and effect study from power and co-operation relationship point of view
This report will discuss Taiwan ’s advertising industry power structure in great detail, from the past to the present, looking closely on all the elements that influenced and changed the structure of the advertising industry. The power relationship and co-operation between advertising agency and media agency will be studied in depth, and from this study, perdition for the future of Taiwan’s advertising industry can be made. It is found that in the future the power level of media agency will increase and media agency will have the role of supplier, dominating the advertising process. At the same time the power struggle between advertising agency and media agency will intensify, changing from co-operation–dominated relationship to equal relationship. The industry roles that both advertising agency and media agency will have in the future are worth considering and studied.