研究生(外文):LO, SHI-HWA 論文名稱:傳播媒體產業購併之策略傳播模式研究：迪士尼購併二十一世紀福斯與漫威影業 論文名稱(外文):The Study on Strategic Communication Model of Communication Media Industry Merger and Acquisition: Disney Merged 21st Century Fox and Marvel 指導教授:賴建都 指導教授(外文):LAI, CHIEN-TU 學位類別:博士 校院名稱:世新大學 系所名稱:傳播研究所(含博士學位學程) 論文出版年:2023 語文別:中文 論文頁數:124 論文摘要
本論文研究迪士尼購併二十一世紀福斯公司與漫威影業之經典個案，於「迪士尼購併漫威影業」個案，發現傳播媒體產業購併各階段之四項策略傳播模式與其策略傳播特性，按購併發展歷程依序為：（1）探索開啟模式（Unsealing Model）、（2）塑造分享模式（Sharing and Shaping Model）、（3）動態管理模式（Dynamic Administration Model），與（4）關係經營模式（Inter-Relationship Management Model），命名為USAI策略傳播模式。就媒體購併發展階段言，論文爬梳自發想至對外宣布成功之過程，與購併之12起重要事件對照，將其分為六階段，分別為：（1）發起與探索期、（2）內部傳播期之一、（3）內部傳播期之二與外部傳播期之一、（4）內部傳播期之三與外部傳播期之二、（5）管理組織內外動態、（6）管理公共關係與資本市場期待。
接續研究「迪士尼購併二十一世紀福斯公司」，以此個案中12起重要事件文本，通則化「迪士尼購併漫威影業」，概念化而得之前述四種策略傳播模式，以及購併六階段，檢驗本論文主張之四種策略傳播模式：（1）探索開啟模式、（2）塑造分享模式、（3）動態管理模式，與（4）關係經營模式，實證具備高度解釋能力，足以解釋傳播媒體產業其他購併案，並建立原創之策略傳播理論：「USAI策略傳播模式」。研究亦發現四項策略傳播模式與各起購併事件之間，並非單純之線性關係，而有模式與事件之「重疊反饋時期」，近似於Macnamara模型，此外亦存在Wiggill模型之「迴圈模式」。相較之下，本論文策略傳播模式則屬概念化簡單，且通則化充份之模式，學術上為當代購併脈絡下之策略傳播理論研究奠定基礎，實務上掌握四項策略傳播模式與六大發展階段，以及本文提出之策略傳播特性，亦助益傳播媒體產業業者購併之成功。

論文外文摘要
This dissertation studies the quintessential cases of Disney's acquisition of 21st Century Fox Corporation and Marvel Studios. Researcher discovers that for “Disney Marvel acquisition”, there are four stages of strategic communication modes and characteristics named USAI Strategic Communication Model: (1) Unsealing Model, (2) Sharing and Shaping Model, (3) Dynamic Administration Model, and (4) Inter-Relationship Model Management. Regarding the stages of media acquisition, this research compares the process from ideation exploring to successful deal making for 12 important events of the acquisition, which are divided into six stages: (1) initiation and exploring period, (2) internal communication period-1, (3) internal communication period-2 and external communication period-1, (4) internal communication period-3 and external communication period-2, (5) internal and external dynamics management, and (6) public relations and capital market management.
Then selecting 12 merger events for studying “Disney 21st Fox acquisition”, this research generalizes the USAI Strategic Communication Model extracting from “Disney Marvel acquisition” case into “Disney 21st Fox acquisition” deal for empirical test. Examining the proposed proposition of four Strategic Communication Model: (1) Unsealing Model, (2) Sharing and Shaping Model, (3) Dynamic Administration Model, and (4) Inter-Relationship Management Model. Proven the generalization capability of the proposition is good and has a sufficient level of explanatory power to generalize all other media industry acquisitions. The study constructs an originated innovative contemporary Strategic Communication Theory: “USAI Strategy Communication Model”. This dissertation also finds: It’s not pure linear relationship between four communication models and merger events, there are “overlapping and feedback period” like Macnamara Model and “looping mode” like Wiggill Model. The Strategic Communication Model of this dissertation is conceptionally easy with ample generalization. Academically building the USAI Strategic Communication Model in the context of communication media industry M&A; practically to master the four model and six stages of Strategic Communication Model and features of USAI Model to benefit the success of communication media industry M&A.