本文針對瞭解聯合報系與大陸新聞交流與業務合作從事研究，本研究使用「PESTLE」（political, economic, social, technology, legal, environmental），佐以「競合策略」為分析架構，使用「深度訪談法」與「焦點團體法」，共計訪談聯合報系主管與學者共九人。研究根據聯合報從事兩岸新聞與業務合作的外部環境狀況與影響其企業發展策略進行探討；後分析參賽者、附加價值、規則、戰術與合作範圍，提出業者目前經由「創造性的模糊」空間進行合作交流，為媒體帶來許多新聞之外的附加價值，未來將持續擴大發展。基於競合策略，作為必然參賽者的政府，在交流法令上的制定，仍扮演未來臺灣媒體從事兩岸交流合作的重要影響因素。
This research aims to investigate current issues of United Daily News Group in cross-Strait news exchanges and collaborations through in-depth interview and focus group interview methods. Besides, PESTLE model and Co-opetition theory are employed to be the analytical framework to analyze collected data. On basis of United Daily News Group‘s marketing strategies, this research analyzes players, value added, rules, tactics and scope of cross-Strait new exchanges, and business collaborations and found that "creative ambiguity" between Taiwan and China is used by United Daily News Group to extend its business scope and boosts its value added. Governments, as players, will continue to play important roles in news exchanges and collaborations in cross-Strait.
