平面媒體出版公司成長轉型之個案研究

Abstract

數位化閱讀市場的形成，已是全球平面出版業者共同的噩夢與困境。不論報紙、雜誌，還是書籍的發行量與閱讀率都呈現連年直線下滑的趨勢，平面媒體的廣告也同樣大幅衰退，所有的業者都面臨不轉型就可能被淘汰的殘酷現實。本研究的目的在探討，平面出版業者在新的閱讀時代，該以何種產品與服務提供給讀者，並找到最合適的商業模式，以作為永續經營的參考。 本研究採取質化的個案研究方式，分析出平面出版業者最有效的成長營運策略，透過檢視企業的核心能耐，找到屬於業者的最佳競爭優勢，再將此核心能力不斷延伸、擴展，以開拓市場。同時以五力分析了解外部市場的競爭環境，產業的各種問題與現況，包括認識閱聽人的改變，與無時無處不在，非傳統出版業的競爭對手。面對短期的成長壓力，選擇正確的成長策略、以精微化開發並擴張市場，都是平面出版業者可以選擇的成長模式。但面對企業的永續發展，建立平台式的商業模式才是最佳的解決之道。 本研究深入探討的個案公司，便是運用核心能耐的建立與延伸，而能在產業變遷過程中表現不凡。儘管該公司已逐步朝向一個略具規模的平台模式發展，然為積極建立企業長遠的發展與能力，該公司仍需在產品定位、服務上做更多的調整，以滿足更多的讀者需求。此外，更關鍵的策略選擇是需要讓己身的數位化與科技化的能力擴展，組織的建置也必須有所調整，才能真正轉型成為一個具有影響力的平台企業。

The emergence and fast growth of digital reading market has become a nightmare for the majority of print publishing industry all around the world. The circulation and readership of newspapers, magazines, and books are plummeted during recent years. The advertisement business of printed media has encountered a substantial decline. The industry players are therefore facing a cruel reality that you may be out of the game if you don’t change before too late. This thesis study attempts to explore, facing the coming of a new era of reading, what kinds of products and services a printed publishing company should offer to the readers, and what would be an appropriate and sustainable business model for the new services. In this study, qualitative case-based research is undertaken to figure out the competitive advantages and effective strategy of a printed publishing company by examining their core competence, and extend the core competence to capture the market. The five-forces analysis is used to understand the external market competition, various issues related to the structure of the industry, including changes in understanding audience, and the ubiquitous non-traditional competitors. Considering the need for a short-term growth, the players may choose market extension or penetration to achieve desired growth. However, if they want to ensure business sustainability, moving toward a platform business model has to be seriously considered and implemented. The case company we studied has done a great job in establishing and extending its core competencies to achieving market leadership. While it already becomes a somewhat sizable platform company, to establish its long-term development and capacity actively, the company has to adjust itself more in positioning products, and offering services to meet the needs of a wide range of audience. To achieve this goal, the company has to enhance its abilities of digitization and technology, followed by an alignment of the organization structure. By so doing, the company may have a chance to transform itself into a platform with significant influence. Implications and suggestions are also discussed.