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???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
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dc.contributor.advisor | 謝明慧(Ming-Huei Hsieh) | |
dc.contributor.author | Shih-Ping Wang | en |
dc.contributor.author | 王士平 | zh_TW |
dc.date.accessioned | 2021-06-08T02:14:08Z | - |
dc.date.copyright | 2016-02-24 | |
dc.date.issued | 2015 | |
dc.date.submitted | 2015-12-17 | |
dc.identifier.citation | 1. Advertising Age. 2015. New York Times Plans to Make Its Mobile Ads More Native, Less Interruptive. http://adage.com/article/media/york-times-plans-add-mobile-native-ads-september/299814/ Accessed Aug 6th 2015
2. App Annie. 2015. App排行榜. https://www.appannie.com/indexes/all-stores/rank/overall/?month=2015-06-01&country=TW 3. Brandenburger, Adam M. and Nalebuff, Barry J. 1997. Co-Opetition : A Revolution Mindset That Combines Competition and Cooperation. United States: Crown Business 4. FIPP. 2015. Can Pint still surprise and delight? http://fipp.s3.amazonaws.com/media/documents/FIPP%20Insight%20Special%20Rep 5. FIPP. 2015. Duncan Edwards on Hearst’s digital strategy. http://www.fipp.com/news/features/video-duncan-edwards-on-hearst-digital-strategy. 6. FIPP. 2015. Worldwide social media report. http://fipp.s3.amazonaws.com/media/documents/FIPP%20World%20Media%20Trends_Special%20Report_Social%20Media.pdf 7. IAB. 2014. IAB Programmatic Revenue Report 2014 Results. http://www.iab.com/insights/iab-programmatic-revenue-report-2014-results/ 8. Porter M. E. 1985. Competitive Strategy. New York, NY: The Free Press. 9. 今傳媒,People.cn人民網,2014,網絡新媒體特點及其現狀分析,http://media.people.com.cn/BIG5/n/2014/1205/c391183-26155814.html 10. 邱誌勇TDAIC,2015, 從曼諾維奇(Lev Manovich)的觀點看演化中的新媒體,http://www.digiarts.org.tw/chinese/Column_Content.aspx?n=42B9A64DC480BC01&s=A809E843B99255FC 12. 許景泰,2015,你,就是媒體(第1版),台北:三采文化 13. 陳玉娥與藍曉鹿譯,2011,贏在社群網站,台北:時報文化。Stelzner, Michael A. Launch: How to Quickly Propel Your Business Beyond the Competition. United States: John Wiley & Sons 14. 凱絡媒體,2013,brain.com台灣媒體趨勢報告編輯小組,失控的螢幕,台灣媒體趨勢調查,http://www.scupio.com.tw/ad_index/Admin/UpLoad/E20131008150105/default.htm 15. 凱絡週報,2015, 2015十大熱門趨勢,https://www.scribd.com/fullscreen/252691653?access_key=key-qlhwLe263Yh0AMfKV334&allow_share=true&escape=false&view_mode=slideshow 16. 痞客幫,2015,紐約時報豎立 News 3.0 典範,http://googlerconcert1.pixnet.net/blog/post/427721426 17. 數位時代,2015,臉書成立大中華區創意團隊,http://www.bnext.com.tw/article/view/id/36878 Accessed July, 2015 18. 數位時代,2015,數位廣告四大趨勢持續成長,http://www.bnext.com.tw/article/view/id/31154 Accessed July, 2015 19. 鍾慧真與梁世英譯,2013,BIG DATA大數據的獲利模式,經濟新潮社。城田 真琴,2012,жЧヲЫみУソ衝撃――巨大スЫみУゎ戦略メ決バペ,東洋経済新報社 20. 羅耀宗譯,2014,換軌策略:再創高成長的新五力分析,台北:天下出版。Moore, Geoffrey A. 2011. Escape Velocity: Free Your Company’s Future from the Pull of the Past. United States, Harper Business. 21. 關鍵評論,2015,2015年電子商務將成為台灣下一個「兆元」新星,http://www.thenewslens.com/post/14175/ | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/19699 | - |
dc.description.abstract | 隨著新媒體的出現、社群媒體與通訊科技的興起以及智慧型手機的普及,讓媒體載具更為多元化,促使大眾閱聽習慣產生巨大的改變,也讓媒體產業生態更顯複雜,傳統雜誌媒體在數位化時代面臨極大的衝擊與挑戰。
新媒體基於網絡技術,較傳統媒體更加精準化與對象化,也促使媒體內容的傳播多元化與流動性。傳統雜誌受到閱讀數位化的衝擊,呈現負成長率,但電子雜誌的閱讀人數與佔比,則逐年成長,顯示閱讀需求仍在,但閱讀方式移轉。 美商赫斯特在數位潮流中投入新媒體數位化的經營,透過數位經營策略加速集團數位化的發展,適應新媒體時代供應商、廣告客戶與競爭者的轉變,並重視與入口網站、社群媒體等互補者的合作關係,再藉由整合平網組織架構、調整內部資源分配,達到數位轉型的目的。除了內部結構之外,雜誌媒體在數位化時代的獲利模式也變得更為多元,主要獲利來源的廣告,朝向整合性的服務方式發展,強化獲利,並透過結合電子商務、品牌延伸與付費內容增加雜誌媒體產業的獲利來源。 本研究認為平面媒體若要朝向數位化的發展,不論公司規模大小,經營者必須要具備全新的思維以及整合內外部的能力、探勘市場的需求要能,也必須強化公司固有的獲利模式並創造新的獲利來源,思考如何創造新的價值,才能夠在面對數位浪潮的壓力下,成功轉型。 | zh_TW |
dc.description.abstract | Due to the development of new media, social media, information technology and smart phones, media devices are more diversified, dramatically transforming mass media consumption. Media ecosystems in the new media era are much more complicated which causes the conflicts and challenges traditional media are facing today.
Information and Internet technology makes it easier for new media to access specific targets than traditional media. Traditional media is adversely affected by digital reading behavior and has negative growth because of the changing media ecosystem. The digital reading population and the growth rate of digital magazines are continually expanding, noting that reading habits have been transforming. Hearst Media Group invested in new media and digital media in preparation for the new media revolution.Through its digital strategy, Hearst has placed an emphasis on collaboration with portal sites and social media, as well as integrating the print-digital organization structure, adjusting internal resource allocation and diversifying its profit model from advertisements to integrated services. By extending its business model to e-commerce, brand extensions and pay wall strategy, Hearst has strengthened its profit model. The publishers of print media, no matter what the corporation size, need to develop a new vision, become capable of integrating internal and external resources, and exploring the new market demand. To successfully adapt and make the transition, these publishers must enhance their existing profit model and create new profit sources. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T02:14:08Z (GMT). No. of bitstreams: 1 ntu-104-P02746016-1.pdf: 5223051 bytes, checksum: efe24eaaa9205e0c8088bddd745ff1bf (MD5) Previous issue date: 2015 | en |
dc.description.tableofcontents | 目錄
口試委員審定書……………………………………………………………………Ⅰ 中文摘要……………………………………………………………………………Ⅱ 英文摘要……………………………………………………………………………Ⅲ 目錄…………………………………………………………………………………Ⅴ 圖目錄………………………………………………………………………………Ⅶ 表目錄………………………………………………………………………………Ⅸ 第一章 緒論…………………………………………………………………………1 第一節 研究背景與動機………………………………………………………1 第二節 研究問題與目的………………………………………………………2 第三節 研究流程與架構………………………………………………………7 第四節 研究限制………………………………………………………………9 第二章 文獻探討……………………………………………………………………10 第一節 新媒體的沿革…………………………………………………………10 第二節 數位媒體的競爭與應用………………………………………………14 第三節 五力分析與價值網模型………………………………………………16 第三章 產業分析……………………………………………………………………22 第一節 台灣雜誌媒體的型態…………………………………………………22 第二節 五力分析………………………………………………………………24 第三節 平面雜誌的獲利模式…………………………………………………28 第四節 時尚產業對女性雜誌的運用分析……………………………………33 第五節 平面雜誌數位化的發展與挑戰………………………………………36 第四章 個案分析……………………………………………………………………44 第一節 個案公司背景與數位策略……………………………………………44 第二節 價值網模型與新五力策略……………………………………………49 第三節 雜誌媒體數位化的發展方向與獲利模式……………………………58 第五章 結論與建議…………………………………………………………………69 第一節 研究結論………………………………………………………………69 第二節 研究建議………………………………………………………………72 第三節 後續研究建議…………………………………………………………77 參考文獻 ……………………………………………………………………………78 | |
dc.language.iso | zh-TW | |
dc.title | 雜誌媒體走向新媒體的挑戰與因應之道──以美商赫斯特為例 | zh_TW |
dc.title | The Challenges and Strategies of Magazine Media in New Media Era: Hearst Media Group Case Study | en |
dc.type | Thesis | |
dc.date.schoolyear | 104-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳俊忠(Chun-Chung Chen),郭佳瑋(Chia-Wei Kuo) | |
dc.subject.keyword | 新媒體,社群媒體,互補者,獲利模式,價值網, | zh_TW |
dc.subject.keyword | New Media,Social Media,Profit Model,Complementors,Value Net, | en |
dc.relation.page | 80 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2015-12-18 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業管理組 | zh_TW |
Appears in Collections: | 國際企業管理組 |
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File | Size | Format | |
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ntu-104-1.pdf Restricted Access | 5.1 MB | Adobe PDF |
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