台灣雜誌產業之創新價值鏈研究

Abstract

台灣雜誌產業每年有超過250億元的規模，近年來由於寬頻普及與網路人口增加，改變了消費者獲取資訊的管道及方式。面對網路的機會與挑戰，雜誌社分別以各種不同的方式將內容與網路結合，但其成效卻相當有限。 根據長尾理論分析，“過期雜誌”其實是有人看的，只是沒有適當的閱讀管道與方式，透過整合長尾市場的三股力量，即可建立雜誌內容的長尾市場。本論文研究發現，網路平台可經由「過期內容」、「原樣掃瞄」、「訂閱戶」等三項關鍵因素爭取雜誌社的內容合作。運用Creative Value Creation Cycle理論架構得知，將「單元」、「搜尋」、「過期」三項關鍵因素應用在網路上，可以形成與實體不同的產業價值鏈。 實證結果於2008年四月份推出，初期有五十種雜誌品牌加入，雜誌社與品牌的加入速度與數量，均在快速成長之中。以台灣市場而言，預計此一網路服務模式，可吸引五十萬以上的讀者成為訂閱戶，每年創造六億元的營收，平台未來可以結合雜誌社進入網路廣告市場發展，逐漸形成全新的雜誌產業價值鏈。本論文之最後結論為： 一、紙本雜誌經由數位化具有長尾效益。 二、雜誌內容經由數位化可以接觸新讀者與新市場。 三、可經由網路建立全新的雜誌產業價值鏈。

關鍵字：網際網路、雜誌、長尾、創新、價值鏈

The magazine industry operates on a scale of more than 25 billion NTD per annum in Taiwan. In recent years, the proliferation of broadband Internet and an increase in Internet users have altered the methods and means by which consumers receive information. Faced with the challenges and opportunities brought about by the Internet, magazine publishers have attempted to incorporate their content onto the Internet in various ways, but the effects have been fairly limited. Analysis conducted in accordance with “The Long Tail” concept suggests that there is a market for past issues of magazines, but currently, a suitable means of accessing them does not exist yet. By integrating three forces of “Long Tail”, a market for past issues of magazines can be established. Research done for this paper reveals that by utilizing three key elements: past issues, paper copy scans, and subscription model, Internet platforms will be able to cooperate with magazine publishers and place content on the Internet. By practicing the Creative Value Creation Cycle’s framework, along with applying the three key elements: surf by units, search by keywords, and deliver content of past issues to the Internet, a different magazine industry value chain can be established. Actualization took place in April, 2008. Initially participation consisted of 50 magazines, but the number of participants is rapidly increasing. In terms of the Taiwanese market, revenue per annum is projected to reach 600 million NTD, with more than 500,000 subscribers. In the future, this platform will be able to combine forces with magazine publishers to enter the Internet advertisement market and create an entirely different magazine industry value chain. The closing conclusions of this paper are: 1. Paper magazines experience a “Long Tail” effect through digitalization. 2. Through digitalization, magazine content will be able to reach new readers and new markets. 3. A completely creative magazine industry value chain can be established through the Internet.

Key word: Internet, Magazine, Long Tail, Creative, Value Chain, CVCC