傳統媒體在數位時代的轉型策略

Abstract

數位革命可說是人類史上規模最大、影響也最深遠的科技革命，其不僅改變了許多產業的生產方式，更徹底改變社會的運作模式；再加上網路的廣泛應用，更是顛覆了人們傳統的生活方式。 以媒體業為例，利用電腦與網路等科技的「新媒體」，近年來對包括電視、報章雜誌、廣播等「傳統媒體」，造成巨大衝擊，嚴重壓縮其生存空間。為了尋求生存發展，許多傳統媒體紛紛調整其經營模式，並嘗試藉由數位化轉型，強化其在網路世界的影響力。但觀察國內外傳統媒體的數位轉型經驗，並非所有的轉型策略都能獲得成功，而成功的轉型策略也並非一體適用於所有傳統媒體。 本研究希望透過文獻探討、個案分析與業者訪談等方式，探究傳統媒體業者在數位時代可以採行那些轉型策略來創造收益，並開創成長與發展契機。

The digital revolution is the largest and influential technological revolution in human history. It has not only changed the production methods of many industries, but also completely changed the operation mode of society. Due to the widespread use of the Internet, it has also subverted people’s traditional lifestyle. Take the media industry as an example. In recent years, “new media” using technologies such as computers and the Internet have caused a huge impact on “traditional media,” including television, newspapers, magazines, and radio, by severely compressing their living space. In order to seek survival and development, most traditional media have adjusted their business models and tried to strengthen their influence on the online world through digital transition. Looking at the digital transition experience of traditional media, it reveals that not all transition strategies can be successful and that successful transition strategies are not applicable to all traditional media. This Study employs the methodologies of case study and interviews with the players in the traditional media industry to conduct the empirical analysis. The aim is to explore the transition strategies that could help increase revenue and create the opportunities of future growth and future development for the traditional media industry.