創新訂閱制媒體平台商業模式研究

Abstract

現今資訊的管道已經十分多元，但本研究發現，讀者在資訊的搜索上依舊存在許多的困境。以線上雜誌為例，讀者真正感興趣的內容很少，往往耗費許多的時間來篩選，當閱讀有興趣的內容時，卻沒有可和人交流意見的平台，只能四處碰壁。而雜誌、作者及廣告主也尚無有效機制確切了解讀者有興趣的內容為何。因此，內容供需雙方就存在嚴重的資訊落差。 本研究以循環式創新打造知識性結合社群性的平台，解決資訊不效率，並以價值創造循環理論為基礎，說明如何提高每一環節的價值及效率。因此本研究提出以下解決方法： 1. 以標籤產生推薦機制使讀者快速找到感興趣的內容 2. 提供討論區，讀者綁定社群帳號，得以邀請朋友閱讀內容並交流意見 3. 分析討論區的關鍵字熱門程度、讀者閱讀時間長短、廣告點擊次數、內容標籤次數用以判別讀者偏好，供雜誌、作者、廣告方參考 因此，本研究以創新的訂閱制媒體平台改善目前「讀者」、「內容供給者」、「廣告商」所難解的困境。此平台能夠有效建立品牌，並且在誘因足夠的條件下形成聯盟，創造正向循環並永續發展。

In recent years, there are many ways to get information. But the study notice that there are still some difficulties when the readers search information. For example, when readers read online magazine, they will realize there is just a few content that they are really interested in, so it costs a lot of time to search information. And sometimes when readers wants to discuss the content, they find out that there is no platform to exchange view. On the other hand, the authors and the advisors also want to know what kind of contents readers really feel interested. So there is a serious information gap between content providers and demanders. The study builds the platform by using the concept of Vision – Position – Scenario（VPS） to solve the issue of information inefficiency and explain the value and efficiency on every steps based on Value Creation Cycle（VCC）. So the study propose three solutions: 1. Build a recommendation mechanism by using the content tags, and the readers can find the information they are really interested in efficiently. 2. Build a discussion area to let readers upload their opinions, and the reader accounts should link to the community accounts that make them easily to invite and link up with their friends. 3. Analysis the popularity of the keywords appeared in discussion area, reading time duration, clicks on ads, times of the tags. These data can be the reference basis to authors and advisors.

So the study builds the platform to solve the information gap between readers, content providers and advisors. This platform can effectively build up a brand and form alliance with sufficient incentive and create a positive cycle and sustainable development.