傳統媒體與網路媒體之競爭要素分析

Abstract

It has been almost 4 decades since the birth of Internet. To-date, the presence of Internet has affected virtually every aspect of consumer life. Consequently, traditional media are rapidly losing their attraction despite major efforts taken. Confined by the inertia of individuals and organization, traditional media apparently are pursuing wrong stuff. One of the most common approaches used by traditional media is replicating the content of papered magazine for their Internet counterpart, resulting in a direct competition between the papered magazine and the internet unit. Alternatively, Internet has been commonly used by traditional media as an advertising vehicle. In either way, the business model of the traditional media remains unchanged. However, traditional media should have tackled the issue from the angle of business model innovation as the rise of all successful Internet companies is mainly driven by an innovative business model. With marketing concept in mind, this research is devoted to the re-definition of media customer needs in the era of internet. And therefore, this research has concentrated on the understanding of user interface of a medium. The mechanism of this research originates primarily from the books, Blue Ocean Strategy and The Innovator’s Dilemma. We looked into the KSFs of both local traditional and online media players. The research lasts almost half of a year. There are a few important findings as follows: 1. Consumers’ expectations toward traditional and Internet media are no difference. Both of them must perform 4 media fundamentals including Trust, Prioritization, Simplicity and Authority. 2. Compared to traditional media, Internet media have demonstrated several advantages such as Economy, Service, Interaction, Scalability and Customization. 3. The strengths of traditional media are diminishing. The gap between traditional and Internet media on Trust, Privacy, Prioritization and Authority is narrowing. 4. Lack of successful Internet professionl magazine in the marketplace is the biggist opportunity for all traditional professional media. 5. While taping information technology, traditional media must focus attention on Internet characteristics, role of the Internet business unit, organization capability and the intensity of industry competition.