紙媒轉型之虛實整合經營策略

Abstract

媒體轉型，是因應媒體環境及閱聽眾需求改變，所必經的改革過程。紙媒（包括雜誌和報紙）平均廣告量下跌超過20%，數位化轉型發展不如預期，因此更需要調整業務和革新經營模式，以符合跨螢時代虛實整合趨勢。 本研究以文獻分析法整理紙媒轉型方式及內容、廣告營收模式；再以個案分析法，探討美國報業、經濟學人、中國創業邦轉型的脈絡；以專家深度訪談法，細問聯合報系在轉型過程中的經營管理及執行策略；也從新媒體經營模式中，找出適合台灣紙媒發展的創新思維；對於台灣紙媒經營提出轉型思考創新服務工具、數字管理項目，探討各種轉型方式的成功關鍵因素，避開劣勢，嘗試套用在適合的媒體經營方法上，研發出自己的轉型路及找出獲利模式。 紙媒數位化只是眾多轉型方式的一部分，更多形式如：核心價值延伸業務發展、虛實整合活動經營社群、產業研究報告及跨足其他產業、購併，創造在所屬產業中的居中利益，均是能提供給紙媒轉型的思考方向。最後以《動腦雜誌》實際運用「Internet+」及O2O概念，並擷取轉型模式精華，找到最能發揮核心價值的模式，來打造行銷傳播知識人脈共享的虛實整合平台。

Media in Taiwan are currently in the midst of a period of transformation that is designed to respond to changes in the media environment and among user audiences. Spending on advertising in print media (i.e., magazines and newspapers) fell by an average of more than 20% compared to the previous year as digital media continue expanding strongly as expected. Thus players in the print media will find they need to revamp their business strategies and develop more innovative business models that will be better tailored to meet conditions in an era of integrated reality and fleeting bright spots. This study looks at print media in Taiwan and overseas during this transition period, looking at the modes and contents of advertising revenue models as well as a case-by-case analysis of examples from US newspapers and the British daily The Economist, in context with changes taking place among Chinese business titles as well. It also incorporates in-depth interviews with media experts and management figures from the United Daily News. Here again the emphasis is on policies being implemented to deal with the situation in the current transition phase including new media business models and suitable examples of creative thinking in Taiwanese print media. The study looks at innovative service tools and digital management projects, exploring various critical factors that should lead to success and minimize the effect of weaknesses in the current environment. Once this has been done we apply appropriate media management methods to find unique paths that lead to the most profitable mode for developing advertising during this transition period. Digitized print media is only one small part of the many types of media undergoing transformation. Other trends include increased interest in core-value extended business development, integrated reality events involving the business community, manufacturing research reports and extensions into other industries, and mergers and acquisitions and the creative opportunities they generate in their respective industries. All of these angles serve to offer guidelines for print media in finding directions to follow during the transition period. Finally, Brain magazine makes practical use of the ‘Internet +’ ‘ O2O’ approach to capture the essence of transformation models, find play modes and core values, and construct a network of integrated reality platforms for adaptation and use by marketing communications specialists.