平面媒體轉型策略之研究

Abstract

隨著科技的進步，網路的蓬勃發展，手機等行動載具的興起與普遍化，數位時代的來臨，對於傳統平面雜誌媒體產生急遽影響。發行與廣告收入下滑，紙本訂戶流失、讀者閱聽行為的改變，使傳統的平面雜誌媒體面臨諸多的生存挑戰，並多方嘗試新的產品(例如：電子雜誌、活動與影音等)並尋找新的方向轉型。 本論文藉由研究近年國外雜誌媒體轉型的個案，歸納出平面媒體轉型策略，做為雜誌媒體轉型借鏡。作者選擇三個個案分析，以英國Haymarket媒體集團旗下的《FourFourTwo》雜誌、日本的《日本經濟新聞》、日本的《集英社》為例，探究其轉型成功或失敗的原因，提供台灣平面媒體轉型策略之參考。

The rapid development of information technology has had a huge impact on traditional print media, which faced tremendous challenges such as change of readers’ behaviors, reduced circulation, and decline of advertising revenue. Therefore, exploring new directions for business transformation in the technological era becomes a critical issue for all print media. This research aims to explore the future directions for existing print media by conducting three case studies (the British Haymarket Media Group's 'FourFourTwo' magazine、Japan's 'Nikkei Group' and Japan's 'Shueisha Inc.'). Results, managerial implications, limitation and directions for future research are then discussed.