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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林照真(Chao-Chen Lin) | |
| dc.contributor.author | Han-Chien Chang | en |
| dc.contributor.author | 張涵茜 | zh_TW |
| dc.date.accessioned | 2022-11-24T03:24:29Z | - |
| dc.date.available | 2021-09-11 | |
| dc.date.available | 2022-11-24T03:24:29Z | - |
| dc.date.copyright | 2021-09-11 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-09-07 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/80976 | - |
| dc.description.abstract | 隨著科技持續變遷，新聞媒體在數位轉型後，逐漸演變出不同的樣貌，並努力開拓更多元化的收入來源。而在眾多擴大市場增加營收的策略中，「賣商品」逐漸成了媒體在數位時代的新模式，亦即擁有電商平台，將讀者轉換為消費者。新聞媒體並以「內容型電商」創造差異切入市場，以內容而非價格來促進銷售轉換，延伸媒體的內容價值，藉此深化與讀者的連結。 有鑑於此，本論文即採用深度訪談法，深入了解《聯合報系》、《天下集團》與《關鍵評論網》三家媒體的內容電商發展初衷與策略，並探究電商業務與新聞媒體間之關聯。 本論文透過訪談歸納結果如下：一、新聞媒體以「商品銷售導向」和「會員經營導向」兩種取向來發展電商。二、媒體整合集團資源，在經營上發揮綜效。三、媒體藉電商活化會員資料，加深與讀者的關係。四、內容驅動消費在國內難實現，故媒體藉新聞單位資源挹注，協助電商發展內容。 由研究結果可知，媒體正嘗試藉電商延續內容價值，和客戶關係經營；同時也透過各式媒體資源強化電商營運，兩者相輔相成，創造數位轉型下新的商業可能。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-24T03:24:29Z (GMT). No. of bitstreams: 1 U0001-0609202111572900.pdf: 2455982 bytes, checksum: c06f9e61472b8e9b20c1ad7407bf34c2 (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 謝辭……………………………………………………………………………………………………I 摘要…………………………………………………………………………………………………II Abstract…………………………………………………………………………………III 目錄…………………………………………………………………………………………………IV 圖表目錄………………………………………………………………………………………VII 第一章 緒論…………………………………………………………………………………1 第一節 研究背景…………………………………………………………………………1 第二節 研究動機…………………………………………………………………………8 第三節 研究個案…………………………………………………………………………9 一、聯合報系………………………………………………………………………………10 二、天下集團………………………………………………………………………………11 三、關鍵評論網…………………………………………………………………………12 第四節 主要研究問題………………………………………………………………13 第二章 文獻回顧………………………………………………………………………15 第一節 媒體的數位轉型…………………………………………………………15 一、從媒體轉型談起…………………………………………………………………15 二、數位轉型與新聞產業…………………………………………………………18 第二節 新聞媒體的數位獲利模式…………………………………………22 一、傳統媒體vs.數位媒體的商業模式………………………………22 二、平台興起：從內容為王到平台為王………………………………26 第三節 新聞媒體的新型態業務發展……………………………………31 一、媒體內容與電商平台…………………………………………………………31 二、新聞價值的倫理份際…………………………………………………………37 第三章 研究方法…………………………………………………………………………41 第一節 研究方法…………………………………………………………………………41 第二節 訪談大綱…………………………………………………………………………44 第四章 研究發現…………………………………………………………………………46 第一節 新聞媒體試圖經營電商平台之理由與策略……………46 一、積極尋找其他獲利模式突破數位困境……………………………46 二、媒體經營電商的兩大發展取向…………………………………………50 第二節 媒體發展電商需整合集團資源，發揮綜效……………56 第三節 媒體藉電商平台經營會員……………………………………………64 一、電商平台活化會員資料………………………………………………………64 二、將會員資料轉化為可應用的數據……………………………………66 三、媒體各自落實數據分析以服務會員…………………………………68 第四節 媒體電商的內容經營現況……………………………………………72 一、內容驅動消費在國內電商市場難以實現…………………………72 二、新聞媒體為電商的內容行銷鋪路………………………………………75 三、媒體經營電商，不須有新聞媒體包袱………………………………80 第五章 結論與建議………………………………………………………………………84 第一節 研究結論……………………………………………………………………………85 一、新聞媒體發展電商，跨領域延長集團命脈……………………85 二、以內容為利基，媒體嘗試轉換讀者為消費者………………87 三、媒體資源強化電商營運………………………………………………………89 第二節 研究限制…………………………………………………………………………92 一、相關文獻較為缺乏………………………………………………………………92 二、疫情使採訪深度受限…………………………………………………………92 第三節 未來建議…………………………………………………………………………93 一、建議加入國外媒體比較，供國內媒體經營上多面向參考……93 二、建議增加使用者訪談，以更全面了解媒體電商經營狀況……93 參考文獻………………………………………………………………………………………………………94 | |
| dc.language.iso | zh-TW | |
| dc.subject | 獲利 | zh_TW |
| dc.subject | 電商 | zh_TW |
| dc.subject | 內容行銷 | zh_TW |
| dc.subject | 新聞 | zh_TW |
| dc.subject | 媒體轉型 | zh_TW |
| dc.subject | content marketing | en |
| dc.subject | e-commerce | en |
| dc.subject | profit | en |
| dc.subject | media transformation | en |
| dc.subject | news | en |
| dc.title | 新聞媒體的「內容電商」經營策略 ——以【聯合報系】、【天下集團】與【關鍵評論網】為例 | zh_TW |
| dc.title | "The 'Content Commerce' Business Strategy of News Media—The Cases of United Daily News Enterprise, CommonWealth Magazine Group and TNL Media Group" | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳炳宏(Hsin-Tsai Liu),黃靜蓉(Chih-Yang Tseng) | |
| dc.subject.keyword | 電商,內容行銷,新聞,媒體轉型,獲利, | zh_TW |
| dc.subject.keyword | e-commerce,content marketing,news,media transformation,profit, | en |
| dc.relation.page | 103 | |
| dc.identifier.doi | 10.6342/NTU202103005 | |
| dc.rights.note | 同意授權(限校園內公開) | |
| dc.date.accepted | 2021-09-07 | |
| dc.contributor.author-college | 社會科學院 | zh_TW |
| dc.contributor.author-dept | 新聞研究所 | zh_TW |
| 顯示於系所單位： | 新聞研究所 | |
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