印刷與數位的弔詭 : 雜誌媒體之品牌策略

淡江大學機構典藏 > 商管學院 > 企業管理學系暨研究所 > 學位論文 > Item 987654321/111029

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题名:	印刷與數位的弔詭 : 雜誌媒體之品牌策略
其它题名:	The paradox between print and digital industry : brand strategy of magazine media
作者:	張家瑜;Chang, Chia-Yu
贡献者:	淡江大學企業管理學系碩士班張瑋倫;Chang, Wei-Lun
关键词:	雜誌媒體;品牌定位;數位化;品牌策略;Magazine Media;Brand Positioning;Digitalization;branding strategy
日期:	2016
上传时间:	2017-08-24 23:42:04 (UTC+8)
摘要:	在數位化浪潮之下，新聞媒體與雜業媒體轉型數位化為主要趨勢，然而，企業對於經營傳統與數位媒體該如何經營、建立品牌、跨平台等策略，尚無清楚脈絡可循，仍處於摸索狀態。過去相關研究上多著重於討論廣告、消費者忠誠等單一面向或個案，少有探討品牌之定位與策略的整體性，以及未來傳統、數位媒體的經營走向。因此，本研究以品牌角度切入，個別探討女性時尚與新聞雜誌領域中傳統與數位媒體，運用集群分析法之歐幾里德距離，搭配品牌形象調查分析、歸納品牌定位，並採用內容分析法討論品牌策略，研究主要探討以下三大目的: (1) 傳統雜誌與數位雜誌媒體之品牌定位；(2) 傳統紙本雜誌如何成功於數位環境中建立數位品牌；(3)數位媒體該如何打造其數位品牌並延伸其他平台。期望從相同領域的媒體中找出可循的品牌經營模式。　　本研究討論品牌個案為女性時尚類雜誌媒體的VOGUE與Net-a-Porter；新聞類雜誌媒體的Bloomberg Business與VICE。研究結果顯示，相同領域的傳統雜誌媒體擁有相似的數位化模式，如全媒體整合、整合業務至單一入口、Youtube視頻策略等，能幫助女性時尚與新聞之傳統雜誌更有效地數位化。同時，亦發現數位媒體品牌於經營時，務必審慎思考其商業模式，如雜誌媒體與電子商務之結合、核心業務輔助媒體經營等，可靠的資金來源是不可忽視的關鍵，並依據數位能力特色延伸其品牌，如數位視頻延伸至傳統電視等。本研究的貢獻分為兩層面，學術上，本研究同時以企業與消費者角度分析品牌定位，並以完整的品牌經營思路討論，進一步提供更全面的探討；實務上，為女性時尚與新聞領域媒體，找出傳統媒體的數位化模式與數位媒體的經營方式，具有參考價值。　　In digitization world, the trend of news and magazine media is to transform. However, Companies still have no clue how to manage traditional brands and digital media in media industry. Exiting literature mostly focused on one aspect or case in terms of advertising and consumer loyalty. The discussion of brand positioning and brand strategy still lacks for traditional or digital media strategy. Thus, this research uses the viewpoint of branding to discuss the traditional and digital media of women fashion and news magazines. We use Euclidean distance of Cluster Analysis, branding image survey on brand positioning, and content analysis. The aims of study are: (1) the brand positioning of traditional magazine and digital magazine, (2) how traditional magazine build digital brand on the Internet, and (3) how digital media build digital brand and extend to other platform. 　　This research selected VOGUE, Net-a-Porter, Bloomberg Business, and VICE as the cases for analysis. The results showed traditional magazines have similar digitization strategy such as omni-media integration, business integration on one website, YouTube strategy on social media, and etc. This can help traditional magazines of women fashion and news become more efficient toward digitization. Furthermore, companies of digital media need to carefully consider business model; for example, the combination of magazine and e-commerce, core business support media, and etc. The most important factors for digital media are the money issue (resource) and the digital capability extension to other platforms (e.g., digital video to TV). In summary, academic contribution of this research is to focus on brand positioning based on consumers and company viewpoints. The managerial implication is to discover the business model of management for traditional and digital media of women fashion and news companies.
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