最後本研究提出相關行銷建議以為應用參考: 一、財經雜誌業者在通路部分應更加強便利商店的舖點,雜誌定價策略應在200 元以下,對於內容應以讀者有興趣的議題為主,其次是讀者工作需要的財經內 容。 二、在通路訊息上,電視廣告效果最好,再者為網際網路,因網際網路可以鎖定 分眾讀者群,年輕消費者的確花相當多時間上網;除了用雜誌廣告與讀者溝通 外,用網際網路的廣告訊息,也是業者的另一種不錯選擇。 三、雜誌行銷應多開發公共場所或公司行號的訂閱,因財經雜誌為流通量大的雜 誌。 In the past, the major consumers of business magazines are executives or managers. Over the years, the competition of industry gets charged. More and more younger consumers read magazines to intensify their strength. In this study we want to know the change and the demand of these younger readers. If we can understand the behavior of business magazine consumers, we could make the best marketing strategy infinitely. The study relies upon 320 questionnaires obtained from interview form and answered by subjects between twenty-five and thirty-five years old and living in the Taipei region. According the MANOVA and other statistical methods, we have the following findings: 1. Significant differences are dwelt on consumers’ behavior between the consumers with different life style. 2. Significant differences are dwelt on consumers’ behavior between the consumers of different personality that the internal control types are willing to pay more buying magazines than the external. 3. Significant differences are dwelt on consumers’ behavior between the consumers of different demographic variables. 4. Significant differences are dwelt on consumers’ purchasing decisions of different life style. 5. No significant differences are dwelt on consumers’ purchasing decisions of different personality. 6. Significant differences are dwelt on consumers’ purchasing decisions on product factor by different sex; also on promotion and service factors by different education degrees. We also address several practical marketing suggestions according to the results: 1. The publishers may increase quantity of magazines in the convenient stores. And the pricing should under NT$ 200. 2. TV and Internet are the most popular promotion channels for the young readers. 3. The publishers may exploit new markets like the public or company customers.