雜誌產業跨媒體轉型問題與績效之研究

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Title:	雜誌產業跨媒體轉型問題與績效之研究
Other Titles:	A study of the relationships between transformation problem and organizational performance for cross-media magazine platform
Authors:	張繼聖;Chang, Chi-sheng
Contributors:	淡江大學資訊管理學系碩士在職專班蕭瑞祥;Shaw, Ruey-shiang
Keywords:	跨媒體整合;企業轉型;虛實整合;績效評估;Cross-Media Platform;Business Reengineering(BR);Click-and-Mortar;Performances Evaluation
Date:	2010
Issue Date:	2010-09-23 16:57:47 (UTC+8)
Abstract:	網路媒體的興起，改變了雜誌產業的結構，迫使傳統平面雜誌必須轉型。跨媒體經營網路媒體社群，將平面雜誌的影響力擴及到網路，成為目前所有平面雜誌業者都想解決的問題。因此，國內最大的出版集團--城邦集團於2009年旗下所有的平面雜誌開始跨媒體經營網路媒體，期望透過這種跨媒體、跨產業的整合計畫，讓雜誌產業能夠度過平面媒體的低潮期，成功找出轉型的策略。本研究希望透過當前雜誌媒體實際在執行跨媒體轉型的過程中，研究針對轉型實施過程的不同階段，所遭遇到的障礙以及問題為何，並且探討個案透過什麼樣的方法來解決這些問題，這是動機之一。雜誌媒體屬於傳統產業，經營者對於如何經營網路媒體多數毫無概念。因此本研究希望透過針對個案的研究，方便讓平面雜誌媒體經營者知道，實施跨媒體轉型有哪些步驟?對於媒體的經營績效會有什麼影響?這是第二個動機。本研究選取城邦集團旗下的PC home子集團為研究對象，整合了包括傳統「PC home」、「電腦王」兩本平面雜誌，發展跨媒體轉型經營新成立的「T客邦」網路媒體，於2009年開始進行。本研究訪談三個單位的編輯主管以及廣告主管，深入了解其實施跨媒體轉型的動機與現況。本研究成果主要為發掘雜誌媒體跨媒體經營網站媒體各實施階段所遇到的問題以及解決方式，以及比對對於各個績效構面的影響，提供未來要跨媒體整合的雜誌媒體作為實施的參考。 The traditional print magazines had been isolated and changed from the trouble due to powerful online media. In order to compete and stay relevant, most major print magazines have made great stride in developing online social media and networking to expand the media influence from limited print world to boundless online world. Among of them CITE GROUP, the market leader of the magazine groups in Taiwan announced the program “Click-and-Mortar Project” in 2009 to indicate all the publications under the group go digital and make the monumental but successful transition by practicing “Click-and-Mortar Project” to integrate multimedia and multi-industries. There are two main motivations to drive this thesis; the first motivation is addressed the issues by quantity and quality case studies. In the thesis, I tried to locate the developed processes when print magazine went digital and experienced integrated multimedia program. Meanwhile I analyzed the actual problems and obstacles that the print magazines were facing in each process by true cases study. The second of the motivation is provided the suggestions and solutions for publications which plan to step in dot-com area. Nowadays, most of the executive management in print magazines is not familiar with cyber publishing and they don’t even have the clue on interactive media management. From this thesis, the management of print publication would be able to recognize the steps of transition. Moreover they could identify the potential impacts and influences which will happen during the change. Also, they would understand the matter needing attention to avoid the risky and the failure possibility. In this thesis, I selected the PC Home division of CITE GROUP as an object of study. The PC Home division includes two traditional print publications, PC Home Magazine and PC Home Advance Magazine. In order to communicate with mass online population and make the go digital transition smoothly, The PC Home division built Techbang website as their focus online media since 2009. What was the motivation to drive this project? What was the objective they attempt to achieve? After profoundly interviewed several editors in chief and advertising account managers from 3 different departments, I presented the observations and insights of this project. The major achievements of this thesis include locating the internal and external issues they faced when print publication performed integrated multimedia program. Also, pointing out the action items they took on each transition process. Last but not least, I would like to present the models for the print publications who try to perform integrated multimedia program in the short future.
Appears in Collections:	[Graduate Institute & Department of Information Management] Thesis

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