非營利組織的平面媒體經營探析：以《消費者報導》雜誌為例

An Analysis on NPO's Print Media Management: The Case of Consumer Reports of Taiwan

陳韻如(Yun-Ju Chen)

指導教授 ： 張國暉

國立臺灣大學/社會科學院/國家發展研究所/碩士(2015年)

https://doi.org/10.6342/NTU.2015.01153

摘要

在台灣，消費者文教基金會是消費者保護運動中，極具代表性的一個非營利組織，其非政治、非營利的中立特質，使消基會具有一定程度的公信力，而消費者報導雜誌社發行的《消費者報導》，則是消費者保護運動的實踐。在社會變遷以及資訊時代的興起下，《消費者報導》的發展逐漸受到影響，屢屢出現銷售量的危機。

然而，現有文獻多指出非營利媒體應具有其存在之價值，並有相應之市場及獲益空間。在社經脈絡下促成的《消費者報導》，早期發展與文獻所指相仿，近年來卻屢遇挑戰與困境。因此，本研究試圖以非營利組織的經營理論及平面媒體的出版觀點，探究消費者報導雜誌的發展脈絡及經營策略，透過次級資料分析以及深度訪談，挖掘《消費者報導》當前的經營情況及刊物特色，並嘗試提出若干經營方向以供參考。

本研究有五點發現：(一)刊物的使命明確但屬性搖擺不定。(二)與基金會系統互相依存。(三)議題選擇是雜誌的關鍵。(四)覆蓋率的明顯弱勢。(五)雜誌與網路的連結尚有進步空間。本研究建議使用策略會議解決政策延續性的問題，且需強化與網路的連結，拓展議題發想、與消費者互動的空間，建立刊物的差異性。

關鍵字

非營利組織 ； 平面媒體 ； 消費者報導 ； 消基會 ； 媒體經營

並列摘要

In Taiwan, the Consumers' Foundation, Chinese Taipei (CFCT) is a highly representative of non-profit organizations in the consumer protection movement. Because of its non-political, non-profit, and neutral quality, it has a degree of credibility. In addition, the Consumer Reports of Taiwan, which is published by the Consumer Reports publisher is a practice of consumer protection movement. With the rise of the social change and the information age, the development of Consumer Reports of Taiwan gradually be affected, seen on sales crisis.

However, the existing literature points out that a non-profit media should have the value of existence and the space of corresponding market and benefit. The early development of the Consumer Reports of Taiwan contributed by the socio-economic context is similar to the literature referred to. However, in recent years, it repeatedly encounters challenges and difficulties. Therefore, this research attempts to explore the Consumer Reports of Taiwan's developing context and business strategies by the operating theory of nonprofit organizations and the publishing perspective of the print media. Furthermore, through secondary data analysis and in-depth interview, the research inquires the current business situation and the character of the publication of the Consumer Reports of Taiwan and tries to propose a number of management directions for reference.

Five points have been found in this study: (1) the mission of the publication is clear, but the property is wavering. (2) the publication and the system of Foundation are interdependent. (3) issue selection is the key of the magazine. (4) the rate of coverage is significantly underprivileged. (5) the link of the magazine and the network still has room for improvement. This research recommends that the policy issues of continuity could be solved by strategic meetings. Moreover, strengthening the link with the network, expanding the thinking of issues, the space of interacting with consumers, establishing the differences of the magazine are necessary.

並列關鍵字

NPO ； print media ； Consumer Reports of Taiwan ； CFCT ； media business

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