數位匯流對媒體商業模式之影響--聯合報系個案研究

本研究以聯合報系作為案例，介紹並比較分析聯合報系在數位匯流衝擊下商業模式轉型的基本概念、實踐和限制。研究主要在了解個案聯合報系為因應數位匯流、市場競爭、組織整合等社會變遷，陸續以新思維創新服務與技術，所採行之經營模式策略。以觀察與訪談之方式蒐集相關資料分析、探討實務上聯合報系經營與商業模式關鍵成功因素的關聯性,對個案面臨的困境與因應策略及如何解決問題，提供未來經營的參考。研究採質性研究法，旨在探討個案聯合報系的經營模式策略，研究者運用個案研究，選擇聯合報高階經理人、社長為訪談對象,與觀察收集100年3月至103年3月資料檔案以佐證增加研究信度。歸納本研究發現聯合報系經營模式策略仰賴四個層面,以 (一) 辨識正確顧客價值主張:提供「全世界華人有品質的中文平台。」、(二) 設計利潤公式,包含彈性退費機制、(三) 掌握關鍵資源，原有的記者編輯，進行教育訓練、堅守社會責任的角色。 (四) 改變內容流程，提升聯合報長期經營績效與競爭力, 創造相對區域競爭者獨特且優勢的地位。本文最後將研究結果提供媒體經營者、媒體從業人員及未來研究者，提出實務經驗方面有更具體的建議: (一) 彙整滿足顧客主張的內容與獲利關係、 (二) 注重組織管理與彈性管理的交互影響、 (三) 開發市場白地,勇於創新。

關鍵字

數位匯流；五力分析；價值鏈；商業模式；關鍵成功要素

並列摘要

This study explores the strategy, innovative approach and activity of the UDN Group- one of the largest media groups in Taiwan. In the era of digital convergence, drastic changes to industry boundaries and media positioning have exposed media groups to the risk of profits. The aim of this study attempts to understand and analyze the relationship between the key successful factors presented within the case UDN Group and the role they played in the business model strategies thereby adopted. This article collects the data by interviewing and observing the case, and use the data to analyze the key success factors of UDN management and business model; Problem solving and the strategy when facing the difficulties, the research suggest the management direction to the UDN Group of the future. Qualitative analysis took place during March 2011 to March 2014, to study the business strategies adopted by the case Media Group, over the past 62 years. Research findings shown that the case UDN Group, by implementing proper key success factors, helped it through the business model transformations: Correctly identified the customer value proposition being “Being the best Chinese platform and provide top quality content services, let the user feel valuable!” Provided flexible fee programs, which did not jeopardize the profit formula. Maintained key resources such as well-trained reporters, multimedia editors, diversity environment and facilities, and reputation. Developed and implemented key processes such as flexible advertisement program for buyer, and uphold a strong interaction amongst the user and reporters. This study recommends that the leader in content service should monitor closely the management between old media reporter and new one when focuses on developing digital convergence. The study further analyzed and suggested possible solutions to the current dilemmas faced by the case media manager, which could also be referred by future studies on similar topics. The major finding included: 1. Distinguish the right customer value position, and provide “qualitative Chinese platform” to overseas Chinese. 2. Design profit formula, included flexible exit mechanism,flexible advertisement proposal, revenue from multiway. 3. Master the key resources, journalists maintain the role of editing ,education training and social responsibility. 4. Change article SOP, the main object based on advance company’s long-term management performance and competitive, and create the priority and unique position in the limited area. This study recommends the media executives, media employees and researchers: 1. Collect different ways to satisfied the customers, and the relevant between profit and customer satisfaction. 2. Emphasize the relation between corporation management and flexible management. 3. Create the new era in the media market, and winning through innovation.

並列關鍵字

digital convergence ； five force analysis ； value chain ； Business Model ； Key Success Factor

參考文獻

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數位匯流對媒體商業模式之影響--聯合報系個案研究

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