策動社群體驗：新舊媒體融合之創新商模

Curating Social Experience: Fusing New and Incumbent Media Business Models

歐素華(Su-Hua Ou)

《管理學報》 38卷3期 (2021/09) Pp. 343-362

https://doi.org/10.6504/JMBR.202109_38(3).0002

摘要

如何在資訊免費的社群媒體時代創新商業模式，成為當代媒體產業重要議題。相較於新舊互補重視營收面的訂價效益，產銷共創重視社群參與面的創價實務，本文提出新舊商模融合觀點，由創價到訂價建構融合機制，核心則在社群經營。本研究剖析一家時尚媒體如何經營小眾、分眾、大眾三種社群，並由雙邊互動、三邊互動與多方互動之關係建構產銷共創機制，進而發展出直接付費、間接付費與免費補貼之新舊融合訂價模式。學理上，本研究提出融合商模新觀點，強調新舊商模交融為一，並有特殊質量變化，舊商模孕育新商模，而新商模則重新定義舊商模價值。這不僅拓展現有商業模式論述，也深化我們對體驗經濟的認識。由社群經營角度反思體驗設計，將能區辨不同社群認同度對體驗的互動關係、互動情境與互動時間的建構機制，進而有專屬體驗價值創造與訂價設計。本文並發展「融合商模五音（因）全」之管理工具供實務應用。

關鍵字

社群體驗 ； 融合 ； 價值共創 ； 商業模式 ； 時尚媒體

並列摘要

Creating innovative business models in the free-for-all world of social media has become a challenge in recent years. This study details the necessity of fusing new business models with established ones as opposed to focusing on complementary incomes or the co-creation of values. By analyzing how traditional fashion magazines curate social experiences for different communities, this research introduces new mechanisms for social interactions that highlight the fusion of business models. The interactive relationships are categorized into two-way, three-way, and multi-way for niche markets, differentiated markets, and the mass markets, respectively. This research makes theoretical contributions to the literature on business model innovation and emphasizes how new business models can be innovated from old business models. This study also contributes to literature on the experience economy by describing the interactive relationships, experiences, and timeframes involved in curating unique social experiences and introduces a five-tiered practical guide for fusing business models.

並列關鍵字

community experience ； fusion ； value co-creation ； business model innovation ； fashion industry

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