新聞媒體的「內容電商」經營策略 ——以【聯合報系】、【天下集團】與【關鍵評論網】為例

The "Content Commerce" Business Strategy of News Media—The Cases of United Daily News Enterprise, CommonWealth Magazine Group and TNL Media Group

張涵茜(Han-Chien Chang)

指導教授 ： 林照真

國立臺灣大學/社會科學院/新聞研究所/碩士(2021年)

https://doi.org/10.6342/NTU202103005

摘要

隨著科技持續變遷，新聞媒體在數位轉型後，逐漸演變出不同的樣貌，並努力開拓更多元化的收入來源。而在眾多擴大市場增加營收的策略中，「賣商品」逐漸成了媒體在數位時代的新模式，亦即擁有電商平台，將讀者轉換為消費者。新聞媒體並以「內容型電商」創造差異切入市場，以內容而非價格來促進銷售轉換，延伸媒體的內容價值，藉此深化與讀者的連結。

有鑑於此，本論文即採用深度訪談法，深入了解《聯合報系》、《天下集團》與《關鍵評論網》三家媒體的內容電商發展初衷與策略，並探究電商業務與新聞媒體間之關聯。

本論文透過訪談歸納結果如下：一、新聞媒體以「商品銷售導向」和「會員經營導向」兩種取向來發展電商。二、媒體整合集團資源，在經營上發揮綜效。三、媒體藉電商活化會員資料，加深與讀者的關係。四、內容驅動消費在國內難實現，故媒體藉新聞單位資源挹注，協助電商發展內容。

由研究結果可知，媒體正嘗試藉電商延續內容價值，和客戶關係經營；同時也透過各式媒體資源強化電商營運，兩者相輔相成，創造數位轉型下新的商業可能。

關鍵字

電商 ； 內容行銷 ； 新聞 ； 媒體轉型 ； 獲利

並列摘要

With the continuous changes in technology, the news media have gradually evolved a variety of different appearances through digital transformation, in order to broaden more diversified income. Among all the strategies to expand the market and increase revenue, "selling product" has gradually become a new way in the digital age, that is, having an e-commerce platform to convert readers into consumers. News media enter the market with "content-based e-commerce" to create differences, which means that content is used to trigger sales conversion instead of price. It helps extend the value of media content and thereby deepen the connection with readers.

In view of this, this paper intends to use the in-depth interview method on the discussion, aiming to understand the original intentions and strategies of the content e-commerce development of the three media: "United Daily News", "CommonWealth Magazine Group" and "TNL Media Group". The relationship between content e-commerce business and news media is also a main discussion aspect in this paper.

This paper summarizes the results through interviews as follows: 1. News media develops e-commerce with two orientations: "product sales orientation" and "membership management orientation". 2. News media integrates the resources in order to build synergy in this business. 3. News media activates member information and deepen the relationship with readers through e-commerce platform. 4. Content-driven consumption is difficult to achieve in Taiwan. Therefore, news media use the resources of news organizations to help develop e-commerce content.

These research results shown that news media are trying to use e-commerce to extend the value of content, and to maintain customer relationships. At the same time, it is also strengthening e-commerce operations through various media resources. News business and e-commerce complement each other to create new possibilities for the media group under digital transformation.

並列關鍵字

e-commerce ； content marketing ； news ； media transformation ； profit

參考文獻

中央電視台網站（2018 年 05 月 15 日）。〈媒體+電商，破局媒體融合發展新模式〉，《央視網》。引自：http://e.cntv.cn/2018/05/15/ARTIxs4N5FyJG1IRzPX64AfZ180515.shtml

天下雜誌數位轉型報告（2018）。《天下雜誌》。取自：https://topic.cw.com.tw/media-digital-transformation/2018/index.html

天下雜誌數位轉型報告（2019）。《天下雜誌》。取自：https://web.cw.com.tw/media-digital-transformation-2019/index.html?utm_source=fb_cw utm_medium=social utm_campaign=fb_cw-social-daily-200301 fbclid=IwAR3IxkxKx98FbAwuh0TCsWkiVIlnsoZITGMR-l_swUOjoOpVM1UWXGzdYAI

今周刊（2018年 02 月 27 日）。〈做內容除了賺廣告費，還可以觀察使用者行為！看 Buzzfeed 如何從內容淘金，一路賣童書、食譜、智慧電磁爐，連垃圾桶都能賣到缺貨！〉。《今周刊》。取自：https://www.businesstoday.com.tw/article/category/80394/post/201802270006/

王思澄（2016）。〈讓大船轉彎：傳統雜誌發展新平台－以《天下雜誌》「獨立評論@天下」為例〉。《傳播、文化與政治》，3:95-130。