- 學位論文
平面媒體產業發展Podcast節目的策略研究
Podcast Strategy Analysis of Print Media Industry
摘要
Podcast在經歷了長時間的發展，於2020年迎來了快速的成長，因此2020也被標註為台灣的「Podcast元年」。本研究透過資源基礎觀點與服務創新構面，針對已開設Podcast節目的平面雜誌媒體為對象，研究其由「文字」跨入「聲音」時的資源使用、Podcast服務創新模式、以及開設Podcast節目對其營利績效的影響。研究發現： 1. 平面雜誌媒體的有形與無形財產性資源，是發展Podcast節目重要的競爭優勢。其中有形財產性資源中的編輯企劃團隊、影音製作成員、錄音空間設備資源；無形財產性資源中的媒體品牌、會員社群資源，對於媒體在製作節目或是推廣行銷，是十分重要的助力。 2. 平面雜誌媒體多以核心資源為基礎，設計Podcast的服務創新項目，如打造新品牌、與自媒體策略聯盟、內容資源進化重組、設計專屬Podcast內容。受訪者多有開發Podcast的專屬內容，推測是與市場的蓬勃、聲音媒體製作門檻的降低、與編輯團隊多半為採訪編輯背景有關。 3. Podcast皆有為受訪者帶來廣告收入或是原有客戶詢問度，或是帶來了新的廣告客戶，客戶是透過Podcast找到了媒體。而Podcast節目的線性傳播方式，讓平面媒體的業務自主能力更高，合作主導權回歸到媒體本身。 4. 對於分眾雜誌媒體，以專業深度報導為主要目的、以及長期深耕社群的條件下，Podcast是一個可以為媒體業者帶來長期競爭優勢的載體。 綜合上述本研究的結論與發現，可幫助尚未發展Podcast節目的傳統媒體，提供進軍Podcast時須聚焦的資源重點、產品創新的發展項目、以及績效觀測的方向參考與策略布局。
並列摘要
After the long-term development, Podcast had ushered a rapid growth in 2020, and thus 2020 has been marked as the "Year of Podcast" in Taiwan. In this thesis, we have chosen the print magazine media that has started its Podcast programs as the study vehicle and the Resource-Based View (RBV) and Dimensions of Service Innovations as the research fundamental. The resource usage, the innovative model of Podcast services, and the impact of the profitability when it transitions from “article” to “audio” is thoroughly studied. The findings can be summarized as: 1. The tangible and intangible property resources of print magazine media are an important competitive advantage for developing Podcast programs. Among the tangible assets, the editorial planning team, the video production staff, and recording studio, and among the intangible assets, the media brand, membership and community resources are all essential for the media in producing and marketing its programs. 2. Print magazine media often use their core competence as the root for designing Podcast service innovation projects, such as creating new brands, strategic alliances with self-own-media, content resource evolution and restructuring, and designing specialized Podcast content. Most of the interviewees have developed exclusive Podcast episodes due to their reporting professional and the booming market with a low entry barrier in voice media production. 3. Podcasts have brought advertising revenue, old customer inquiries or new customers to the interviewees. Some customers even firstly found the media from Podcasts. The print media have gained back more business control and cooperation dominance through the linear dissemination method of Podcast programs. 4. For magazine media, with professional in-depth reporting as the main purpose and long-term development of their community, Podcast can bring long-term competitive advantages to media companies. In summary, the findings of this research can help print media that have not yet started Podcast programs and provide resource priorities, innovative aspects, performance evaluations, and strategic guidelines that must be focused on when entering the Podcast business.
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