雜誌內容審訂自動化輔助、讀者體驗資訊科技與價值創造循環商業模式

台灣雜誌產業每年約為新台幣150億元之規模。近年來，電子出版品因行動裝置盛行，其營收成長率較傳統紙本出版品為高，但數位雜誌營收僅占傳統雜誌營收1.5%，顯示目前數位雜誌出版仍有很大的空間。當前出版業者因目前免費資源眾多而導致訂閱數量下滑，獲利逐漸萎縮甚至中小型業者有小額虧損之問題，近年來出版業者獲利家數約佔總家數的25%左右，約有75%的出版業者面臨損益平衡甚至是虧損問題。而現階段，消費者對於電子出版品願意付費購買之比例不高，近年來比例仍低於三成。而購買電子出版品之消費者比例甚至只有5%以下。目前無論是傳統出版市場或是電子出版市場都呈現萎縮狀況。同時，由於台灣市場規模不大，且讀者習慣仍以傳統紙本閱讀為主，故出版商很難在電子出版品上獲得利潤，目前多事仍為虧損當中。而目前互聯網商業模式之發展，有助於出版業透過互聯網尋找新通路，透過新的商業模式，找出有別於傳統之市場。本研究以建構電子雜誌閱讀平臺為主要目標。首先透過平臺內容優質化的方式以專題雜誌、新聞雜誌、專業雜誌等雜誌類別，讓平臺雜誌豐富化。平臺也藉由自動編審輔助協助個人文章審稿與出版，增加個人出版之通路功能。而透過數據整理以及推薦演算法，以讀者資訊、閱讀行為，搭配自然資訊給予精準之文章推薦以及廣告建議，透過資訊科技方式增加讀者體驗。在商業模式方面，透過廣告收益、付費內容、讀者獎勵與免費閱讀、授權收益，建立出版商、讀者、廣告商之創新價值，建立新的商業交易模式。而利用廣告推薦將讀者引導至電商通路，以讀者數量為基礎，建立通路平臺之價值創造，並以此增加平臺營收。最後，透過資訊技術分析，以證明前段商業模式之可行性。也透過價值創造三元素和價值創造循環理論(Value Creation Cycle, VCC)檢視本研究商業模式之可行性，且是否能對商業價值產生正向循環。

關鍵字

數位雜誌；價值創造循環；網路廣告；版權；免費閱讀

並列摘要

Taiwan's magazine industry is worth about NT $15 billion a year. In recent years, due to the popularity of mobile devices, the revenue growth rate of electronic publishing is higher than that of traditional paper publishing. However, the revenue of digital magazines only accounts for 1.5% of the income of conventional magazines, which shows that there is still a lot of room for digital magazine publishing In recent years, the number of publishers making profits accounts for about 25% of the total number of publishers, and about 75% of publishers are facing the problem of break-even or even loss At present, the proportion of consumers willing to pay for electronic publishing products is not high. In recent years, the ratio is still less than 30%, and the percentage of consumers who buy electronic publishing products is even less than 5%. At present, both the traditional publishing market and electronic publishing market are shrinking. At the same time, due to the small size of Taiwan's market, and readers' habits are still based on traditional paper reading, it is difficult for publishers to make profits in electronic publishing, and many things are still in the red. At present, the development of the Internet business model helps the publishing industry to find new channels through the Internet and find markets different from the traditional ones through the new business model. The main goal of this study is to build an e-magazine reading platform. First of all, through the high-quality content of the platform, the platform can be classified into specialized magazines, news magazines, professional magazines, etc., so that the platform can enrich the platform and assist the individual article review and publication with the help of automatic editing and analysis, and increase the access function of personal edition. Through data collation and recommendation algorithm, readers' information reading behaviors are combined with natural information to give accurate article recommendation and advertising Suggestions, and readers' experience enhanced through information technology In terms of business model, through advertising revenue paid content rewards and free reading authorized returns, publishers, readers of the advertisers innovation value, establish a new business model and the use of advertising recommended readers will lead to the electricity pathway, based on the number of readers, to construct the platform of value creation, and to increase revenue. Finally, through the analysis of information technology, the feasibility of the previous business model is proved. The possibility of the business model of this study also examined through the three elements of Value Creation Cycle (VCC), and whether it can produce a positive Cycle of Business Value.