聯合報數位版訂閱制付費意願之研究

A Study on the Willingness to Pay for the Subscription Service of United Daily News

熊迺群(Nai-ch hsiung)

指導教授 ： 姜琇森 教授

國立臺中科技大學/資訊與流通學院/資訊管理系碩士班/碩士(2022年)

摘要

創刊70年的傳統紙媒聯合報，面對大環境趨勢，發行、廣告營收雙降，亟欲開創新媒體商業模式。在2020年10月，聯合報推出【數位版】付費訂閱制產品，期以堅持做深度內容的核心理念，重新建立與讀者的信任關係，延續專業品牌的影響力。本研究針對「訂戶、試閱者」分別設計付費意願問卷，並在新聞部協助下，準確取得訂戶102份、試閱者334份的樣本，超過9成訂戶願意續訂、有6成試閱者考慮付費，近4成仍無法接受媒體需要付費。研究發現，訂戶需要更多「代表性」的作品才能維持忠誠度；試閱者期待「優化」，觸發訂閱需求。

　　當內容付費是不能迴避的世界趨勢，聯合報社長、內容長等14位關鍵成員，分享推動數位版的挑戰及用戶經營。訪談內容說明組織內部的團隊共識、守舊與創新思維的衝擊、傳統報紙與數位版訂閱的資源分配比例等皆是影響聯合報數位版推動的重要關鍵因素。為避開全面潰敗的風險，組織內部須要啟動顛覆傳統的變革。聯合報組織高層要有破釜沉舟的決心，將重心與資源轉移到數位版本，才有成功轉型的機會。此外，研究也發現數位版訂閱制經營的改革重點如下：一、必須正視數據解析的讀者需求；二、內容提供與供稿流程的應變要快速且能切合讀者口味；三、整合線上與線下的曝光平台。

關鍵字

聯合報 ； 數位轉型 ； 品牌價值 ； 訂閱制 ； 付費意願 ； 付費牆

並列摘要

The 70-year-old traditional paper media, United Daily News, facing the trend of the general environment, has seen a decline in both distribution and advertising revenue and is eager to develop a new media business model. In October 2020, United Daily News launched the [Digital Edition] paid subscription product, hoping to re-establish the trust relationship with readers and continue the influence of professional brands by adhering to the core concept of in-depth content. This study designs a willingness-to-pay questionnaire for two different consumers, "subscribers and trial subscribers". With the assistance of the news department, 102 subscribers and 334 trial subscribers were accurately obtained. The study found that more than 90% of subscribers are willing to renew, 60% of trial subscribers consider paying, and nearly 40% are still unable to accept the need to pay for media.

　　When content payment is an unavoidable world trend, 14 key members, including the president and content director of the United Daily News, were interviewed by this study and shared the challenges and user management of digital editions. The content of the interview shows that the team consensus within the organization, the impact of old-fashioned and innovative thinking, and the resource allocation ratio between traditional newspapers and digital edition subscriptions, etc., that are all important key factors affecting the promotion of the digital edition of United Daily News. In order to avoid the risk of total collapse, the organization needs to initiate changes that subvert the tradition. The top management of the United Daily News organization must have the determination to break the boat and shift the focus and resources to the digital version to have the opportunity to transform successfully. In addition, the research also found that the key points of the reform of digital subscription system operation are as follows: 1. We must face up to readers' needs for data analysis; 2. The content provision and feed process should be quick and adaptable to readers' tastes; 3. Integrate online and offline exposure platforms.

並列關鍵字

United Daily News ； digital transformation ； Brand Value ； subscription system ； willingness to pay ； paywall

參考文獻

參考文獻

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