雜誌數位出版轉型之廣告策略暨出版技術現況分析－以台灣市場為例

Analysis of Advertising Strategy and Publishing Technology of Magazine Digital Publishing Transformation-Taking the Taiwan Market as an Example

李香蓉(Hsiang-Jung Lee) ； 郝宗瑜(Tsung-Yu Hao)

《中華印刷科技年報》 2020 (2020/06) Pp. 251-259

摘要

隨著商業模式轉變以及人類閱讀習慣改變、成本考量，近兩年台灣的出版產業出現明顯的轉型數位出版情勢。在趨勢層面，由紙本轉型至數位，大多數的學術討論認為的問題來自於列印與運送之成本考量以及單純的閱讀習慣調整。但其實根源來自於網路帶動的商業模式轉變，以及民眾閱讀習慣轉變背後所隱藏的種種商業利基。而學術常見討論的轉型方式也偏籠統，真實的轉型狀況其實更為細緻。本文將以台灣的雜誌轉型方式為例，真實分析轉型的原因以及困境，進一步為未來的轉型者提供有效的建議。

關鍵字

雜誌 ； 數位出版 ； 廣告策略

並列摘要

With the change of business model, changes in human reading habits, and cost considerations, the publishing industry in Taiwan has seen a significant transformation in digital publishing in the past two years. At the trend level, the transition from paper to digital, most academic discussions believe that the problems come from the cost considerations of printing and shipping and the simple adjustment of reading habits. But in fact, the roots come from the changes in business models driven by the Internet and the various business niche hidden behind the changes in people's reading habits. And the transformation methods commonly discussed in academics are more general, and the actual transformation situation is actually more detailed. This article will use Taiwan's magazine transformation as an example to truly analyze the reasons and dilemmas of the transformation and further provide effective suggestions for future transformers.

並列關鍵字

Magazine ； Digital Publishing ； Advertising Strategy

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