微信小程序－時尚類型電子刊經營模式之初探－以《時尚芭莎電子刊》為例

A Preliminary Study of Business Model for Fashion E-magazine in WeChat Mini Program-A Case Study of BAZAAR E-magazine

張貽鈞(Yi-Chun Chang) ； 曾絲宜(Sy-Yi Tzeng) ； 馬立懿(Li-Yi Ma)

《中華印刷科技年報》 2020 (2020/06) Pp. 276-289

摘要

在Lancaster, F. W.（1978）所說的無紙化社會即將到來前，互聯網與行動通訊設備發展快速的今日，書、雜誌、報紙等實體媒體數位化發展已成趨勢。「微信小程序電子刊」為雜誌數位化提供了另一種商業模式，雜誌出版業者透過微信小程序所提供的應用程式介面（Application Programming Interface，API），進行電子刊的內容編輯、建立交易流程、提供線上閱讀以及售後服務等功能，雜誌品牌不需要另外開發一個App，閱聽眾也不用透過其他平台或另外下載閱讀器app。在中國，「時尚芭莎」是時尚領域第一個透過微信小程序將雜誌數位化的雜誌出版業者﹐從2018年7月23日的創刊號截至2019年11月，擁有斐然的銷售成績，單價僅6塊錢人民幣，最暢銷的那期卻擁有超過100萬的訂閱人次，其銷售成功的經營模式值得讓人探討。本研究將透過文獻先探討「微信小程序的發展」及「時尚類型電子刊的發展現況」；再透過時尚芭莎電子刊進行內容分析，從閱聽眾特性、內容經營與銷售模式三面向探討其經營模式。未來，LINE也將推出類似微信小程序的功能，時尚芭莎電子刊的經營模式可為臺灣雜誌出版業者在雜誌數位化的發展上提供一種新選擇。

關鍵字

微信小程序 ； 電子刊 ； 時尚芭莎

並列摘要

Before the upcoming paperless society, which is originated by Lancaster L.W. in 1987, the digitization of books, magazines, newspapers and physical medias has come the major trends with the rapid development of Internet and mobile devices. ＂WeChat Mini Program E-magazine＂ has provided another business model for the digital publishing of magazines. Through WeChat Mini Program's Application Program Interface (API), the magazine publishers can edit the content of E-magazine, establish transaction processing, online reading and offer the function of the after-sales service without any extra programming. On the other hand, the audiences do not have to use other online reading platforms or applications to access the magazine. In China, Harper's Bazaar was a bellwether of fashion magazine that digitized their magazine via WeChat Mini Program. The first E-magazine was published on 23, July 2018. Until November 2019, China Harper's Bazaar receives excellent sales performance. Although the unit price is only cost 6 RMB, but there are more than 1 million subscribers in the best-selling issues. This successful business model is an example that worth to exploring. This research is focused on explore the development of WeChat Mini Program and the development status of fashion E-magazine. This study is based on the content analysis on the characteristics of audience, content of the management and the selling model to discuss the business model of China Harper's Bazaar E-magazine. In the future, Line will offer the function which similar with WeChat Mini Program. Based on business model of China Harper's Bazaar E-magazine, the result of this study would like to provide a new solution of the magazine digitalization for Taiwan publishers.

並列關鍵字

WeChat Mini Program ； E-magazine ； China Harper's Bazaar

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