從行銷策略探討臺灣行動電子雜誌業者之發展研究   免費試閱

A Thesis for the Degree of Master of Science Department of Graphic Communications and Digital Publishing

數位格式（digital format）在紙本雜誌市場的革命業已落幕，正當局勢趨於穩定時，數位到行動數位的進化，又再度將新的戰火點起，隨著行動裝置的普及，形式上有了重大轉變，以行動應用程式（application, APP）形式出現的電子雜誌被稱之為「行動電子雜誌」。解決以往閱讀習慣與閱讀器的問題，全新格式的雜誌成為數位內容產業的寵兒，也由於跨平臺的整合將雜誌品牌化，讓平面媒體更有影響力。從文獻探討可知，臺灣地區發展行動電子雜誌的優勢，從相關行銷觀點探討業者經營現況及策略應用，為學界當務之急。
本研究將以行動數位裝置上的繁體中文暢銷電子雜誌作為研究對象，針對其所屬出版社、集團內的行銷，或相關部門所屬負責人做深度訪談，佐以行銷觀點的策略分析，瞭解臺灣行動電子雜誌業者目前在數位平臺上發展現況及行銷活動促進銷售的成效。目前臺灣數位營運現況仍以網站為主，已試著透過行動載具的使用特性，發展出與紙本截然不同的新媒體，並以資源整合來推動行動電子雜誌銷售，達到業者預期目標。

Digital format in the paper magazine industry revolution has ended. When the situation stabilized, the transition in mobile digital format was changing everything again. As mobile network device’s popularity, readers have a significant change in reading habits. Electronic magazine presented in the form of APP (mobile application), called mobile electronic magazine.
Solve the problem of reading habits and reader, mobile electronic magazine is a big business for the digital content industry. The Platform Integration was pushing the magazine into a brand, to strengthen the influence of the print media. From the literature to understand the advantage of the development of the mobile electronic magazine in Taiwan, so the marketing point of view of the industry operating current situation and policy application is a priority.
The object of this research is the best-selling magazine of Traditional Chinese on mobile digital devices. A Publishing Group, Marketing and relevant department heads to do in-depth interviews, coupled with the strategic analysis of the marketing point of view. From the current state of development in the digital platform and marketing effectiveness, it is learned that the Taiwan mobile electronic magazine industry’s business strategy is still based on the website. Usage characteristics of the vehicle via mobile, try to develop a distinct new media. Finally, in order to achieve their goals necessary to rely on the integration of resources.