電子雜誌影響產業價值鏈變遷之研究

Abstract

網路和科技的發展在許多面向衝擊媒體產業，改變了傳統媒體的經營生態和閱聽人的媒體使用行為。其中，隨著行動上網與數位裝置的進步，電子雜誌從靜態的紙本複製品，進化成擁有多媒體的動態形貌，數位閱讀市場的勢在必行，為雜誌產業帶來機會與挑戰。面對互動電子雜誌此一新產品的誕生，本研究利用個案研究法，以台灣最大且具差異性的兩家雜誌─商業周刊及壹週刊為研究對象，利用價值鏈架構為分析基礎，企圖深入了解電子雜誌為雜誌產業帶來何種變化；並討論電子與實體兩個不同形式雜誌的市場關係，以及雜誌產業未來之發展。 針對雜誌價值鏈之影響，本研究發現有四點變化：（一）改變最大的是價值鏈的生產營運及出貨後勤活動。受到電子雜誌產品特性及網路科技影響之故，本研究個案多利用生產營運作業為其電子雜誌進行增值，但在出貨後勤階段卻都受制於目前最大的通路商─蘋果公司；（二）媒體普遍不重視售後服務活動，本研究個案對於將閱聽眾視為消費者的顧客服務概念仍然不足；（三）善用支援活動的個案能為企業有效增加價值；（四）共同發行實體與電子雜誌的個案綜效較佳。針對不同形式雜誌之間的市場關係，本研究認為雜誌業者應善用實體雜誌與電子雜誌的互補效果，共同擴大市場的經濟效益；並提出以網路為基礎，發展出能即時更新的互動電子雜誌，是能夠達到完全動態的雜誌未來面貌。整體而言，每一家公司對於核心內容的取捨以及新產品之推出，是隨公司的文化和策略而定，但唯有清楚明白自身的價值創造過程，才能擁有競爭優勢。

The development of Internet and technology has various impacts on media industry, changing the operation of traditional media and the audiences’ behavior. With the progress of wireless technology and mobile devices, electronic magazine have evolved from repurposing content to multi-media. It was imperative for magazine industry to get into the electronic markets, but it also brought many opportunities and challenges. This study selected Taiwan’s top magazines, Business Weekly and Next Magazine, using case study and value chain analysis to understand what and how electronic magazine may change the industry’s value-creation processes. This study also discussed the market relationship between electronic and print magazines, and the future development of magazine industry.. Results showed as follows: (a) The Operations and Outbound Logistics activities were deeply affected by characteristics of electronic magazine and Internet technology. Firms in cases were value-added in the Operations stage, however, the Outbound Logistics stage subject to the largest distributor - Apple, losing bargain power; (b) Firms in cases ignored the After-sale Services at all; (c) Using supported activities well can increase the value for the cases under study; (d) The synergy of launching both electronic and print magazine had been proved. The study suggested that magazine industry should take advantage of the electronic and print versions to maximize economic and market benefits. Finally, the study proposed a web-based, interactive magazine that updated in real time could be the future vision of a fully dynamic magazine.