以資源基礎觀點分析入口網站的新聞策略聯盟

Abstract

數位化的資訊讓人們生活習慣產生變化，閱聽眾開始由網路獲取新聞訊息，新聞網站的造訪率逐漸攀升，而入口網站（如Yahoo！奇摩）已成為新聞類網站到達率最高、網路使用者最常點閱的網站。但入口網站自身無產製新聞內容，需與具有編採能力的新聞網站合作以獲取新聞內容，降低新聞產製成本，因此與新聞網站的結盟關係顯得特別重要。本研究採用深度訪談法，研究國內有新聞服務功能的六家入口網站，包括Yahoo！奇摩、MSN、PChome Online、Yam、HiNet與Sina台灣，以資源基礎觀點分析入口網站與新聞網站策略聯盟之動機、目的、類型、夥伴選擇與成敗因素。

本研究發現入口網站與新聞網站策略聯盟與資源配置密不可分，顯示資源基礎觀點適合用來解釋入口網站與新聞網站之策略聯盟。訪談結果顯示入口網站在聯盟動機上以獲得互補性資源為主，並透過選擇具有資源互補性與相似性之夥伴來達成目標，又關鍵人物的認識較易促成聯盟，人際關係往往能取得獨家新聞合作的機會，而在聯盟類型上偏向單邊契約聯盟，在聯盟成敗方面，信任關係與策略目標是影響聯盟之成敗關鍵。

本研究有幾項具體建議：目前新聞聯盟類型為單邊契約聯盟，但根據文獻建議，雙方資源類型應採合資聯盟的方式，建議業界未來可考慮採用合資方式，讓聯盟更加穩固。另外，目前入口網站在付費模式中主要是月份付費，未來亦可採用點閱率付費或預期流量付費等方式，讓市場表現由雙方共同承擔或分享。

Digital information changes media use habits, people have use to get news and information on the Internet, Online news sites become people’s main news source and news portals (such as Yahoo!) are the most frequently visited news sites. Portals do not produce news content, so they need to purchase content from professional news sites in order to reduce the cost of production. This study, using in-depth interviews, researches six portals including Yahoo!, MSN, PChome Online, Yam, HiNet, and Sina in Taiwan. A resource-based view of strategic alliances is used to examine the Taiwan's news portals.

Results showed that portals built news alliances mainly because they had to seek for complimentary resources; that is, news content, which they do not produce themselves. Besides, portals preferred to cooperate with news sites whose resources were not only complementary but also compatible. Other factors influencing a success of a new alliance are knowing key person, trust relationship, and similar strategic objectives.

The study also pointed out several managerial implications. Since the type of alliance between portals and professional news sites is unilateral contract-based alliances, which did not confirm previous theoretical proposals, this study suggested an equity joint venture might be ideal for news alliances in Taiwan. In addition, professional news sites can adopt Click Though Rate (CTR) and expected flow to pay techniques as their pricing strategy in order to share risk and reward.