媒體品牌延伸─探討傳統新聞媒體發展網路品牌的相互回饋效果

Abstract

網路科技的蓬勃發展對於現代社會的影響劇烈，不僅改變了閱聽眾的新聞媒體使用習慣，傳統媒體的經營戰場也延伸至網路環境中，但多數的傳統媒體卻害怕會被網路新聞所吞噬，忽略自身寶貴的品牌資產。本研究採用電腦輔助電話調查法，研究傳統媒體中的報紙和其成立的新聞網站，並以聯合報和聯合新聞網為新聞品牌代表，從品牌延伸觀點分析兩者的相互回饋效果以及競合關係。 本研究發現傳統媒體寶刀未老，其所具備的母品牌優勢能協助發展新聞網站，而網路新聞不僅不會侵蝕傳統媒體也能為母品牌開發更多的閱聽眾，兩者達到相互回饋。其中又以母品牌和延伸品牌的信任度、態度忠誠度和行為忠誠度具備雙向回饋效果，且使用者將聯合新聞網視為是聯合報的補充品而非替代品。 本研究有幾項具體建議：就目前市場表現和文獻建議，傳統媒體應該在網路品牌中提供有別於母品牌的服務，以吸引更多閱聽眾。將網路新聞視為是傳統媒體的延伸，才能使母品牌權益發揮最大效果。此外，重視「新新媒體」（如：臉書、App軟體）為市場帶來的機會。

The development of the Internet influences modern society drastically, but it not only changes audiences’ media use but extends media business sphere. Most traditional media are not confident of publishing online news and underestimate its precious brand equity. This study, using Computer-Assisted Telephone Interviewing, investigate reciprocal effects between newspaper and its online edition by taking United Daily and Udn.Com as examples. Brand extension theory is used to examine the competitive-cooperative relationship between traditional media and its online counterparts. Results showed that traditional media still had its unique power. The online edition would not cannibalize its parent brand; by contrast, it brought in more audiences. Traditional News media and its online edition did have reciprocal effects. Among the brand relationships, audiences valued brand trust, brand attitudinal loyalty and brand behavioral loyalty the most and they regard Udn.com as The United Daily News’ supplement not substitutes. The study also pointed out several managerial implications. First, online news should offer more services which are different from its parent brand to attract more audiences. Second, treating online news as a brand extension is to maximize brand equity. Last, keep a close eye on “new new media” (such as Facebook, apps) because they may bring new opportunities to the news industry.