原生新聞網站的競爭力—商業企業與社會企業之價值鏈比較

Abstract

網路科技的崛起，使媒體經營者紛紛將營運模式由傳統印刷報擴展至新聞網站的經營，以創造更多收入來源。因此，新聞網站在這樣的媒體環境當中因應而生，故，本研究欲探討在艱困的媒體環境中，無傳統媒體依靠的原生新聞網站其競爭力為何？透過Porter（1985）所提出的價值鏈架構作為基礎理論，結合虛擬價值鏈、網路新聞價值鏈和知識價值鏈進行原生新聞網站的價值活動探討，以主要活動與支援活動分析原生新聞網站獨特的競爭優勢，且進一步比較商業企業與社會企業的經營型態，欲指出創新營運模式的可能性。 本研究以深度訪談法與文獻分析法，分析商業企業《NOWnews》以及社會企業《新頭殼》經營的原生新聞網站，透過兩種不同經營取徑的比較分析，本研究發現商業企業以網站流量為經營準則，創造高流量數據以吸引廣告主，更透過多角化經營擴展網站的收入來源，以掌握新媒體科技作為網站的競爭優勢，而社會企業則善用社會資源及社群網站的功能，突破市場經濟的重圍，以善因行銷的方式宣傳網站理念，鞏固社會企業原生新聞網站在媒體市場上的地位，並創造網站價值。

The rise of the Internet has made traditional newspapers adjust their business models toward digital to diversify their revenue sources. Online news websites, thus, are growing popular in Taiwan. This study aimed to understand the competitive advantage of the online-only news website through Porter’s value chain analysis. It also adopted the concepts of virtual value chain, online news value chain, and knowledge value chain into one analytical framework to examine the major activities and supporting activities of the online-only news websites. Furthermore, this study compared commercial and social enterprises to point out the possibility of an innovative business model for the online-only news website. In-depth interview and document analysis were used to examine the commercial and social enterprise. In this study, NOWnews, one of the earliest online-only news websites in Taiwan, is a representative for the commercial enterprise group, whereas, Newstalk, the first social enterprise of news, for the social enterprise group. Results show that the commercial enterprise regarded high website traffic as the most important company obejctive to attract advertisers. Besides, the commercial enterprise created its competitive advantage through diversification of businesses and innovation of new media technologies. However, the social enterprise took advantage of free resources and social networking sites to break through the limitation of market economy. The social enterprise also adopted the idea of cause-related marketing as their competitive strategy to engage their supporters.