The Study of Integrated Marketing Communications in Digital Publishing

• Main Authors: Chan, Ya-chi, 詹雅琪
• Other Authors: Yang, Mei-hsush
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/91812840219291149392

碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 90 === Following the rise of the Internet, publishing is facing a series of revolutions, among which digital publishing now has merchandise packages with software, hardware, planning, marketing, and routing. Likewise, the digital publishing business has merchandise targeted at digital publications, covering entire business areas from management to marketing. The study focuses on marketing and communication plans concerning the digital publishing business. The results will be served as reference for publishers in the aspect of digital publishing. Integrated marketing communication theory targets provide consumers and potential consumers clear-cut and consistent messages, through integration and synthesis, to obtain maximum benefits. As marketing manners and concepts change, the theory also receives support and emphasis from practical sectors. The study is based on integrated marketing communication theory, synthesizing various modes presented by scholars, as a framework for further research development. The results of the research indicate that the major Taiwan publishers publish e-books and databases. Digital publishers are mainly content providers, technology providers, platform sellers, and system sellers. As different sectors have their own resources, strategic alliances between same and different businesses is rather common. Marketing strategies emerged from the early B2C e-books oriented to market B2B — content and database products. From the digital business’ integration marketing and communication modes, the researcher discovered that marketing and communication exerts positive impacts on consumers’databases and enterprise. The marketing tool now is mainly the Internet; however, it will become diversified as the carriers and routers get better and more convenient. The major barrier is that the use of the Internet is not common, and there is a lack of suitable hardware, providers, service fees, and privacy. Concerning the development target of digital publishing, it is better through educational types, matters of high marketing values, and integration with pictures, to market a difference from paper publishing.