| Summary: | 碩士 === 世新大學 === 圖文傳播暨數位出版學研究所(含碩專班) === 94 === Facing the rapid development of digital content industry and broadband Internet
connection, most conventional magazine publishers have to change their strategies
in order to face the new environment. These changes include developing digital
magazines and planning new marketing strategies. Readers, however, have long
been used to read paper-bound publications. It is a challenge for the publishers to
make new products and find ways to promote these new products to the consumers.
They need to make products of Differentiation and develop marketing strategies for
these products. That is the key to run and manage digital magazine publishing
business.
This research takes the new theory, “Blue Ocean Strategy”, as a tool of analyze to
study the business managing strategies, the difficulties, and ways of response of
Taiwanese digital magazine publishers. By interviewing major Taiwanese
publishers and publish groups of digital magazines, the research focuses on how
these publishers build their digital publish business upon conventional publishing
operations. Experiences of those who are of digital content industries, both
domestic and international, are also taken into consideration. With principles of
Blue Ocean Strategy, this study examines the difficulties and limitations which the
publishers are currently facing.
This research is focusing on the management and marketing strategy of Taiwanese
digital magazine industry. It also compares the digital content industry with
international experience with “Blue Ocean Strategy”. The model and structure of
marketing are analyzed to offer suggestions and support to Taiwanese digital
magazine industry.
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