| Summary: | 碩士 === 佛光大學 === 傳播學系 === 97 === Taiwan has been through the martial law, rescinds martial law to relief the captivity of newspaper, the opinion evolution is like an upward curve according to the development of media: control, decompresses to the full free. However, electronic media has become main stream, economic recession, the people read behavior changed and international paper price raises dramatically, the newspaper industry becomes worse and worse, some are cease publication, or downsized even sold out their ownership.
This study took Yilan and Hualian's local newspaper industries as the objects, through depth interview method and the secondary material analytic method to discuss these two areas which has not many populations and their industries are not well developed to understand their environments and characters of media. The study used economic theory SCP as framework, Porter 5 force analysis, and Value Chain as two cores, to analysis and compare these two local newspaper industries. At the same time, it probed into the influences and relationship of these two local Newspaper industries in politics, economics, social, technology from four perspectives : strengths、weaknesses、opportunities、threats.
The study discovered that, "Yilan's Local News” and Hualian " Keng Sheng Daily News", both were friendly towards local residents and focused on local news. They had leading position in local news and local advertisements business. Their positioning was so different from national newspapers and it should be their advantages. However, the destinies were quite different. "Yilan's Local News " ceased publication after running only two years business, but " Keng Sheng Daily News" is still publishing and has been running business for sixty more years.
The most interviewees believed that, the local newspaper has its existence space and value. Its development was influenced directly by history backgrounds, conducting timing, manpower and funds. Yilan's business industry did not get used to carry advertisement on Newspaper. Therefore, "Yilan Local News" was hard to open the advertisement market in Yilian. It began publication late, meanwhile, met the decline period of print media, finally it ended up in lacking of funds and manpower.
On the other hand, the Hualian business industries were familiar with carry advertisements on newspaper. Although the news quality of " Keng Sheng Daily News" can not compare with national newspapers, yet had leading position on news subscribers and advertising market. The reasons were " Keng Sheng Daily News" began publishing very early and had unique advertisement culture--job offering advertisements.
Although the Taiwan newspaper industry market is recessionary gradually, the most audiences believed, not only in Yilan but also in Hualian, local newspapers has opportunities to run their business. After all, local readers still love to know what happens around them. It’s the key advantage of local newspaper. Especially for now, lots of national newspapers revoke or reduce the proportion of local news, there are more spaces foe local newspaper. The critical things are healthy financial resources and the manpower.
Also has the interviewees who embrace the pessimistic manner, thought the newspaper industry is no longer thriving, and Taiwan newspaper industry market decline seriously, it is hopeless. If someone would like to establish a new local newspaper industry, he must does overall evaluation carefully beforehand, cannot just depend on his passion.
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