A STUDY ON DEVELOPMENT OF MOBILE ELECTRONIC MAGAZINE IN TAIWAN FROM THE ASPECT OF MARKETING STRATEGY

• Main Authors: Shih-Feng Tseng, 曾世豐
• Other Authors: [e-mail]
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/70594422809527340582

碩士 === 世新大學 === 圖文傳播暨數位出版學研究所(含碩專班) === 101 === After the revolution of digital format, the latest battle in magazine market is the evolution of the digitizing mobile device. When the mobile devices are widely accepted, there are some major transformations too. The electronic magazine, served via mobile app.(Application), changing from the old reading habits and reading devices. The related studies showed the advantages of Taiwan in developing electronic magazines. These facts make it an urgent priority to study on the current operating situation, as well as the strategies from marketing aspects. This research aims on the best-selling mobile e-magazines in the Traditional Mandarin Chinese market. By interviewing the publishers, the marketing departments of the corporations, or the related-department managers, as well as analyzing strategies from the marketing perspective. From the current state development in the digital platform and marketing effectiveness, learning the Taiwan mobile electronic magazine industry's business strategy is still based on the website. Usage characteristics of the device via mobile, try to develop a distinct new medium. Finally, in order to achieve their goals necessary to rely on the integration of resources.