| Summary: | 碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 102 === News media is in the face of a major challenge, as the audience’s shifting reading habits seem to cause rapid decrease in newspapers and televisions. Comparatively, due to the rise of Internet, the wide spread of new media enables novel modes of communication via computers, mobile phones and social media. Under this disadvantage situation, how may the traditional media embrace new media, while transform its business model? This thesis investigates the case of Chinatimes.com and explores how traditional news media firm may employ open innovation methods to align various forms of media and develop brand new methods of services and business models. The findings point out that new media could be linked with traditional media to establish four types of trans-media strategies interchangeably, including newspaper, television, radio broadcasting, and social media. However, to establish these trans-media strategies, firms must reconstruct the constraints stemming from the environment, user and competitors. The strategy of trans-media will guide three kinds of innovation. First, it establishes user-centric services, cascades texts, graphics, audio-video and radio, and integrate news contents from various media; second, the cascading of various media will converge Internet traffics; third, the traffics increase click rates and enable a flexible business model while generating more sources of revenues. Conceptually, this thesis explains how a hybrid business model could be built under constraints, describes how news media could be used as a service to blend in the old and new business models. Practically, the hybrid business model will explain various cascading effects created by trans-media strategies and highlight more imaginations of innovation for media firms in the future.
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