日本內容產業在2003年因為「Cool Japan概念」的提出而逐漸被日本政府重視，小泉政府更有「文化立國」之目標，而後更在2010年開始積極推動「Cool Japan戰略計畫」，成立了內容產業成長戰略相關研究會，定期召開會議及成果報告。內容產業包含了電影、動畫、音樂、遊戲、出版、廣告等六項主要領域，而本研究所著重之內容產業領域為動畫及部分之印刷（漫畫）領域。以動畫領域來說，自日本動畫協會所公布的數據顯示，日本動畫產業市場為1兆4,913億日圓（2014年），顯示其重要性。在《Cool Japan戰略計畫》中，三大策略方向中的其中一項即為內容產業與消費財的共同提攜，當中流程的一環即為內容產業的輸出以及「二次利用」，即角色商品的授權，而二次利用的內容物主要以動畫與漫畫所創造的角色利用為主要手段。2014年的《コンテンツ海外展開の促進に向けた施策について》中，提到日本尚未在海外充分展現出其魅力，所以海外市場亦因此尚未真正拓展，於是想藉由能代表「日本魅力」，並在海外具高人氣的商品、服務等項目逆向吸引外國市場進入國內，也就是在世界製造「日本潮流」，而動畫產業即為當中被點名的項目之一，動畫產業對於日本之重要性可謂不言而喻。 　　1990年代後，利用動畫作品於日本消費市場的親和力與內容的靈活運用性與各種產品進行結合，將不同媒體的原作先行動畫化，利用動畫將作品內容進行擴大宣傳，進一步地提高作品知名度，最終目的在於刺激關聯商品的營收之跨體經營模式，在當今已成為動畫相關產業中廣泛運用之經營手段。究竟跨媒體營運模式為何？涵蓋何種類別的產業？其所帶來的優勢與劣勢為何？…等，為筆者欲於研究中欲探討之項目。而透過本研究能更進一步了解日本動畫產業於行銷策略面之運作方式，期許能成為我國內容產業界發展之助力，並提供將來欲從事相關研究之學術人員的研究參考，並期望能藉此為臺日內容產業的學術交流盡一份心力。 / After the "Cool Japan concept" was proposed in 2003, the Japanese government has begun to take the content industry seriously. Moreover, the Koizumi government started actively to promote the concept of “cultural nation” represented by projects such as the very “Cool Japan strategic plan”. 　According to the “Content Industry’s Status and Development” reported by METI (Ministry of Economy, Trade and Industry), the market of Japanese content industry is worth about 12 trillion yen, ranking second in the world as in 2010. A part of this content industry, the anime industry, is popular all around the world, as this art form has gained numerous followers over the years. Therefore, as Japanese government realizes that the anime industry may hold a huge market potential with international competitiveness, the anime industry started to obtain importance within Japan. 　Regarding the marketing schemes, differently from the American’s promotion strategies, Japanese anime industry uses multivariate mass media and transplanting platforms in order to make the content available in multiple forms, also the advertising is done as widely as it is possible, in order to make consumers desire more. This kind of business strategy works out satisfactorily in the domestic environment, and this model has also became a unique business model that belongs to Japan. 　This thesis starts with a description on the birth of the Japanese anime industry, pointing to the composition and operation of Animation Production Committee. Subsequently, it attempts to explain how the ‘Media Mix’ model’s composition and operation affects the market, and what kind of advantages can Media Mix model brings to affiliate enterprises. Lastly, it addresses the unresolved problems and how this model can be improved in the future.

當今傳播科技發展速度日新月異，衛星電視、網際網路、廣播、印刷媒介、通訊社等互相結合，擴充效果的情況愈加明顯與頻繁。全球化的風潮促使世界各國的依存度與競爭態勢升高，這股資訊浪潮對傳播工具的改革與傳播媒體的再造，扮演了推波助瀾的角色。 國際傳播機構在面臨全球化的浪潮下，經營型態勢必要做大幅度的修正，經營角色已由過去擔任國家主要對外傳播管道與政治宣傳，轉變為結合網路全球服務與多語種新聞，提供國內民眾與國際社會各種有關台灣的新聞，同時即時報導國際重大新聞。 由於中央通訊社為目前台灣歷史最悠久、擁有全球31個海外採訪據點的國際傳播機構。中央社作為國家通訊社、台灣少數公共媒體之一，肩負國家新聞訊息發布的重要平台，為台灣發聲，接軌國際，扮演國際間資訊傳遞者角色，主要任務為國內外新聞報導業務、服務大眾傳播媒體，兼辦理國家對外新聞通訊業務，促進國際對台灣之瞭解與支持；國際社會要認識台灣，台灣要躍上國際舞台，中央社扮演一個關鍵不可或缺的橋樑角色。 因此本研究將以中央通訊社為例，分析國際傳播機構經營角色的轉變，提出未來中央通訊社的經營策略，藉以探討適合台灣發展的國際傳播模式，提供未來參考與建議。

本研究立基在新聞媒體以健康為名，經營顧客關係，分別就關鍵性內容、活動、通路，解構其作法，一一檢視以及據此經營顧客之深度比較。 研究以美國紐約時報、英國衛報、台灣天下雜誌集團的康健雜誌、聯合報四家媒體個案進行資料分析，針對個案如何在內容、活動、通路經營其健康分眾，深化與讀者的關係，本研究發現歸納出媒體建立分眾關係之檢視表，媒體可基於集團資源運用關係檢視結果，作為建構商業模式的依據。 本文研究發現媒體產業與健康分眾建立關係的過程，共分為四層關係，從最淺層的單向提供健康衛教等資訊；如進展到第二層關係，媒體可獲得來自健康分眾的回饋，並因此改善所提供的各項產品或服務；第三層是媒體透過健康主題活動、講座等，實際觀察到健康分眾的特性與需求；最深度的關係是第四層，媒體成為健康分眾的平台，由分眾所創造出的內容，成為媒體內容、產品、服務的一部份。 新聞媒體未來在經營健康分眾時，可將自家已提供或欲提供的內容、產品或服務用這四層關係的模式自我檢視，再與其他可能的競爭對象對照，決定集團該如何利用、增補資源，提升與分眾的關係，從中創造新的機會。

企管大師Michael Porter一再強調「差異化」是企業之所以能勝出的主要關鍵，Peter Drucker更宣稱：「知識」將是未來企業唯一，且能夠生產社會與經濟利益的最重要資財。 知識管理可以將知識儲存在組織之內，降低企業的成本，並增加獲利，進而提高企業的競爭力優勢。媒體也是企業的一種經營形態，因此，如何透過知識管理將平面媒體內、外的智慧資本彙整並儲存在組織中，以利組織成員分享與運用，繼而產生獨特的差異性與競爭優勢，已經是媒體越來越關心的重要課題。 但是，知識管理的架構會隨著產業特性與企業需求而有差異。因此，想要幫助平面媒體利用知識管理，來面對未來更激烈的競爭環境，就必須有不同於產業或知識特質的架構與建議。 民國77年的報禁解除，使得國內平面媒體面臨高度競爭的壓力；而科技的日新月益、閱聽人的閱讀習慣與需求的改變，也迫使媒體朝向提供更多元及多樣化的新聞內容服務。 因此，本研究希望透過綜合的分析與探討，找出平面媒體所面臨的問題與困境，試著利用資訊科技的幫助，提出適合平面媒體參考的知識管理整合性系統架構、步驟、作法與建議，以便提升其企業競爭力。 綜合有關知識管理的理論架構，再配合平面媒體產業的特性，本研究試著為傳統平面媒體，規劃出兩種未來可能獲利的經營模式―「新聞來源供應商」與「綜合新聞供應商」，同時為其擬出可行的知識管理架構，以及分4個階段―「認知覺醒與發展策略」、「經營模式與知識確認」、「設計、規劃與導入」，以及「評估與調整」階段，與3大層面―「策略」、「知識」與「科技」的建議。 / Michael Porter, Professor at Harvard Business School and one of the top 50 business intellectuals of our time, claims that “differentiation” is the key to stand out in a highly competitive environment. Peter Drucker, professor of management and the founder of California-based Leader to Leader Foundation, suggests that “knowledge” is the only asset the future businesses could depend on in generating social and economic benefits. Knowledge management is the one way to preserve the knowledge generated in the process of management for an enterprise. It decreases management cost and generates revenue at the same time. Therefore, knowledge management is also a way to enhance competitive edge. Mass media, like other management entities, could also apply principles of knowledge management to enhance their competitive edge. How to integrate the intellectual capital through mechanisms of knowledge management, how to share the knowledge stored in the mechanism in more efficient ways, and, how could the media differentiate themselves from their competitators to enhance competitive edge, have become critical issue not only for management, but also for survival. However, the mechanism or infrastructure of knowledge management is varied for different industries due to the nature of different management requirements. What can be applied in a software company may not be suitable at all for mass media. Two significant changes accelerate and reinforce the innovation of the Press: the law that limits the numbers of content providers and the law that limits the amount of contents were both banned. In the mean time, the overall reading habit change enabled by the innovation of digital technology also facilitates the renovation of Press. News providers are now facing challenges in providing diversified contents for readers of different habits and tastes. This research aims at proposing appropriate knowledge management infrastructures by synthesizing the dilemma as well as opportunities media confront in a digital era. Classical literature regarding knowledge management infrastructure and media studies, especially the properties of the Press, help me frame and identify two profitable knowledge management infrastructures: News Supplier and News Content Provider. More than providing the possible infrastructures, I also concluded four phases to implement the infrastructure and three perspectives as lenses to examine the infrastructures. The four phrases are (1) awareness and strategic development; (2) management model and knowledge assurance; (3) design, plan and implementation and (4) evaluation and adjustment. The three perspectives are (1) strategy, (2) knowledge and (3) technology.

網際網路的快速發展，加上 WWW 所具備的多媒體呈現與連結能力，全球資訊網 WWW 迅速成為一項新興的媒體。傳統媒體業者紛紛投入人力、物力成立網站，提供網路上的服務。本研究的主要目的即在探討網路媒體出版事業的經營要素，並釐清網路特性對於媒體經營之影響。 本研究根據媒體經營要素之整理，及對網路出版實際案例之觀察、與比較分析，歸納出網路媒體出版事業經營要素之研究發現：1.網路出版的產品定位明確，且其市場關聯性極高。2.網路出版極為強調資訊之即時性或累積性。3.網路出版可打破地理區域限制，網站提供較多的國際性資訊漸成為趨勢。4.網路出版極為重視網站使用之方便性，以各種網路工具設計來提高網站使用的方便性。5.網路出版都很重視與讀者之互動，設計各種能照顧深度或廣度的互動機制，亦即可看出都很用心經營網站讀者社群。6.網路出版非常重視人力資源。7.網路出版都擁有極佳之媒體資源，並善加利用。8.網路出版都有極佳科技應用能力，亦即擁有強大的電子資料庫，以及數位化生產能力。9.網路出版需建立事業合作網路，利用外部資源彌補內部資源之不足。 比較傳統媒體經營要素與網路出版經營要素，可以發現在產品定位、人力資源、媒體資源、外部資源等方面並沒有改變；而在資訊即時性或累積性、地理區域範圍、科技應用能力方面稍有調整；而社群經營、使用方便性則屬網路出版獨特之經營要素。 在資訊即時性方面，網路出版受到網路特性即時性之影響，能以最快的時間完成資訊的傳輸、溝通，加上網路生產價值鍊重組，因此可達到更高的即時性。在資訊累積性方面，由於網路數位式資料庫更易於資訊之累積，且能打破平面媒體篇幅、版面的限制，使得網路出版之資訊累積性更為提高。在地理區域範圍方面，網路出版在網路無遠弗屆、即時性特性的影響下，發行傳送不再受到地理限制。在科技應用方面，在數位化、資訊價值特性之影響下，網路出版必須強調數位化的生產能力，以及擁有數位化之資產。在網路出版所獨有的經營要素方面，由於網路特性即時性、互動性、價值鍊重組、網路外部性之發揮，讀者社群的經營成為網路出版的重要工作。另外一項新的網路出版經營要素--使用方便性，則與媒體呈現之特性較有關聯。 / The study of key factors of Internet publishing management-By Yuan-lung Tsai-Advisor: Dr. Chao-Tung Wen1.MotivationBesides the emergence and rapid growth of Internet, the multimedia display and linking talent of WWW have made it a booming media. Traditional media enterprises invested their resources to build up web site and provide online services.To the traditional media enterprises, such as Time-Warner and Dow Jones, the Internet is a new arena. Entering the Internet market with their successive experience in traditional media market, could they open the Internet publishing market successfully? How did they transfer t2.Research QuestionsIn this thesis, I will find out the key factors of Internet publishing management, and distinguish the key factors of the Internet publishing management from the key factors of traditional media, the questions of this research include:(1) What are the key factors of Internet publishing management?(2) What is the difference of the key factors of Internet publishing management between the ones of traditional media management?(3) How do the characteristics of the Internet influence the key factors of media management?3. MethodologyStarting with the key factors of media management, and concerning the effects of the characteristics of Internet, I studied several current Internet publishing site, then derived the conclusion.The research objects I chose include three different business types, one is online newspaper, another is online magazine, and the other one is online Encyclopaedia.4. ConclusionThe key factors of Internet publishing management include:(1) Find a definite niche of product, and serve the needs of target readers.(2) Stress the real time or accumulation of information even more(3) Internet publishing could break through the geographical boundary, offering more international information is the trend of Internet publishing.(4) Internet publishing site should design various tools, such as front page, site map, search engine, personal page, to make the site user-friendly.(5) Internet publishing site should design various interactive mechanisms, such as E-mail, online chat, online discussing board, member service, to communicate with the readers, and manage the reader community aggressively.(6) Human resources, especially Internet professionals, matter. Web site should employ full-time workers, include editors, authors, web site producers, web site designers, and computer professionals.(7) The resources of media group can support the Internet publishing, such as content sharing, financial support, brand name, promotion, and reputation.(8) Digital database and digital production capability are core competence of the Internet publishing.(9) Internet publishing should build up the network of collaboration. There are three kind of companions, one is content provider, another is ISP or Internet channel, the other is technology support.Comparing the key factors of media management and the ones of Internet publishing management, there are three different states. Some factors, include product niche, human resources, media resources, and outer resources, are consistent. Some factors, include real time and accumulation of information, market boundary, and technology, are modified. Some factors, include community and user-friendly, are specific for Internet publishing.

台灣是製造代工王國，在建立品牌上才剛起步。但是當競爭愈來愈激烈時，企業獲利受到壓縮，品牌即變得愈來愈重要。媒體是促進社會進步重要的一環，同時也是企業，也有必要藉由打造品牌而建立競爭優勢。媒體應如何打造品牌？為了有系統地了解媒體品牌的要素和建立的過程，我們有必要將品牌權益（brand equity）的理論和實務做些印證。 本研究採個案研究法，將品牌深受肯定的天下雜誌當作研究對象，探討如何找出最能有效解釋並引導企業建立品牌權益的理論模型，並探討品牌權益各變項中，哪些變項對媒體品牌最重要。研究發現Keller的「以顧客為基礎的品牌權益」模型(CBBE)，結構和邏輯非常清楚，探討的面向嚴密而完整，因而能有效解釋並引導企業建立品牌。 根據Keller的CBBE理論，建立一個強勢品牌需要進行四個步驟的工作：一是用品牌顯著性建立品牌認同，也就是讓消費者認識「你是誰」（Who Are You?）。二是創造品牌內涵，就是讓消費者知道「你有什麼內涵」(What Are You?)，其中分為品牌表現和品牌想像。三是引導消費者對品牌產生反應，知道「你有多優秀？」(What About You?)，分為消費者評價和感覺。四是建立合適的消費者和品牌的關係，創造品牌共鳴(Relationships: What About You and Me?)，這會表現在忠誠的行為、態度上的依賴、社群感和積極參與。 運用這個架構，可以很清楚地看出天下雜誌如何打造出強勢品牌。從清晰的品牌宗旨出發，天下雜誌以「具有人文關懷的財經雜誌」為特色，在建立品牌識別系統、創造品牌內涵上做的很紮實，不隨波逐流，堅持積極、前瞻、放眼天下的報導態度，走一條自己的路，結果順利引導消費者對品牌產生正面反應，不但消費者評價高，對品牌的感覺也很強烈，最後創造出高度品牌共鳴。 本研究也發現，品牌個性對媒體打造品牌很重要。天下雜誌具有「能力」和「真誠」的品牌個性，因而能有效吸引一群有理想性、熱愛學習的讀者和廣告客戶，形成具有歸屬感的社群，27年來持續發揮社會影響力。但面對網路2.0時代，讀者需要更多的參與，和更具創意的多元接觸，天下雜誌的品牌個性可能必須用不同的方式來詮釋和加強，例如在網站上設計更多活動，或嘗試邀請部落客進駐網站，帶動更多網友的參與和討論。甚至在網路上徵求讀者的意見，作為雜誌選擇報導議題的參考等。 / Being a kingdom of OEM for several decades, Taiwan has just begun to build its own brand. But as competition gets fierce and profits are squeezed, branding becomes more and more important for Taiwanese companies. Media industry, which is crucial in the advancement of society, has experienced severe revenue shrinkage in recent years, so branding has also become an imperative to increase its competitiveness. To find out how a media company could build up its brand, we need to consult major theories in brand equity and compare them with practices been taken in the industry. This research uses the technique of case-study analysis. Using the widely acclaimed CommonWealth Magazine as the case to be studied, it is aimed at finding out the most suitable brand equity model to explain how a strong media brand is built, and what variables are most important in this process. We found that the Customer Based Brand Equity Model (CBBE) by Kevin Keller can best explain the way to build a strong brand, because it is solid and logical in its structure, and is comprehensive in the aspects it covers. According to the CBBE model, there are four steps in building a brand: 1. Ensure identification of the brand with customers, and let customers know “Who are you?” 2. Firmly establish the totality of brand meaning in the minds of customers, and let customers know “What are you?” 3. Elicit the proper customer responses to this brand identification and brand meaning, and let customers know “What about you?” 4. Convert brand response to create an intense, active loyalty relationship between customers and the brand, and let customers know “What about you and me?” Using this model as a reference, we can see clearly how CommonWealth Magazine has developed a strong brand. Ever since its establishment, CommonWealth has strived to create a business magazine with a spirit of humanity. The name “CommonWealth” represents its mission to make a better society. It has been very mindful in building its brand identity and brand meaning, insisting on a positive, outward looking and forward looking approach, and has thus created positive brand response and high loyalty from its readers. This research also finds that brand personality plays an important role in brand building. With a perceived personality of competence and sincerity, CommonWealth has successfully attracted a large readership characteristic of being idealistic and always eager to learn. A community of loyal readers and long-time advertisement clients has thus been formed over the past 27 years, supporting CommonWealth to become one of the most influential magazines in Taiwan. But with the advent of Web 2.0, people are requiring more interaction with media and are looking for creative and diversified media contacts. Therefore CommonWealth Magazine needs to interpret its brand personality in a different way, such as providing more on-line activities, openly soliciting story ideas from readers, or inviting bloggers to write on its website, so as to involve and engage more readers.