新科技快速改變了媒體消費的習慣，面對電視及網路等新興媒體的強力競爭，全球報業經營日益嚴峻。近10年來，全球報業普遍遭遇讀者流失、閱讀率下降、廣告大餅遭分食的艱困局面，經營者無不苦思突破困局之道，本世紀開始，台灣報紙陸續出現鉅額虧損，無法支撐者接續停刊；本研究目的在探究台灣報業困局的成因，及報紙因應策略思維與行動的效益。 報業衰退為全球性趨勢，歐美報業儘管經營日益嚴峻，多還能維持微薄的利潤，國內報業多呈現虧損局面，而且一年比一年嚴重；本研究雖以台灣報業為探尋重點，研究範圍則擴大，從國外報業的困境與創新因應策略、國內報紙面臨的困境與突困策略、到台灣與國外報業因應策略之比較等三面向進行，最後藉檢視台灣與國外報業，在市場環境與經營策略的異同與成因，找出已經創造優勢或顯示績效的報業利基措施，並進一步探尋發展新事業、創造新契機的方向與對策，或可提供台灣報紙參考。 本研究採文獻分析與深度訪談並進，訪談對象包括台灣四大報業集團相關高階經理人，及具領導地位的市場調查及媒體購買公司負責人共18位。由於媒體情勢變化快速，報業因應策略推陳出新，本研究必須設定期限，2007年5月後的進展，只有留待未來進一步的探究。 研究共分七章，研究發現：全球報業面臨的共通性危機，是一個在數位大環境中，即將被網路等新生媒體徹底顛覆的時代！台灣報紙每個族群的讀者都在流失，年長的傾向轉看電視，年輕族群還要加上網路；而台灣報業本身由發行到廣告業務的失血惡性競爭，更加重這個產業的營運困境。報紙的可信度，則因台灣社會政治立場分立的氣氛，出現認知失諧的特殊現象，遭遇活命危機的報業，短短3、4年間，更徹底地和商業新聞妥協。 平面媒體沒落不可逆轉，但報紙是否可以存活，取決於報紙對自己的定位，作法策略不同，會產生不同的結果。經由國內外報業所處困境與突困策略的比較分析，本研究對台灣報業因應策略及必須重視的發展趨勢，有七項發現： 1、報業必須積極探求降低成本的合理經營規模；2、打破閱讀率與廣告的惡質競爭，回歸產品基本面的報紙內容競爭；3、報業行銷策略轉型，消費者市場導向、軟性新聞當道及立場差異化成利基；4、以免費概念行銷的免費報及報紙網站，同時具經營年輕族群與開發新讀者功效；5、報業積極開展數位化行動，與網路對話的新報業概念開始出現，以web2.0概念對讀者開放，突破傳統編採作業框架；6、面對數位內容整合與創新的時代，媒體數位匯流在網上已成必然趨勢，報紙除了開展跨媒體領域投資，內容更應積極數位化，躍身跨媒體平台的重要成員；7、創新思維與行動是報業求發展的最高策略，報業必須重新定義，徹底轉型。 ------------------------------------------------------------------------------------------------------- 關鍵詞：報業、行銷策略、網路、數位化、產業競爭、創新 / The newspaper industry is unquestionably ailing globally, circulation and readership are declining, advertising revenues is shrinking. Profound and disruptive market shifts are challenging the newspaper industry in the 21st Century, newspaper companies are seeking powerful strategies to keep overall revenue growing. Since the beginning of this Century, huge deficits has occurred in Taiwan’s newspaper companies, moribund newspapers closured are common, which succumb to cutthroat competition. This study aims to find out what make the newspaper industry go ailing and the strategies they take. There are pressures on revenues and profits that seemed more downbeat than before since 2000, most of the newspaper profits remain strong in Europe or America. Nevertheless, they are treading water on operating profit margin in Taiwan. This study categorizes newspaper industry into three dimensions：The newspaper industry’s plight and strategies in global , in Taiwan, and the comparative between them. Trying to find out the effective way breaking through the severe situation, and to develop new business model further. Based on literature review and in-depth interviews, the study concluded in May 2007. There are 18 executive managers of the top 4 newspaper groups and the largest marketing company were interviewed in Taiwan. Changing circulation patterns and emerging competitors—inside and outside the traditional newspaper industry—are forcing publishers to rethink their approach to how newspapers are brought to market. The study discovered that internet clearly is both opportunity and threat to newspapers. Particularly, newspaper industry in Taiwan succumbed to cutthroat competition on circulation and advertising field, conflict on political position. It makes the newspaper go commercially and unhealthy. The fate of print newspaper can not be reversible. Newspaper industry is now experiencing a crisis in confidence, no longer fully believing in itself and the viability of what it has to offer - on paper or elsewhere. It may survived after proper positioning and effective strategies making. Newspaper industry in Taiwan confronted with：1、Seeking the economic model with some strong initiatives that would reduce business-side costs. 2、Targeting audiences with niche publications and quality content as a way to that the main paper is starting to miss. 3、Marketing strategies stress on audiences. 4、Making progress toward a whole-hearted commitment to transformative online growth. 5、Targeting young adults with free concept, such as online editions and free dailies in the big cities. 6、The media landscape has changed forever. For media consumers, digitalization has expanded the daily media usage options.Digitized is the jobs to be done on converge. Newspapers are increasing their reach through the exploitation of a wide range of new distribution channels, ranging from daily free newspapers to online editions. They are proving to be incredibly resilient against the onslaught of a wide range of media competition. 7、Newspapers are embracing transformation as a concept. Shaping the future Newspaper industry ought to redefinition. If one thing seems inevitable, it is that the newspaper industry is moving toward a new business model. Innovation strategy is to encourage newspapers to experiment outside of their core news product to compete with cheaper alternatives. "Disruptive" products are proliferating online and as niche publications. ------------------------------------------------------------------------------------------------------- Keywords：newspaper industry、strategy、competition、internet、digitalization、innovation

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2017-11-14T15:50:19Z No. of bitstreams: 1 Camila Nascimento Leães_.pdf: 3240818 bytes, checksum: 60f0bd2d2ba12b0de390c474fd762632 (MD5) / Made available in DSpace on 2017-11-14T15:50:19Z (GMT). No. of bitstreams: 1 Camila Nascimento Leães_.pdf: 3240818 bytes, checksum: 60f0bd2d2ba12b0de390c474fd762632 (MD5) Previous issue date: 2017-07-15 / Nenhuma / Essa dissertação aborda o processo de Inovação em Modelo de Negócios (BMI) dos jornais O Globo e Zero Hora por meio da adoção de práticas que os conduziram em direção à transformação dos seus modelos tradicionais. Nessa perspectiva, a revisão da literatura abordou o tema Modelo de Negócios e elegeu um framework pelo qual os casos foram escolhidos e analisados, enquanto o processo de BMI foi pesquisado a partir da perspectiva da Estratégia como Prática – para entender como as ações realizadas pelos atores organizacionais conduziram os jornais à inovação. Essa perspectiva aproveita uma lacuna das correntes clássicas da estratégia, analisando-a em nível miro-organizacional, considerando aspectos emergentes da sua construção e as relações entre diferentes atores que a compõe. Abordou-se ainda os padrões de negócio da indústria de jornais, estabelecendo um paralelo entre os modelos do papel e do digital. Com base nas evidências teóricas, o problema de pesquisa foi estabelecido para saber quais foram e como emergiram as práticas que favoreceram o processo de BMI nos casos estudados. Essa questão foi endereçada pela proposição de um modelo conceitual que relacionou as práticas aos fatores que levaram os atores da organização à realização das mesmas. A partir daí delineou-se o modelo conceitual metodológico, realizado através do estudo dos dois casos – ambos jornais de grande expressividade no Brasil que passaram por processos de BMI. Os resultados da pesquisa apontam que: A) o processo de BMI inicia com o reconhecimento de motivações internas e externas aos atores da organização; B) as motivações levam os atores a realizarem práticas formais ou informais, relacionadas à abertura dos limites da organização ou à colaboração entre áreas da empresa; C) as práticas encontradas permeiam diferentes etapas do processo de inovação; e D) os atores do processo de inovação são múltiplos (internos e externos) e colaboração é característica comum a todas as práticas mapeadas. Essas proposições sugerem que BMI está associado ao processo de inovação aberta, ao qual o aspecto de colaboração é inerente. Nesse sentido, afrouxar fronteiras externas e internas da organização e estabelecer relações dialógicas entre os diferentes atores, pode favorecer o processo de inovação em modelo de negócios / This dissertation approaches the Business Model Innovation (BMI) process of O Globo and Zero Hora newspapers through the adoption of practices that have led them towards the transformation of their traditional models. In this perspective, the literature review addressed the theme Business Model and chose a framework by which the cases were chosen and analyzed, while the BMI process was researched from the perspective of the Strategy as a Practice - to understand how the actions carried out by the actors Led the newspapers to innovation. This perspective takes advantage of a gap in the classic lines of strategy, analyzing it at the organizational level, considering emerging aspects of its construction and the relations between the different actors that compose it. It also addressed the business standards of the newspaper industry, establishing a parallel between paper and digital models. Based on the theoretical evidences, the research problem was established to know what are and how they emerged the practices that favored the BMI process in the cases studied. This question was addressed by the proposition of a conceptual model that related the practices to the factors that led the actors of the organization to the realization of them. From there, the conceptual methodological model was developed, through the study of the two cases - both big newspapers in Brazil that passed by BMI processes. The results of the research indicate that: a) the BMI process begins with the recognition of internal and external motivations to the actors of the organization; B) the motivations lead the actors to carry out formal or informal practices, related to the opening of the boundaries of the organization or to collaboration between areas of the company; C) the practices found permeate different stages of the innovation process; And D) the actors of the innovation process are multiple (internal and external) and collaboration is a common feature of all mapped practices. These propositions suggest that BMI is associated with the open innovation process, to which the aspect of collaboration is inherent. In this sense, becoming porous the organization's external and internal borders and establishing dialogic relations between the different actors can favor the business model innovation process

Thesis (Ph. D.)--University of California, San Diego, 2006. / Vita. Includes bibliographical references (leaves 396-404).

Syftet med den här uppsatsen är att undersöka svensk länspress väg in i det digitala samhället, vilka medvetna val som görs i samband med förändringen, samt vilka fördelar och nackdelar den digitala utvecklingen medfört. Arbetet vill dessutom få ett tydligt svar på vilken den största utmaningen är med att digitalisera sin verksamhet. Uppsatsen har för avsikt att genom de ekonomiska och teknologiska aspekterna söka svar på dessa frågor, och tar därmed avstånd ifrån alla politiska inblandningar. För att undersöka detta har två länstidningar granskats; Nya Wermlandstidningen och Värmlands Folkblad, och metoden som användes var kvalitativ forskningsintervju, genom så kallade halvstrukturerade intervjuer. Fyra personer på vardera tidning med hög relevans för studiens syfte intervjuades. De teroetiska områden som den här uppsatsen bygger på är teorier kring digitalisering, konvergens, förflyttat fokus och makt inom medievärlden, samt begreppet gratismentalitet som har en återkommande position genom hela arbetet. Ett annat begrepp som tas upp och diskuteras är betalvägg, det vill säga en sorts betallösning för tidningar på internet. Teoriavsnittet sammanfattas genom en egengjord modell, kallad Maktfördelningsmodellen, som ger en indikation på de effekter som digitaliseringen, konvergensen och fokusförflyttningen medfört. Utifrån de kvalitativa intervjuerna framkom tydliga mönster mellan de två tidningarna, där de båda hade närmast identiska strategier för att klara av övergången till det digitala; ett flertal digitala plattformar diskuterades såsom webbtidning, sociala medier och mobila enheter. Den enda skillnaden mellan de granskade tidningarna är att NWT sedan augusti 2013 infört en typ av betalmodell, kallad plus-tjänst, medan VF än så länge inte valt att använda sig av någon betallösning, och i stället håller allt sitt material öppet. Den tydligaste slutsatsen som kunde dras, och som framgick från resultatrapporteringen, är att tidningsbranschens största utmaning just nu, både på regional och rikstäckande nivå, är problematiken kring att kunna ta betalt för sina produkter på internet, vilket också var uppsatsens hypotes. / The function of this essay is to analyze the Swedish provincial press’ transition into the digital world, illuminate the choices made, together with the benefits and disadvantages that the digital transformation brings. This paper also intends to pinpoint the greatest challenge of bringing one’s business into the digital space. To find these answers, this essay will take the economic and technological approach and ignore all political aspects. To examine this, two newspapers have been studied; Nya Wermlandstidningen and Värmlands Folkblad, by using the “qualitative research interview” as leading method, more specifically using semi-structured interviews. In both companies four persons with high relevance were interviewed. The theoretical areas that this essay is based upon are theories involving digitalization, convergence and displaced focus in the media industry, together with the concept of cost-free mentality. Another concept that is discussed is the pay wall, meaning a way of payment for webzines. The theory chapter is summed up by the writer’s self-made model called “The Power Distribution Model”, which indicates the effects of digitalization, convergence and the displaced focus in the media industry. Results of the interviews showed obvious patterns between the two newspapers, showing nearly identical strategies to make their way into the digital world, where several digital platforms where discussed, such as webzines, social medias and mobile platforms. The only difference between the two is that NWT is using a kind of pay wall called “plus”, meanwhile VF still is publishing all their online news for free. The most obvious conclusion, which is also found in the reported result, is that the newspaper industry’s biggest challenge right now, both in local and national papers, is the issue of being able to make a profit of the news in their webzines, which is also the hypothesis of the essay.

The impact of digital (new) media has caused both challenges and threats to newspapers’ continuing existence as a profitable and influential mass medium. While this is not the first time in history that new media appear to be challenging the future of the newspaper medium, from one perspective digital media offer not only direct competition, or alternative ways to produce and deliver news, but also possibilities for convergence, for making new media part of the traditional newspaper, inducing whole new possibilities for publishing. From another perspective, the newspaper medium is an old concept; a powerful mass medium with very profound consumption patterns, strongly associated with its traditional output medium: ink-on-paper. The purpose of the present work has been to examine the impacts digital media have on the old, well-established newspaper medium, and what consequences these impacts have for the future of newspaper as a mass medium, that is, is the medium the message? In order to achieve this aim, the present work has been carried out from three different angles: digital media, publishing and reading behaviour and presentation factors. The areas have been examined using several methods: instrumental experiment, eye-tracking experiment, secondary analysis, and case study design. Newspapers’ ’to be or not to be’ depends, in a theoretical sense, on what media constitute. The medium is the message in the sense that, in the definition of a mass medium, the strength of the newspaper message is that it is recognized as the newspaper concept. It is not, in that the message per se is dependent on the medium it is reproduced on, as a newspaper can be considered a newspaper even if presented on a digital medium, yet the specific way the content is presented will always depend on the technology and characteristics of the chosen output medium. Thus, while defusing the output medium’s significance for the concept, the strength of the newspaper, and its industry, lies in what hitherto constitutes the message: accurate, credible, serendipitous, and diverse content, but which is continuously adapted to the technology of the output medium, thus benefiting from it and further strengthening the developed, digitalized newspaper concept, or what will become of it. The newspaper industry has great potential to differentiate itself in a world where news is becoming increasingly commoditized, though it must further emphasize its power, which lies in the long-defined ‘old’ newspaper concept. Moreover, the industry must be aware of the fact that this refashioning and adaptation is a slow process. / QC 20100804

近年來傳播科技快速變化，不但社會型態因此產生鉅變，新科技更也打破了媒體界線進而產生科技滙流，使得平面媒體、廣電媒體、共同載具、有線電視及網際網路的藩籬、角色、定位都逐漸模糊。 而當平面媒體處於麥克魯漢所說的「淘汰」螺旋後，自一九九九年開始整體廣告盈收呈現負成長，二○○六年台灣報紙一口氣有六家熄燈打烊，數以千計的記者失業。受此影響，記者專業角色嚴重貶值，從監督社會的無冕王淪為商業化與科技化雙重衝擊下的現代報業媒體工人，大量遭解雇的記者形成「流浪記者」現象。 本文訪談八位記者發現，一旦對媒體產業的未來失去信心，連帶也對自己失去信心，喪失了新聞工作的認同與熱情，「一輩子當記者」成為遙不可及的夢想，選擇以生存作為工作心態。這樣的氛圍型塑出平面媒體記者「集體灰暗時代」，嚴重影響其專業角色。 然而以「媒體四大律」分析，紙張形式的報紙雖逐漸遭到網路媒體之「淘汰」卻不會消失，而是需要「轉化」。記者創作撰寫新聞「內容」的能力不因報社倒閉而消失，社會對記者的需求更將永無止境，記者應隨社會環境與新科技改變進而轉變並提升自身核心能力。 / The media landscape in Taiwan has been greatly changed because of the emergence of new communication technologies and transition of market-driven journalism globally. For one thing, the newspaper industry’s circulation and readership continue to decline and advertising revenues keep on shrinking since 1999. As a result, since the beginning of this century, many newspapers have experienced huge deficits; six were shut down in 2006 alone and thousands of journalists lost their jobs. Based on the literature review and in-depth interviews of eight so-called “jobless journalists” who left or considering to leave the newspaper industry, this study finds many of these professional reporters are experiencing a crisis of confidence, no longer believing in themselves as well as the professional training. Most of all, they predict that the fate of newspaper has been doomed and journalism is hopeless and futureless. The study records their true stories of how to rebuild confidence while facing the hardship both of the career and the profession.