| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 106 === With the development of Internet technology, the phenomenon of digital convergence and media integration have impacted on traditional media industry already, Although there are many domestic and foreign media industries have achieved their online integration, transformation, business objectives and retained audience’s attention and interest, the nature, characteristics and effectiveness of the business strategy of traditional news media industry are still murky and the factors may impact on and the approach to evaluate its effects are not explored.
Previous research illustrate that facing of the media environment drastic changes, the core strategies of news media industry transformation should be “branding” and “grouping” based on the viewpoints of marketing and management. "Media brand" and "brand extension" has been used to describe and explain the business strategy of traditional media transformation and the media regarded as a brand which provide product and service to the audience. Those two concepts focus on the external brand advantages and consolidate their value to the traditional news media. The concepts of media diversification and media synergy are based the perspective of internal organization structure and management, which show that the strategy of internal expansion can achieve the efficiency and consolidate the core goal when the traditional media is under transformation. The strategy “Multiple business, multiple revenue” of United Daily News is just consistent with the concepts mentioned above. Hence, this research argues that those concepts can also be used to explore traditional news media transformation phenomenon.
In-depth interviews with 12 respondents are conducted. The results show that the image, integration and multiple services of news media, the application of big data and interpersonal network resources, and the synergy efficiency of the media group will affect the effectiveness of traditional news media transformation.
|
|---|
