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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/141098


    Title: 傳統媒體數位轉型提案 -以天下雜誌創新學院為例
    Proposal for Digital Transformation of Traditional Media -A Case Study of CommonWealth Leadercampus
    Authors: 夏志遠
    Hsia, Chih-Yuan
    Contributors: 鄭至甫
    Jeng, Jyh-Fu
    夏志遠
    Hsia, Chih-Yuan
    Keywords: 媒體數位轉型
    線上學習
    客戶經營
    多角化
    企業內訓
    The digital transformation of media
    Online learning
    Customer management
    Diversification
    Internal training
    Date: 2022
    Issue Date: 2022-08-01 17:36:38 (UTC+8)
    Abstract: 傳統媒體在主要營收上主要是依靠訂戶收入及廣告收入，在數位浪潮下，訂戶及廣告都呈現大幅的衰退。在媒體數位轉型之路，往往都是將現有的內容變成數位閱讀的方式，但缺乏多角化的經營模式。
    本論文希望藉由「策略鑽石分析模型」理論，從5大面向，檢視天下雜誌的數位轉型如何從活動範疇、利用何種手段、如何創造差異化、行動步驟中展開研發出符合企業客戶內部訓練可以使用的線上訓練平台。
    2015年天下雜誌面臨數位浪潮，在營收的部分面臨極大的壓力，尤其在企業紙本雜誌訂戶衰退最為嚴重，經企業採購單位-人資部門訪談後了解訂閱雜誌最大的目的在於員工訓練，希望藉由雜誌閱讀，協助同仁建立商業素養，更希望是能藉由線上學習的方式讓同仁不侷限於場地及時間的限制。有鑒於此，天下雜誌藉由本身對於內容產製的核心能力出發，打造線上學習平台「創新學院」。希望藉由論文的研究，提供媒體產業重新思考在數位轉型下要如何從使用者的需求找出新的商業模式。
    The major revenue of traditional media mainly relies on subscriber income and advertising income. Under the digital wave, both subscribers and advertising have experienced a sharp decline. On the road to the digital transformation of media, most traditional media convert existing content into a way of digital reading but lack a diversified business model.
    This paper hopes to use the five aspects of "the Strategy diamond model" to examine how the digital transformation of CommonWealth Magazine develops an online platform that uses for the internal training of corporate customers from the scope of activities, means, differentiation factors, and sequence of steps.
    After an interview with the corporate purchasing unit - the human resources department, I learned that the main purpose of subscribing to the magazine is employee training. Hoping through magazine reading can help colleagues build business literacy. Even more, allowing colleagues to learn without being limited by venue and time constraints through online ways. In light of this, CommonWealth Magazine has created an online learning platform "leadercampus" based on its core competence in content production. It is hoped that through the research, the media industry can rethink how to figure out new business models from the needs of users under the digital transformation.
    Reference: 36氪／小灼，「創業的話B2B商業模式好過B2C！」Twitch共同創辦人Justin Kan為什麼這樣說？，上網日期2018年7月24日，檢自：https://meet.bnext.com.tw/articles/view/43355?

    DMA台灣數位媒體應用行銷協會，2020年台灣數位廣告量全年達482.56億台幣，成長首度跌破雙位數，上網日期2021年5月12日，檢自：https://www.dma.org.tw/newsPost/923?fbclid=IwAR0zCCP4i4Dtj7_UUW9NG6cjOWqZa_L77ELm2gDWfncHwK5FFbI0yHZyIe4

    HCP，能力矩陣圖，檢自：https://hcp.ares.com.tw/products/modules/competence
    KT Huang，B2B行銷業務開發的方法及操作模式，上網日期2019年7月30日，檢自：https://www.bnext.com.tw/article/54158/b2b-marketing-business-development

    天下雜誌，天下雜誌671期-輿論戰爭@台灣，上網日期2019年4月24日，檢自：https://www.cw.com.tw/magazine/magazine.action?id=1493
    安東尼，【2021最新】什麼是B2B行銷？B2B行銷策略重點有哪些，上網日期2021年5月26日，檢自：https://inboundmarketing.com.tw/b2b%E8%A1%8C%E9%8A%B7/what-is-b2b.html

    百科知識，多角化經營戰略，檢自：https://www.easyatm.com.tw/wiki/%E5%A4%9A%E8%A7%92%E5%8C%96%E7%B6%93%E7%87%9F%E6%88%B0%E7%95%A5

    陳薪智，HR 規劃企業內訓好苦惱！ 善用 JANDI 蒐集員工需求克服四大痛點，上網日期2022年2月8日，檢自：https://blog.jandi.com/tw/hr_training_tool/

    聯合報，聯合報數位轉型報告，上網日期2021年9月1日，檢自：https://udn70.udn.com/digital-transformation/
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    108932061
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0108932061
    Data Type: thesis
    DOI: 10.6814/NCCU202200686
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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