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政大典藏 > College of Communication > Department of Journalism > Periodical Articles > Item 140.119/63411

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Title:	台灣主要報紙經營策略之分析：以《民生報》停刊爲觀察點
Authors:	孫曼蘋;何靜嫺 Sun, Mine-Ping;Ho, Shirley J.
Contributors:	新聞系;經濟系
Keywords:	傳播媒介管理;蘋果日報;台灣報業市場;民生報 mass media and management;Apple Daily;Taiwan newspapers industry;Min Sheng Daily
Date:	2008-06
Issue Date:	2014-01-16 14:38:56 (UTC+8)
Abstract:	本文首先分析台灣報業具多產品及異質陸競爭的市場特性，並依此特性修正Judd (1985)的多產品市場模型，說明就短期而言，《民生報》停刊，自休閒影劇市場退出，的確是聯合報系面臨《蘋果日報》衝擊下的最適化均衡行為。但本文進一步將管理大師Christensen & Raynor (2004)所提之破壞性創新理論納入多產品市場模型後，發現就長期而言，聯合報系退出休閒影劇市場，其實是提供了《蘋果日報》更有利的競爭條件，反而使聯台報系的綜合新聞市場，面臨更惡性競爭。本文模型也指出，在日益艱困的報業生態演變中，廠商唯有創新及增加產品差異程度，以面對激烈的競爭。 This paper firstly modifies Judd`s (1985) model of multiple products by taking into account the heterogeneous competition in Taiwan`s newspaper industry. It is concluded that closing the Min Sheng Daily is indeed a short term optimal decision for the United Daily News group. However, in the long run, our paper shows that the withdrawl of the United Daily News from the entertainment news market could induce further and more severe competition in the general news market. We will by conclusion offer several management suggestions to Taiwan`s newspaper industry.
Relation:	中華傳播學刊,13, 117-142
Data Type:	article
Appears in Collections:	[Department of Journalism] Periodical Articles

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