| 摘要: | 台灣雜誌市場熱鬧蓬勃，歐美及跨國雜誌集團挾其豐沛品牌資源在台灣發行國際中文版，以台灣為全球華文市場營運據點，形成國際雜誌集團大舉進入台灣市場加入競爭局面。台灣本土雜誌以自有品牌的優勢，衍生不同屬性的雜誌，朝向集團化策略發展，連帶影響台灣雜誌出版走向集團化的趨勢，出版集團化在台灣發展有將近十幾年左右，有關出版集團企業的研究，多半偏重於管理策略與經營績效之間的研究對於台灣雜誌出版集團經營的關鍵成功因素則未有相關文章探討。因此，本研究透過系統化及前瞻性的資訊整理分析，找出台灣雜誌出版集團關鍵成功因素，希冀對台灣雜誌產業有所貢獻。 本研究首先透過專家訪談做前測問卷並彙整出版集團及關鍵成功因素和AHP（層級分析法）之相關研究、文獻，探討可能影響雜誌出版集團經營成功相關因素，藉以求得各因素對之影響權重，期盼能夠提供相關出版集團企業運作時之參考依據，進而提昇競爭力。 本研究的台灣雜誌出版集團經營關鍵成功因素之構面共有四項，包括組織管理、營運成本、員工能力與品牌經營，第二層準則為十六項，組織管理包括領導人風格、充分授權、資源共享、系統標準化；營運成本包括提升獲利、資金管理、成本控制、事業單位績效評估；員工能力包括產業知識、選題企劃、創新思考、整合行銷；品牌經營包括產品知名度、異業結合、市場佔有率、行銷通路。本研究實證分析結果顯示，品牌經營為出版集團經營關鍵成功之最重要因素依序為組織管理、員工能力、最後則為營運成本。本文所提供之研究方法可用於其它媒體領域以輔助決策發展，尋求重要經營準則。
Taiwan magazine market is thriving prosperously with abundant talents and financial resources from the magazine publication conglomerates; it still has room for even more optimized developments in operational guiding principles. This research explores the key elements of successful factor for Taiwan magazine publishing group with the intent that it can provides its research findings as references for manufacturing sectors, official and academic arenas. This research compiles the key successful elements for publication conglomerates, AHP（Analytical Hierarchy Process）and documents, in addition, by applying Porter five forces analysis theory to explore the current status for Taiwan magazine publication. Furthermore, it uses professionalized preliminary test survey in addition to AHP as research methodologies. It then proceeds to establish relative profiles for successful operations of magazine publication conglomerates with the intent to acquire impacting weights for each element. And it expects that these can provide as foundation of reference for related publication conglomerates and enterprises during actual operations, resulting with upgrading and promoting the enterprise competitiveness in the end. This research’s verified findings intend to study the profiles of key successful elements for Taiwan’s magazine publication conglomerates, and the four profiles include organizational management, operational cost, employee capability and brand-name management and operation. And there are 16 items in the second layered guidelines. The organizational management includes leader’s style, thorough delegation, resource sharing and system standardization. And the operational cost includes promotion for profits and earnings, capital management, cost control, enterprise unit performance assessment. The employee capability includes industrial knowledge, topic selection planning, innovative thinking and integrated marketing and sales. Brand-name operation and management includes product recognition, horizontal alliances, market shares and marketing channels. The findings indicate that brand-name operation and management account for the most important element in key successes for publication conglomerate operation. The research methodologies mentioned in this thesis can be applied in other media domains so as to assist the development of decision making process with the pursuit of vital operational guidelines. |
