以行銷觀點探討台灣時尚雜誌網站經營之研究

Abstract

近年來時尚雜誌市場競爭激烈，台灣的時尚雜誌數量卻不減反增，在數位時代下，考慮雜誌數位出版之前，許多時尚雜誌業者已善用網路工具為自己加分。本研究以「資訊提供能力」、「顧客服務機能」、「互動機能」、「個人化機能」及「行銷活動機能」五大面向對網站進行內容分析，針對分析結果再進一步深度訪談時尚雜誌業者，探討如何運用網站行銷，以及國內時尚雜誌業者實際經營網站的狀況如何。期望經由研究過程，能夠揭示出適合國內流行時尚雜誌業者的網站行銷策略。 本研究發現，台灣、日系及歐美系流行時尚雜誌業者對網站行銷機能採用情況並無明顯的差異，普遍而言，「顧客服務機能」及「個人化機能」為業者較重視的部份，「互動機能」及「行銷活動機能」則有待進一步的創新。而業者對網站經營之期望，主要可分為資訊提供、宣傳雜誌及營利三種的目的，卻因人力、成本、瀏覽量不足等限制，使網站經營面臨考驗。網站對雜誌達成之效益包含，一、推廣實體雜誌；二、延伸雜誌品牌以創造更多讀者；三、結合行銷活動增加收入來源。因此，雜誌業者若能善用新媒體科技，加強個人化機能，提供客制化服務，作為網站進一步轉型的初探性工具，方能藉此帶動足夠的網站流量，以期進一步整合電子商務功能，彌補實體雜誌之限制，網站亦能裨益雜誌品牌的延伸，兩者達成互利關係。It is hardly competitive in fashion magazines’ market in recent years, but the quantity of fashion magazines in Taiwan does not reduce, increasingly instead. At digit age, those who are involved in fashion magazine industry have already done the best to promote their products by using network before digital publishing their magazines. This research is concerned about “website marketing,” “how the fashion magazines’ managers designed their magazine websites” and “what’s the owners’ expects on their websites.” This work is trying to find out those answers by two methods: website analysis and in-depth interview. By website analysis, websites were estimated in five dimensions. We conclude that “information-supply,” “consumer-serving function” and “personalizing functions” are most concerned in designing magazines’ websites. However, lack of “community functions” and “sales-promotion performance” result in low page view. So managers have to be more innovative in designing websites, and map out practical internet retailer (in relation with its magazine’s character) strategies to reach a win-win situation.