印刷雜誌、數位雜誌與行動數位雜誌之市場區位理論分析

A Niche Analysis on the Competition among Print Magazine, Online Magazine and Mobile Magazine

本研究運用區位理論探討傳統印刷雜誌、數位雜誌以及行動數位雜誌的市場競爭關係，透過區位寬度、區位優勢以及區位重疊度等三種測量方式，並以閱聽人優使性主觀滿意度為基準。行動數位雜誌是較新的媒介類型，但是從本研究觀察，其與整個市場中之優勢角色（傳統印刷雜誌）沒有太高的區位重疊度，在區位優勢的方面也沒有優於傳統印刷雜誌。反而是行動數位雜誌一直與數位雜誌保持著高區位重疊度，表示此兩種媒介正處於激烈的競爭狀態。在區位優勢方面，行動數位雜誌並沒有優於數位雜誌。因此數位雜誌與行動數位雜誌業者應該考量針對不同媒介載具平台做出不同之內容設計，或許便會提高自身於整個雜誌市場中之競爭優勢。

This study adopted the niche theory as the theoretical framework to investigate the competition among print magazines, online magazines, and mobile magazines in Taiwan in terms of their niche width, niche overlap, and competitive superiority. An online survey was used to collect data for this study and 250 valid questionnaires were obtained. The data analysis showed that print magazine still occupied a better position in terms of niche width, niche overlap, and competitive superiority, but that strong competition existed between online magazines and mobile magazines. More detailed analyses were discussed in the paper.