台灣主要報紙經營策略之分析：以《民生報》停刊為觀察點

The Management Strategies of Mainstream News Firms in Taiwan: The Closing of the Min Sheng Daily

本文首先分析台灣報業具多產品及異質性競爭的市場特性，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，反而使聯合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.