在數位化浪潮之下，新聞媒體與雜業媒體轉型數位化為主要趨勢，然而，企業對於經營傳統與數位媒體該如何經營、建立品牌、跨平台等策略，尚無清楚脈絡可循，仍處於摸索狀態。過去相關研究上多著重於討論廣告、消費者忠誠等單一面向或個案，少有探討品牌之定位與策略的整體性，以及未來傳統、數位媒體的經營走向。因此，本研究以品牌角度切入，個別探討女性時尚與新聞雜誌領域中傳統與數位媒體，運用集群分析法之歐幾里德距離，搭配品牌形象調查分析、歸納品牌定位，並採用內容分析法討論品牌策略，研究主要探討以下三大目的: (1) 傳統雜誌與數位雜誌媒體之品牌定位；(2) 傳統紙本雜誌如何成功於數位環境中建立數位品牌；(3)數位媒體該如何打造其數位品牌並延伸其他平台。期望從相同領域的媒體中找出可循的品牌經營模式。
　　本研究討論品牌個案為女性時尚類雜誌媒體的VOGUE與Net-a-Porter；新聞類雜誌媒體的Bloomberg Business與VICE。研究結果顯示，相同領域的傳統雜誌媒體擁有相似的數位化模式，如全媒體整合、整合業務至單一入口、Youtube視頻策略等，能幫助女性時尚與新聞之傳統雜誌更有效地數位化。同時，亦發現數位媒體品牌於經營時，務必審慎思考其商業模式，如雜誌媒體與電子商務之結合、核心業務輔助媒體經營等，可靠的資金來源是不可忽視的關鍵，並依據數位能力特色延伸其品牌，如數位視頻延伸至傳統電視等。本研究的貢獻分為兩層面，學術上，本研究同時以企業與消費者角度分析品牌定位，並以完整的品牌經營思路討論，進一步提供更全面的探討；實務上，為女性時尚與新聞領域媒體，找出傳統媒體的數位化模式與數位媒體的經營方式，具有參考價值。

In digitization world, the trend of news and magazine media is to transform. However, Companies still have no clue how to manage traditional brands and digital media in media industry. Exiting literature mostly focused on one aspect or case in terms of advertising and consumer loyalty. The discussion of brand positioning and brand strategy still lacks for traditional or digital media strategy. Thus, this research uses the viewpoint of branding to discuss the traditional and digital media of women fashion and news magazines. We use Euclidean distance of Cluster Analysis, branding image survey on brand positioning, and content analysis. The aims of study are: (1) the brand positioning of traditional magazine and digital magazine, (2) how traditional magazine build digital brand on the Internet, and (3) how digital media build digital brand and extend to other platform.
　　This research selected VOGUE, Net-a-Porter, Bloomberg Business, and VICE as the cases for analysis. The results showed traditional magazines have similar digitization strategy such as omni-media integration, business integration on one website, YouTube strategy on social media, and etc. This can help traditional magazines of women fashion and news become more efficient toward digitization. Furthermore, companies of digital media need to carefully consider business model; for example, the combination of magazine and e-commerce, core business support media, and etc. The most important factors for digital media are the money issue (resource) and the digital capability extension to other platforms (e.g., digital video to TV). In summary, academic contribution of this research is to focus on brand positioning based on consumers and company viewpoints. The managerial implication is to discover the business model of management for traditional and digital media of women fashion and news companies.

目錄
目錄	I
圖目錄	III
表目錄	IV
第一章	緒論	1
第一節	研究背景	1
第二節	研究動機	5
第三節	研究問題	7
第四節	研究目的	8
第二章	文獻探討	11
第一節	雜誌產業	11
第二節	品牌定位	15
第三節	品牌策略	22
第三章	研究方法	31
第一節	概念性架構	31
第二節	集群分析	32
第三節	內容分析法	36
第四章	資料分析	42
第一節	資料收集	42
第二節	樣本分析	43
第三節	品牌定位	47
第四節	品牌策略	68
第五章	結論	101
第一節	研究結論	101
第二節	學術與管理意涵	103
第三節	研究限制	104
參考文獻	106
附錄	113


圖目錄
圖1-1 2015上半年雜誌產業觀眾數與各平台成長率	3
圖2-1 美國新聞類雜誌售出廣告頁數	12
圖2-2 品牌定位和品牌識別	19
圖2-3 品牌定位策略架構	20
圖2-4 策略性品牌分析	23
圖2-5 品牌決策步驟	24
圖2-6 四種品牌策略	24
圖2-7 全球性品牌規劃	25
圖2-8 全球品牌策略規劃模型	27
圖2-9 3i模型	28
圖3-1 研究概念性架構圖	32
圖3-2 產品品牌定位之方法	33
圖3-3 內容分析法觀念架構	38
圖3-4 內容分析法步驟	40
圖4-1 VOGUE的品牌稜鏡	55
圖4-2 Net-a-Porter的品牌稜鏡	56
圖4-3 Bloomberg Businessweek的品牌稜鏡	64
圖4-4 VICE的品牌稜鏡	65


表目錄
表1-1 2014年五大類別雜誌之觀眾人數成長率	4
表2-1 雜誌產業文獻整理	14
表2-2 品牌定位之元素	21
表2-3 品牌策略之元素	30
表4-1 傳統領域之女性時尚雜誌企業公開資料	45
表4-2 數位領域之女性時尚雜誌企業公開資料	45
表4-3 傳統領域之新聞雜誌企業公開資料	45
表4-4 數位領域之新聞媒體企業公開資料	45
表4-5 女性時尚類之人口統計表	46
表4-6 新聞類之人口統計表	46
表4-7 傳統女性時尚類計算距離與品牌形象相似度	47
表4-8 數位女性時尚類計算距離與品牌形象相似度	51
表4-9 傳統新聞類計算距離與品牌形象相似度	57
表4-10 數位新聞類計算距離與品牌形象相似度	59
表4-11 VOGUE與Net-a-Porter品牌定位比較	67
表4-12 Bloomberg Business與VICE品牌定位比較	68
表4-13 VOGUE與Net-a-Porter品牌策略比較	98
表4-14 Bloomberg Business與VICE品牌策略比較	100

參考文獻
一、中文文獻
1.王石番(1991)，傳播內容分析法——理論與實證，台北：幼獅。
2.李美華譯，Babbie, E. R.著 (1998)，社會科學研究方法，台北：時英。
3.歐用生(2003)，課程典範再建構，高雄：麗文。
4.陳佩秀譯，Mariotti, J.著 (2001)，Smart MBA 自修手冊2：品牌，台北：遠流。
5.彭建彰、呂旺坤(2005)，品牌行銷與管理，台北：華泰文化。
6.游美惠(2000)，內容分析、文本分析與論述分析在社會研究的運用。調查研究，8，5-42。
7.傅萊煦譯，Ries, A., & Trout, J. 著 (2003)，定位策略，台北：滾石文化。
8.楊孝濚(1989)，內容分析：社會及科學研究法，809-831。台北：東華。
9.閻沁恒(1967)，傳播內容之定量分析與定質分析。新聞學研究，1，305-323。


二、英文文獻
1.Aaker, D. A. (1991). Manage Brand Equity. NY: The Free Press.
2.Aaker, D. A. (1996). Building Strong Brand. NY: The Free Press.
3.Aaker, D. A. (2002). Building strong brands. London, England: Simon & Schuster.
4.Aaker, D. A., & Joachimsthaler E. (2002). Brand Leadship. Free Press.
5.Aaker, D. A. & Shansby, J. G. (1982). Positioning your product. Business Horizons, 25(3), 56-62.
6.Adomaitis, A. D., & Johnson, K. P. (2008). Advertisements: Interpreting images used to sell to young adults. Journal of Fashion Marketing and Management, 12(2), 182-192. 
7.Albarran, A.B. (2014). Assessing the Field of Media Management and Economics Research: Looking Back, Looking Forward. Palabra Clave, 17(4), 1025-1040.
8.Andsager, J. L. (2003). Understanding women's magazines: Publishing, markets and readerships. Journalism and Mass Communication Quarterly, 80(4), 1001-1003. 
9.Armstrong, G., & Kotler, P. (2002). Marketing: An Introduction. Upper Saddle River, NJ: Prentice Hall.
10.Arnold, D. (1992) ,The Handbook of Brand Management. Mass: Addison- Wesley.
11.Arnott, D. (1992). Bases of financial services positioning. Unpublished PhD thesis, Manchester Business School, Manchester.
12.Babbie, E. R. (1975). The Practice of Social Research. Belmont, CA: Wadsworth.
13.Bailey, L. R., & Yoo-Kyoung Seock. (2010). The relationships of fashion leadership, fashion magazine content and loyalty tendency. Journal of Fashion Marketing and Management, 14(1), 39-57. 
14.Barnes, S. J., & Mattsson, J. (2011). Exploring the fit of real brands in the second Life virtual world. Journal of Marketing Management, 27(9-10), 934. 
15.Barry, B., & Phillips, B.J. (2015). The Fashion Engagement Grid:Understanding Men’s Responses to Fashion Advertising. International Journal of Advertising.
16.Berelson, B. (1952). Content Analysis in Communication Research. NY: Free Pres.
17.Blankson, C., & Kalafatis, S. P. (2001). The development of a consumer/customer-derived generic typology of positioning strategies. Journal of Marketing Theory and Practice, 9(2), 35-54. 
18.Cartwright, D. P. (1953). Analysis of Quailtative Materials. Festinger, L. & Katz D. (eds.). NY: Holt Rinehart and Winston.
19.Cravens, D. W. (1987). Strategic Marketing (2nd ed.). Homewood, IL: Richard D. Irwin.
20.DiMingo, E. (1988). The fine art of positioning. The Journal of Business Strategy, 9(2), 34. 
21.Dovel, G. P. (1990). Stake it out: Positioning success, step by step. Business Marketing, 75(7), 43. 
22.Esteban-Bravo, M., Múgica, J. M., & Vidal-Sanz, J. M. (2005). Optimal duration of magazine promotions. Marketing Letters, 16(2), 99-114.
23.Esteban-Bravo, M., Múgica, J. M., & Vidal-Sanz, J. M. (2009). Magazine sales promotion. Journal of Advertising, 38(1), 137-146.
24.Flamiano, D. (2002). The girl on the magazine cover: The origins of visual stereotypes in american mass media. Journalism and Mass Communication Quarterly, 79(1), 226-227. 
25.García-Álvarez, J., Puente-lozano, P., & Trillo-santamaría, J. (2014). Representing spain: Cultural image and geographic knowledge in national geographic's articles on spain (1888-1936). Geojournal, 79(5), 539-556. 
26.Gatignon, H. (2003). Statistical analysis of management data. Boston: Kluwer Academic.
27.Gensch, D.H., & Javalgi, R.G. (1988), Issues and advances in product positioning models in marketing research. Mathematical and Computer Modeling, 10(12), 929-949.
28.Graham, G., & Greenhill, A. (2013). Exploring interaction: Print and online news media synergies. Internet Research, 23(1), 89-108. 
29.Grove, S. J., Carlson, L., & Dorsch, M. J. (2007). Comparing the application of integrated marketing communication (imc) in magazine ads across product type and time. Journal of Advertising, 36(1), 37-54. 
30.Guenther, M. (2011). Magazine publishing in transition: Unique challenges for multi-media platforms. Publishing Research Quarterly, 27(4), 327-331.
31.Guidone, L. M. (2000). The magazine at the millennium: Integrating the internet. Publishing Research Quarterly, 16(2), 14-34. 
32.Ham, C., & Lee, H. (2015). Internet media personality: Scale development and advertising implications. International Journal of Advertising, 34(2), 327. 
33.Hanna-Kaisa Ellonen, & Kuivalainen, O. (2008). Exploring a successful magazine web site. Management Research News, 31(5), 386-398. 
34.Hedman, U., & Djerf-PierreThe, M. (2013). Embracing the social media life or creating a new digital divide. Digital Journalism, 1(3), 368-385.
35.Jane Lu Hsu, & Roxy Hsien-Chen Mo. (2009). Consumer responses to incomplete information in print apparel advertising. Journal of Fashion Marketing and Management, 13(1), 66-78. 
36.Kapferer, Jean-Noel. (1992). Strategic Brand Management: New Approaches to Creating and Evaluation Brand Equity. NY: Free Press.
37.Keller, K. L. (1998). Strategic brand management: Building, measuring, and meaaging brand equity (2nd ed.). NJ: Prentice hall.
38.Keon, J. W. (1983). Product positioning: TRINODAL mapping of brand images, ad images, and consumer preference. JMR, Journal of Marketing Research, 20(4), 380. 
39.Kerlinger, F. N. (1986). Foundations of behavioral research. NY: CBS.
40.Koschat, M. A., & Putsis, W. P.,Jr. (2002). Audience characteristics and bundling: A hedonic analysis of magazine advertising rates. JMR, Journal of Marketing Research, 39(2), 262-273. 
41.Kotler, P. (1999). Marketing Management – An Asia Perspective (2nd ed.). NJ: Prentice Hall.
42.Kotler, P. (2000). Marketing Management, Millenium edition. Upper Saddle River, NJ: Prentice Hall.
43.Kotler P., & Armstrong G. (1993). Marketing: An introduction. Englewood Cliffs, New Jersey: Prentice Hall.
44.Kotler, P., Kartajaya, H., & Setiawan, I. P. (2010). Welcome to Marketing 3.0.Marketing 3.0 From Products to Customers to the Human Spirit, NY: John Wiley & Sons.
45.Kracauer, S. (1952). The challenge of qualitative content analysis. The Public Opinion Quarterly, 16(4), 631-642.
46.Krippendorff, K. (1980). Content analysis: An introduction to its methodology. Newbury Park, CA: Sage.
47.Krippendorff, K. (2004). Content Analysis: An Introduction to Its Methodology. Sage Publications Inc.
48.Kusuma, M. (2014). Does culture tame the bunny? A content analysis of a global adult magazine. Qualitative Market Research, 17(1), 4-23. 
49.Laforet, S., & Saunders, J. (1999). Managing brand portfolios: Why leaders do what they do. Journal of Advertising Research, 39(1), 51-66. 
50.Neuman, W. L. (1997). Social research methods: Qualitative and quantitative approaches (3rd ed.). Boston: Allyn & Bacon.
51.Magee, R. G. (2013). Can a print publication be equally effective online? testing the effect of medium type on marketing communications. Marketing Letters, 24(1), 85-95. 
52.McCabe, M. (2013). Media: Magazines still stranded between print and digital. Campaign, 25.
53.Moeran, B. (2010). The Portrayal of Beauty in Women's Fashion Magazines. Fashion Theory: The Journal of Dress, Body & Culture, 14(4), 491.
54.Porter, M. E. (1983). On Competition. MA: Harvard Business School Publishing.
55.Ries, A., & Trout, J. (1972). The positioning ear cometh. Advertising Age, 236-249.
56.Ries, A., & Trout, J. (1981). Positioning: The Battle for Your Mind. NY: McGraw Hill.
57.Rubin, R. B., Rubin, A. M., Haridakis, P. M., & Piele, L. J. (2000). Communication Research: Strategies and Sources. Belmont, CA: Wadsworth.
58.Sicco van Gelder. (2004). Global brand strategy. Journal of Brand Management, 12(1), 39-48. 
59.Smith, R. E., & Lusch, R. F. (1976). How advertising can position a brand. Journal of Advertising, 16(1), 37.
60.Stempel, G. H., Weaver, D. H., & Wilhoit, G. C. (2003). MassCommunicationResearchAnd Theory. Boston, MA: AllynandBacon.
61.St James, M., PhD. (2010). Female sports celebrities targeting female teenagers: A content analysis of magazine advertising. Journal of Business & Economics Research, 8(1), 1-13.
62.Temporal, P. (2002). Advanced brand management: From vision to Valuation. Singapore: John Wiley & Sons.
63.Thompson, M. (2014). Condé nast: A case of digital vanity. Econtent, 37(6), 26-28. 
64.Upshaw, L. B. (1995). Building Brand Identity: The Strategy For Success In A Hostile Environment. NY: John Wiley & Sons. Inc.
65.Urrutia, J. L., & Vu, J. D. (1999). Is it good or bad to make the cover of business week? Quarterly Journal of Business and Economics, 38(1), 64-76. 
66.van der Wurff, R. (2005). Business magazine market performance: Magazines for the agricultural, business services, and transportation sectors in the netherlands. Journal of Media Economics, 18(2), 143-159. 
67.Weber, R. P. (1990). Basic Content Analysis (2nd ed.). CA: Sage., 1-87.
68.Webster, F. E. Jr (1991). Industrial Marketing Strategy. NY: John Wiley and Sons.
69.Wimmer, R. D., & Dominick, J. R. (1991). Mass media research: An introduction. Belmont, CA: Wadsworth.
70.Wohlers, T. (2002). Internet editorial: Will magazines become obsolete? Rapid Prototyping Journal, 8(2), 126.