| 摘要: | 由於媒體的進步和女性議題的流行,各類資訊快速傳播,台灣女性雜誌出版社也蓬勃發展,尋求市場商機。有鑑於女性雜誌市場之競爭激烈,如何刺激消費者對雜誌的需求,創造最大商機,成為重要的議題。然而在過去的研究中探討女性雜誌行銷,配合內文編輯與消費者端之研究仍相當缺乏,因此本研究將兩者一起進行探究,配合廣告因素作探討。 本文採內容分析法,探討國人在閱讀雜誌時對雜誌內容之需求與目前市場之廣告走向,並以內容分析為研究基礎,配合問卷釐清消費端資訊與行銷通路現況,將研究發現作為其他雜誌出版社行銷上的策略、方針,增加市場業者參考價值。 內容分析發現152本樣本中,歐美國際中文版雜誌之廣告篇幅在整體廣告中偏多,不論廣告或內容,以《ELLE她》則數最多,其次是《VOUGE時尚》。但在廣告與內容比例上,《VOUGE時尚》的內容與廣告比約為1:2.5,是所有雜誌中比例最懸殊者;《Beauty大女人》之內容與廣告比約為1:1.5,於整體雜誌中屬於內容較多者。 調查分析發現,除其他雜誌外,所有女性流行雜誌中,以《Queen女人我最大》最受讀者與消費者歡迎,顯示其透過電視節目宣傳手法具有一定效用。另外,讀者閱讀雜誌的習慣為擷取重點項目閱讀,此與消費者在購買雜誌時會優先考量內容話題性與豐富性,具有相當關聯性,顯示編輯主題的重要性。 當女性消費者每月購買雜誌時,首先會考慮以美容保養與服裝題材為發展取向的雜誌,若配合豐富的內容與聳動的標題,並在雜誌通路的鋪排上以便利商店為主軸發展,則估計雜誌銷售可達到最佳效果。
Due to the advance of the media and feministic trends, competition within the female magazine market has become intense. Therefore, methods of stimulating consumer demand for magazines, and the creation of the most profitable business opportunity, have become an important subject for discussion. This study employs the method of content analysis in exploring the demand for magazine content and current market advertisement trends in the domestic population. Moreover, building on the foundation of content analysis, questionnaires are used as a complement to clarify consumer-side information and the status of marketing channels. The research found that within 152 samples, ＂ELLE＂ had the highest numbers regardless of advertisements or content, while ＂VOGUE＂ came in second. Within all the magazine samples, ＂VOGUE＂ had the most disparate content-to-advertisement ratio of approximately 1: 2.5. In comparison, “The Beauty Woman” was found to have a content-to-advertisement ratio of approximately 1: 1.5, and was generally higher in content than other magazines. From the results and analysis, it was found that aside from other magazines, ＂Queen＂ was the most well-liked among popular female magazines as rated by readers and consumers. In addition, readers tended to habitually read magazines by picking out key topics of interest. Thus, consumers will first consider the richness of the content and the appeal of magazine topics when purchasing a magazine. This highlights the importance of editing the content theme of the magazine. When female consumers make their monthly magazine purchase, they first consider magazines with the content themes of beauty, skincare, and fashion. By combining these themes with a rich content base and sensational cover story title, and by using convenience stores as the main sales channel, it is thought that magazine sales will be able to reach their highest potential. |
