臺灣兒童雜誌創新商業模式之探討－以K學習雜誌為例

Abstract

本研究探討的議題是臺灣兒童雜誌的商業模式，創新是企業提升競爭力並得以永續經營的關鍵，故採個案研究探討臺灣兒童雜誌創新商業模式，研究個案選擇K學習雜誌，利用Osterwalder and Pigneur（2010）所提出商業模式圖（The Business Model Canvas）來探討其商業模式的創新策略。除了文獻回顧的資料蒐集，另針對商業模式圖中以產品導向、目標客群導向、資源導向及財務導向等四面向之九個構成要素進行探討及半結構性深度訪談。個案商業模式中，最重要的要素是價值主張，是讓兒童閱讀有成效，養成閱讀習慣，並可以利用閱讀學習更多知識。在商業模式運行中，個案在電話行銷的創新轉型，在顧客服務、訂單業績管理具有關鍵影響，與KOL合作團訂的創新銷售模式、統一定價掌握銷售通路、複製成功經驗拓展銷售通路帶入收益流，讓營收有突破性成長。研究發現進行多點創新是個案商業模式成功的關鍵，本研究並據以提出兒童雜誌發展應持續針對教育發展及兒童需求做好產品研發、品牌行銷發展多角化經營、商業模式持續創新、數位轉型發展數位創新能力及政府積極輔導出版產業等建議，提供臺灣兒童雜誌出版經營及後續研究的參考。This study explores the business model of Taiwan children's magazines. Innovation is the key to enhancing the competitiveness of enterprises and achieving sustainable operations. Therefore, a case study is to discuss the innovative business model of Taiwan children's magazines. This study chooses K-Learning Magazine and uses the Business Model Canvas proposed by Osterwalder and Pigneur (2010) to discuss the innovation strategy of its business model. In addition to the data collection of the literature review, this study also conducted discussions andsemi-structured in-depth interviews on the nine constituent elements of the four aspects of the Business Model Canvas.The most crucial element of the business model in this case study is the value proposition, which aims to enable effective children's reading, cultivate reading habits, and facilitate the acquisition of knowledge through reading. Within the operation of the business model, the case study underwent digital innovative transformations in telemarketing, which had a significant impact on customer service and order performance management. Additionally, the innovative sales model involving collaborations with Key Opinion Leaders (KOL) led to breakthrough revenue growth. Research has revealed that engaging in multiple innovations is a key factor for the success of the case study's business model.