|
The study of key factors of Internet publishing management-By
Yuan-lung Tsai-Advisor: Dr. Chao-Tung Wen1.MotivationBesides the
emergence and rapid growth of Internet, the multimedia display
and linking talent of WWW have made it a booming media.
Traditional media enterprises invested their resources to build
up web site and provide online services.To the traditional media
enterprises, such as Time-Warner and Dow Jones, the Internet is
a new arena. Entering the Internet market with their successive
experience in traditional media market, could they open the
Internet publishing market successfully? How did they transfer
t2.Research QuestionsIn this thesis, I will find out the key
factors of Internet publishing management, and distinguish the
key factors of the Internet publishing management from the key
factors of traditional media, the questions of this research
include:(1) What are the key factors of Internet publishing
management?(2) What is the difference of the key factors of
Internet publishing management between the ones of traditional
media management?(3) How do the characteristics of the Internet
influence the key factors of media management?3.
MethodologyStarting with the key factors of media management,
and concerning the effects of the characteristics of Internet, I
studied several current Internet publishing site, then derived
the conclusion.The research objects I chose include three
different business types, one is online newspaper, another is
online magazine, and the other one is online Encyclopaedia.4.
ConclusionThe key factors of Internet publishing management
include:(1) Find a definite niche of product, and serve the
needs of target readers.(2) Stress the real time or accumulation
of information even more(3) Internet publishing could break
through the geographical boundary, offering more international
information is the trend of Internet publishing.(4) Internet
publishing site should design various tools, such as front page,
site map, search engine, personal page, to make the site user-
friendly.(5) Internet publishing site should design various
interactive mechanisms, such as E-mail, online chat, online
discussing board, member service, to communicate with the
readers, and manage the reader community aggressively.(6) Human
resources, especially Internet professionals, matter. Web site
should employ full-time workers, include editors, authors, web
site producers, web site designers, and computer
professionals.(7) The resources of media group can support the
Internet publishing, such as content sharing, financial support,
brand name, promotion, and reputation.(8) Digital database and
digital production capability are core competence of the
Internet publishing.(9) Internet publishing should build up the
network of collaboration. There are three kind of companions,
one is content provider, another is ISP or Internet channel, the
other is technology support.Comparing the key factors of media
management and the ones of Internet publishing management, there
are three different states. Some factors, include product niche,
human resources, media resources, and outer resources, are
consistent. Some factors, include real time and accumulation of
information, market boundary, and technology, are modified. Some
factors, include community and user-friendly, are specific for
Internet publishing.
|