2009年年會論文 -國際中文版女性雜誌「在地化」策略研究--從「在地切割」與「在地重組」的觀點出發
篇名
國際中文版女性雜誌「在地化」策略研究--從「在地切割」與「在地重組」的觀點出發
The Research of the “Localization” of the International Women Magazines-From the aspects of "cutting of localities"and "rebuilding of locality"
作者
郭詠萱
Kuo, Yung-Hsuan
中文摘要
本論文以「在地化」策略為研究主軸,並以「在地切割」與「在地重組」的觀點分析國際中文版女性雜誌在台灣市場之發展與經營。此外,本研究亦擴大「在地化」策略的內涵,歸納出「產品在地化」、「利潤在地化」、「生產在地化」、「管理在地化」之四個「在地化」面向,並透過本研究建構的26項「在地化」策略之具體操作指標,針對目前台灣市場上的13家國際中文版女性雜誌為研究對象,以資料分析法、問卷調查法與深度訪談法進行研究。

  本論文之研究問題分述如下:一、國際中文版女性雜誌當初來台的營運動機,以及目前如何營運與管理?二、國際中文版女性雜誌之「產品在地化」、「利潤在地化」、「生產在地化」、「管理在地化」等策略指標各是如何運作?其運作邏輯是否都透過「在地切割」與「在地重組」為基礎?

  研究發現:一、授權是最常使用的進入模式。二、國際中文版女性雜誌「在地化」已發展的相當成熟。三、「在地化」策略沒有固定的優先順序。四、「在地切割」與「在地重組」是「在地化」策略的運作邏輯。五、可依照來源國區分其「在地化」策略之不同。
英文摘要
The thesis is based on the “localization”, and from the aspects of “cutting of localities” and “rebuilding of locality” which also discusses about the international women magazines’ development and management in the market of Taiwan. In addition, the research expands the “localization”, and concludes the “localization of products”, “localization of profits”, “localization of production”, and “localization of management”, which is through the research to build 26 indexes, and to analyze 13 the international women magazines, and taking the document analysis, the survey of the questionnaire, and the in-depth interviewing to complete my research.

The research’s problems state as follows:
First, why the international women magazines came to Taiwan originally, and how to run and manage at present?
Second, how the international women magazines run “localization of products”, “localization of profits”,” localization of production”, and “localization of management”? And are they all based on “cutting of localities” and “rebuilding of locality”?

And the research has shown that:
First, licensing is the most common entry model.
Second, it is already developing matured that the “localization” of the international women magazines.
Third, there is no priority of the “localization”.
Fourth, the “localization” is based on “cutting of localities” and “rebuilding of locality”.
Fifth, according to country-of-origin recognize the differences of the “localization”.
中文關鍵詞
國際中文版女性雜誌,全球化,在地化
英文關鍵詞
international women magazines, globalization, localization
發表日期
2009.07.07
授權狀況
已授權