[[alternative]]Creating Currency and Publishing Strategy Marketing ModelingResearch Focus on Local Newspapers of Kaohsiung

[[abstract]] 本研究採個案分析方式，針對四家高雄地方報紙的出版策略行銷模式進行分析，探討業者如何因應在平面媒體一片虧損累累聲中，如何掌握閱聽人以及迷，運用行銷模式，配合流行脈動並創造流行，俾創造利基。研究過程，並以少年中國晨報夾刊六合彩明牌，在台灣平面媒體中因游走法律邊緣，吸引彩迷購買而賺錢的特殊案例作分析。 本研究以新聞工作者深入訪談及次級資料蒐集兩方面進行，並從相關報章雜誌、網站資料等整理歸納有關資料。 研究結果發現，平面媒體雖處嚴重虧損劣勢，但如掌握特殊族群的差異化營運策略，投「迷」之所好，掌握管理及行銷的「關鍵成功因素」，平面媒體仍有生存空間。最後提出四點建議：一、出版商及平面媒體應該要注意迷在形式上及心理上的趨勢。二、加強報導品質，強化迷及狂迷喜歡的新聞，適合他們的口味。三、避開強大對手的資源威力，立即開發有潛力的市場。四、應積極引進企業管理方式，聘請管理人才為報社把脈，俾扭轉乾坤。[[abstract]] This research adopted by case study, according to the publishing strategy and marketing modeling of four major Kaohsuing newspapers. Researching the managers how to adapt and run the newspaper properly, and how to handle the audience and fans. Using the marketing modeling with creating currency and social desire, they try to make profits and niches. During the process of study, I exemplified Youth China Morning Post, which carried with Liow-ho lottery as a special and successful case. In spite of struggling between legality and illegality, its strategy to comply with the social tendency has made it attract lots of lottery fans and bring in high profit to itself. Being as a senior journalist, I conducted my study by interviewing and collecting related materials from newspaper articles, magazines and network to prove my viewpoint. And I found that the critical success factors are how to handle the management and marketing. Although the flat media is always in the very bad condition, if the managers can apply the strategy of special differentiation of cultists and go with lottery fans’ interest, they can still survive under current dismal circumstance. In conclusion, I would like to propose four suggestions to run a newspaper successfully. First of all, publishers and the flat media agent have to pay attention to the lottery fans’ age structure and psychological tendency. Second, strengthen the papers quality, emphasize the lottery fans’ news and touch their mind. Third, promptly develop the potential market and avoid fighting against the mass capital. Finally, apply the proper management and appoint the right manager for the newspaper