| 摘要: | 發展與繁盛，為傳統報紙媒體開創一條新路，相對於網路電視新興媒體，報紙是衰退期的產品，然而台灣的捷運系統每年有10%以上的正成長，帶動週邊房產、商店及消費新市集的繁榮與成長。
台北每天捷運族已近130萬人次，並隨著新捷運路線、機場捷運、高鐵、雪山快速路，三鐵共構等形成一個正成長性新興市場。透過1. 捷運報經營者、主管、廣告公司、廣告主的深度訪談；2. 捷運報的內容分析；3. 捷運族群的問卷訪談，分析歸納主要結果如下：
一、 2000年～2003年捷運報新興起競爭者少，生存較易，此一時期新生的捷運報紙稱原生捷運報。2003年～2006年聯合報系、中時報系、民眾日報、大成報發行的捷運報紙稱衍生捷運報；2003年～2005年原生捷運報相繼倒閉，12家倒閉9家；2004～2005衍生報陸續退出；直到2006年5月～6月土城線通車，中時、聯合、蘋果日報大舉投入捷運系統贈閱。
二、 原生捷運報像市民報、風報等財務背景不夠，人事費與印報費支出多，發行又沒收入，內容及發行經驗與人力不足，生存難續，而衍生報的背後有大的母報支撐，但卻以宣傳母報為目的，並沒有站在一個新興媒體市場觀點去經營，十分可惜，捷運族群確實有130萬人非常集中的生活消費群，而且還陸續成長中，應視為比母報更高成長市場，預計2008年每天有250萬人以上的搭運量。
三、讀者對捷運報的需求：是期望一份有特色的報紙，和現有的傳統報紙不一樣的報紙，就內容與版面需求、並沒有符合與滿足捷運族需求。
四、 捷運報有好的前景，但必須重視消費者與市場調查，並從區隔化、定位化、資料庫化、多元化媒體經營角度去面對。從跨媒體整合與捷運成長的需求契合，必能開創捷運媒體新紀元。
五、 捷運報紙除區隔化、聚焦化外，更應掌握媒體潮流與經營管理，重視地方新聞，人才的培訓和全球化視野與聚合化。
The main purpose of this research is to understand how The MRT -Daily operate to survive and flourish and create a whole new way for traditional newspaper to follow. Compared to new type of media such as the internet and television, newspaper is a declining product. However, the MRT system in Taiwan is growing above 10% every year, making the surrounding real estate prosperous.
The average amount of people who take the MRT every day is close to one million, three hundred thousand people and with the coming of new MRT routes, MRT routes of airport，MRT routes of Taipei- Tucheng，new-railway，a new market is formed.
Through the analysis of the following,
1. the interview of one who operates the MRT -Daily and one who operates commercial companies and its clients
2. the analysis of the contents of the MRT -Daily
3. the questionnaires of the people who take the MRT
Here are the results:
1. Between the years of 2000～2003, it is easy for the MRT –Daily to survive because of less competitors. Professor Lo named the new the MRT -Daily，The Inborn MRT –Daily. Between the years of 2004～2006, the MRT -Daily of the United- Daily，the China-News，the People-Daily news， are called the Derivative MRT –Daily. Between the years of 2003～2004, the Inborn MRT -Daily became bankrupt, there were three out of twelve newspaper companies remaining. Between the years of 2004～2005, the Derivative MRT -Daily died out. Starting from May～June, 2006, due to the opening of the new MRT routes line Tucheng-Station in Taipei, the China-News，the United-Daily，the Applpie of Apple- Daily，the Commercial-Times，the Economic-Daily News，the Minsheng-Daily joined the market by giving out free newspapers.
2. Newspapers such as the Inborn MRT -Daily，the Civic-Daily，and the Fashion-Daily，their financial background is not stable, their money on human resources and free distribution of newspapers is too much. the distribution of these newspapers brings no income, they don’t have enough experience nor enough people to deal with the newspapers’ contents or publishing, therefore it’s hard for them to survive. On the other hand, behind the Derivative MRT -Daily, there is Headquarter supporting them, their first priority is Headquarter, but they do not see things in the perspective of a market for a new type of media and their management of funds and management of human resources is not good enough.
3. The people who take the MRT, their expectation for the MRT -Daily is that they want a newspaper that is distinct, which is different from traditional newspapers. The contents of the MRT -Daily does not meet the expectations of the people who take the MRT.
4. The MRT -Daily has good prospects, but it needs to put emphasis on consumers and the market and manage things in the perspective of multimedia. Cross media integration and the needs of the growth of the MRT can create a new era for the MRT media.
5. Besides distinction and focusing, the MRT -Daily should take a hold of the latest trends and focus on management, training of employees, and globalization. |
