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"
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