隨著網路頻寬及數位內容產業的蓬勃發展，大多數傳統雜誌業者必須重新面對新型態的電子雜誌商品開發及行銷通路規劃。但是，在消費者多已習慣紙本閱讀的方式之下，如何開發出新型態的商品，並提出吸引消費者購買的行銷策略，是業者所欠缺的。於是符合成本卻又具差異化的商品開發及產品行銷策略在電子雜誌的經營上更顯重要。 本文將針對臺灣電子雜誌之經營及行銷策略深入研究，並嘗試應用藍海策略及國外實際經營之相關數位內容產業相互比較，並分析其行銷模式及架構，以提供臺灣電子雜誌經營之策略建議與幫助。

The conventional magazine publisher is facing the different situation of developing a new type of electronic products and new selling channels. However, since most consumers are already used to ink-and-paper reading materials, it is hard to know how to develop a new line of products and find marketing strategies to attract the consumers. This shows that it is extremely important to develop new products which are unique and profitable; and it is equally important to establish new strategies to sell them. This study is focussing on the management and marketing strategy of Taiwanese digital magazine industry. It also compares the digital content industry with international experience with Blue Ocean Strategy. The model and structure of marketing are analyzed to offer suggestions and support to Taiwanese digital magazine industry.