1988年的解禁,为台湾报业市场打开了一扇亮窗,台湾报业从此进入了市场化发展趋势。然而长期的报禁和政府的放任态度,使得台湾报业管理机制处于瘫痪状态,开放的报业市场存在多种弊端。2003年的《苹果日报》登台,彻底暴露了种种弊端带来的不良后果,台湾报业出现了危机和尴尬。本文简要描述台湾报业的市场化历程和内在动因,着重阐述《苹果日报》进入台湾后对报业市场的冲击和威胁。 The lifting of the ban in 1988 opened a bright window for Taiwan’s newspaper market and Taiwan’s newspaper industry has since entered a market-oriented development trend. However, the long term ban on newspapers and the government’s laissez-faire attitude have paralyzed Taiwan’s press administration mechanism. There are many drawbacks in the open newspaper market. The “Apple Daily” in 2003 made its debut, thoroughly exposing the adverse consequences of various shortcomings, and the crisis and embarrassment of Taiwan’s newspaper industry emerged. This article briefly describes the marketization process and intrinsic motivation of Taiwan’s newspaper industry. It focuses on the impact and threats to the newspaper market after the entry of the “Apple Daily” into Taiwan.