運用Fuzzy AHP探討台灣出版業書系發展之關鍵成功因素

Applying Fuzzy AHP to Study the Key Success Factor of Publishing Business Development of Book Series in Taiwan

范惟翔(Wei-Shang Fan) ； 葉上葆(Shang-Pao Yeh) ； 張瑞鉉(Ruei-Shiuan Chang)

《商管科技季刊》 10卷2期 (2009/06) Pp. 327-363

https://doi.org/10.30083/CMQ.200906.0006

摘要

書系經營的目標在於創造書籍長銷的可能，基本上並不妨礙暢銷書的形成，其原始的構想係試圖在擁擠的市場中相互集結與拉拔，形成顯著目標以立穩腳跟，不致與目標讀者錯失接觸的可能性。書系是台灣獨特的出版現象，但書系概念在書店改變陳列方式的作法下，面臨了鬆動的危機，基於上述，本研究運用FAHP法，針對能參與出版業高層決策之專業經理人進行調查與分析，試圖找出台灣出版業書系發展的關鍵成功因素，研究結果爲（一）建立台灣出版業書系發展的關鍵成功因素指標之權重體系，由指標權重體系了解本研究六大標的構面與19項評估指標對台灣出版業書系發展的影響。（二）了解台灣出版業書系發展的關鍵成功因素指標權重值之意涵，權重值表示各項評估指標間的相對重要性程度，台灣出版業書系發展關鍵成功因素之六大評估標的構面中以「市場導向」(24.6%)的權重值爲最大，而在整體排序中前五項重要指標分別爲消費者需求(14.5%)、品牌形象(9.2%)、書系經理人(7.6%)、財務盈虧(6.9%)、品牌忠誠度(6.8%)，本研究建立之評估模式具有數理統計基礎，可作爲台灣出版業書系發展決策時整體與細部之重要參考依據，掌握成功的關鍵因素，妥善安排與規劃，以建立永續經營之利基。

關鍵字

書系 ； 關鍵成功因素 ； 模糊分析層級程序法

並列摘要

The goal that the book series business in creating the possibility that long sell of the books, does not hinder the forming of the best seller basically, its primitive idea is to attempt to concentrate and draw each other in the crowded market, form the goal of showing in order to be established, it is unlikely to lose the possibility contacted with goal readers by mistake. Book series is unique publication phenomenon in Taiwan, proviso department concept is it display practice of way to change in bookstore, face the loose crisis, because of being above-mentioned, use FAHP law in this research, carry on the investigation and analyse to the professional manager participating in the decision of the senior level of publishing business, attempt to find out the key success factor of publishing business development of book Series in Taiwan, the result of study is (1) Set up the weight of the key success factor of publishing business development of book series in Taiwan, understand by indicator weight of this research six heavy literary composition surface and 19 assessment indicator to the influence of publishing business development of book series in Taiwan. (2) Understand the indicator weight meaning of the key success factor of publishing business development of book series in Taiwan, weight value shows the relative importance degree among every assessment indicator, the weight of the key success factor of publishing business development of book series in Taiwan, 'the market orientation' (24.6%) is the first. but in an order wholly indicator respectively is consumer demand (14.5%), brand image (9.2%), the manager of book series (7.6%), financial profit and loss (6.9%), brand loyalty (6.8%), This research set up assessment way have mathematical statistics foundation, can as publishing business book series whole and important reference basis of detail when the decision of developing in Taiwan, grasp the key success factor, make appropriate arrangements and plan, in order to set up the niche for managed to forever.

並列關鍵字

Book Series ； key Success Factor ； Fuzzy Analytic Hierarchy Process

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