數位閱讀對出版策略之影響

本研究主要目的旨在探討數位閱讀發展對閱讀文化、傳統出版策略產生的影響，與出版社對數位出版之態度研究。透過與業界從業人員訪談，了解臺灣出版策略與現況發展，釐清傳統出版產業面對數位出版之問題點，再依據研究結果，提示出版策略轉型的發展方向。研究結果發現，閱讀行為與適當載體選擇的關聯程度極高，讀者會依據功能導向選擇適當載體。具時效性的訊息內容將會逐漸轉移至網路線上服務，以供快速查詢；而長時間閱讀或作為收藏的出版品，讀者則仍然偏好紙本書籍。　　依據本研究結果，出版策略轉型發展方向建議如下：(1)圖書出版業者必須重新找到各項產品在數位媒體與紙本媒體中的定位，辨認因應不同需求的最佳形式為何，再根據功能導向和市場屬性決定出版品的載體選擇。(2)透過降低或管制紙本書籍出版總量的方式，減少庫存負擔與價格過度競爭問題，與物流通路經驗完整的平台商密切合作，增加產品能見度。(3)必須建立與國外接軌的數位版權管理制度，督促政府單位設立合理、嚴謹的相關法條。(4)積極培養數位出版技術人才，利用臺灣的出版市場的高自由度優勢，協助國內作者、編輯與相關從業人員建立數位閱讀文化的國際視野。

關鍵字

數位閱讀；數位出版；出版策略

並列摘要

This study aimed to explore the influence of the development of digital reading on the reading culture and traditional publishing strategies, as well as the book publishers’ attitudes towards digital publishing. Through the interviews with the practitioners in the industry, the publishing strategies and current development in Taiwan were comprehended, and the problems that traditional publishing industry had while facing digital publishing were clarified as well. Furthermore, according to the research results, few recommendations for the development direction of the transformation of publishing strategies would be also suggested. The research results showed that there was a significant positive correlation between readers’ reading behaviors and their choices of the carriers of information: readers would choose appropriate carriers according to the functions of the information. Time-based information would be gradually transferred to the Internet as an online service for quick query, while paper books were still preferred by readers for long-time reading and collections. 　According to the research results, this study suggests the following recommendations for the development direction of the transformation of publishing strategies: (1) The book publishers have to re-find the role orientation of their various products both in the digital media and paper media, recognizing the best forms of their products according to different needs and determining the carriers of the publications according to their functions and market attributes. (2) By reducing or controlling the total number of paper publications, the burden of overloaded inventory can be released and the problem of excessive price competition can be solved as well. Moreover, by closely cooperating with market platforms with full experience in logistics and channels, the visibility of products can also be enhanced. (3) Urge the government agencies to set up reasonable and rigorous relative laws and regulations due to the necessity of a management system of digital rights that can be connected with the world. (4) Actively develop technical personnel of digital publishing. Utilize the advantage of the high freedom of Taiwan’s publishing market to help domestic authors, editors and related professionals to create an international perspective of the digital reading culture.