線上出版軟體運用於台灣網路印刷之效益研究

網際網路的出現加速了全球化競爭與產業經營方式的改變，新的科技應用與消費者需求也隨之改變，印刷產業進入二十一世紀後，隨著科技的快速發展，設備、流程軟體技術及行銷方式都演變成數位化，因此改變了傳統印刷的傳播價值鏈。近年來網路走向Web2.0虛擬分享與參與，網路印刷(Webto-Print)相關業者紛紛架設客製化的線上出版軟體，免費給予消費者在網路交易平台上使用，快速創造屬於個人的數位出版品、並按需求選擇合適的印刷方式複製。線上出版軟體對於消費者而言，使用上不需專業的編輯技能就能得心應手，且具有先出版在印刷的特性，透過線上交易平台線上出版軟體是達成印刷市場B2C的策略性工具，想必對未來印刷出版業創造無限的商機。以往印刷產業背負著傳統生產製造的包袱，而時代變遷印刷似乎已慢慢走向傳播服務了，如何結合IT科技、數位內容加值提升產業競爭優勢，都是本研究內容迫切探討的範圍。最終，本研究重點，期望以產業經營的角度出發透由深度訪談網路印刷(Web-to-Print)業者導入線上出版軟體後之效益與困境，並加以透由皮毛(PIMO)分析國內、外線上出版軟體的網站，交叉比對提供建議國內線上出版軟體缺乏的競爭因素；另外一方面透過波特(Porter)的五力分析界定使用後業者面臨的外在環境機會與威脅。提供未來預將導入線上出版軟體之業者企業內外部、研發技術團隊與隨選列印供應商經營策略之建議。

關鍵字

線上出版軟體Online Publishing Software ；網路印刷Web-to-Print

並列摘要

After entering 21st century, the printing industry is catching the fast development of new technology since the internet/network has been facilitated global competition and changed the direction of business running. The in- depth interview was conducted to those companies that offered the on-line publishing software. Plus the literature review from foreign and domestic information was gathered to analyze the advantages and disadvantages about the on-line publishing software to make some recommendation to the printers. Automation and digitalization ahs been changed the value chain of traditional printing. Through the network platform and the on-demand model, the web-to-print mechanism of combined printing and digital printing has been established. The on-line publishing software is free to all the consumers to download or use it on line for personalized publishing in the digital publishing. The software is easy to use and has user-friendly interface to allow consumers to edit via the publishing platform. This definitely is a good strategy of using the software for B2C or B2Cbusiness to create the great potential printing business. The printing industry should heading to the service industry to adopt the information technology and the digital content to build the added value for our clients.