台灣數位出版業者通路效益之研究

A Study of Distribution Channels of Digital Publishing Industry in Taiwan

王祿旺(Luh-Wang Wang) ； 吳香君(Shiang-Chun Wu)

《中華印刷科技年報》 2010 (2010/03) Pp. 423-438

https://doi.org/10.30153/JCAGST.201003.0030

摘要

在普及化的電腦設備以及網際網路技術的蓬勃發展下，數位資訊開始影響人們閱讀的模式，圖書出版也不在局限於紙本出版，人們漸漸接受數位出版品，不過數位出版在台灣發展多年，數位出版的銷售表現卻不如業者預期，因此本研究旨在探究國內數位出版業者之行銷通路現況與績效、行銷策略以及經營環境，藉由相關研究調查來了解台灣數位出版之發展方向，並釐清目前國內數位出版窒礙難行的原因與解決之道。研究結果顯示國內數位出版業者對於通路績效滿意度則反應在「適應性」構面上，而數位出版業者在規劃通路行銷策略上會取決於企業在數位出版的種類、角色不同而有所不同，並歸納出目前數位出版業遭遇的困境與問題，提出可能的解決方案，結果也發現多數受訪業者對於數位出版都有相當的企圖心，但目前礙於數位出版業通路模式的不確定性，以及消費者對於數位出版欠缺消費心態，且整個產業中欠缺整合以及領導的角色，使數位出版目前發展及推廣力道略顯薄弱，所以本研究建議數位出版行銷通路必須建立合適台灣的通路模式，才可以加速台灣數位出版產業。

關鍵字

數位出版 ； 通路效益

並列摘要

In the popularization of computer equipment and the vigorous development of Internet technology, digital information start to influence our reading model and people start to accept digital publishing gradually. Although digital publishing has developed many years in Taiwan, but the market hasn't grown to publisher's exception. Therefore, this research intends to investigate into the marketing channel, channel member performance, marketing strategies and marketing environment of digital publishing business. By realize the investigate of digital publishers to find out the blue print of digital publishing business in Taiwan, clarify the reasons for the slow growth and come up with the solutions. In our thesis, the result is shown that digital publishers the highest satisfaction of channel performance is ”Adaptability”. In addition, the result is also shown that digital publishing marketing strategies determine on their digital publishing type and their marketing role. From our research, we could find that most digital publishers are ambitious to promote digital publishing but restricted by uncertainty of the digital publishing industry's marketing channel model, and consumer have no desire to buy digital publishing. Furthermore, because of lacking of the integrator and leader in the digital publishing industry, the force of its development and promotion are slightly weak. Therefore, in accordance with the above-stated research result and findings, this study recommend that the marketing channel of digital publishing industry in Taiwan must establish an appropriate channel model to make the development of digital publishing industry in Taiwan more active.

並列關鍵字

Digital Publishing ； Channel Member Performance

參考文獻

Kotler, Philip、方世榮譯(2003)。行銷管理學。台北:東華。

王祿旺(2004)。圖書行銷通路及發展策略。出版界。71，38-43。

行政院新聞局(2007)。2007台灣數位內容產業年鑑。台北:新聞局。

任欣駿(2007)。台灣電子雜誌業者之經營策略研究(碩士論文)。世新大學圖文傳播暨數位出版學系。

林新倫(2005)。圖書行銷通路業務運作之調查報告。教育資料與圖書館學。42(4)，409-432。