電子出版品網路行銷應用之研究

近年來，從網際網路對人們帶來的影響，以及未來電子出版產業發展的趨勢來看，電子出版品要如何有效運用網路作為行銷的工具，以及使用何種工具進行網路行銷，吸引更多消費者，將是電子出版產業重要的課題之一。本研究藉由探討同、異業之間的合作方式、發展行銷時的障礙與解決方法，獲取未來發展方向與行銷趨勢。研究方法運用問卷調查法以及個別訪談法，透過訪談了解業界實際情況，藉由問卷知道讀者閱讀習慣及消費喜好，並結合兩者，提出分析與建議。研究結論分為六點說明，定價策略上，使用者最能接受的定價為六折，而業者間希望不要進行削價競爭；產品策略上，業者可以針對休閒、小說類型的電子出版品，多努力獲得授權，其他內容也希望越多越好，讓使用者有更多選擇；通路策略上，由於目前通路平台太多，應該要進行整合；品牌的經營方面，希望各家平台能找到屬於自己的定位；推廣策略方面，可以藉由影音，在大家最常使用的社群網站，進行推廣;建議政府能針對規格訂定相關法規，編列固定預算，以及業者間將網路行銷往虛實整合行銷的方向努力，更能吸引到消費者的注意，也會更受到消費者喜愛。

關鍵字

電子出版；電子商務；網路行銷；行銷

並列摘要

In recent years, from the Internet to the impact of people, as well as the future development trend of the electronic publishing industry, how to effectively use the network as a marketing tool, and using what tools for network marketing to attract more consumers, will be one of the important topics of the electronic publishing industry. This study explores the future development direction and marketing trend by discussing the cooperation between industry, and the obstacles and solutions in the development of marketing. In this study, research methods using the questionnaire survey and individual interviews, through the interviews to understand the actual situation of the industry, through the questionnaire to understand the reader's reading habits and preferences, combined with these, and put forward the analysis and recommendations. The conclusion is divided into six points. To pricing strategy, the user most acceptable pricing for the 60%, and the industry should not compete with price; To product category, publisher can focus on leisure, novel type of electronic publications, and get more authorization; To access strategy, the platform should be integrated; To brand management,we hope that the platform can find their own targeting; To promotion strategies, electronic publication can be promoted by audio and video; This study suggested that the Government can set laws about the electronic publications, and set a budget for electronic publishing industry. By the above, overcome difficulties can make the industry more vigorous.