隨需列印商務的網路銷售探討－以大專用書爲例

當寬頻網路的普及、資訊網路技術快速發展，臺灣網路書店的整體架構目前也已經發展的相當成熟，其次數位印刷生產機制(POD)的發展也是其中一項，這個數位印刷生產機制流程亦可稱爲隨需列印商務或POD(Print On Demand)。隨著網際網路時代的來臨，網路書店的興起之下，使得人們的購書習慣已經受到了莫大影響，消費者已開始接受使用虛擬的網路書店來購書，因此包括出版社、總經銷商、實體書店等傳統通路成員，本身都已架設自家的網路書店來整合並加強原有通路的功能；數位印刷生產機制(POD)的多元化，也帶動了出版市場的新商機，而結合網路書店的出版形式就是其中一項主要的新商業發展模式。因此，在本研究中將探討大專用書及專業工具書的出版社要如何結合數位印刷生產機制(POD)與網路書店的經營模式，才能在競爭激烈的網路書店中以低成本、零庫存、低風險的優勢脫穎而出，進而讓更多專業性、學術性、知識性、具閱讀教育價值的小眾教材也能順利出版，奠定市場發展的基礎。

關鍵字

數位印刷生產機制；隨需列印；網路書店；先賣再印刷；隨需印書

並列摘要

While wideband network become popular and Internet technology develop rapidly, the framework of online bookstore in Taiwan is already more mature at present, and then development of POD is one of which. As the age of Internet comes and online bookstore rises and develops, people's customs of buying books are influenced greatest, so customers begin accepting to use the virtual online bookstores. For this reason, the members of traditional sale route, like publishers, dealers, and bookstores, set up their own online bookstore to integrate and strengthen the function of original route. Diversification of POD also brings the new business chances for publishing market and the publishing form of combining POD with online bookstore is the main among new business development model. According to above, this study will investigate the publishers, publishing undergraduate textbooks and professional reference books, how to combine POD with the operated model of online bookstores and to stand out in the keen competition of online bookstores, for the advantageous position is low-costs, non-stock, and low-risk. Through this way, we hope the teaching materials including professional, academic, knowledgeable, and the value for reading for small group also publish successfully to establish the foundation of markets development.