網路書店結合隨需列印商務經營策略之研究

Abstract

隨著資訊網路技術的快速發展，以及寬頻網路的日漸普及之下，使得人們的生活習慣與休閒娛樂方式受到了莫大的影響，隨需列印商務的發展就是其中一項。隨需列印商務的多元化，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發展的模式。因此，在本研究中將探討此種型態的產業要如何善用其優勢來經營，才能在競爭激烈的網路市場中脫穎而出，進而奠定其市場發展的基礎。 本研究旨在瞭解網路書店結合隨需列印商務的內涵與應用現況，然後分析其產業特性，進而規劃出網路書店結合隨需列印商務的經營策略。為達到研究目的。 本研究以秀威資訊科技公司做個案研究，並結合業界與學術界代表的意見，採深度訪談法進行研究，以得到目前產業發展的現況。之後再以Poter的五力分析將產業中潛在新進者的威脅、同業間的競爭、客戶的議價能力、供應商的談判能力與替代品的威脅以及SWOT分析來進行產業結構與內外在環境的分析，進而得到網路書店結合隨需列印商務發展的利基與困難點。 由上述研究結果歸納出適合的經營策略如下： 一、強化數位印刷科技與網路資訊科技的功能，讓印刷與網路出版流程更順暢。 二、發展虛實整合的電子商務經營模式，使網路書店的經營方式更完善。 三、建立完善的數位版權系統與交易機制，讓POD出版成為主流出版方式。Along with the fast development of the information network technique, and the gradual popularization of the broadband network, make people of living habit amuses a way with recreation to be subjected to great influence, the development of print on demand (the Print On Demand, call POD as follows) business is an among those item. The diversification of the POD business, also aroused the new business opportunities of the publication market, and combined the publication form of the online bookstore is a mode that mainly develops. Therefore, at this industry that studies lieutenant general to inquire into this kind of business how to handle its advantage to conduct, can outshine others in the network market competing vehemence, then lay the foundation of its market development. This research is understanding the content and the application conditions that the online bookstore combines the POD business, then analyzing its industry characteristic, then programing the management strategy that the online bookstore combines the POD business. For reaching to study the purposes, this research does case study by the show Wei information and technology company, and combines the opinion of the industry and academic circles representative, adopting the depth interview method to carry on a research to get currently industry a development of current conditions. After again with Poter five powers analytical industry in latent and new of threat, the same trade of the negotiation ability of the negotiation ability, supplier and the threat and SWOT of the substitute of the competition, customer analysis to carry on an industrial structure with inside and outside environment of analysis, then gets the online bookstore combines the POD business development of benifit and difficult. Be induced the management strategy for suiting as a result by the above-mentioned research as follows: 1. Enhance the function of digital printing science and technology and the network information science and technology, let printing to publish process with network smoother. 2. Develop the E-Commerce business model of the truth or falsity integration, make the management method of the online bookstore more perfect. 3. Build up perfect digital copyright system and trade a mechanism, let the POD publication become the main current publication method.

Keywords: POD(Print On Demand), online bookstore, the management strategy