本研究利用A個案公司為例，以新的思維觀點重新探討與建置現行二手書的經營模式，並利用創新的經營模式以社會公益的角度出發，在營利與公益之間，尋找雙贏的商業策略。建構一個以「舊書再購循環模式」為核心概念經營模式，並與結合電子商務結合，打造二手書新經營模式。本研究個案提供了創新的經營型態，未來期能結合更多獨立二手書店進行策略聯盟，提升再購率與營業額之增加，並共同推廣閱讀風氣。 而本研究在探討建構二手書交易平台經營的關鍵成功因素的構面、評估準則，層級架構以及權重體系，進而有助於平台經營者了解目前二手書店交易平台經營的關鍵成功因素有無需進行補強與改善。本研究結合兩種研究方法，一個是AHP層級分析法，一個是專家判斷法，並以此為基礎自編「二手書交易平台經營的關鍵成功因素」相對權重調查問卷，做為資料收集的工具。根據業界和學界22位專家填答問卷的結果，以AHP層級分析法進行資料處理分析。主要研究的發現如下： 1．在二手書交易平台經營成功關鍵因素的第一層級構面中，依重要性順序排列為「行銷交易面」、「財務管理面」、「吸引上游面」、「平台設計面」。其中「行銷交易面」的權重值最高，對二手書交易平台的永續經營扮演關鍵性的角色。2．二手書交易平台經營的成功關鍵因素：全體專家一致認為就16個子構面中，二手書交易平台經營成功關鍵因素最重要的5項排名依序為「提供顧客各種促銷活動及加值服務」、「提供便捷的訂購方式」、「異常貨件處理能力」、「穩定上升的獲利」、「平台的知名度」。 In this case study we explore new ideas to re-build the existing used book business model, and the use of innovative business models to social welfare point of view. That between the for-profit and public service, look for the win-win business strategy. Construct a ＂Used books cycle model＂ as the core concept of business model. And combine the e-commerce in used books to create a new business model. This case study provides an innovative operating pattern, with more independent view to the future of used bookstores strategic alliance to enhance the repurchase rate and the increase in turnover, and co-promote reading. And this study focuses on the key success factors and evaluating criterions of the online used-book store’s management. It also analyzes the hierarchy structure and weight system, in order to assist the online used-book store’s manager understands the current online used-book store key success factors need to be reinforced or improved. This study combines two approach - Analytic Hierarchy Process and Experts’ Judgment. The questionnaire design which base on these both approach, is a data collection tools. The key success factors conclusions from this paper are as below: 1. The key success factors in the first-level of online used-book store’s management structure which arranged in order of its importance are “marketing and business deal”, “financial management”, “attract the upstream”, and “website design”. Marketing and business deal, the highest weight value, plays a key role in online used-book store’s management.2. The top 5 key success factors of online used-book store’s from 16 equations are: ＂to provide customers with a variety of promotional activities and value-added services ＂, ＂provide convenient ways to order＂, ＂the ability to deal with returned purchase＂, ＂ a steady increase in profit＂ and ＂website’s popularity＂.
