兒童繪本在台灣是六○年代新興起的書種，由於政府及民間相繼投入推動，以及政經環境、教育環境、閱讀觀念、印刷技術、創作人才等各方面的條件成熟，近年來兒童繪本逐漸成為台灣童書出版市場的主流，業者從翻譯外版繪本到投入創作出版，作品逐漸進入國際市場。本研究目的即在於從經營模式的三個構面：資源能力整合、價值創造、獲取利潤三者間的交互影響，來探討台灣兒童繪本業者的經營模式，俾提供業者在實務運用之參考。本研究採多重個案研究設計，秉持三角檢測法，多方蒐集個案之事實資料並進行深度訪談；首先完成單個案整理，接著以經營模式的三個構面：資源能力整合、價值創造、獲取利潤為基礎，進行跨個案比較分析；再從多個案之共同經驗中，建構台灣兒童繪本業者有效參考之經營模式並建立命題。本研究歸結出以下五種台灣兒童繪本業者之經營模式：其一是出版外版翻譯繪本，在台灣發行銷售；其二是出版台灣本土創作繪本，在台灣發行銷售，並外銷國際版權；其三是出版台灣本土創作繪本，在台灣發行銷售，並外銷海外華文市場；其四是出版中外合製繪本，在台灣發行銷售，並外銷國際版權；其五是出版中外合製繪本，在台灣發行銷售，並外銷國際版權及成書。基於研究發現，研究者提出後續研究以及實務運作上關於經營管理的建議。 Picture books burgeoned in the 1960s. Due to the government’s devotion, enterprise promotion and along with better economic, educational and publishing conditions, Picture books have become the mainstream in children’s literature. Furthermore, publishers make a quantum leap to forge the atmosphere of creating instead of translating English into Chinese. Consequently, picture books have made a splash in international market. This research aims to discuss three aspects of business models, which encompasses resource integration, creating value and gaining benefits. By way of interactions, the discussion on business models of picture books in Taiwan may furnish publishers with a practical way. This research took multi-case studies, utilizing tri-angulation and multiple sources of evidence to make in-depth interviews. Single case studies were used and evaluated according to the three business aspect models. These models, resource integration, creating value and gaining benefits were all inter-related. It was later cross-examined and culled from these cases to construct a business model of picture books as a specific reference for publishers. To summarize, there are five business models of picture books in Taiwan. The first is publishing translated children books and marketing them in Taiwan. Secondly, publishing and marketing Taiwanese picture books in Taiwan and export them to international copyrights. Thirdly, publishing and selling Taiwanese picture books in Taiwan and to an overseas market. Fourthly, publishing joint-venture picture books and marketing them in Taiwan as well as overseas while exporting them with international copyrights. Based on the research found, subsequent research and suggestions on practical aspects management can be specified in this paper.
