出版產業在台灣已是個成熟的產業。但一般而言，近年來業者情況欠佳，卻始終一直吸引著很多年輕創業者不斷加入。本研究欲了解在經營條件不佳的情況下，對於一般出書、銷售書、閱聽書這幾個領域究竟有何比較創新的做法？其創新的想法如何產生的？如何在市場中發現機會，讓它變成事業？如何善用有利條件？經營模式有哪些組成因素及附加價值的產出有哪些類型？ 本研究採取多重個案研究設計，以出版事業經營模式創新程度較高者的個案為研究對象。運用多元的蒐集資料方法並檢視所蒐集的資料，之後，再從多個個案之共同經驗中分析結果中，萃取出共同的元素或要件，以建構出版事業創新經營的模式。旣供經驗知識的萃取之需，又供實務應用的參考。 本研究歸結建構出的經營模式，在出版書方面是「以讀者的需求來發展」「察覺出版產業的缺口」，站在消費者的角度，能更貼近消費者的想法，接受度更高；在銷售書方面是「經營顧客群明確」、「人脈經營」、「有感情的書店」，在經營目標中很清楚顧客群是哪些這些顧客群的需求是什麼？透過讀者的力量，口耳相傳，打開書店的知名度；兒童故事館方面是「摸索發展」「深度行銷」「寓教於樂、親子休憩」，它是個尚未成熟的產業及有待突破傳統的產業，在經營發展上仍處於摸索階段，存在一些經營上的風險，仍須經由時間的累積，逐漸修正經營方向。基於研究發現，研究者提出了後續研究以及實務上關於經營管理的建議。 Publishing has become a mature industry in Taiwan. General speaking, most of it keep running painstakingly but that still attracts lots of young entrepreneurs to join in. This study is explore the innovative measurements among publishing, selling, and the My Story Land from the following aspects: (1)How do they generate new ideas? (2) How do they find the opportunity in market and turn it into enterprise? (3) How do they make use of the advantage? (4) What type of component and value-added output do they have in business model? The study founds on multiple case study, the highly innovative case in publishing business model, to collect, examine, and analyze materials to generalize the key factors for building the innovative business model in publishing and for the reference of both theory and practice. The study concludes three business models: 1. In publishing books, standing on consumer's view and closing to their thoughts from the development of on-readers-demand and awareness-of-the-demand are more acceptable. 2. In selling books, explicit customer cluster, good interpersonal relationship, and touching bookstores are the way to understand customer's demand and through the power of word-of-mouth to build the brand awareness. 3. In the My Story Land, exploration and development, profundity marketing, amusement teaching and parent-child resting still takes time to adjust in management due to it's immature in business model and expected to breakthrough in traditional Industry. According to the findings of the study, the author makes suggestions for further research and relationship with management as well.
