連鎖書店的經營策略之研究－金石堂和誠品書店實案分析

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies) > Item 987654321/20635

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Title:	連鎖書店的經營策略之研究－金石堂和誠品書店實案分析
Other Titles:	Study of Operating Strategies by Chain Bookstores
Authors:	趙藹祥
Contributors:	出版學研究所陳信元;王士峰
Keywords:	金石堂;行銷通路;出版市場;競爭態勢;競爭策略;經營策略;連鎖書店;誠品 King stone;web bookstore;channel strategy;strategic move;operating strategy;publishing market;chain bookstore;Eslite
Date:	1999
Issue Date:	2015-05-12 13:32:56 (UTC+8)
Abstract:	書店在文化的傳承上扮演著資訊傳遞與販售的角色。照映書店類型的今與昔，傳統與現代，競相標榜大型連鎖，書店的蓬勃發展，內蘊為本土文化工業另一起流行文化的指標。書店，佔據的不僅是一地理空間，也象徵了部分的知識精英及閱讀大眾在都會生活中所嚮往的休憩充電場所，書店同時也是中外作家啟動作品敘事力量的重要通路。書店在一個現代的分眾社會，站在接近讀者的位置，最重要的意義在於：它是一座匯聚龐大的文化活水和行銷力量的學習空間，是出版業掌握資訊社會脈動的重要指標。綜析現階段書店產業環境的變化，可以大致歸納為幾個主要的方向： 1.大型連鎖店，不斷四處展店，立地區域朝社區化發展，大型分店與百貨公司、購物中心結合，複合化趨勢明顯，並籌畫股票上市上櫃 2.連鎖書店開放加盟，考驗書店經營與管理能力 3.構築大型化、自動化、專業化的物流體系，降低物流成本及書價 4.網路書店、便利商店（CVS）書籍販售通路趁勢而起 5.國外重量級文化複合性商店進駐台灣設店（FNAC）本研究旨在探討連鎖書店的經營策略，並以個案研究的方式深入驗証現今策略彼此間的相關性。個案的研究範圍是以書店業遽變的源頭「大型化、連鎖化、多元化─金石堂與誠品」為一組對象，對照書店的產業革新與發展。縱觀目前有關經營策略的研究，除了偏重在策略作為的描述及探討，僅有少數的研究能從策略本質去解釋為何採取該種策略，在現今連鎖書店與傳統書店優劣較勁十分激烈的時代，不少企業理論與策略學說的出爐，皆有助於尋索探源書店通路發展的理論依據，經由實地個案訪談了解策略運作的實務層面，以剖析存在於出版社、書店、經銷商、消費者四方面的互動關連性。希望透過文獻資料的蒐集與整理分析，探討台灣書店通路的經營軌跡與規劃，特別側重在複合式連鎖書店發展現況與未來趨勢的研究。由於目前國內對複合式連鎖書店經營策略、書店內外部空間構成之議題的研究相當不足。本論文的研究為突破初探層次，擬就書店經營型態的演進沿革，站在動態市場學及文化研究的論述基點，審視在下一個新世紀，，書店業經營策略規劃的結構法則，未來發展的競爭型態與態勢。綜上所述，本研究的目的主要有兩項：一、由經營策略的分析，來推論書店產業目前所重視的策略思考方向及未來成功的經營策略。二、經由訪談的研究方式，對目前書店產業的經營策略進行深入的描述。「下一個世紀的書店」是閱讀品味分眾多樣的流行閱讀指標，專業又有特色的連鎖書店，無遠弗屆的網路書店，小而美的獨立書店，尚未實現的夢想中書店.......。閱讀原本就是一場無終站的旅程，多類型的文化之旅。在通往理想中的書店旅途上偶遇，是件美好的事，尤其是在沒有足夠的時間和金錢去旅行的情形下。 Bookstores play the role of transmitting and transacting information in the heritage of culture. The prosperous development of bookstores implies an index of another wave of fashion culture of localized culture industry by the comparison of the their types in the past and as of today, tradition and modernization as well as the emphasis of up-scaling chain bookstores. More than simply a geographical space, a bookstore while providing a recreation and refreshing place for certain intellectual elite and the general readers in metropolitan life, also a key passage to initiate descriptive power by authors both at home and overseas. In a contemporary society highlighted with segregated population, a bookstore, as an access to readers, by offering a learning space to congregate enormously cultural vitality and marketing power, becomes one of the key indices showing how efficiently the publishing business controls over the movement of information community. Generally, the changes to the environment of current bookstores as an industry can be summarized in the following orientations: 1. Continuous expansion by up-scaling chain bookstores to serve the community by location; clearly defined compound attempts from the large branch bookstores to incorporate with department stores and shopping centers; and the ambitions for becoming a listed company, if not for over-the-counter. 2. Meeting new challenges of testing the management of operation capacities of chain bookstores open to the business style of contracted membership. 3. Building up up-scaling, automatic and professional retail system for cost and selling price reductions. 4. Emergence of web bookstore and convenience store; and 5. Invasion into Taiwan for setting up sales outlets by foreign heavyweight cultural compound stores (e.g. FNAC). This study attempts to explore into the operating strategies of current chain bookstores and to verity the correlation among those strategies by in-depth case study. King Stone and Eslite bookstores, both representing the origins of drastic transition of the industry of bookstores heading for up-scaling, chain operation and diversification comprise the set of subject for the case study in parallel with the revolution and development of the industry. In addition to focusing on description and exploration of strategies, very few of the prior studies related to operating strategies ever ventured to interpret by virtue of strategy why such a strategy was taken. In the relentless competition between traditional and modern chain bookstores, disclosures of various business theories and strategies are helpful in hunting for theories of passage development for bookstores to rely on. Within such a context, this study examines interactions among existing publishing companies, bookstores, dealers and consumers by fact finding of practical aspects of strategy application through field interviews with subjects of case study. Special emphasis are put on the current status and future development of compound chain bookstores in the collection and analysis of documentation and discussion of operating experience and planning of bookstore passages in Taiwan. Whereas there are limited study topics in terms of operating strategies of compound chain bookstores and composition elements of internal and external spaces, this study seeks for a breakthrough by looking into the structural laws of strategy planning of a bookstore and its future competition profile in the coming Century. The examination follows the history of the transition of business type of the bookstore in the key tones of mobile marketing and cultural study arguments. To sum up, there are two primary purposes of this study: 1. to derive from analysis of operating strategies those orientation of strategic thinking currently stressed by bookstores as an industry and their future operating strategies for success; and 2. to conduct in-depth description of current operating strategies of the bookstores as an industry by the approaches of interview.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies)

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