| 摘要: | 出版社之經營管理為出版學的研究重點之一，其各種經營理念亦為業界與學術界所常常討論的一個問題。本論文即以「台灣文人出版社」為對象，分析作家文人跨業經營出版社之動機、模式與其演變，並探究作家文人之理想性格對其經營管理模式的影響，試圖從經營管理的角度，勾勒出台灣文人出版史的初步輪廓，並推測台灣「文人出版」傳統未來可能之發展。 本論文以文獻探討與深度訪談的方式進行研究。首先從相關文獻的回顧中，依文人參與出版的模式發展歷程區分為「家庭手工業式的自費出版模式」、「小型文學書的專業出版模式」、「以市場為導向的綜合出版模式」與「分裂繁殖或策略聯盟的經營出版模式」等四種類型，然而這四種類型卻非反推亦然的區分——換言之，這四種類型之文人出版模式的出現時機並不侷限於某特定時代，反而更多的時候是齊存並現，各營其道。其後則使用開放式的問題，針對主持後三種文人出版社經營模式類型的作家出版人進行深度訪談，並依序從「組織編制」、「書種規劃」與「營銷管理」三個面向分析其間的異同。 研究發現，台灣之文人出版社在資本主義市場法則的運作下，亦無法自外於商業化的潮流。曾以創作上的「拒絕沉默」精神為戰後台灣出版社濫觴與主流之文人出版社，隨著社會與出版環境的推移改變，大多展現擴及純文學出版領域以外的企圖心，且其負責人之企業經營者身份的色彩亦有凌駕於其文人身份之上的趨勢。而少數因堅持理想性與獨我性而維持原有組織編制與文化之文人出版社，雖然維持了較為純粹的文人出版傳統，但是面對社會更多元的閱讀需求與同業間更加激烈的競爭，則淪處小眾邊緣的現實境地。
The operation and management of presses has been a focus of the study of publishing, and their management principles are also an often-talked topic in both academic and practical discussions. By on the one hand analyzing writers’ motives, presses’ operation models and historic development, and on the other hand investigating the effects of writers’ idealism on the presses they actually run, this thesis attempts, from an operation and management perspective, to sketch an preliminary historic profile of writers’ presses in Taiwan publishing history, and extrapolate their future development. The study adopts literature review and in-depth interview approaches. Four operation models are categorized from literature review in chapter one and chapter two: 1. publish at one’s own expense- household/handicraft industry publishing model 2. professional small-scale literature publishing model 3. market oriented and consumer book publishing model 4. division/proliferation and strategy alliance publishing model. Though diachronically categorized, the four models dose not stand for a vice versa necessity. That is, instead of being confined within any period of time, each model of writers’ press can appear synchronically. An open-ended questionnaire is compiled for the in-depth interview of the writers who are in charge of the presses of the last three models. Following three chapters compare and the contrast the answers of the questionnaire and respectively analyse them from the perspectives of organization, publishing arrangement, and marketing management. The research finds that, under the influence of capitalism, writers’ presses in Taiwan can not exclude themselves out of the trend of commercialism. In accordance with the change of social condition and publishing circumstances, most of the presses which initiated post-war Taiwan publishing in a refusal of silence reveal the ambition to extend their target beyond literature publishing. Meanwhile, the “writer executives” seem to outbalance “executive writers” gradually. Contrarily, though those few presses which have to keep their organization originally small to maintain the idealism and theur idiosyncrasy continue a more pure writer publishing tradition, different reading requests of the plural society and harsh competition among publishers have realistically marginalized them minorities of publishers. |
