本研究主要目的在探討影響圖書出版業經營策略之外在環境因素。以郭廷群（1979）、王本耀（1982）及陳志明（1997）之環境變遷對企業策略選擇影響理論模式為本研究架構依據。 本研究以台北市圖書出版業為調查對象，經以電腦統計軟體SPSS 8.0對92份有效問卷統計分析得到研究結果。結論摘要如下： 影響圖書出版業經營策略之外在環境因素構面：本研究對外在環境因素分析的結果，共萃取出五個因素構面，分別命名為「政府政策」、「供應」、「競爭」、「經濟」、「客戶」。 外在環境因素對圖書出版業經營型態（企業規模、成立年數、出版書籍類型）之影響：（1）不同出版書籍類型之圖書出版業在外在環境因素上成一致性。（2）不同企業規模之圖書出版業在客戶因素上有顯著差異，在政府政策因素、供應因素、競爭因素及經濟因素上則無顯著差異。（3）不同成立年數之圖書出版業在政府政策因素上有顯著差異，在供應因素、競爭因素、經濟因素及客戶因素上則無顯著差異。 本研究歸納結論並提出具體建議，以供圖書出版業選擇經營策略時參考。 The purpose of this study was to investigate the external environmental factors influence on the business strategy of the book publishing industry. Research structure base on the theory model of Ting-Chun Kuo（1979）, Ben-Yao Wang（1982）&Chih-Ming Chen（1997）. The data collected from 92 companies from Taipei book publishing industry were analyzed by SPSS for windows 8.0 computing software. The statistically significant findings are as follows： Analyses for the factors of external environment among book publishing industry：The external environmental factors in this study included 5 factors as governmental policy, supply, competition, economy and customer. The effects of the external environmental factors on the business sorts of the book publishing industry：（1）The book publishing industry with different book types generally show the coherence in the external environmental factors. （2）The book publishing industry with different company scales make significant distinction in customers, while they make no clear difference among government policy, supply, competition and economy. （3）The book publishing industry with different build years make significant distinction in government policy, while they make no clear difference among supply, competition, economy and customers. The results of this study are expected to be helpful to choice business strategy in the book publishing industry in Taiwan.
