| 摘要: | 出版產業歷經多次的轉變，從傳統出版、多媒體到最新科技的網路與數位化出版，面對未來，發展數位出版是重要的趨勢之一。然而，發展數位出版並非傳統出版業者能獨立做到的，必須結合以往沒有太大關聯的電腦業、網路業、出版業三大領域串聯起來，成為新一代數位出版產業。本論文討論：傳統出版事業為發展數位出版而建構的異業合作模式。想探究的是：出版業與資訊業如何（how）和為何（why）會共同合作發展數位出版？為應合作需要，雙方提供進行組合的能力為何？合作公司之間對於關係的建構及維繫運用何種作為？ 本研究採取多重個案研究設計，以出版事業與其他組織間共同合作發展數位出版的多個個案為研究對象，且依據三角測量法的精神，運用多元的蒐集資料方法並檢視所蒐集的資料，進行跨個案綜合比較分析。之後，再從多個個案之共同經驗中，提煉出關係運作之要件並建構異業合作模式。 本研究歸結出三種類型之電子雜誌及電子書的異業合作模式。在「相互授權，共同發展」模式下，由資訊業提供技術、出版業提供內容，是互補性的合作；合作過程中產生良性互動，彼此之間並藉此獲得比原本更有利的發展條件，可說是獲致「雙贏」的結果。在「e化服務，客戶關係」模式下，由資訊公司提供e化服務的平台給出版業者，其合作的關係較為單純，彼此之間是一種客戶的關係，並有簽署合約保障合作雙方。在「摸索發展，不穩定關係」模式下，由於線上學習的發展仍處於摸索階段，也沒有明確成功的商業模式可供參考，其合作關係較為不穩定。 基於研究發現，研究者提出了後續研究以及實務上關於關係管理的建議。
From traditional publishing, multimedia to hi-new tech internet and digital publishing, publishing industry has gone through many changes. In the future, to develop digital publishing should be a critical trend, but few traditional publishing companies can develop digital publishing on their own. Most of them must integrate computer and internet industry, which do not have many connections in the foretime, to be a brand-new digital publishing industry. The study debates on what the cross-industrial cooperation models built by the traditional publishing companies are, and probes publishing and information companies from following aspects: (1) How do they develop digital publishing collaboratively? (2) Why do they develop digital publishing together? (3) What kinds of capabilities are necessary for the cooperation? (4) How do they establish and maintain the relationship? The study founds on multiple case study which take more than one cross-industrial cooperation case as study objects, as well as based on trigonometrical survey to collect, examine, compare materials comprehensively, and generalize the key factors and cross-industrial cooperation models subsequently. The study concludes three cross-industrial cooperation models of e-magazine and e-book: (1) In the model of “authorize mutually, develop jointly”, the information company provides technologies and publishing company offers content as well. The cooperation between both is complementary. During the cooperation processes, they interact well and herewith much more advantages are made. It is a “double-win” condition. (2) In the model of “e-service, customer relationship”, the information company provides e-service platform to publishing company only. This kind of cooperation model is simpler than the former. It is customer relationship which assures both of them by contracts. (3) In the model of “exploring, unstable relationship”, for the development of e-learning is proceeding and there is no success business model to follow, the relationship between both is still at an unstable condition. According to the findings of the study, the author makes suggestions for future research and relationship management as well. |
