| 摘要: | 本研究以教科書的開放過程及嗣後的演變為脈絡，考察康軒文教集團的發展過程及其經營模式。從經營模式的角度出發觀察康軒文教事業集團的組織管理，並與中小學教科書的產業環境相連結，進行解析。就學術上而言，本研究所要瞭解的問題為經營模式及其所包含的影響因素，以及各因素之間的交互影響脈絡；實務上所要瞭解的問題為教科書出版的經營模式，分析業者如何評估環境與企業內部的資源與能力，選擇最佳化的策略繼而為整個教科書產業創造價值。本研究的目的，就學術面而言，呈現中小學教科書出版的經營模式，以增加大家對教科書出版的理解；實務面的目的，希望呈現出教科書市場產業結構，及其對教科書出版業者的影響與互動方式，以提供教科書相關產業參考。 本研究為個案研究，選定的研究對象為足以代表教科書出版的康軒文教事業集團。本研究資料蒐集主要來自「事實資料」及「深度訪談」兩種方式，研究主要的執行方法以三角檢測法的條理。並依據本研究架構，透過資料分析及專家意見討論關於教科書市場結構與出版業者分析，及其交互影響關係等問題，用以觀察康軒文教事業集團的經營模式。 研究發現，(一)康軒文教事業集團善於利用產業環境，有效整合企業之資源能力，因而能夠建立起整個出版產業的經營模式。就時間面而言，教科書產業環境發展至今，變化非常大，開放初期對於教科書出版業者是非常有利的，然而開放至今，產業環境已不利於教科書出版業者發展。(二)該集團的發展過程可以分為四個時期：草創期時，企業規模尚小，制度尚未健全；成長期時，企業快速發展，逐步建立企業制度；成熟期時，企業發展趨於穩定，開始朝向多角化發展；轉型期時，企業已呈現集團化，開始發展其他事業體，集團內的教科書營業額比率逐步降低。 根據研究結果發現，研究架構可以解釋出康軒文教事業集團的經營模式，其善於評估產業環境為企業制定最佳策略，並根據策略的指導能有效整合企業內部資源與能力，進而為企業及整個產業創造出價值。後續研究可以朝其他教科書出版業者的經營模式做研究，並比較各教科書出版業者間的差異性，則可建立起台灣國中小學教科書出版產業的完整經營模式。建議康軒文教事業集團在朝向多角化發展時，可加強集團內的管理問題，強化集團的競爭力，創造長遠的競爭優勢。
In the context of textbook publishing market opening course and the developments afterwards, the case study explores the evolution process and business model of Kang Hsuan Educational Publishing Group (KHEP). From business model perspective, we analyze organization management of KHEP and its interaction effects with elementary education textbook industry environment. In academic, what we attempt to find out are business model, its relative factors and the interaction context of these factors. In practice, we try to figure out business model in textbook publishing industry, and further, analyze how the firms in textbook publishing industry evaluate environment, enterprise resources and capabilities so as to choose optimal strategies to create value for the whole industry. The objectives of the case study are, in academic, describing the business model adopted by textbook firms of elementary education to enhance understanding to textbook publishing industry; moreover, in practice, presenting industrial structure of textbook publishing market, its impacts on firms and their interactions to advise with textbook and its relative industries. As far as case study concerned, KHEP is represented at textbook publishing industry. We attempt to collect data critical to the case study from two aspects: ”fact data” and “in-depth interview” , and implement the case study by trigonometrical survey as well. Furthermore, as the case study frameworks, we probe into KHEP’s business model by data analysis methods and expert opinions to analyze textbook market, firms in the market, and their interactions. In the light of case study frameworks, we find: (i) KHEP is good at taking advantages of industrial environment to integrate their own resources and capabilities. Consequently, they are able to construct appropriate business model for whole industry. In longitudinal, textbook publishing industry has gone through enormous changes. At the beginning of opening, the whole market is advantageous. However, in nowadays, industrial environment has become saturate and disadvantageous to all firms in the market. (ii) The development of KHEP could be divided into four phases. In Phase I (Phase Foundation), scale of KHEP isn’t big enough, and the institutions are still unsound. In Phase II (Phase Expansion), scale of KHEP burgeons, and institutions are establishing gradually. In Phase III (Phase Maturity), development of KHEP tends to get stable, and begins to diversify. In Phase IV (Phase Reform), KHEP has become conglomerate; begins to expand other business units, and the proportion of textbook turnover volume is stepping down as well. In accordance with the findings above, the case study gives appropriate explains on KHEP’s business model. KHEP is clever at evaluating industrial environment to make optimal business strategy and effectively integrate their own resources and capabilities to create values for the whole industry. Further research might focus on business model of other competitors in the textbook publishing market, and further, comparing with the differences among competitors to construct complete business model in Taiwan’s elementary education textbook publishing industry. Last but not the least, we suggest, in the diversification process, KHEP should enhance conglomerate management, consolidate conglomerate competitiveness, and cultivate long-term competition advantages. |
