臺灣自費出版作者收益研究－以某出版公司為例

南華大學機構典藏系統 > 管理學院 > 文化創意事業管理學系 > 博碩士論文 > Item 987654321/26420

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題名:	臺灣自費出版作者收益研究－以某出版公司為例
其他題名:	The Profits of Self-publishing Authors in Taiwan: A Case Study of a Publisher
作者:	王俐文 WANG, LI-WEN
貢獻者:	文化創意事業管理學系黃昱凱 HUANG, YU-KAI
關鍵詞:	自費出版;作者收益和權利;利基市場;商業模式 self-publishing;profits and rights of authors;niche market;business mode
日期:	2018
上傳時間:	2018-12-18 14:39:29 (UTC+8)
摘要:	出版產業的發達與否，及人民的閱讀力，可看出一個國家的文化實力。近年來，國內出版業景氣呈現逐年衰退現象，然而相較於傳統的出版模式，國內外的自費出版卻是大幅成長。因此，除個人出版，以及原本就已經營自費出版業務的出版商外，許多傳統出版社為降低營運風險，並藉由控制成本來獲取利潤，也開始接受作者自費出版的營業項目。本研究以臺灣傳統出版品牌代表之某圖書出版公司旗下自費作者為研究對象，該公司出版的自費書籍皆經由篩選機制選出，與其他自費出版業者「照單全收」之經營策略有所不同，因此具有研究價值。過去關於自費出版的研究，甚少討論到作者的收益和權利，本研究充分使用文獻分析法、觀察法及訪談法三種方式，探討自費出版者之直接收益找出利基市場、自費出版者之間接收益及其主要商業模式、自費出版者之無形收益對其個人的影響適可補足過去理論之不足。研究結果發現，自費出版者普遍認為從知識分享平台可找到利基市場；社群媒體所推薦和發散的無形收益不容小覷；圖書銷售仍是直接收益主要來源。另外，由作者本業及其他商業模式獲得間接收益、結合品牌出版社產生的經濟效益等，是決定自費出版書籍能否成功的要素。總體來看，自費出版者對於書籍可能帶動的衍生利益與無形效益之預期心理，讓作者抱持著樂觀態度，對自費作者而言，出版書籍的收益總和確實大於自費出版的總投資。　　One might tell a country's cultural power from the flourishing of the publishing industry and the reading power of people. Recently, the publishing industry is in a depression; however, comparing with traditional publishing mode, self-publishing becomes a trend whether in domestic or foreign. As a result, many traditional publishers, except for those private-publishers and publishers that have already manage self-publishing business, are taking the cases of self-publishing from writers in order to reduce the operational risk and control the costs in other publications. 　　The study selects self-publishing authors as research goals from a famous leading traditional publisher in Taiwan. It is worth taking this publisher as a case since their self-publishing books are picked up through a strict filter system, which are different from other ＂accept without any questions＂ publishers. Previous studies rarely discussed the profits and rights of authors and this study is upon to make up the deficiency by fully using the following methods: document analysis, observation, and interviews to discuss how self-publish authors find niche market from their direct profits, their indirect profits and the main business mode, and impacts that invisible profits brings to self-publishing authors.　　Research has found that self-publishing authors can reach niche market from knowledge-sharing platforms, the invisible profits which social media have brought or recommended should not be underestimated, books-selling is still the main source of the direct profits, indirect profits of authors themselves or other business models, and economic profits combining with notable publishers are the elements determines whether publishing the book is successful. In conclusion, the expectations of the possible extending profits and invisible profits from the publication make authors to be optimistic about publishing. Therefore, the total revenue of publishing a book is still higher than the investment amount.
顯示於類別:	[文化創意事業管理學系] 博碩士論文

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