企業實體經營關鍵成功因素與電子商務發展之研究─台灣圖書出版業營運模式之驗證

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/17835

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Title:	企業實體經營關鍵成功因素與電子商務發展之研究─台灣圖書出版業營運模式之驗證
Other Titles:	A STUDY ON TRADITIONAL BUSINESS KEY SUCCESS FACTORS AND THE DEVELOPMENT OF E-COMMERCE FOR ENTERPRISE--THE VERIFICATION OF PUBLISHING INDUSTRY OPERATING MODELS IN TAIWAN
Authors:	張瑞鉉 Chang, Ruei-shiuan
Contributors:	企業管理系管理科學碩博士班藍俊雄;范惟翔
Keywords:	網站;電子商務;關鍵成功因素;結構化模式;寬頻 website;e-commerce;key success factor;structure equation model;broadband
Date:	2012
Issue Date:	2015-01-06 15:57:57 (UTC+8)
Abstract:	新世紀的台灣，面臨「本土化」與「全球化」的競爭，企業經營正遭逢前所未有的挑戰。近年來電腦普及與網路興起改變人們的生活習慣及購物方式，使市場趨向多元化的發展，未來的行銷策略要如何在實體經營部分求取穩定，而在虛擬通路的開拓上要如何加強，以使企業求得生存空間，正是經營者所關切及努力的目標。本研究首先從企業在實體經營的模式下，如何掌握獨特的競爭優勢，重啟生機；其次則進行分析網站經營環境以因應網路世界的潮流；最後再以實務驗證網路購物者選擇行為之影響因素，以奠定開拓電子商務發展之契機。　　　本研究運用模糊分析層級程序法，針對能參與出版業高層決策之專業經理人進行調查與分析，試圖找出台灣出版業實體經營的關鍵成功因素，再以台灣寬頻使用者為研究對象，採用簡單隨機分層抽樣及網路問卷的方式取得樣本資料，利用結構化模式進行網站經營環境之分析，找出讓消費者對網站產生吸引力及信賴度，甚至會主動為該網站傳播的因素，並以實務驗證網路購物者取貨點選擇行為的影響因素，俾提供業者能快速掌握網站經營的方式與方向，帶來更高的商機，創造價值。　　Taiwan in the twenty-first century is being pulled in divergent directions by the opposing forces of “localization” and “globalization.” In this new environment, the enterprise is facing unprecedented challenges. The widespread adoption of computers and the growth of the Internet in recent years have changing people’s reading and purchasing habits, and the market for books has become more diversified and fragmented. To survive and prosper in the future, publishing companies will need to formulate marketing strategies that enable them to maintain steady sales through physical retail outlets, while also developing virtual, online sales. The aim of the present study is to consider how publishers can approach this strategy formulation challenge. The first part of the study presents an overview of traditional business models in the Taiwanese publishing industry and of the industry’s special characteristics, and considers how the development of book series can create new growth opportunities for the industry. The second part of the study examines the issues relating to publisher website operation, and how publishing firms can respond to new trends in the online business environment. The third part examines the factors influencing the purchasing decisions made by users of online bookstores, to provide a reference for the development of e-commerce business opportunities. 　　　The present study employs the fuzzy analytic hierarchy process (FAHP). A survey was implemented targeting managers participating in high-level decision-making in publishing companies, and the results were analyzed, in an attempt to identify the key factors affecting the development of the Taiwanese publishing industry. An additional survey (using simple stratified random sampling and an online questionnaire) was administered to broadband Internet users in Taiwan, and analysis was performed using a structured model, to explore the operating environment for publishing websites, and to identify the factors that attract consumers to particular websites, build consumer trust, and, in some cases, lead consumers to actively publicize particular websites. The study also sought to verify the factors that influence online bookstore users’ decisions as to how to receive the books they order. It is anticipated that the study results will prove useful to the operators of online bookstores in helping them to decide on their business model and strategy, thereby helping them to boost sales and create value.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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