在這個全球化、國際化的世紀裡，台灣出版產業面臨強大的挑戰。出版產業除了必須要面對國際業者的競爭外，也因為台灣出版產業的進入門檻低，所以國內出版產業早已趨於飽和狀態。在這種腹背受敵的情況下，台灣出版業如何確保或增加市場佔有率，便是一門重要的課題。 本研究之目的，在於探討影響台灣出版業超額市場佔有率之策略因素，主要針對2001年至2007年之18家台灣圖書出版業者，蒐集各公司之資料後，共計319個觀察值進行研究分析。本研究採用多元線性迴歸法，分析在考慮外在產業集中度下影響出版業之因素，如出版社之品牌聲譽、集團化、網路行銷、員工人數多寡與生產力指標對超額市場佔有率之影響，實證結果如下： 首先品牌聲譽對超額市場佔有率呈現正向顯著影響。故以此推論，台灣出版業中具有高品牌聲譽之出版業者，相形之下可能較具有市場佔有率。台灣出版業者若採行品牌聲譽可以發揮增額的效果，可以成功的增加或是維持住出版業的市場佔有率。 其次生產力指標對超額市場占有率呈現正向顯著影響。因此推論，相對於生產力指標較低的出版社，較高生產力的出版社可能較可以增加或維持其市場佔有率。在出版社家數每年不斷增加，但是出版產值卻每年減少的情況下。使得市場趨於飽和狀態，各家出版社彼此相當競爭，因此本研究建議台灣出版業者可累積品牌聲譽並加強人力資源管理，提昇平均員工營業收入，以增加其市場佔有率而立於不敗之地。 In the age of globalization and internationalization, the publishers in Taiwan continue to face big challenges. The publisher in Taiwan is reaching the state of saturation and, at the same time, dealing with the problems of competition with international publishers as well as the lowered threshold of entering the field of Taiwan publishers. In such a difficult situation, it has become a vital issue for Taiwan publishers to think about how to adopt strategies to ensure or raise the market share. The purpose of the study is to explore the factors leading to excess market share. The participants include 18 Taiwan publishers established from 2001 to 2007. Data analysis is based on the data collected from the 18 publisher and 319 observations.The author adopts a multiple linear regression model to examine how the strategies operated by the publishers, such as branding reputation, publisher group, network marketing, the number of employees as well as the productivity index, may influence the excess market share. The results are obtained and concluded as follow: Branding reputation has a positive relationship with excess market share. That is, the publisher with higher branding reputation raises higher market share. In other words, applying branding reputation can be beneficial in raising the market share as well as ensuring the market share of Taiwan publishers. Productivity index has a positive relationship with excess market share. That is, publishers with lower productivity index are more likely to raise or ensure the market share. With an increase of publisher, however, the output of publisher is decreasing year by year. It is becoming more and more competitive and saturated in this field. Based on those findings, the author may suggest that accumulating branding reputation, managing human resource efficiently as well as raising employee average income can be the ways to consolidate the position in the share marketfor Taiwan publishers.
