近年來台灣圖書出版產業的行銷通路有了大幅度的結構性調整，除了自設網站或經由其他網路書店銷售外，也可能直接鋪貨給書店，從中跳過圖書發行商，使得圖書發行商的角色及功能面臨重大轉變與遭受到前所未有的困境。圖書發行商原本就是一種低利潤行業，依這些情勢顯示，圖書發行商必須重新尋求適當之經營模式以突破這些困境。故本論文之研究動機即在瞭解影響台灣圖書發行商經營績效之因素為何並探討該如何調整其經營模式。 本論文以員工、銷售及客戶等三個構面為主要的經營模式，再根據Kolter提出之銷售配額達成率觀點做為經營績效評估的指標，瞭解影響台灣圖書發行商經營績效之因素；以及探討台灣圖書發行商「經營模式」與「經營績效」之關連性。 本論文使用問卷調查法(Questionaire Survey)，以台灣圖書發行商為研究對象，共發放問卷166份。回收問卷計42份，回收率為25.30%；扣除無效問卷5份，最後有效樣本為37份。資料分析工具，包括敘述統計、皮爾森相關係數(Pearson’s Correlation)及多元迴歸分析(Multiple Regression)等統計方法。 本論文研究結果發現：1.當圖書發行商準時送達書籍的達成率越高時，則其經營績效越高。2.當圖書發行商的客戶抱怨比率越低，則其經營績效越高。3.圖書發行商之經營型態也會影響經營績效。 In recent years, Taiwan’s publishing industry has conducted a major structural sales channels adjustment. Other than self-established website or the Internet Bookstore, the publishers might distribute their products to the end bookstores directly. As the book distributing business is essentially a low-profit industry, the functions and the roles assumed by the book distributors have been facing unprecedented difficulties under this new current. Therefore, the research motivation of this thesis would principally focus on the factors which could affect the operating performance and the operating model adjustment of Taiwan’s book distributors. This thesis manipulates employees, sales and customers as operating models, and refers achieving rate of sales quota, which is proposed by Kolter, as an index to evaluate the factors affecting the operation performance as well as to discover the relationship between operating model and operating performance of Taiwan’s book distributors. A Questionnaire Survey method has been adopted to conduct this research. The objects of this study are Taiwan’s book distributors. 166 questionnaires have been issued and 42 returned. The rate of return is 25.30%. Finally, 37 questionnaires are selected after taking out 5 invalidities. Descriptive statistics, Pearson’s Correlation analysis and the Multiple Regression are adopted to analyze the selected samples. Findings of the thesis are:1.The higher rate of on time delivery the book distributors have achieved, the higher operation performance.2.The lower rate of customer complaint, the higher operation performance the book distributors have performed. 3.The operating model of the book distributor will affect its operating performance.
