本研究旨在探討高中數學教科書之推廣歷程。首先針對教科書選用與教育創新推廣兩方面之國內外文獻進行分析和探討，進而對出版商之行銷人員進行深度訪談，同時亦蒐集相關文件加以分析，以了解出版商行銷高中數學教科書所使用之推廣策略及行銷人員與高中數學教科書選用人員之推廣互動歷程。 本研究之結論如下： 一、出版商推廣策略擬定係依市場動態而改變 二、面對面的人際互動有助產品知識之傳遞 三、人際脈絡中之意見領袖主導教科書選用 四、選用方式兼具集權式與分權式決定 五、產品內容、價格、配套資源及售後服務決定市場佔有率 六、議價及簽約確認選用結果 七、學校或教師個別之售後服務確保永續採用 本研究提出以下建議： 一、對於出版商方面 （一）提供行銷人員福利與保障，減少人事更迭。 （二）強化企畫單位，適時修正推廣策略。 （三）提升人力素質，加強行銷人員的在職訓練。 二、對於選用人員方面 （一）學校應設立單一窗口做為出版商行銷人員與學校選用教科書人員之溝通管道。 （二）出版商所提供之教學資源應列入學校財產移交。 This study aims to explore and discuss the diffusion process of marketing senior high school Math textbooks from publisher’s viewpoints. It starts with the literature reviews in two aspects: textbook selection and innovation diffusion, which is followed by in-depth interviews of the sales representatives of the publishers. Meanwhile, related documents are collected and analyzed in order to understand the marketing strategies employed by the publishers and the interaction between the sales representatives and high school math teachers in terms of the selection of textbooks during the innovation diffusion process. This study draws the following conclusions: 1.The promotion strategies used by the publishers change with the market variation. 2.Face-to-face interpersonal interaction facilitates the diffusion of the product knowledge. 3.The opinion leader in teachers’ group holds a decisive position in selecting the textbooks. 4.The ways how teachers select their textbooks combine authoritarian and collective decisions. 5.The content and price of the products, the accessory resources and post-sale service decide the textbook market share.
6.Bargaining and contract signing confirm the result of textbook selection. 7.The post-sale services provided for the school or individual teacher can assure the long-lasting use of the textbook. The suggestions are presented as follow: 1. For publishers (1) Providing sales representatives with sufficient job benefits and security to reduce the turnover rate. (2)Strengthening the marketing division, adjusting the promotion strategies flexibly. (3)Offering sales personnel good quality in-service training to promote the quality of workforce. 2. For schools (1)Setting up the single communication channel between sale representatives and teachers who are responsible for selecting textbooks. (2)Making all the teaching resources provided by the publishers part of school asset.