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https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/32966
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| Title: | 跨國高等教育出版業在臺灣市場的競爭分析 |
| Other Titles: | Competitive analysis of multi-national higher education textbook publishers in Taiwan |
| Authors: | 洪欽鎮;Hong, Ching-chang Golden |
| Contributors: | 淡江大學管理科學研究所企業經營碩士在職專班
李培齊;Lii, Peirchyi |
| Keywords: | 跨國高等教育出版公司;行銷組合;優劣勢與機會威脅綜合分析法(SWOT);Multi-national Higher Education Textbook Publishers;5P’s model marketing mix (Production, Price, Promotion, Place, and People);SWOT Analysis |
| Date: | 2008 |
| Issue Date: | 2010-01-11 03:02:40 (UTC+8) |
| Abstract: | 跨國高等教育出版集團在台灣市場面對激烈競爭與多重威脅，包括政府對高教採開放政策、英語出版全球化、內容本土化需求增加、著作權法頒佈、非法影印猖獗等，使得在台灣的跨國出版公司有必要瞭解現存的競爭態勢，以維持競爭優勢。
本研究透過文獻探討，分析跨國及本土高教出版業的經營現況及市場特性。運用行銷組合（5P）及優劣勢與機會威脅分析法（SWOT）的概念擬定訪談大綱，針對5家跨國及7家本土高教出版公司的高階主管進行結構式訪談，試圖提出跨國高教出版公司在台灣市場的競爭力。
訪談結果發現，「產品」方面，作者知名度高、內容好、更新快為其優勢；商管學科缺乏本土案例、內容過多為其劣勢；全球化及校園e化的普遍性為其機會；政策鼓勵國內老師寫書、免費網路資源多為其威脅。「價格」方面，依成本加利潤做定價為其優勢；代理商為定價者為其劣勢；政府對高教採開放政策，教師自行決定課程，價格由市場機制決定為其機會；學生智財權認知淺，鼓勵二手書為其威脅。「促銷」方面，提供老師教學支援為其優勢；多數活動透過經銷商為其劣勢；老師e化接受度高，增加網路促銷和e-book為其機會；老師選書僅注意原著者與代理商，少關注原出版品牌為其威脅。「通路」方面，現採三或二階通路，節省管銷成本為優勢，同時也是劣勢；物流公司及校園書店的普遍，建立一階通路為其機會；書籍回銷美國及校園書店經營二手書為其威脅。「人員」方面，業務人員管理能力佳為其優勢；在策略上重推廣、輕銷售為其劣勢；人員的平均素質、管理能力佳為其機會；中高階主管轉業不易為其威脅。
本研究建議政府加強智財權觀念的宣導，營造校園英文學習環境。跨國出版公司非最終定價決定者及二階通路的利潤分享，因此建議跨國出版公司建立多功能網路平台推廣出版品。此外，按需求印書為存貨控制的重要概念，另可考慮線上e-book的開發。
Multi-national Higher Education Textbook Publishers (MHETP) have been facing keen competitions and a variety of opportunities and threats in the Taiwan market. Those subject matters include the popularization of Higher Education, the Globalization of English publishing, increasing demand for local case studies, the promulgation of Copyright Law and the prevalence of illegal photocopying. There is a need for MHETP to identify such matters in order to maintain a competitive edge.
This study examines the operational status-quo and marketing characteristics for local and multi-national higher education textbook publishers. Using the concepts of the 5P’s model marketing mix (Production, Price, Promotion, Place, and People) and a SWOT Analysis, the study will provide a research outline from interviewees. Interviewees used to determine their competitiveness in the Taiwan market include five and seven owners/executives from MHETP and local publishers respectively.
On product, well-known authors with qualitative and updated contents are considered as strengths; lack of local case studies and over-content, weaknesses; the trends of globalization and emerging E-campuses, opportunities; the government’s encouragement of textbook writing and availability of free on-line resources, threats. On price, the market pricing structure to be cost plus the expected profit margin is considered as a strength; distributors being the final decision makers, a weakness; the popularization of Higher Education, instructors’ freedom of textbook selection and free pricing system, opportunities; students’ ignorance of copyright laws and selling of used books on campus, threats. On promotion, the availability of teachers’ resources is considered as a strength; lack of direct contact with instructors, a weakness; increased internet consumption of textbooks and e-books on e-campuses,opportunities; teachers’ awareness of authors, sales reps from distributors, and distributors and lack of knowledge of publishers’ brands, threats. On place, the current logistic model to be cost-saving is considered as a strength; lack of direct involvement with customers, a weakness; popularity of campus bookstores and warehousing companies, opportunities; selling of used books on campus and flowback to the US, threats. On people, on-site training is considered as a strength; publishers with strategies focused on promotions instead of selling, a weakness. Qualified people providing the best service brings in opportunities. High-level management having a difficulty advancing to higher positions or transfer into other industries is considered as a threat.
The following are recommendations suggested for further exploration of this topic. First, governmental authorities are recommended advocating the importance of copyright law on campus. Second, it’s important for universities and colleges to provide an English learning environment on campus so that students are exposed to globalize learning. Third, building of on-line platform is recommended to sell books and distribute resources to instructors. Finally, print-on-demand is a trend for publishers. The development of on-line e-book is recommended to have better control of stock. |
| Appears in Collections: | [管理科學學系暨研究所] 學位論文
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