The Study Of Market Orientation And Operating Performance In Book Publishing Industry

• Main Author: 李政毅
• Other Authors: 郭常銘
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/15009859338650175162

碩士 === 南華大學 === 出版學研究所 === 90 === With the development of manufacturing and modern technologies, publishing had escaped from its traditional, complicated procedures. The publishing industry was reshaped and publishers came face to face with unknown challenges. Stimulated by the swift changes of readers’ preference and expectations, the publishers were obliged to examine the market potential constantly in order to diverse their marketing policies to adapt to the changeable market. As a result, this research aimed to analyze the publication industries with market-oriented theories applied trying to examine following aspects. First, did the degrees of market-oriented being diversified by management effectiveness, environmental factors, publication categories, and distribution amounts? Second, did environmental factors, different publication categories and distribution amounts invert the relationships between market-oriented and management effectiveness? In this research, we discovered that Taiwan’s publishers were successful in modifying their marketing policies in adapting to the current trends, but their strategies were still too conservative. In the aspect of market-oriented, reader’s response had had an strong influence on company’s management effectiveness; while environmental alters, distribution amounts and publication categories would not bring in differences. As for the competition within publishers of similarity, reader’s response and interactive between internal departments had had significant contributions to the company. Moreover, other three factors, environmental shiftment, publication categories, and distribution amounts all had influence over the prediction of market-oriented degrees and management effectiveness among peer publishers. According to the research results, several suggestions were made. First, more emphasis should be put on reader’s response and the interactions between internal departments. Second, publishing should adopt the current e-commercial trends. Third, publishers should pay more attentions to the management of commercial brands and the establishing of brand values. Forth, the publishers should study to internationalize its management strategies in correspond to the modern flows.