The Research of Textbook Selects Model by College and University Teachers

• Main Authors: Jung-hua Huang, 黃榮華
• Other Authors: Wei-shang Fan
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/499s46

碩士 === 南華大學 === 出版事業管理研究所 === 95 === 　　In the purchase decision process, a teacher in college who makes the purchasing decision for a textbook is quite different from the general consumer who buys a trade book. For instance, a consumer selects and pays books himself, but a teacher in college selects books for the students who are the ones who pay for the books and use them. Many research results show 20% customers create 80% of profit on a company balance sheet. One of the initial purposes of this study is to show a book company how to find out and keep this 20% of customers. A selecting textbook questionnaire and statistical analysis have been employed. The results are revealed as follow: 　 1.A reasonable price and various promotions are positively relevant to raise the consumer loyalty. 2.Building up a Commerical friendships is helpful to raise consumer loyalty. This is a new application for research in the high education publication industry. 3.Sales persons should respect the importance and quality of service as they develop marketing strategies. Therefore, the publication industry could be seen as the service industry.