The Design and Interaction of Participants in the Platform : A Case Study of Eslite Corporation

閱讀及消費習慣的改變，使得圖書出版及行銷產業前景堪憂，出版社及書店的規模及數量皆不斷下滑，書店亦由販售書籍及文具「傳統業務」轉向販賣閱讀的「空間與時間」的複合式書店，而誠品書店身處圖書產業其中，卻不受此寒冬影響，本研究即試圖以平台商業模式解釋其成功因素為何。 本研究首先彙整至今關於平台商業模式的定義及理論，發展出平台設計三要素架構（雙邊市場、互動機制、獲利模式）用以解釋個案公司誠品企業有限公司，由圖書行銷產業逐漸發展成文化創意平台的過程，並藉由該架構提供傳統企業跨足其餘產業發展的參考。 其次本研究利用個案研究法，以誠品官方、書報雜誌及公開資料為主，將個案公司營運迄今的發展過程以2005年為基準點，分為「由連鎖書局到零售通路」（1989~2005）及「由零售通路到文化創意平台」（2005~），並以平台三要素架構一一檢視其階段所執行之策略，以檢視及驗證本研究架構可行性。 「由連鎖書局到零售通路」（1989~2005）主要說明誠品如何運用平台三要素中之「獲利模式」（補貼與綁售），從圖書行銷產業發展至零售產業，並將誠品書店「文化內涵」延伸至誠品生活，打造「文化空間」。 「由零售通路到文化創意平台」（2005~）則奠基於前述基礎，聚焦於平台三要素中之「互動基礎」，利用會員制度、電子讀物、實體活動與空間設計，以先前所聚集的消費者規模為基礎，吸引新的第三方「文化創意業者」、「地產開發商」之加入，逐漸擴大誠品原先的文化內涵，邁向集食衣住行育樂功能於一體的文化創意平台。The change of reading and consuming habit, making the publishing industry harder to survive than ever. The number of publishers and bookstores are decreasing, and the bookstores are transforming its traditional business, selling books and stationary, to selling “time and space” of reading. However, not infected by the poor situation in the publishing industry, Eslite bookstores has performed a good example. This study is trying to explain its success factors from the aspect of platform business model, hoping the result and the analysis process could provide references for the traditional industry as a practice. This study developed the framework named” the three factors of designing the platform” (two-sided market, interacting mechanism, profitability model) and 2 stages (1989-2005, 2005-now) as analysis units to explain how the Eslite bookstores operate. Here are the findings of the study. Stage 1(1989-2005): Eslite focus on “profitability model”, making a use of the subsidy from Eslite living and the bundling of cultural context and cultural spaces, let the Eslite easily cross its boundary to the retail industry. Stage 2(2005- now): Eslite focus on “interacting mechanism”, using the consumer basis above, combining the visual channel(electronic readings, membership tools) and the real channel(promotion activities, interior design ), appealing the new side to join, enlarging the scope and context of Eslite cultural aspect, letting Eslite becomes a multi-functional platform of culture of creativity