[[alternative]]A Study to Investigate the Core Resource and Business Strategy of eBook Enterprise

[[abstract]]傳統圖書出版業者在網際網路蓬勃發展的浪潮下，面臨了作業流程繁瑣、書籍的銷售管道日漸狹窄，退書率越來越高、相關於書籍發行的人事、運輸、店面的費用居高不下等越來越困難的經營困境。網路電子書的出版特色可運用線上資料庫動態和即時的出版機制，經營者可以自己管理網頁，面對讀者，或由網路書店代銷，網路電子書還可節省書籍庫存在相關人事及管理上的成本。 因此，網路電子書的出版優勢，將吸引許多企業投入網路電子書的經營。但網路電子書仍面臨了：盜版問題嚴重、產品概念的轉變、讀者的閱讀習慣尚未建立、電子書的軟體規格不一、電子書閱讀機不普遍等問題。網路電子書企業在面對這些困擾的外在環境，該如何累積具競爭力的核心資源及經營策略。 本研究在文獻探討部分引用網路企業的特性、產業組織與資源基礎理論，作為網路電子書企業規劃核心資源及擬定經營策略時之依據，並形成本研究之研究架構。 本研究採用深度訪談法，依照文獻探討及研究架構擬出五大項訪談大綱進行訪談，共訪談了國內八家網路電子書網站的經營者，探討網路電子書企業之核心資源與經營策略之關聯。針對網路電子書企業的發展環境及八家業者的核心資源與經營策略特色，本研究主要的研究成果如下： 一、網路電子書企業具有三項重要的核心資源，分別是：（1）人才與技術；（2）商品資料庫；（3）顧客資料庫。 二、網路電子書企業可以運用九種經營策略構面，促進網路電子書企業的發展，分別是：（1）差異化的產品策略；（2）低價策略可以促進網路電子書發展；（3）策略聯盟是迅速取得資源的方式；（4）制定電子書產業標準；（5）促銷是不可或缺的重要活動；（6）建立品牌知名度；（7）申請政府補助；（8）共同推廣專用電子書閱讀機；（9）華文市場是目標市場。[[abstract]]As the internet business is growing prosperously, the traditional book-publisher is facing various worsening management bottlenecks such as complicated, time-consuming procedure of publication, selling channel becoming narrower, higher return rate of book order, higher costs in labor, transport and other related operations. The characteristics of eBook publishing, nevertheless, include web-site being managed by the company itself, direct contact with consumer, cost savings on stock, personnel and managerial matters etc. through suing the dynamic and real-time mechanism of on-line database. There, therefore, will be more companies enter eBook industry. However, eBook is still encountering the following challenges: serious counterfeiting problems, conceptual shift on publication product, new reading habit of reader is not built yet, standard inconsistency among different brands, un-prevalence of eBook reading machines. Under these external circumstances, how to develop competitive core resources and management strategies occurs to be the key issue for eBook enterprise. The literature review of this study applies market features of internet enterprise, industrial organization model and the resource-based theory to build up the base of core resources planning and business strategy making for the eBook enterprise, and in turn to form the research framework of this study. The methodology of dialog-in-depth is employed by this study to interview eight managers of eight main domestic eBook companies in Taiwan. The interview is proceeded based on five key issues to explore the relationship between its core resource andresources and characteristics of business strategy for the eight companies in study, some main concluding remarks are made including: Firstly, three core resources, i.e. expertise and technique, database of products and database of customers, can be identified. Secondly, nine dimensions of business strategy for the eBook enterprise can be used to boost its growth. There are: (1) the strategy of product differentiation, (2) price-cutting strategy, (3) strategic alliance to gain resources promptly, (4) standardization of products, (5) promotion activities, (6) brand-popularity building-up, (7) government subsidy seeking, (8) promoting the use of eBook reading machines, and (9) focusing Chinese-language market as the target market. its business strategy for each company. According to the development environment of eBook enterprise, and the cor