[[alternative]]The Research of Textbook Selects Model by College and University Teachers

[[abstract]] 就以市面上有關行銷的書籍來看，大部份都針對直接消費者即是直接掏錢購買產品的消費者，而教師在選用教科書時的行為模式卻與一般消費者不同．因為教師並不是最終的消費者，可是卻是決定學生使用教科書的決策者。 而根據多位學者的研究結果顯示企業百分之80的利潤來自百分之20的顧客,而企業如何爭取這百分之20的顧客就是本研究的最重要目的。而本研究透過對大專院校教師對教材的選用模式實施問卷並利用各統計方法得到以下結果：1本研究的結果顯示合理的計價方式與促銷方面的豐富性，對顧客忠誠度上的提昇則能有相當正面的助益。2商業友誼有助於顧客忠誠度之提升，而對研究高等教育出版產業而言，亦提供一個新的思考構面。3故書商業務人員應重視於服務品質的提升，當發展行銷策略與建立商業友誼時，不該忽視服務的重要性，應將出版產業視為服務業看待。[[abstract]] 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