| 摘要: | 閱讀是最佳知識來源，從小培養閱讀習慣能提升兒童各項能力，增強未來競爭力，因此童書在全球圖書出版上都佔有重要地位，各大國際出版集團正擴大營運搶佔商機。近年台灣童書事業受少子化影響，營運面臨成長上限，經營者為尋求應對之策，嘗試導入智慧商務，發展服務創新多元化之經營模式，從國內經營擴展到國外市場。由於開發新項目投資成本高且前景未明，造成企業投資意願遲滯，經營者正抉擇如何投入資源，以利企業經營發展。
本研究以童書網路書店為例，訪談個案公司之電子商務經理人，蒐集原始資料和經營數據，根據研究問題建立四個策略與方案，以策略動態建模五步驟進行量化研究，不僅分析各策略五階段客群之動態發展，分析營業利益和探討策略方案之機會與盲點。模擬結果可預測未來三年策略前景，找出提高成功機率之最佳方案，引導企業有效配置內外資源，開展事業第二曲線再創企業榮景。
本研究結果顯示：增加並優化行銷費用，確能增加購買人次使營業利益最大化；導入智慧商務進化會員系統，精準分眾行銷可增強顧客忠誠度；開展多元化服務創新項目，可獲取未來超額回報；拓展國外市場走向國際化，既是機遇也是挑戰。在四個策略間動態調整與適時搭配，完全取決於企業需要以及是否擁有可勝任之人才，基於「整體大於個別總和」之優勢，建議以四個策略覆蓋全市場，是企業現在與未來之最佳選擇，並能逐步健全企業體質，確保企業成長茁壯。最後根據研究結果提出管理和實務意涵，作為童書事業經營者決策參考，達成企業永續發展之願景。
Reading is the best source of knowledge. Cultivating reading habits from an early age can improve children’s ability and enhance their future competitiveness. Therefore, children’s book stands an important position in global book publishing. Major international publishing groups are expanding operations to seize opportunities. In recent years, children's book business in Taiwan has been affected by low birth rate, they are facing difficulty in operation due to growth limit. In order to seek solutions, operators try to introduce smart business, develop a new business model to create innovative and diversified services, further to expand from domestic to international markets. The investment cost is high, and prospect of developing new projects are uncertain, the enterprises tend to be sluggish when it comes to investment inclination, the operators are facing hardship in decision making for investing resources to facilitate the enterprise’s development.
This research takes the online bookstore of children's book as an example. It collects primary and business data through interviews with the e-commerce manager of the case company. Four strategies and plans were established based on the research questions, and a quantitative research with five steps of strategy dynamics modeling are being conducted. It not only analyzes the dynamic development of the five-stage customer of each strategy accordingly, but also analyzes business performance and explores opportunities and blind spots for strategic plans. The simulation results can predict the strategic prospects for the next three years, and find the optimum solution to raise the probability of success. It guides the enterprises to effectively allocate internal and external resources, as well as develop the second business curve to lead to a new prosperity.
The results of this research shows: increasing and optimizing marketing expenses indeed can increase the number of purchasers and maximize business benefits; adaptation of intelligent commerce allow membership system to evolve, and be precise in market segmentation can enhance customer loyalty; develop a business model of service innovation and diversification can secure future excessive returns; expand foreign markets to go international is both an opportunity and challenge. Dynamic adjustment and timely matching among four strategies depends entirely on the needs of the enterprise, and whether it has competent talents. Based on the advantage of "the whole is greater than the sum of the individual", to cover the entire market with four strategies will be the best choice now and in the future, enterprise capability will gradually strengthen to ensure its grows and thrives. Finally, according to the research results, the management and practical implications are put forward, which can be used as a reference for the decision-making of children's book industry practitioners to achieve the vision of sustainable development of the enterprise. |
