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研究生:李翔鈞
研究生(外文):Hsiang-Chun Li
論文名稱:台灣圖書出版業通路數位化創業策略評選之研究:模糊理論之應用
論文名稱(外文):A study to evaluate the entrepreneurial strategies of digitalchannel of Taiwan publication industry:A fuzzy theory approach
指導教授:陳耀竹陳耀竹引用關係郭秀莉
指導教授(外文):Yaw-Chu ChenHsiu-Li Kuo
學位類別:碩士
校院名稱:銘傳大學
系所名稱:傳播管理研究所碩士班
學門:教育學門
學類:其他教育學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:90
中文關鍵詞:圖書出版業通路創業策略模糊多評準決策法
外文關鍵詞:Digital publishing Channelfuzzy multi-criteria decision- makingentrepreneurial strategy
相關次數:
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
現在市場上數位化通路的形成,使得消費者多了其他不同於以往的消費選擇以及資訊蒐集的便利性,改變了圖書出版通路的結構與生態,朝向多元化的發展。本研究藉由策略評選相關文獻回顧,為台灣圖書出版業通路數位化建構一套評估創業策略之模式。

同時,有鑑於創業策略決策過程中,其決策問題屬於群體決策,並且常涉及主觀判斷,因此往往涉入模糊性問題,故本文導入模糊多評準決策,輔助決策之發展本研究首先透過重要性分析,決定衡量創業策略之準則與次準則;其次,委請決策小組藉由配對比較決定準則權重,並對次準則之重要性與方案滿足次準則之滿意度進行評分,經由模糊德菲法整合決策小組意見後,以語言變數轉換三角模糊數進行運算;最後,進行層級整合得出各項方案之綜合評價,並利用Chen模糊數排序法,求出最適創業策略。

因此本研究從創業策略的角度出發,將出版業通路數位化發展決策時會考量到的因素加以整合篩選出具重要性之五項準則「商業夥伴」、「內部管理」、「個人特質」、「財務表現」、「創新能力」與二十五項次準則;本研究實證分析結果顯示,實例應用之個案公司最佳創業策略方案為「物流運送管理」。
Digital technology has changed the structure and environment for publishing distribution. According to the market of the publishing industry is competitive, The publication industry to faces the network and
diversification. As mentioned above, the purpose of this paper is to solve the problem of selecting the most entrepreneurial strategy of digital publishing channel industry in Taiwan.

Some selecting criteria are qualitative by nature and often depend on experts’judgment of approximation. Such factors involve a great degree of linguistic deficiency; in other words, we cannot elicit the complete, precise, and reliable knowledge from the experts. Due to the existing fuzziness in decision making as mentioned above, a fuzzy approach appears to be one of the feasible solutions for us to handle such difficult problems. Furthermore, the fuzzy Delphi method is integrated with the eigenvector method to form a set of pooled weights of the criteria. The concepts of triangular fuzzy number and linguistic variables are used to assess the preference ratings, including “importance” and“appropriateness” of linguistic variables. Finally, by the hierarchy integration we obtain the respective final scores of candidates, and apply Chen’s ranking method for choosing the most entrepreneurial strategy .

We find there are five main criteria including commercial partner , internal management , individual characteristic , financial performance , innovation ability and twenty five sub-criteria for evaluating the most entrepreneurial strategy of digital publishing channel industry in Taiwan., we also find logistic management optimal entrepreneurial strategy of digital publishing channel industry in Taiwan .
目錄
頁次
中文摘要············································································································································· i
英文摘要············································································································································ ii
誌謝····················································································································································iii
目錄···················································································································································· iv
附錄····················································································································································· v
表目錄················································································································································ vi
圖目錄··············································································································································· vii
第一章 緒論····································································································································· 1
第一節 研究背景與動機············································································································ 1
第二節 研究目的························································································································ 5
第三節 研究範圍與研究對象···································································································· 5
第四節 研究流程························································································································ 7
第二章 文獻回顧···························································································································· 8
第一節 台灣圖書出版業通路發展現況···················································································· 8
第二節 創業策略理論基礎······································································································ 19
第三節 創業策略相關研究······································································································· 23
第四節 台灣圖書出版業通路數位化之創業策略··································································· 28
第三章 研究設計·························································································································· 33
第一節 觀念架構······················································································································ 34
第二節 研究變數······················································································································ 36
第三節 研究方法······················································································································ 36
第四節 抽樣設計······················································································································ 45
第四章 實證分析·························································································································· 46
第一節 評估準則之重要性分析······························································································· 50
第二節 實例應用之創業策略方案··························································································· 52
第三節 實例應用創業策略之層級··························································································· 53
第四節 模糊多評準決策·········································································································· 62
第五章 結論··································································································································· 62
第一節 研究結果······················································································································ 62
第二節 討論······························································································································ 64
參考文獻··························································································································································66
附錄
頁次
附錄一 第一階段問卷··································································································· 74
附錄二 第二階段問卷··································································································· 80
表目錄
頁次
表1.1-1 書藉適合上網之原因················································································································ 3
表2.1-1 配銷通路功能·························································································································· 10
表2.1-2 實體商店與數位通路功能之比較··························································································· 11
表2.1-3 台灣地區圖書出版產業主要通路比較··················································································· 12
表2.1-4 各類型的網路書店·················································································································· 17
表2.3-1 資源基礎理論相關文獻回顧··································································································· 27
表2.4-1 創業策略評選準則·················································································································· 30
表3.2-1 次準則操作型定義·················································································································· 34
表3.3-1 配對比較法之評估尺度意義及說明······················································································· 36
表3.3-2 語言值與三角形模糊數對照··································································································· 41
表3.4-1 第一階段問卷對象「所屬職稱」統計··················································································· 44
表4.1-1 衡量準則之重要性分析·········································································································· 46
表4.1-2 商業夥伴之次準則重要性分析······························································································· 46
表4.1-3 內部管理之次準則重要性分析······························································································· 47
表4.1-4 個人特質之次準則重要性分析······························································································· 47
表4.1-5 財務表現之次準則重要性分析······························································································· 48
表4.1-6 創新能力之次準則重要性分析······························································································· 48
表4.4-1 準則與次準則·························································································································· 52
表4.4-2 第一位評估者對評估準則之配對比較··················································································· 53
表4.4-3 第二位評估者對評估準則之配對比較··················································································· 54
表4.4-4 第三位評估者對評估準則之配對比較··················································································· 54
表4.4-5 各決策者對評估準則之權重··································································································· 54
表4.4-6 各評估準則之模糊權重·········································································································· 55
表4.4-7 第一位評估者之方案對次準則之適合度與各次準則權重··················································· 56
表4.4-8 第二位評估者之方案對次準則之適合度與各次準則權重··················································· 57
表4.4-9 第三位評估者之方案對次準則之適合度與各次準則權重··················································· 58
表4.4-10 各項方案在第二層評估準則下之模糊適合指數································································· 59
表4.4-11 各項方案之模糊綜合評價····································································································· 60
表4.4-12 各項方案排序值···················································································································· 60
圖目錄
頁次
圖1.4-1 研究流程································································································································ 7
圖2.1-1 現在圖書出版通路的競合狀況示意··················································································· 14
圖2.1-2 未來圖書出版通路的合作模式示意··················································································· 15
圖2.1-3 新閱讀方式與購買通路······································································································ 16
圖2.2-1 新創事業決策模式·············································································································· 20
圖2.2-2 創業策略的範疇模式·········································································································· 22
圖2.3-1 資源基礎取向的分析架構·································································································· 26
圖3.1-1 本研究觀念架構·················································································································· 33
圖3.3-1 一個三角形模糊數B=(c, a, b)的隸屬············································································ 38
圖3.3-2 語言變數「閱讀率」的階層結構······················································································· 39
圖4.1-1 個案公司創業策略評估模式之層級架構··········································································· 49
圖4.1-1 台灣出版業通路創業策之層級架構··················································································· 51
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