臺灣出版業品牌再定位：紮根理論的觀點

Abstract

本研究以「紮根理論」(Grounded theory)的觀點，探討臺灣出版業的品牌再定位。臺灣出版業近年面臨產業危機，亟需因應挑戰，突破困境。本研究採取質性研究中的深度訪談法，以紮根理論進行分析，訪談出版產業從業人員，深入理解產業形貌。經由開放性譯碼、主軸譯碼和選擇性譯碼，建立品牌再定位之背景、作為、結果等過程，提出品牌再定位的紮根理論模型。由本研究成果可知：因應外部環境與內部條件，臺灣出版業者進行品牌再定位的策略，藉此塑造品牌價值。出版品牌在經營者思維領導下，注入創新創意，由調整出版方向、數位轉型兩大方向進行行銷推廣，以達成出版品牌再定位的目標。期望成為臺灣出版產業，突破困境的解決方案。This study explores the brand repositioning of the publishing industry in Taiwan from the perspective of grounded theory. Facing industry crises in recent years, Taiwan's publishing industry urgently needs to respond to challenges to break through difficulties. This research employs in-depth interviews as a qualitative research method and utilizes grounded theory for analysis. By interviewing industry practitioners, the study seeks to deeply understand the industry landscape. Through open coding, axial coding, and selective coding, the study establishes the background, actions, and outcomes of brand repositioning, proposing a grounded theory model for brand repositioning. The findings reveal that Taiwanese publishers strategically reposition their brands in response to external and internal conditions, shaping brand value. The publishing brands, under the leadership of managerial thinking, inject innovation and creativity, and conduct marketing and promotion in two major directions: adjusting the direction of publishing and digital transformation, in order to achieve the goal of repositioning the publishing brand. These efforts aim to achieve the goal of brand repositioning, ultimately serving as a solution for the Taiwanese publishing industry to overcome industry challenges.