從翻頁到滑頁-正中書局的時代變革篇章

Abstract

本研究以個案研究法為主幹，深度訪談、文件分析法為方法，使用結合研究者工作實務經驗與出版社資料分析比對之交叉式質性研究，探討正中書局此百年出版社在時代變遷下所面臨的改變與革新，並試圖解答正中書局因大環境所面臨之問題、第二利基市場以及因應時代變遷的變革道路。本研究所得結論：一、少子化影響教科書銷售量，但相較少子女化，網路發達對紙本書銷售量的影響更大。在新式多媒體傳播平臺方面，正中書局的現有資源、運作模式與出版社定位注定了並不具備發展平臺條件，但就未來面，此傳播方式（包含電子書）仍屬必要。新冠疫情給正中書局的啟發在於了解現今國際局勢有利於華語教材在臺的推展，並促使公司在未來更加密切與外籍學生政策配合並加深臺灣華語學習環境的緊密交流。二、因應授課綱領改變而使出版可行性增加的新興校園國文輔教材類型書籍、正中長期出版的文學賞析類型書籍、因應現代人生活習慣改變而生的主題式書籍等，在長遠看來都是第二利基市場的解答。三、以專業華語教科書為主要出版品的選擇，以精益求精的專業華語出版社為公司未來路線的訂定，在編輯、行銷方面專精於深耕現有的編輯線，同時持續觀察市場，掌握市場動態，培養對需求增減的敏銳度，從政策中獲益。

This thesis is a case study with in-depth interviews and document analysis as the research tools. Cross-cutting qualitative research that combines the researcher's work experience and data analysis is adopted to explore the role of Cheng Chung Book Company, a century-old publishing house, in the new era. The author attempts to find answers for the problems faced by the company in the current overall environment, locates its second niche market, and identifies its path of transformation in response to the changing times. First of the study’s conclusions is that declining birthrate affects the sales volume of textbooks, but the development of the Internethas an even greater impact on the sales volume of paper books. In terms of new multimedia platforms, the company’s existing resources, operating model, and market positioning do not allow it to develop its own platform now, but such communication methods (including e-books) are still necessary in the future. The COVID-19 epidemic taught the company that understanding the international situation, working more closing with foreign student circle are important for the promotion of Chinese teaching materials in Taiwan. Secondly, the company’s second niche markets in the long term are Chinese language learning, literature appreciation, and thematic books on modern living habits. Finally, the company should choose professional Chinese textbooks as the main publications, strive for excellence in this profession, specialize in its current editing and marketing lines, while closely observing the market trend, maintaining sensitivity to demand fluctuation and taking advantages from policy changes.