The Research on Business Model of Publishing Industry – A Case Study of China Times Publishing Company
Date Issued
2006
Date
2006
Author(s)
Mo, Chao-ping
DOI
zh-TW
Abstract
THESIS ABSTRACT
GRADUATE INSTITUTE OF INTERNATIONAL BUSINESS
NATIONAL TAIWAN UNIVERSITY
NAME：Mo, Chao-ping MONTH/YEAR：July, 2006
ADVISOR：Dr . Ji-ren Lee
A Study on the Business Model of Book Publishing Business:
The Case of China Times Book Publishing Company
After five decades’ development, the Taiwanese book publishing industry is now getting matured and is facing a lot of challenges, such as fragmented structure and too much competition due to very low barriers to entry (there are now more than 6,000 publishers in Taiwan）, too many new book-titles being published each year (around 40,000 titles）, and there exists a rather high book-return-rate (around 40%）.
In addition to the above mentioned structural disadvantages to the incumbents, even worse are the threats from the penetration of the simplified-character books imported from Mainland China to Taiwan. Moreover, internet, TV and radio are grapping the readers’ attention from their book-reading time, habit and money. Other factors include the decreasing of book-purchasing due to the impact of Taiwan’s fading economy in the recent years and the difficulties for the publishers to obtain loan from bank …etc.
The present research undertook an industry analysis and identified several critical issues of development, including the entry and penetration to the Mainland China market, the challenge of digital publishing, and the multi-media publishing…etc. Next, we focus on the case company, China Times Publishing Company, which is relatively successful in the Taiwan book publishing market, and analyze her business model by employing the framework of value net (Bovet, Martha and Kramer, 2000). We detailed the elements of her business model in terms of her value proposition, scope of business operations, basis of profit capture, strategic control actions, and execution. Implications and strategic suggestions to book publishing companies are also discussed.
Subjects
產業結構分析
價值網
商業模式
Book Publishing Industry
lndustrial Analysis
Business Models
Value Net
Type
thesis
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