Beauty is something momentary and ever - fleeting, and if it is not appreciated while it is fully charged with life, it will become a memory, and its liveliness will be entirely lost.... Beauty is ever alive, because it has no past, no future, but the present. You hesitate, turn your head, and it will not be there any more... The project is a bookstore, located in a plaza between two high-rise buildings in downtown Chicago.The idea came from the desire to give people a place to sense the ordinary but precious lightness in their lives, to give them a place to read, to dream, to see the life of other people and to feel the beauty of nature. / Master of Architecture

The traditional book market matures, there are about 40,000 kinds of books published each year. But it is facing an oversupply situation. Return of a large number of books to make the traditional publishing business increasingly difficult. Online bookstores have established over ten years. Books are the most common products online shopping. The end of year 2010, a large number of sales for ebooks and e-reader. We can see that reading habits of human has begun to change. The reader can read thousands of books with an e-reader around everywhere. Publishers can sell books through the internet. How can the rise of e-reader? What will be affected for the traditional logistics providers and suppliers? Which new business models and benefits bring from e-reader and e-bookstore? This study used qualitative research to the literature review and case study, to observe and explain the e-reader how to affect the traditional suppliers and bring new benefits. Base on publishing ebooks through the internet, the digital platform service providers replace traditional logistics providers, suppliers, and publishers. Internet services provider replace the traditional logistics providers. Ebooks and e-reader use for reduce logistics costs and solve inventory problems. Consumer behavior changed to impact the traditional book industry, but also bring new economic benefits.

Abstract The gross value of service industry in Taiwan has reached 63.3% of the GDP in 1998, and the percentage of the employed population in the service industry also accounted for over 50% (Central Statistics Service, 2000). In the service industry, the gross value produced by chain stores reached a market size of NT$18,190million in year 2002, and the proportion of chain management in the industry as was high as 33.62% (Department of Commerce, MOEA, 2003). Chain-Bookstores should plan for a marketing mix suitable to the needs of the corporation, establishing a differentiated yet high level of quality service so that in the process of making purchases, the customers will deeply remember the consumption experience, thereby strengthens the image of the brand name and loyalty of the customers. These are key issues that chain bookstores need to carefully evaluate and consider in developing a marketing mix strategy to effectively meet the trends and changes in the market. In light of the above discussion, the objectives of this study are to discuss the following: I.The development history and contemporary status of chain bookstores in the country. II.The application of primary marketing mix strategies in the chain bookstores of the country. III.Case study of the content of corporate marketing mix strategy, and conduct a comparative analysis and make recommendations on the feasibility of developing a chain bookstore marketing mix strategy. In respect of the chain bookstore market in the country, Eslite and Kingstone bookstores are used as case studies. Through literature review and in-depth interview, the marketing mix of the case study bookstores were reviewed, the results of the study are as follows: I.Management methodology: Strengthen the ability of distribution channel and reposition the brand name; make use of the price negotiation advantage to promote book sale through the mailing system. II.STP strategy: Expand the market segment to the Asia and Chinese region; conduct differentiated marketing in different regions; design marketing activities and product mix appropriate to the needs of local customers in the different regions. III.Marketing mix strategy: 1.Product: In order to grasp the trends of consumer tastes, product mix should be diversified and cross-discipline business cooperation should be encouraged. 2.Pricing: Market related products by value rather than by price. 3.Distribution channel: Combine local culture, to create differentiation in store designs. 4.Promotion: Make use of theme exhibitions, extended readings and community activities, and connect with the community-based living functions. 5.Staff: Promote the internal values of staff, which is helpful to the creation of brand image. 6.Physical evidence: Create a service environment and marks of tangible goods, which is helpful in the creation of a consumer environment and identifying a clear distinguished corporate image. 7.Service process: Strengthen the virtual distribution channel service, and effectively integrate corporate resources in the direction of customized service. Based on the results of the study, the following recommendations were made: I.Emphasize the professional niche of the bookstore to distinguish the differences in the corporate brand name and the marketing ability. II.In positioning the brand and executing the marketing strategy, the virtual website management model should be an integral part of the overall corporate considerations. III.Promote the efficiency of the logistics system, and strengthen the electronic business transaction service, so as to effectively decrease the cost of marketing and distribution. IV.Develop the extended niche of the brand, so as to strengthen the virtual and personalized customer service. Keywords¡GChain-Bookstores¡BMarket Positioning¡BMarketing Mix

The purpose of the thesis is to explore how the legacy firms extend their online business. Should they integrate the online business division with traditional division in order to leverage the established competency, or spin off the online business division and keep it separate from the traditional division in order to get more flexibility and focus? The study tried to find the factors that effect firms to keep the online business separate from established business or urge firms to integrate the online business in-house. These factors can help firms decide whether to keep or spin off the online business division. The main conclusions of this thesis: 1. Check the shock of the online business Explores the idea of "disruptive technology" that clashes with the current culture/business model versus "sustaining technology" that enables further success of the current culture/model. If the internet business is disruptive technology, you should spin it off. 2. If interrelationship between the established business unit and the internet business unit can bring competitive advantage to each other, or the established business unit have the core competency or resource to make the internet business unit competitive, you should take advantage of the synergy by horizontal strategies.

Bombarded by various waves of consumer information,Taiwan has hit the road to the so-called ¡§style society¡¨ with the trend towards aestheticization of daily lives and growing emphasis on tastes, and in the meantime the industries, while churning out products, do not forget to compete for the interpretive power and symbolic control over the media. In Taiwan, as far as cultural tastes and lifestyle modeling are concerned, the ¡§Eslite phenomenon¡¨ shall not be ignored. With content analysis, this research probes into the editorial logic by which the Eslite Bookstore, as one of the important indicators on the map of Taiwan culture consumers¡¦ tastes, has tried to design its style-based Eslite Book Review and Eslite Reader magazines. In the end, the researcher deliberates over some visages of bourgeois tastes shaped by Eslite and contextualizes the findings in the class struggles for culture distinction as well as the recent social-economic changes in Taiwan. As the research shows, the main editorial notion of Eslite Bookstore is to construct an orthodox and legitimized legitimate taste domain by the voices of those culturally powerful male experts. It aims to build up a consumer style that is different from the past bourgeois conspicuous consumption and offers certain symbolic repertoires for the pursuit of delicate culture and life.Proclaiming itself as with higher cultural capital, Eslite prefers to involve more cultural activities and discourses to demonstrate its superiority, and to balance practical functions with more style innovations to distinguish itself from peers. In general, Eslite Book Review and Eslite Reader maintain a consistent style that uniquely belongs to Eslite . During the period of Eslite Book Review, it stresses mainly on life attitude, aesthetic style the second; whereas, Eslite Reader puts aesthetic style on the top of life attitude. Neither in these two periods have conventional values been emphasized. Eslite skillfully takes advantage of the existing cultural capital from the academic and expert systems to polish its cultural taste, and then elegantly projects such a cultural taste onto its consumers.By doing so, it successfully attains the identification from the readership and achieves its purpose of accumulating cultural capital and transforming it into economic capital.

Books and magazines are the two most popular merchandises traded through e-Commerce. This thesis is a case study of the largest online bookstore ¡§Books.com.tw¡¨ in Taiwan. It was founded in 1995 and was the first online bookstore for Chinese Internet customers. Without brick-and-mortar bookstore, ¡§Books.com.tw¡¨ has focused on the advances of information technology and the efficiency of e-commerce operation. This research analyzes the trends of online bookstore and the impact of the 24-hour delivery service by ¡§Books.com.tw.¡¨ The qualitative research method was adopted for the research design, data collection and analysis. The research results are summarized into the following four findings. First, the e-commerce strategies of ¡§Books.com.tw¡¨ have extended to from selling books, CDs or DVDs to become an e-retailer. Second, the word-of-mouth marketing and virus marketing play important role for the online bookstore that can effectively approach its target customers. Third, the success of ¡§Books.com.tw¡¨ can be comprised of the three online transaction characteristics that are convenience, safety and speed. The service has built customers¡¦ royalty and increased repurchase rate as well as the sales and the profits. Finally, with the information integration associated with the efficient logistic management, ¡§Books.com.tw¡¨ successfully executes the 24-hour delivery policy that has firmly assured its leading position of online bookstore in Taiwan for recent years.

This dissertation examined the relationship of student textbook purchasing practices to student success and satisfaction in selected general education undergraduate courses at a Florida public community college. The study utilized secondary data sources, specifically bookstore purchasing data, student records, and student satisfaction survey results. Descriptive statistics and ANOVA were used to determine relationships. Seven specific research questions were answered, and statistically significant results were identified as a result of the data analysis. The results indicated that there was a relationship between the type of textbook/course material purchased or rented and a student’s final grade in a course. There was also a relationship between digital media textbooks/course materials and lower course satisfaction. When reviewing when students elected not to purchase any textbook/course material for a course that required one, those students reflected lower course grades than students that had access to the textbook/course material in some capacity. When students were provided with an option for their textbook/course material media type, traditional textbooks (paperback or hardcover print) were the most frequently selected. Finally, the results indicated that there was a relationship between higher priced textbooks/course materials and lower grades, when compared to lower priced textbooks/course materials, and course satisfaction scores also reflected lower scores with higher priced textbooks/course materials.

В работе исследуется работа книжных магазинов России и Европы. Деятельность магазинов рассматривается с социокультурной точки зрения. В диссертации проводится анализ крупных книжных сетей России, Германии и Польши, а также маленьких независимых магазинов в тех же странах по специальным параметрам. Кроме того, в работе рассмотрен мировой опыт функционирования книжных магазинов. На основе анализа выявлен ряд важнейших факторов, которые влияют на успешность работы книжного магазина, а также в целом на культурную ситуацию в городе и стране, где расположен книжный магазин. / The paper examines the work of bookstores in Russia and Europe. The activity of stores is considered from a socio-cultural point of view. The dissertation analyzes large book chains in Russia, Germany and Poland, as well as small independent stores in the same countries by special parameters. In addition, the paper considers the world experience of the functioning of bookstores. Based on the analysis, a number of important factors that affect the success of the bookstore, as well as the overall cultural situation in the city and country where the bookstore is located, are identified.

網際網路的快速發展，打破了時間與地域的限制，而書籍種類繁多、單價又不高、運送方便，非常適合透過網路販售（網路書店能運用電腦科技，即時提供有關書籍的各種資料訊息，使得讀者能夠針對本身的需要自行向網站搜尋資料與訊息，並與網站直接進行互動）。究竟傳統書店經營的成功要素是否能適用於網路書店，亦或是網路書店有一套不同的遊戲規則，是本研究的研究主題。本研究採個案研究的方式，選取美國、英國與台灣等十家書店（純粹網路書店 5 家、由出版社設立的網路書店 1 家、實體書店業者設立網路書店 3 家、純粹實體書店 1 家），藉以瞭解網路書店事業經營的成功因素，網路與實體書店經營的成功因素的差異，以及網路的特性對於書店經營成功的因素所造成的影響。 主要結論如下： （一）針對網路書店經營之成功因素，研究發現如下： 1網路書店必須確立書店定位，以針對目標客戶群設計出網站內容與服務，發展相關策略。 2網路書店不受地理區域的限制，易於使用的界面與確實的查詢結果成為了網路書店的成功因素。 3書籍相關資訊的提供豐富了網路書店產品的內涵。 4社群的形成是網路書店成長的重要因素，網路書店必須利用客製化的內容與互動性，強化社群凝聚力。 5數位化資產與能力是經營網路書店的重要資源。 6具競爭力的價格與交期是網路書店商品管理能力的展現。 7出版社、配銷商、物流業者、貨運公司與作者、媒態等實體事業合作夥伴，對網路書店的重要性更為提高。 8網路書店與 ISP、搜尋引擎與其他熱門網站建立合作關係，形成 Internet 事業網路，將可增加網站的廣告效果，創造交通量與商流。 9品牌知名度是後進者的進入障礙，但先進者在品牌的建立上卻不一定具有先佔優勢。 10網路書店亦非常重視人力資源，對人員的專業能力的重視更勝於實體書店。 （二）受到網路特性的影響，網路與實體書店成功因素中，相同的包括了定位清楚、商品管理能力的重視；而新產生的成功因素，則有 Internet 事業網路、易於使用的界面與確實的查詢結果。其他的實體書店成功因素，則受到網路特性的影響而皆有所調整。

The study examines how independent bookstores differentiated themselves from other bookstore retailers, to satisfy their customer needs and then to achieve customer engagement. The research proposes two questions as following: How do independent bookstores in Uppsala differentiate themselves in the book retailing industry? How do customers engage with independent bookstores? In order to answer these questions, qualitative research method was employed in this study. This research took all of the seven independent bookstores in Uppsala as a sample, interviewed owner/managers of each of them, and collected 85 questionnaires from their customers on the basis of the servicescape theory. The researchers employed the approach of qualitative data analysis. The analysis of the findings was based on Raffaelli’s 3C’s model, servicescape theory, and customer engagement theory. The conclusion of this study illustrates the actions of independent bookstores of differentiating themselves in the six dimensions of servicescape theory and indicates that both independent bookstore and their customers lay emphasis on the differentiation of functionality and employees. Furthermore, the customer engagement could be enhanced through the differentiation.