La presente investigación tuvo como objetivo el desarrollo del plan de negocios de una librería digital, especializada en la comercialización de ebooks y audiolibros, en la categoría infantil-juvenil. Alpaquita eBooks busca consolidarse como una alternativa moderna, asequible en precios, con una gran experiencia de usuario y que brinda soluciones a los padres de familia, en el proceso de desarrollo del hábito de la lectura en los niños y adolescentes, así como en la adquisición de libros de texto escolares, en formato digital. En ese sentido, la presente investigación desarrolló el plan de negocio contemplando las fases de planificación y análisis estratégico del entorno, y profundiza la evaluación y desarrollo de estrategias comerciales, operativas y financieras que permitirán la consolidación de Alpaquita eBooks, en los distritos que conforman Lima Moderna: Barranco, Jesús María, La Molina, Lince, Magdalena del Mar, Miraflores, Pueblo Libre, San Borja, San Isidro, San Miguel, Santiago de Surco y Surquillo. La presente investigación consta de ocho capítulos, en los que se expone el contexto externo e interno en el que se desarrolla la empresa (Capítulo 1); el análisis estratégico del negocio (Capítulo 2); el plan de marketing que propone acciones orientadas a la atracción y conversión de clientes, así como a la fidelización en el segmento infantil-juvenil (Capítulo 3); el análisis de los recursos humanos idóneos para el desarrollo de las actividades operativas y de soporte (Capítulo 4); el desarrollo de políticas y procedimientos operativos que garanticen una gran experiencia para los usuarios (Capítulo 5), y el análisis financiero en el que se analiza la viabilidad económica del proyecto, a través del análisis de proyecciones de ingresos, flujos de caja y evaluación de la sensibilidad en distintos escenarios (Capítulo 6). Finalmente, el trabajo concluye con la validación de la viabilidad del negocio, tanto a nivel financiero - con una tasa interna de retorno del 31%, en un escenario conservador - como a nivel de la disposición de compra por parte del mercado objetivo. / The objective of this research work is to develop the business plan of a digital bookstore specialized in the commercialization of ebooks and audiobooks in the child-youth category. In its portfolio Alpaquita eBooks includes school textbooks in digital format . Therefore, this ebook online store achieves to consolidate itself as a modern alternative, affordable in prices, with a great user experience. Alpaquita eBooks will assist to parents in the process of developing the habit of reading in children and adolescents because the platform will include a blog with the last reading methods, expert notes, advices and interviews of the new digital reading trend. In this sense, this reseach work analyzes the viability of the business contemplating the planning phase and strategic and context analysis. the evaluation and development of commercial, operational and financial strategies wich allow the consolidation of Alpaquita eBooks in the districts of Lima Modern such as: Barranco, Jesús María, La Molina, Lince, Magdalena del Mar, Miraflores, Pueblo Libre, San Borja, San Isidro, San Miguel, Santiago de Surco and Surquillo. This research work features eight chapters, in which the external and internal context the company develops (Chapter 1), the strategic analysis of the business (Chapter 2), the marketing plan that proposes actions oriented towards the attraction and conversion of customers, as well as loyalty in the child-youth segment (Chapter 3), the analysis of appropiate human resources for the development of operational and support activities (Chapter 4), the development of policies and procedures operations that guarantee a great user experience (Chapter 5) and the financial analysis in which the economic viability of the project is analyzed, through the analysis of income projections, cash flows and sensitivity assessment in different scenarios (Chapter 6) The research work concludes with the validation of business viability, both at a financial level - with an internal rate of return of 31% in a conservative scenario - and at a purchase disposition level by the target market. / Trabajo de investigación

Syftet med detta arbete har varit att undersöka hur BookTok används av bokhandlare och bibliotek. Till hjälp har ett teoretiskt ramverk använts bestående av Uses and Gratification,symboliskt kapital samt deltagarkultur. Utifrån detta ramverk har det gjort semistrukturerade intervjuer som analyserats med hjälp av fenomenografiska metoder. Intervjuer gjordes med tre bibliotek och två bokhandlar i södra Sverige under hösten 2023.  I analysen av materialet kunde fyra teman särskiljas utifrån huvudfrågeställningen – hur använder bokhandlare och bibliotek BookTok? Dessa fyra teman är BookTok som arbetsverktyg, kontaktyta, kreativ yta och symboliskt kapital. Analysen av de olika teman ger oss en idé om hur verksamheternas deltagande ser ut på plattformen samt hur bokhandlarna och biblioteken själva ser på deras användning av BookTok. / This study aims to understand how bookstores and libraries make use of  BookTok.  A theoretical framework has been used consisting of the Uses and Gratification theory, symbolic capital theory and participatory culture theory. Along the lines of this theoretical framework, semi structured interviews were designed with the help of a phenomenographic approach. The interviews were held during the autumn of 2023. Three libraries and two bookstores participated. In the analysis, four themes were detected in regards to the question at issue – How do bookshops and libraries make use of BookTok? The four themes are BookTok as a work tool, contact area, creative space and symbolic capital. The analysis of different themes gives us an idea of the operations participation on the grounds of TikTok – as well as their own perception of their BookTok use.

針對現今網路時代的變化與趨勢，本研究試圖以網站經營面和顧客使用面的角度切入，探討經過網際網路各項特性的催化後，一個完善的顧客關係管理系統所應該包含的重點工作為何。此外，本研究並試圖利用電子券商與網路書店此兩種不同產業的特性、實體與網路並存及純網路型企業及台灣與美國兩個不同國家的相關基礎環境影響這幾個變數，來探討在各個層面上，顧客關係管理系統在運用上所產生的相同與相異點，以提供業界與後續研究者做分析比較的參考。本研究的主要研究發現如下： ●　不同產業與企業，在網際網路上進行顧客關係管理共同應注意的重點工作有 ■　客製化服務是黏住顧客的最大關鍵 ■　因為網際網路無遠弗屆的特性使然，利用網路進行顧客關係管理首重即時性與不間斷性 ■　顧客服務應採用推播式（Push），而非被動的等待顧客來使用 ■　確認機制和即時性的回復系統，是博得顧客信賴與安全感的重要機制 ■　顧客真正想要的是「資訊」而非「資料」，資訊內容除了量大之外，好的搜尋引擎及分類機制才是關鍵 ■　部分實體特性所帶來的「顧客感受」尚無法為網路所替代 ■　既有品牌轉至網路，在獲取新顧客與保留顧客上不見得是助力 ●　電子券商與網路書店在進行顧客關係管理時所產生的不同點為 1. 在資料擷取時點及使用方式方面 ■　券商總是在一開始便擷取相當多的資訊、並採用即時採擷與分析的模式 ■　書店則以較為開放的資訊分享方式進行，直到交易完成之後，才開始利用各式各樣的交易資訊來進行資料分析 2. 在套牢現象方面 ■　券商因為交易的複雜度較高，牽涉到大額金錢流動的安全性考量也較高，是故所產生的套牢效應比較明顯（E*Trade有95％的顧客重複使用率，Charles Schwab也有90％） ■　書店的商品比較標準化，且資訊又採完全公開分享的方式，是故與券商相較起來，套牢效應較小 ●　實體與網路並存與純網路型企業在進行顧客關係管理時所產生的不同點為 ■　實體和網路並存的企業多利用策略聯盟或活動舉辦的方式來吸引顧客的目光及再度加深顧客的印象 ■　純網路的企業則推陳出新的發展出像是聯屬行銷或是社群經營的方式來利用動態循環的概念套牢顧客。 ●　美國與台灣在相關產業基礎環境不同的情況下，企業在進行顧客關係管理時所產生的影響與窒礙有 ■　台灣的券商在金流交換系統的不相容、不互通及法令層面上影響較大，例如證交法規定券商為特種行業，不可進行個股推薦並收取顧問費的營利活動，導致台灣券商目前並無法提供一站購足式的金融服務，並限制了擴展海外業務增加國際競爭力的能力。 ■　台灣書店則受限於實體物流、倉儲等配銷層面的基礎建設不足。EDI系統的零散與不足，導致存補書籍及追蹤書籍資訊都多所障礙，同時台灣發書量與網路商業使用人口的不足，也導致進行人工智慧比對的比較基礎不夠，讓許多加值性的顧客服務目前只能處於規劃狀態，無法上線執行。 此外，由研究結論可知，顧客關係管理系統內容廣泛，常常因產業的不同、企業數位化程度的不同、相關基礎設施的不同等等因素而以不同的型態呈現，並影響整個顧客關係管理的績效。但整體而言，國內外企業在推展的過程中，或多或少都已經對企業及顧客的價值產生提升的效果，甚至有些企業，例如Amazon已藉此達成了交叉銷售及雙贏的目標，並積極地為創造顧客的終身價值而努力。 / The 1990s has been a dynamic era for the information technologies. Since 1994, internet has boomed up and made trade commerce becoming a global-wide competition. Real time, boundless and multi-culture are the characteristics of internet and they also make changes to all the business models. Customer Relationship Management (CRM) which has been effected by the internet is one of the examples. The principle of 80/20 defines clearly that enterprises can create 80% of profit from their 20 % customers. How to utilize internet and apply the 80/20 principle to grasp customers is an important and also fashionable issue in business administration. Objectives This thesis tries to investigate internet's impact on CRM, in the context of characteristics of industry, enterprise digitalization involvement and complementary industries impact factors, to discuss the following objectives: ● The key successful factors of CRM on internet. ● What are the differences of CRM between stock houses and bookstores? ● What are the differences of CRM system between pure on-line and on-line + off-line enterprises? ● What are the differences of CRM between Taiwan & the United State? ● Does CRM enhance the value of both enterprises and customers. Research Structure This thesis is based on the CRM as the core and supported by the web operation and customer points of view. According to literature survey, a complete CRM should include the mechanism to transfer customers' data to useful knowledge, good customer services, efficient database services and community & associates program applications. Case Choice For the purpose of case study, this thesis chooses 8 companies as studies cases. Research Methodology This thesis adopts the case study using direct web observation, testing the internet system and in-depth managers and customers interviews. Before interviewing, the author has collected related data and the under-practicing data of every enterprise. Case Analysis and Conclusions According to the analyses of the 8 cases, the author has generated the following conclusions: 1. The key successful factors ofCRM on internet stock broker and bookstore industries including: ● One-to-one marketing & customerlization is the most important way to stick the customers. ● Real time, continuous and confirm-back system is necessary. ● Customers need "information" not "data". CRM should integrate these data into information and provide to the customers. ● Without providing the value-added services or the same identification of the brand name, established brand name may not be an asset to the new internet brand name. 2. The differences ofCRM between stock houses and bookstores are: ● Stock houses always adopt the way of real time data-mining and data warehousing; bookstores always share their information and provide information before they complete the first deal. ● Because of the complexity and security, stock houses always have more lock-in effect than bookstores. 3. The differences of CRM between pure on-line & on-line + off-line enterprises are: ● They have different way to attract new customers. Associates program is only applicable to internet deal. ● internet can't substitute some real things' interaction feeling for the customers. 4. The differences ofCRM between Taiwan and the United States are: ● The financial databases are not compatible in Taiwan. Therefore, it makes Taiwan's stock houses need more time and paper works to check customer's credibility. ● The Stock Trading Regulations in Taiwan limit Taiwan stock houses services to their customers. This inconvenience weakens Taiwan stock houses competition with American stock houses on internet. ● In Taiwan, EDI and logistic system is very poor. It makes bookstores can't trace their goods on time and provide value-added services. 5. Increasing the Value of Enterprises and Customers ● According to this research, it has discovered that a good CRM will collect customers' data, enhance customer relation, provide customers' knowledge and make cross interaction between sellers and customers. Both the enterprises and the customers gained "value-added". ● Customers always save their time to complete the trading and information search work. Enterprise always save the rent fee and labor cost to open a real store, and always make cross selling by good CRM system. ● For example, Amazon.com has made huge gain from the cross selling and has built a very good customer database. In 2000, Amazon.com has more than 17 million web users visit its homepage and more than 10 million have been its customers.

The Master's thesis follows professional work of Jaroslav Pospisil. Briefly presented the Pospisil's family from Jan Hostivít Pospisil, who founded the family business, to Jaroslav's successor Jaroslav Pospisil junior. Considerable attention will be paid to the composition of the editorial program. It will not be missed out nor Pospíšil's social functions, eg. Association of booksellers and and publishers. Keywords: Publishing houses, book printing, bookstore, publishers and publishing, booksellers, book culture, publishers' catalogs, books, culture and society, fading

摘 要 台灣地區近日網路購物的人數快速成長，因此，消費者對於網路商品的需求大增，是否能從網路商店購買到價廉物美的商品乃為消費者關心的焦點。且根據資策會的調查，書籍是網路購物者的最愛，基於探討網路商店定價行為的國外文獻大抵僅以美國為研究對象，偏重於簡單的統計與迴歸分析，欠缺較深入的統計方法如單因子變異數分析法及集群分析法，加上國內缺乏針對網路商店定價行為從事分析的實證文獻，於是本研究將以書籍為研究對象，蒐集國內傳統書店和網路書店銷售書籍的價格，綜合了迴歸分析、無母數統計、單因子變異數分析及集群分析四大方法從事書店定價行為的分析。本研究先以複迴歸分析探討不同書店之書籍售價的決定因素；再以無母數統計法比較不同購買數量及不同種類的書籍售價；然後，以單因子變異數分析和Turkey、Scheffe兩兩比較法剖析書籍的售價與書店的關聯性；最後，以策略群組分析法探索書店間經營策略的類似性及差異性。 結果顯示，網路書店彼此之間的價格競爭較實體書店之間激烈。書店的書籍銷售價格和資本額、員工數成正向關係，資本額越大、員工數越多則書籍銷售價格越高，書店歷史、商品種類則和書店書籍銷售價格有負向關係，書店歷史越久、商品種類越多，則書籍銷售價格越便宜。再者，比較不同購買數量的書籍售價後發現消費者只要購買兩本書籍以上，網路書店比實體書店便宜，而若消費者只購買一本書籍，在網路書店購買會較吃虧。還有，在工商企管、健康旅遊及文學類三類書籍的價格比較下，書籍售價排序由低到高為文學類、健康旅遊類、工商企管類。接下來，從書籍與書店的關聯性來看，誠品網路書店的書籍銷售價格最高，華文網和搜主義的書籍最便宜。此外，本研究發現，實體書店所開設的網路分店書籍的售價都較實體書店高，而且純網路書店的書籍銷售價格顯著較實體書店的網路分店便宜。 最後，在策略群組分析法中發現19家書店可分為6個群組：節省開銷，專於本業型 (政大書城、上達書局、聯經出版社、今日書局、搜主義網路書店、三民網路書店及誠品網路書店)、圖書館結合百貨公司型 (誠品書店)、大規模經營型 (金石堂書店、新學友書局、博客來網路書店及新絲路網路書店)；第四群小百貨公司型 (建宏書局、三民書局、摩爾書店、金石堂網路書店及華文網路書店)；第五群致力服務型 (何嘉仁書店)；第六群國際級圖書館型 (紀伊國屋書店)。