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.

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.

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.

Abstract By taking the advantages of the Internet technology, the online bookstores developed personalized services, such as providing information for making transaction decision which lowers the consuming cost, fastens the customer loyalty, and creates competitiveness. The purpose of setting up the service mechanism is to win back the consumer. Therefore, understood the customer¡¦s usage intention on the personalized services would benefit the online bookstores to build up their personalized service mechanism and to improve the practical values of the personalized services. ¡@¡@Utilizing Transaction Cost Theory as the extended viewpoint of Technology Acceptance Model, this thesis not only analyzed if the online bookstore¡¦s personalized services impact the consumer¡¦s transactional cost, but also investigated if the benefits arisen from the personalized services vary by other factors. By means of the analysis of the transaction cost and the investigation of the consumer¡¦s useful recognition, the usage intention of the online bookstore¡¦s personalized services can be reasoned out. In this thesis, the acceptability of the online bookstore¡¦s personalized services is realized, the possible factors that could affect the consumer¡¦s usage intention are discussed. The major findings are: the benefits of transaction cost arisen from personalized services were affected by the transactional frequency. More transactional activities, more benefits arisen from the personalized services were observed. Consumers believe that the personalized services provided by online bookstores can lower their transactional cost while their subjectiveness and need are being cared. In addition, different levels of consumer¡¦s useful recognition were obtained while the personal feelings or realizations vary with the contents of the personalized services. According to the findings, the online bookstore¡¦s personalized services are highly recognizable by consumers, especially at the fields of ¡§Purchase & Process Feedback Service¡¨ (PPFS) and ¡§One-by-one Customer Service¡¨ (OCS). The useful recognition for ¡§E-papers Service¡¨ is also sound but relatively lower than that of the others. Referring to the Technology Acceptance Model, the findings show that consumers are highly intentioned to use the online bookstore¡¦s personalized services.

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。

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

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.