網際網路的興起，不但加快了人們資訊查詢的速度與廣度，也可能改變大家的閱讀形態。在這股內容數位化的趨勢潮流中，位於實體出版產業價值鏈中游位置的經銷商，面對實體與虛擬兩種不同的通路管道，必須思考運用現有資源的競爭力擬定轉型策略，透過虛實整合以創造新的營運模式，才有機會在這股數位化的洪流中逆勢成長，開創新局。
本研究首先對實體圖書雜誌產業之現況，以及實體圖書雜誌經銷商的產業定位與機能進行瞭解；接著再對數位出版產業價值鏈進行探討，瞭解將內容出版數位化並傳送到消費者端，這些變動促進了哪些新中間商的興起以及發展現況；並對於數位出版產業，從業人員需具備哪些專業能力進行瞭解，以作為個案公司轉型參考。
研究發現，位於實體圖書雜誌產業中游的經銷商，在面對銷售內容數位化的發展趨勢下，因為沒有內容、技術、與平台，在轉型的過程中相對屬於弱勢。要在數位出版經銷產業中發展，說服內容擁有者授權以及拓展數位通路能力則是發展的必要條件。
建議實體出版產業相關業者，可採取先了解數位出版產業如何運作，並且參與其中的策略；意即先了解數位出版產業價值鏈，並分析自己所擁有的內外部資源與核心競爭力，以發掘競爭優勢，才能在有利的戰略位置中發展。
關鍵字：數位出版產業、價值鏈、企業轉型 / The growing up of the internet not only extends and speeds up our searching of information, but also change our reading style. During the trends of content digitalization, the publication distributors industry faces completely different marketing of virtual and physical channel. They must use the competitiveness of existing resources to develop transition strategy，then they can get a chance to grow up and step toward the new age.
At first，we need to understand is their present situation and their detail function of the physical publication distributors industry. Then discusses the value chain of digital publishers and how do the contents digitalized and transferred to the consumers. What kind of new business rising and developing during the transformation and their present situation are also studied. Afterwards, what kind of professional abilities should be required is also studied to be a reference for the company of the case study.
In our studies, lacking of contents, techniques and platforms makes distributors of the publishing industry relative weak in transformation during the process of digitalization. The ability of granting authorization and expending digital salability is a requisite to develop in the business of digital publishing.
The distributors of the publishing industry are suggested to understand the operation of digital publishers and participate in the operations. That is to say, in order to get advantageous position for the competition, the first thing is to find out the value chain of the digital publisher and analyze central competitive ability of oneself.
Keywords: Digital Publishing, Value Chain, Corporate Transformation
| Identifer | oai:union.ndltd.org:CHENGCHI/G0097932059 |
| Creators | 潘秀端, Pan, Hsiu Tuan |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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