Study of Operating Strategies by Chain Bookstores

• Main Authors: Helen, 趙藹祥
• Other Authors: 王士峰
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/yhbzm6

碩士 === 南華大學 === 出版學研究所 === 88 === Title of Thesis: Study of Operating Strategies by Chain Bookstores Department/Institute: Institute of Publishing Science, Nan Hua College of Management Science Year of Graduation/Program: The first term of Year 1999, Master Name of Student: CHAO, AI-HSIANG Summary of Thesis Bookstores play the role of transmitting and transacting information in the heritage of culture. The prosperous development of bookstores implies an index of another wave of fashion culture of localized culture industry by the comparison of the their types in the past and as of today, tradition and modernization as well as the emphasis of up-scaling chain bookstores. More than simply a geographical space, a bookstore while providing a recreation and refreshing place for certain intellectual elite and the general readers in metropolitan life, also a key passage to initiate descriptive power by authors both at home and overseas. In a contemporary society highlighted with segregated population, a bookstore, as an access to readers, by offering a learning space to congregate enormously cultural vitality and marketing power, becomes one of the key indices showing how efficiently the publishing business controls over the movement of information community. Generally, the changes to the environment of current bookstores as an industry can be summarized in the following orientations: 1. Continuous expansion by up-scaling chain bookstores to serve the community by location; clearly defined compound attempts from the large branch bookstores to incorporate with department stores and shopping centers; and the ambitions for becoming a listed company, if not for over-the-counter. 2. Meeting new challenges of testing the management of operation capacities of chain bookstores open to the business style of contracted membership. 3. Building up up-scaling, automatic and professional retail system for cost and selling price reductions. 4. Emergence of web bookstore and convenience store; and 5. Invasion into Taiwan for setting up sales outlets by foreign heavyweight cultural compound stores (e.g. FNAC). This study attempts to explore into the operating strategies of current chain bookstores and to verity the correlation among those strategies by in-depth case study. King Stone and Eslite bookstores, both representing the origins of drastic transition of the industry of bookstores heading for up-scaling, chain operation and diversification comprise the set of subject for the case study in parallel with the revolution and development of the industry. In addition to focusing on description and exploration of strategies, very few of the prior studies related to operating strategies ever ventured to interpret by virtue of strategy why such a strategy was taken. In the relentless competition between traditional and modern chain bookstores, disclosures of various business theories and strategies are helpful in hunting for theories of passage development for bookstores to rely on. Within such a context, this study examines interactions among existing publishing companies, bookstores, dealers and consumers by fact finding of practical aspects of strategy application through field interviews with subjects of case study. Special emphasis are put on the current status and future development of compound chain bookstores in the collection and analysis of documentation and discussion of operating experience and planning of bookstore passages in Taiwan. Whereas there are limited study topics in terms of operating strategies of compound chain bookstores and composition elements of internal and external spaces, this study seeks for a breakthrough by looking into the structural laws of strategy planning of a bookstore and its future competition profile in the coming Century. The examination follows the history of the transition of business type of the bookstore in the key tones of mobile marketing and cultural study arguments. To sum up, there are two primary purposes of this study: 1. to derive from analysis of operating strategies those orientation of strategic thinking currently stressed by bookstores as an industry and their future operating strategies for success; and 2. to conduct in-depth description of current operating strategies of the bookstores as an industry by the approaches of interview.