| Summary: | 碩士 === 南華大學 === 出版學研究所 === 91 === Nowadays, the types of on-line bookstores are numerous, which can be grouped into pure on-line bookstores, the on-line bookstores operated by publishers, and the on-line bookstores run by bookstores identities. The distinct types of on-line bookstores have their assorted features of operations. In addition to the images of trademarks and the facility for markets, the sense of faith affects the purchasing desire of consumers. Moreover, they directly or indirectly influence the strategies of operation and sales efficacy. It is generally agreed that a number of studies with reference to the investigations and actions of relevant documentations of on-line bookstores examine the topics of on-line bookstores’ management, based on an angle from enterprise. They furthermore explore the practices of consumption of books on the side of consumers regarding an alteration from entity to unreality.
Nonetheless, the researches of on-line bookstore currently in Taiwan only at most focus on the relations of the types of operation, strategies of sale and performance. They are rarely aimed at systematizing an approach regarding the model of evaluation for performance. Hence, this research can be regarded as a study of the nature of exportation. In view of the standpoint of performance evaluation, it is to promote sales efficacy. Accordingly, the research utilizes a point of view of balanced scorecard that can divide several constructive sides such as finance, customers, inner procedure, innovation and learning, in order to be a frame of examining performance evaluation onto an application of on-line bookstore. In addition, it makes design of structural questionnaire for carrying out an interview with relative people, and set up a norm for the performance evaluation of on-line bookstore’s operation. Likewise, the research expects to further offer a foundation of policy decision for on-line bookstore’s operation and management.
According to the research, it is almost certain that the on-line bookstore is fairly required making operation tactics beforehand, as a foundation of frame of entire performance evaluation. Considering all kinds of the emphasized extent of operation strategies, they can be divided into several norms.
1. Target of service: the promotion of the satisfactory extent of customers, the loyalty of consumers, and the quality of service.
2. Advantages of market and environment: the capability of transformation management, the image of trademark and its commercial reputation, and the cooperative partners of enterprises as well as the alley of tactics.
3. Management: the control of finance, the management of websites, and the management of personnel.
The on-line bookstore is different from other ordinary enterprises in that its model of management is concerned with finance, product and information currents. As a consequence, its performance is severe to be accurately estimated via a traditional theory of finance. Thus, this research also differentiates on-line bookstore into several constructive sides, namely the assessment of finance, the assessment of customers, the internal manufacturing process, and the innovation and learning, in order to explore some essential estimation norms that are deemed by publishers. Considering the constructive side of finance in on-line bookstore, it can be divided into several norms of evaluation.
1. Financial structure: the proportions of debt to assets, long-term fund to fixed assets, and fixed assets to total assets.
2. Capability of repayment: a floating rate and a fluctuating rate.
3. Efficacy of operation: a turnover rate of deserved collecting payments, a turnover rate of existing stock, a turnover rate of fixed assets and a turnover rate of total assets.
4. Capability of obtaining profit: a reward rate of assets, a reward rate of shareholder’s rights and interests, a net profit rate, and a surplus per stock.
Among the constructive side of an evaluation of customers in on-line bookstore, they can be grouped into some norms of evaluation as well.
1. Reliability: the abundantly exposing trade information and accurate manufacturing process.
2. Response nature: the information replied promptly and the products handled rapidly.
3. Consumers-fit nature: inquiring personal purchasing records, the personal sales means, after service.
4. Facility: the facilities of categories inquiry, purchase, collecting merchandise, and returning merchandise.
5. Specialized nature: the abundant extent of information on the websites and book reviews from experts.
6. Secure nature: the confidentiality of personal information and the standard of authentication of document tallying with a trade on the Internet.
7. Consumers management: an occupying rate of consumers market, average trade sum of money, a rate of cancelling trade sum of money and rate of writing to state.
Among the constructive side of inner manufacturing process in on-line bookstores, it can be divided into several norms of evaluation.
1. Contents on the websites: the renewal extent of contents, the plentiful extent of contents, the validity of information on the web pages, and appended values information (languages vision and associated links).
2. Frames and Guides on the websites: the proper categories of books, the frames of categories based on a point of view of readers, the unhindered guide routes, and the facility and precision of search.
3. Designs of web pages and multimedia: the visual designs of web pages, the downloaded speed of web pages and multimedia, and an appreciation of multimedia.
4. Management of websites: the external popularisation of websites and the mechanism of internal management.
5. Delivery of product current: the time, quality and cost of delivery on books.
Among the constructive side of innovation and learning, it can be divided into several portions.
1. Plans of operation: a prospectus of an operation and the analyses of trends.
2. System integration: the information system of publishing integration.
3. The used condition of information system: a used rate of computers to personnel and the internal E-extent.
4. Educational trains: a plan of personnel train, the professional extent of personnel, and the training cost and time.
5. Attitude of personnel: a floating rate of personnel, the satisfactory extent of personnel and the loyal extent of personnel.
6. Schemes of excitation: the encouraging and rewarding schemes.
Altogether, undoubtedly the achievement of this research enables to effectively master a performance of on-line bookstore, and further elevate a competitive capability of an enterprise.
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