| Summary: | 碩士 === 南華大學 === 出版事業管理研究所 === 92 === Due to the market share of books in Taiwan does not reach large scale and Taiwan has joined in WTO, the conglomerates come to the market one by one. That has impacted the publishing market in Taiwan significantly. To survive, the publishers have to look for various management strategy to achieve excellent performances.
This research classifies the publishers into six types, i.e. general public, references, textbooks, examination books, children readings and others. With the management strategy issued by Miles & Snow (1978), we group publishes into four types: analyzer, defender, prospector and reactor. And Kaplan & Norton’s Balanced Scorecard, which including financial perspectives, internal business process, innovation and learning, customer, is used to explore the differences in their management strategy by Chi-Square test and ANOVA.
Following are conclusions:
1.There is no significant difference between publishing types, management strategy and scale of investment.
2.Publishers of public books and references with distinct management strategy have no significant differences in emphasis of performances. It has the same result in publishing other books, but there are significant differences in textbooks and exam books.
3.Adopting different management strategy for publishing references has no significant differences in satisfaction of performance. But it has significant difference in publishing general public books, textbooks, exam books and others.
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