| Summary: | 碩士 === 育達商業科技大學 === 企業管理所 === 98 === The publishing companies had participated in the compilation since the Taiwan Education Ministry opened the privatization of education policy. The study tried to survey the teachers of the primary schools to give advice to the textbook companies. It used product quality, service quality, innovation, and the overall impression of the four properties to explore the strategic positioning of the textbook publishing companies.
The study selected the top three revenue textbook publishing companies and random sampling for data collection. It used NewMDSX software to explore the strategic positioning of the textbook publishing companies and Orthosim2v.01 software to analyze the dynamic model of the mutual congruence of the teachers’ positioning among past, present, and future intentions.
The results showed that Han-Lin textbook publishing company is the best of the teacher’ overall impression, followed by Nan-I textbook publishing company, and the third is Kan-Shan textbook publishing company. In addition, the results in the past and present teachers to the textbook publishing companies’ positioning were no congruence with the changes of teachers’ habits and demands in the environment and time. And there were also no congruence between now and the future intentions. The study speculated that the teachers had changed their expectations of the future intensions for further level of satisfaction.
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