The Publishing Industry Personnel Sales Process and The Role of Research--Discussion Internet Bookstores and Entity Bookstores Comparison

• Main Authors: Huei-Wen Wang, 王慧雯
• Other Authors: Min-Sun Wuang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/t8q9x8

碩士 === 輔仁大學 === 企業管理學系管理學碩士在職專班 === 101 === The relationship between book publishers and book marketers has been a community of mutual interest, and the two sides in most cases maintain a good interaction. The main feature of the domestic book publishing market is the small scale of both publishers and bookstores; therefore this market must rely on national and regional wholesalers’ assistance in the fields of wholesale and logistics. However, major book publishers such as Cite, Crown, Times, Yuan-Shen and Fang-Zhi have adopted another model. They wholesale books directly to downstream bookstores by themselves. The pattern for books in general is based on the chain bookstore as the end of the marketing channel. Currently, the largest Internet bookstore is Books, followed by Digital Kingstone, and the third of Eslite Bookstore, whereas the physical bookstores are led by Eslite and Kingstone, followed by general independent bookstores and regional chain bookstores. This study aims at investigating the varieties of customer service problems and problems taking orders at different stages of the direct sales that the staff sales process in different types of book marketing channels. Using the case study method to divide bookstores into Internet bookstores and physical bookstores as well as classifying the personal selling process into five stages, this study carried out six in-depth case studies focused on a domestic publishing group. The research findings show that customer service problems arising at different stages in the personal selling process include problems of insufficient information and negotiation capability; whereas problems faced by taking orders include procurement and contract problems as well as distribution and display problems. Problems faced at various stages of salespeople the staff sales process are different. The main problems occurring at each stage are as follows: the information insufficiency problem in the pre-planning work stage, the negotiation capability problem at the sales presentation stage, the procurement and contract problem at the stage of overcoming objections, the distribution and display problem when closing the transaction, and the procurement and contract problem in the follow-up stage. As this study only targeted one single business to carry out case analysis and study, the analysis results may not accurately reflect the overall industrial status. Future research is recommended to conduct empirical analysis of other publishers to explore the difference of both the problems faced and roles of salespeople at various stages in the salespeople the staff sales process of the publishing business.