| Summary: | 碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 103 === Among the marketing channels of the children’s publishing industry in Taiwan, there have been 70% of the publications being marketed through the direct selling channel, which is an enormously high output value. The operators of the directing selling channel have been independently on their own, keeping a low profile and conservative attitude, making no comment regarding the outside world. Researchers generally find it difficult to obtain relevant literatures. Since 1974, how has this channel contributed to the knowledge and industry economies? Faced with the threatening social media and China’s publishing industry, the motive and purpose of this study is to identify the contributions of the direct selling channel and to plan appropriate marketing strategy for the future, creating new opportunities for the direct selling.
The research method is based on the cross-parallel analysis between literature review and in-depth interview. To strengthen the research question, the study started with reviewing relevant literatures including “the History of Direct Selling Marketing Channel,” “Marketing Strategy,” and “Factors.” “The History of Direct Selling Publishing Companies of the Children’s Publications in Taiwan (1974 – 2015)” was compiled. In-depth interviews were done with the “operators,” “editors,” “enterprisers,” and “sales managers” of direct selling channel; a total of 19 important leaders and managers were engaged in the interviews. Information was gathered and verified. Based on the information, the marketing strategy of children’s direct selling industry was compiled, from which relevant conclusions and recommendations were derived.
According to the interviews, the contributions of sales representatives in the direct selling industry towards the knowledge economy in Taiwan are as follows: (1) communicators of the reading education, and (2) promoters of illustrated book reading. The publishing companies of direct selling channel have provided a platform for local creators.
The structure of the study is based on the 4P of marketing, including “Product strategy,” “Price strategy, “Promotion strategy,” and “Passage/Channel strategy.” Through cross-parallel analysis, a specific marketing strategy towards “Taiwan’s development strategy,” “Influences from China’s publications,” and “Development opportunities in China” was developed.
It is hoped that the conclusions and recommendations of “marketing strategy” from the study can be used as a reference for the operators in children’s publication direct selling industry, providing them with opportunities and directions of the channel’s future development.
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