Analysis of The Competitive Dynamics of Elementary School Textbook Publishers - The Case of Hsinchu City

• Main Authors: CHO,YEN-LING, 卓彥伶
• Other Authors: PEI,WEN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/687rfa

博士 === 中華大學 === 企業管理學系 === 107 === The National Institute for Compilation and Translation (NICT) began reviewing the contents of textbooks since 2002, leaving other jobs, such as editing, printing, pricing, marketing, and delivery to private publishers open for free competition. Due to the limited number of students and elementary schools, market centralization emerges and oligopoly by publishers with higher market share began. When making a decision, every publisher must consider the possible reactions of other publishers. With the top three publishers in market share of elementary school textbooks in Taiwan, Kang Hsuan Educational Publishing Group (KSP), Han Lin Publishing (HLP), and Nan I Book Enterprise Co., Ltd. (NIB), as the subject, this study investigates the attack prediction and response model of these three publishers with Chen (1996)’s market commonality and resource similarity concepts and maps the competitors to analyze their possible actions and responses. After organizing data from secondary sources, this study extracts the market commonality data from the selected version (KSP, HLP, and NIB) of textbook of each subject for grades 1-6 in academic year 2017 of 33 elementary schools in Hsinchu City and the number of students in each grade. Statistics show the sales volume (copies) of textbooks of each subject. This study also extracts the resource similarity data from the authorized capital and number of employees of each publisher. This study found that: In terms of market commonality, KSP and NIB consider HLP as a principal competitor as HLP’s market highly overlaps that of KSP and NIB, while KSP is the principal competitor of HLP. In terms of resource similarity, HLP and NIB consider KSP as a principal competitor as KSP’s resources highly overlap that of HLP and NIB, while HLP is the principal competitor of KSP. With the competitor mapping analysis in the competitive dynamics theory, this study evaluates the competition strategies and discerns the prediction response possibility of textbook publishers, hoping to provide a reference for the decision-maker of publishers to establish competition strategies and plans.