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    题名: 市場變異與文化差異對台灣出版業西進中國之影響
    The Impact of Market Variation and Culture Differences to Taiwan Publisher for Entering the Market of China
    作者: 謝企榮
    江明珠
    徐守德
    关键词: Guanxi
    Optimal asset allocation
    Risk aversion
    日期: 2008-12-10
    上传时间: 2009-08-13 23:39:08 (UTC+8)
    摘要: 中國經濟的大幅躍進,使中國成為最具實力的世界工廠之外,許多外資也相中了中國市場的龐大潛力,中國城市化效果持續擴大,中產階級快速形成後對全球資訊、圖書的需求日益提高,重點城市的人均所得快速提昇,這些城市人民不管在消費習慣或是資訊接受度也在改變之中,中級城市的發展與資訊擴散度緊追重點城市之後,而且,鄉村人口向城市集中,為城市提供充沛的人力資源,這些城市與鄉村人口逐漸展現驚人的消費力,因此,中國轉而成為眾多新興市場中最具爆發力的市場。全球的華文出版巿場逐漸有整合的趨勢,由此更突顯中國出版巿場所佔的地位,若能在其中取得商機,勢必能超越台灣出版巿場的規模,進而開拓新局。至2007 年10 月為止,台灣圖書出版業目前已發展至9,627 家出版社、年出書4 萬餘種的情況,台灣出版業者已陷入激烈競爭的壓力。但隨台灣人口結構改變,出生率降低且經濟蕭條,迫使出版市場急劇萎縮,2007 年7 月又遭逢經銷商倒閉事件,使得100 多家出版社雪上加霜,有些資本較小的出版社於是退出市場,資本較充裕的出版社也重新思考台灣的經營環境。反觀中國人口超過13 億,但卻只有573 家的正式出版社,多數為國營出版社,不僅經營效率差且長期處於虧損狀態,因而中國市場具備相當大的開發潛力。本文以「台灣出版業」為研究對象,首先分析台灣市場經營現況與中國市場潛力與危機,其次,從兩岸文化差異切入了解中國市場經營上之重要關鍵因素,為台灣出版業西進大陸提出可行且有效的發展策略建議。Due to the opened China market and investment by foreign capital, China not only became theworld factory, but also has a potential to become a huge market. Many business and individuals areready to participate. It is continued broaden on the effect of urbanization in China. The bourgeoisieformed rapidly and demanded for information and books with China's economic growth. The peoplewho live in key cities can make more income and drive the secondary city to go along. Moreover, therural people move to city to provide abundant labor. In the next stage, they will display an amazingpurchasing power. Hence, China will become the potential market in the emerging markets.It is display an integrated trend on Chinese publisher market and China plays a significance role.If the publishers could grasp key opportunity, they will occupy market ratio. Until to 2007, there are9,627 publishers in Taiwan and the press issue new books amount is over 40,000. It is an extremecompetition market in Taiwan. However, the lower birthrate and economic depression make publishermarket sudden recession. Because of the incident of broker bankrupt, more than one hundredpublishers fall into financial distress. Some small publishers could not bear the loss and quit. Compareto China, there are 573 publishers to provide books to over 1.3 hundred million consumers in China.The most publishers that are state-owned publishers operate un-efficiently and deficit for long period.It is a considerable market. The purpose of this paper is to analysis why the publishers can not profitin the huge market, and find the way to invest in China for Taiwan publishers. The paper concludeswith implications for research and practice.This research focuses on exploring the problems and difficulties that Taiwanese-ownedpublishers confront when they enter China market. First, we analyze the distress in Taiwan publishermarket and the potential and threaten of China publisher market. Secondly, base on theunderstanding of the culture differences between Taiwan and China, we will purpose feasible strategy.
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