台灣出版業的轉型－無形投資策略之探討

Abstract

近年來電腦科技的大躍進，網際網路的普及，資訊產品的進步將民眾帶入數位化時代，國人閱讀習慣逐漸改變，傳統印刷出版品不再能滿足消費者需求，出版模式走向轉變是必定的發展趨勢。有鑑於其他文獻多半著重於數位出版或是單一經營策略之研究，較無概括的產業輪廓及整體出版業的發展，本文使用行政院主計總處2006年及2011年工商及服務業普查資料之出版產業為研究樣本，實證時採用Probit Model雙元模型的計量方法，探討：出版產業的總體市場概況，出版業者轉型之無形投資發展情形，影響企業採取轉型之無形投資策略的因素。 主要研究發現：(1)無論在無形投資家數占比或無形投資總金額占比上，出版業者對於無形投資策略以市場行銷的實際投資最高。(2)企業之廠齡與利潤率對於是否進行無形投資的轉型決策影響已日漸不重要，但新進廠商比起舊廠仍較有意願於無形投資。(3)企業規模愈大的企業較有意願投資於研究發展、員工訓練與電腦軟體資料庫的轉型發展，對於市場行銷之無形投資決策影響較不顯著。(4)市占率較低的企業會進行較多的無形投資以搶攻市占率，尤其是研究發展之無形投資。(5)企業若進行國內的長期投資會特別考量無形投資，企業轉型發展之無形投資策略愈來愈重要，且無形投資決策間之相關性高。(6)企業若擁有自有品牌、國外長期投資、與國外進行服務或勞務交易在研究發展之無形投資上較有意願投資。 業者除了持續在市場行銷的無形投資外，也應提升其他無形投資占比，加強人力訓練培育相關人才，研發商品的優質化、差異化，並將商品推廣至海外，輔以政府之扶植政策，企業轉型以不被市場淘汰。

In recent years, the great leap forward of computer technology, the popularity of the Internet, the advancement of information products have brought people into the digital age, people's reading habits have gradually changed, and traditional printed publications can no longer meet consumer demand. The shift in the publishing model is an inevitable development trend. In view of the fact that other literatures mostly focus on digital publishing or single business strategy research, the paper uses the publishing industry of the Industry and Services Census from Directorate-General of Budget Department of the Executive Yuan in 2006 and 2011 as the research sample. The empirical method uses the measurement method of the Probit Model. To study: the overall market profile of the publishing industry, the development of intangible investment in the transformation of publishers, and the factors that influence the intangible investment strategy of enterprises to adopt Business Transformation. The main research findings are: (1) Regardless of the proportion of investors or the total amount of intangible investment, publishers have the highest actual investment in intangible investment strategies for marketing. (2) The influence of the company's age and profit margin on the decision-making of intangible investment has become less important, but newcomers are still more willing to invest intangible than the old ones. (3) Companies with larger enterprise scales are more willing to invest in research and development, employee training and computer software database, and have no significant impact on the intangible investment decision-making of marketing. (4) Enterprises with low market share will carry out more intangible investment to seize market share, especially intangible investment in research and development. (5) If the enterprise conducts long-term domestic investment, it will consider intangible investment in particular, and the intangible investment strategy of Business Transformation is more and more important, and the correlation between intangible investment decisions is high. (6) Enterprises that have their own brands, long-term foreign investment, and foreign services or labor transactions are more willing to invest in the intangible investment of research and development. In addition to continuing intangible investment in marketing, publishers should also increase the proportion of other intangible investments. Strengthen employee training to cultivate relevant talents, improve the quality and differentiation of R&D products, promote the products overseas, and supplemented by the government's policy. The publishers adopt Business Transformation to not be eliminated by the market.