出版社暢銷表現與策略間關係之研究 –以城邦出版集團為例

Abstract

國內出版產業因為非上市上櫃緣故，較難取得出版社的公開資訊，過去對出版 社研究多透過對少數幾家出版社訪談、問卷形式而得。本文透過博客來網路書店的 公開資料，以城邦出版集團下的出版社為例，找出數個性質來刻畫出版社樣貌，觀 察出版社策略，並觀察它們與出版社表現間的關係。研究當中以暢銷指標來衡量出 版社的表現，並應用過去產業組織領域中 HHI 方法來觀察出版社出版的集中程度。 實證結果發現，大型出版社出版類型愈分散時，出版社的表現愈好。此外，出版社主要出版類型是否為時下熱門類型，也會影響出版社的暢銷表現。

In Taiwan, open information of domestic publishing house is absent due to its nature of being unlisted company: private interview and questionnaire were the two major data sources of the related research. In this paper, we collect information about a selected publisher, cite publishing holding group, from the open data of “ Book Your Life” to analyze each publishing house’s publishing strategy to understand the relationship between selling performance and publishing strategies. We employ bestselling index to measure selling performance of publishing house and use HHI index to observe the publishing concentration of each publishing house. Our evidence demonstrates the improvement of selling performance caused by the decentralization of book types. Moreover, the popularity of the main type of published book affects selling performance of the publishing house.