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題名 教科書產業多角化經營之研究-資源基礎理論觀點
A Study on Diversification Strategy of Textbook Industry- The resource-based theory perspective
作者 譚蕙婷
Tan, Hui Ting
貢獻者 詹文男
譚蕙婷
Tan, Hui Ting
關鍵詞 多角化策略
資源基礎理論
教科書產業
Electronic Workbook
Electronic Workbooks Interactive Platform
Learning Effectiveness
日期 2015
上傳時間 3-Aug-2015 13:24:04 (UTC+8)
摘要 教科書是教師教學活動的主要媒介，是學生獲得知識的主要來源，它負有傳遞知識與社會價值的任務，在內容編輯上要符合理想的教育思想，配合社會時代的發展，更須適應學生不同成長及知識學習的需要，因此占有十分重要的地位。然而在教學現場及學生的學習歷程中，除了教科書，還包含習作、學習單、教學指引、教學活動、教具、數位媒體、實驗、補充材料和延伸閱讀等，這些伴隨著教科書主體的產物，形成了教科書的產業。
台灣的中小學教科書原為統編制，自民國78年開放國中藝能科教科書予民間編輯、出版，至民國85年國小學科教科書開放，當時投入民編教科書的出版業者達14家，投入後才發現要進入市場的門檻甚高，內容須不斷與時俱進，加上印刷、發行、物流、運送、尊重著作權等要素，已非過去全數利用政府資源來編輯、發行的狀況。加上台灣少子化嚴重，物價上揚，書價無法由業者自主，教科書的產業處於極微利的狀況，出版業者要永續發展是一個很重要的課題。
本研究將以資源基礎理論（Resource-Base Theory, RBT）來探討企業多角化策略的成效，以K文教事業為例，討論的問題如下三點：
一、台灣教科書產業的發展過程與演進
二、台灣總體環境，如政策、少子化等因素對教科書產業經營之影響
三、教科書產業如何運用既有的資源進行多角化策略成功與失敗因素分析
本論文採用個案研究方法，透過相關文獻回顧，以Amit & Livnat（1988）針對多角化策略經營的觀點，著重在既有資源能力的延伸、新能力的建構、產品線擴充來研究；再以Grant（1991）提出的資源基礎觀點，從企業擁有的資源與能力去做探討，包括公司的研發力、採購力、生產力、行銷力等方面來說明及印證。
本研究發現，企業在進行多角化策略投資評估時，若能更具體分析出企業本身既有的能力，並與多角化策略發展有更多正面的關連，則成功的機會越大，反之則越小；最後從營收的成長來判斷其經營的效益。
Textbooks are a major media to teaching, a main source for students to gain knowledge. They bear the responsibility to pass on knowledge and social values. The contents not only need to reflect ideal educational philosophies and social era developments, but also adapt to different growing and learning needs of the students. Their importance is without question. However, other thank textbooks, exercise books, worksheets, handbooks, teaching activities, teaching tools, digital medias, lab activities, supplementary materials, and extended readings are also part of classroom teaching and student learning progress. These ancillaries, together with the main body—textbooks, comprise the textbook industry.
In the past, elementary and junior high school textbooks in Taiwan were unified and published by the government. Until 1989, textbooks of non-academic subjects were opened to private publishers for editing and publishing and in the year of 1996 elementary academic textbooks. Fourteen private publishers entered the business at that time. Not until later, they realized how high the threshold is to enter the business. The contents must keep up with social realities, not to mention other important elements such as printing, publishing, logistics, shipping and copy rights, etc. which could no longer rely on the total support and resources of the government. In addition, the exacerbating low birth rate and price inflation problems in Taiwan prohibit the publishers from setting textbook prices. As a result, the textbook industry is caught in low marginal profits. Therefore, sustainable development of publishers is an important topic to be discussed.
This study uses Resource-Based Theory (RBT) to investigate the effectiveness of diversification strategy with K Educational Publishing Group as an example. The following three areas are explored:
1.The developments and evolutions of the textbook industry in Taiwan.
2.The effects of macro-environment factors, such as government policies and low birth rate on Taiwan textbook industry.
3.The analysis on successful and unsuccessful factors of using existing resources for diversification strategy by the textbook industry.
This research utilizes case study method. Through literature review, the diversification strategy management perspective by Amit & Livnat (1988) is used in the study with the focuses on the extension of existing resources and skills, constructing new abilities and expanding product lines. In addition, this study also employs resource-based perspective proposed by Grant (1991) to explore the resources and abilities of the enterprise, such as the company’s research and development, purchasing, and marketing abilities as explanations and validations.
The results indicate that if the enterprise could objectively analyze its existing abilities when engaging in diversification strategy investment evaluations and have more positive connections with diversification strategy developments, it will have greater chance to success, otherwise smaller. Lastly, revenue growths can be used to evaluate management effectiveness of the enterprise.
參考文獻 一、中文文獻
王文科（2002）。教育研究法。台北。五南。
司徒達賢（2001）。策略管理新論：觀念架構與分析方法，台北：智勝文化事業出版。
Collis & Montgomery（1998）。創造企業優勢，企業策略：哈佛商業評論，天下文化出版社，李芳齡譯，PP. 1-34
Yin, K.R. （2005）。個案研究法，尚榮安譯，台北市：弘智文化。
吳思華（2000）。策略九說：策略思考的本質。台北：臉譜出版。
胡哲生、毛禮興（2005）。產業網路觀點下的教科書出版業經營策略分析。國立編譯館通訊，第33卷第四期，2-17頁。
許牧民(2007)。國中小學教師與教科書業者對「影響教科書產業品牌形象因素」認知差異之研究。世新大學大眾傳播碩士論文，未出版，台北市。
張佩琪（2010）。現行國民中小學審定本教科書計價公式之研究。中華民國圖書出版事業協會，台北市。
黃政傑等（1995）。國民小學教科書審查標準之研究。國立台灣師範大學教育研究中心專研究成果報告，台北市。
黃嘉雄（2000）。台灣地區國民中小學教科書制度的現況與展望，教科書制度研討會資料集，中華民國教材研究發展學會。台北。
郭俊男（2002）。運籌能力、競爭策略與經營績效關係之研究，國立中山大學人力資源管理研究所，碩士論文。
榮泰生（2002）。策略管理學，台北：華泰文化事業出版。義守大學管理研究所，碩士論文。
藍順德2002）。九年一貫課程教科書審定政策執行之研究。政治大學教育研究所博士論文，未出版，台北市。
蕭丞顯 (2001)，不同策略群組下教育訓練與組織績效之關聯性研究，靜宜大學企業管理研究所碩士論文。
二、英文文獻：
Aaker, David A. 1984, Strategic Market Management, 1st ed, New York: Wiley
Amit, Raphael. & Joshua Livnat(1988), A Concept of Conglomerate Diversification,
Journal of Management, 14/4, PP.593-604
Ansoff, H.I. 1957, Strategies for Diversification. Harvard Business Review, Vol.35, Iss.5, PP.113-124.
Ansoff, H.I. 1965, Corporate Strategy, New York: McGraw-Hill, PP.114
Ansoff, H. I., & Steward, J. M. (1967). Strategies for a technology-based business.
Harvard Business Review, Nov.-Dec., 81-93.
Apple, M. W., & Christian-Smith, L. K. (Eds.). (1991). The politics of the textbook. New York: Routledge.
Barney,Jay.B. 1991, Firms Resources and Sustained Competitive Advantage, Journal of Management, March, Vol.17,No.1,PP.99-120.
Berry, C.H. 1991, Corporate Diversification, Journal of Law and Economics and Management Science, 5, PP.196-204
Booz, Allen & Hamilton, 1985, Diversification: Asurvey of European Chief Ex ecutive, New York, MA: Booz, Allen & Hamilton, Inc.,
Chandler, Alfred D. jr. 1962, Strategy and Structure: Chapter in the History of the American Industrial Enterprise, Cambridge, MA, M.I.I. Press
Dess, G. G., & Davis, P. S. (1984). Porter’s (1980) generic strategies as determinants of strategic group membership and organizational performance.Academy of
Management Journal, 27, 467-488.
Gort, A.1962, Diversification and Integration in American Industry, Princeton: National Bureau of Economic Research
Grant, R.M. 1991, The resource-Based Theory of Competitive Advantage: Implication for Strategy Formulation, California Management Review, 33 (spring), PP.114-135.
Hill, C. W. & Jones, G. R. 1989, Strategic Management Theory, Massachusetts: Houghcon Mifflim Company.
Ramanujam, V. & P. Varadarajan, 1989, Research on Corporate Diversification: A Hypothesis, Strategic Management Journal, 10/6, PP.523-551
Robinson, W. T., Fornell, C., & Sullivan, M. W. (1992). Are market pioneers intrinsically stronger than later entrants？ Management Journal, 13(8), 609-624.
Rumelt, Richard P. 1974, Strategy, Structure and Economic Performance, Bost on, MA, Division of Research, Harvard Business
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
102932078
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102932078
資料類型 thesis
dc.contributor.advisor 詹文男zh_TW
dc.contributor.author (Authors) 譚蕙婷zh_TW
dc.contributor.author (Authors) Tan, Hui Tingen_US
dc.creator (作者) 譚蕙婷zh_TW
dc.creator (作者) Tan, Hui Tingen_US
dc.date (日期) 2015en_US
dc.date.accessioned 3-Aug-2015 13:24:04 (UTC+8)-
dc.date.available 3-Aug-2015 13:24:04 (UTC+8)-
dc.date.issued (上傳時間) 3-Aug-2015 13:24:04 (UTC+8)-
dc.identifier (Other Identifiers) G0102932078en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77199-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 102932078zh_TW
dc.description.abstract (摘要) 教科書是教師教學活動的主要媒介，是學生獲得知識的主要來源，它負有傳遞知識與社會價值的任務，在內容編輯上要符合理想的教育思想，配合社會時代的發展，更須適應學生不同成長及知識學習的需要，因此占有十分重要的地位。然而在教學現場及學生的學習歷程中，除了教科書，還包含習作、學習單、教學指引、教學活動、教具、數位媒體、實驗、補充材料和延伸閱讀等，這些伴隨著教科書主體的產物，形成了教科書的產業。
台灣的中小學教科書原為統編制，自民國78年開放國中藝能科教科書予民間編輯、出版，至民國85年國小學科教科書開放，當時投入民編教科書的出版業者達14家，投入後才發現要進入市場的門檻甚高，內容須不斷與時俱進，加上印刷、發行、物流、運送、尊重著作權等要素，已非過去全數利用政府資源來編輯、發行的狀況。加上台灣少子化嚴重，物價上揚，書價無法由業者自主，教科書的產業處於極微利的狀況，出版業者要永續發展是一個很重要的課題。
本研究將以資源基礎理論（Resource-Base Theory, RBT）來探討企業多角化策略的成效，以K文教事業為例，討論的問題如下三點：
一、台灣教科書產業的發展過程與演進
二、台灣總體環境，如政策、少子化等因素對教科書產業經營之影響
三、教科書產業如何運用既有的資源進行多角化策略成功與失敗因素分析
本論文採用個案研究方法，透過相關文獻回顧，以Amit & Livnat（1988）針對多角化策略經營的觀點，著重在既有資源能力的延伸、新能力的建構、產品線擴充來研究；再以Grant（1991）提出的資源基礎觀點，從企業擁有的資源與能力去做探討，包括公司的研發力、採購力、生產力、行銷力等方面來說明及印證。
本研究發現，企業在進行多角化策略投資評估時，若能更具體分析出企業本身既有的能力，並與多角化策略發展有更多正面的關連，則成功的機會越大，反之則越小；最後從營收的成長來判斷其經營的效益。		zh_TW
dc.description.abstract (摘要) Textbooks are a major media to teaching, a main source for students to gain knowledge. They bear the responsibility to pass on knowledge and social values. The contents not only need to reflect ideal educational philosophies and social era developments, but also adapt to different growing and learning needs of the students. Their importance is without question. However, other thank textbooks, exercise books, worksheets, handbooks, teaching activities, teaching tools, digital medias, lab activities, supplementary materials, and extended readings are also part of classroom teaching and student learning progress. These ancillaries, together with the main body—textbooks, comprise the textbook industry.
In the past, elementary and junior high school textbooks in Taiwan were unified and published by the government. Until 1989, textbooks of non-academic subjects were opened to private publishers for editing and publishing and in the year of 1996 elementary academic textbooks. Fourteen private publishers entered the business at that time. Not until later, they realized how high the threshold is to enter the business. The contents must keep up with social realities, not to mention other important elements such as printing, publishing, logistics, shipping and copy rights, etc. which could no longer rely on the total support and resources of the government. In addition, the exacerbating low birth rate and price inflation problems in Taiwan prohibit the publishers from setting textbook prices. As a result, the textbook industry is caught in low marginal profits. Therefore, sustainable development of publishers is an important topic to be discussed.
This study uses Resource-Based Theory (RBT) to investigate the effectiveness of diversification strategy with K Educational Publishing Group as an example. The following three areas are explored:
1.The developments and evolutions of the textbook industry in Taiwan.
2.The effects of macro-environment factors, such as government policies and low birth rate on Taiwan textbook industry.
3.The analysis on successful and unsuccessful factors of using existing resources for diversification strategy by the textbook industry.
This research utilizes case study method. Through literature review, the diversification strategy management perspective by Amit & Livnat (1988) is used in the study with the focuses on the extension of existing resources and skills, constructing new abilities and expanding product lines. In addition, this study also employs resource-based perspective proposed by Grant (1991) to explore the resources and abilities of the enterprise, such as the company’s research and development, purchasing, and marketing abilities as explanations and validations.
The results indicate that if the enterprise could objectively analyze its existing abilities when engaging in diversification strategy investment evaluations and have more positive connections with diversification strategy developments, it will have greater chance to success, otherwise smaller. Lastly, revenue growths can be used to evaluate management effectiveness of the enterprise.		en_US
dc.description.tableofcontents 第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究步驟與流程 4

第二章 文獻探討
第一節 資源基礎理論 7
第二節 多角化經營 13
第三節 企業經營績效 18
第四節 國中小教科書產業發展過程與演進 20

第三章 研究方法
第一節 研究架構 25
第二節 研究變數 27
第三節 研究方法 28
第四節 研究對象及資料蒐集 30
第五節 研究限制 31

第四章 個案分析
第一節 台灣教科書產業特性 33
第二節 教科書計議價制度及總體經濟的改變 35
第三節 教科書特殊的行銷模式 40
第四節 個案公司介紹 45
第五節 個案公司多角化策略經營模式 49

第五章 研究發現與討論
第一節 台灣教科書產業的發展與演進 59
第二節 多角化策略成功的因素 62
第三節 多角化策略未成功的因素 72

第六章 結論與建議
第一節 結論 79
第二節 建議 83

參考文獻 85
附錄 89		zh_TW
dc.format.extent 1709534 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102932078en_US
dc.subject (關鍵詞) 多角化策略zh_TW
dc.subject (關鍵詞) 資源基礎理論zh_TW
dc.subject (關鍵詞) 教科書產業zh_TW
dc.subject (關鍵詞) Electronic Workbooken_US
dc.subject (關鍵詞) Electronic Workbooks Interactive Platformen_US
dc.subject (關鍵詞) Learning Effectivenessen_US
dc.title (題名) 教科書產業多角化經營之研究-資源基礎理論觀點zh_TW
dc.title (題名) A Study on Diversification Strategy of Textbook Industry- The resource-based theory perspectiveen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文文獻
王文科（2002）。教育研究法。台北。五南。
司徒達賢（2001）。策略管理新論：觀念架構與分析方法，台北：智勝文化事業出版。
Collis & Montgomery（1998）。創造企業優勢，企業策略：哈佛商業評論，天下文化出版社，李芳齡譯，PP. 1-34
Yin, K.R. （2005）。個案研究法，尚榮安譯，台北市：弘智文化。
吳思華（2000）。策略九說：策略思考的本質。台北：臉譜出版。
胡哲生、毛禮興（2005）。產業網路觀點下的教科書出版業經營策略分析。國立編譯館通訊，第33卷第四期，2-17頁。
許牧民(2007)。國中小學教師與教科書業者對「影響教科書產業品牌形象因素」認知差異之研究。世新大學大眾傳播碩士論文，未出版，台北市。
張佩琪（2010）。現行國民中小學審定本教科書計價公式之研究。中華民國圖書出版事業協會，台北市。
黃政傑等（1995）。國民小學教科書審查標準之研究。國立台灣師範大學教育研究中心專研究成果報告，台北市。
黃嘉雄（2000）。台灣地區國民中小學教科書制度的現況與展望，教科書制度研討會資料集，中華民國教材研究發展學會。台北。
郭俊男（2002）。運籌能力、競爭策略與經營績效關係之研究，國立中山大學人力資源管理研究所，碩士論文。
榮泰生（2002）。策略管理學，台北：華泰文化事業出版。義守大學管理研究所，碩士論文。
藍順德2002）。九年一貫課程教科書審定政策執行之研究。政治大學教育研究所博士論文，未出版，台北市。
蕭丞顯 (2001)，不同策略群組下教育訓練與組織績效之關聯性研究，靜宜大學企業管理研究所碩士論文。
二、英文文獻：
Aaker, David A. 1984, Strategic Market Management, 1st ed, New York: Wiley
Amit, Raphael. & Joshua Livnat(1988), A Concept of Conglomerate Diversification,
Journal of Management, 14/4, PP.593-604
Ansoff, H.I. 1957, Strategies for Diversification. Harvard Business Review, Vol.35, Iss.5, PP.113-124.
Ansoff, H.I. 1965, Corporate Strategy, New York: McGraw-Hill, PP.114
Ansoff, H. I., & Steward, J. M. (1967). Strategies for a technology-based business.
Harvard Business Review, Nov.-Dec., 81-93.
Apple, M. W., & Christian-Smith, L. K. (Eds.). (1991). The politics of the textbook. New York: Routledge.
Barney,Jay.B. 1991, Firms Resources and Sustained Competitive Advantage, Journal of Management, March, Vol.17,No.1,PP.99-120.
Berry, C.H. 1991, Corporate Diversification, Journal of Law and Economics and Management Science, 5, PP.196-204
Booz, Allen & Hamilton, 1985, Diversification: Asurvey of European Chief Ex ecutive, New York, MA: Booz, Allen & Hamilton, Inc.,
Chandler, Alfred D. jr. 1962, Strategy and Structure: Chapter in the History of the American Industrial Enterprise, Cambridge, MA, M.I.I. Press
Dess, G. G., & Davis, P. S. (1984). Porter’s (1980) generic strategies as determinants of strategic group membership and organizational performance.Academy of
Management Journal, 27, 467-488.
Gort, A.1962, Diversification and Integration in American Industry, Princeton: National Bureau of Economic Research
Grant, R.M. 1991, The resource-Based Theory of Competitive Advantage: Implication for Strategy Formulation, California Management Review, 33 (spring), PP.114-135.
Hill, C. W. & Jones, G. R. 1989, Strategic Management Theory, Massachusetts: Houghcon Mifflim Company.
Ramanujam, V. & P. Varadarajan, 1989, Research on Corporate Diversification: A Hypothesis, Strategic Management Journal, 10/6, PP.523-551
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