Title page for etd-0522117-185816


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URN etd-0522117-185816
Author Ying-rong Chen
Author's Email Address No Public.
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Department Business Management
Year 2016
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on Strategic Positioning and Competitive Advantages of Independent Bookstores
Date of Defense 2017-06-12
Page Count 96
Keyword
  • Brick-and-Mortar Bookstore
  • Strategic Positioning
  • Business Strategic
  • Independent Store
  • Competitive Advantage
  • Abstract Recently, the number of brick-and-mortar bookstores has decreased severely due to the flourishing development of online bookstores. However, the independent bookstores keep growing under the influence of various subsidy policies for bookstores set up by Ministry of Culture, the recognition towards the value of independent bookstores, and the great promotions by a large amount of related organizations. Therefore, despite it shows a steady decline of the number of total bookstores, we can still see lots of unique independent bookstores appear one after another in Taiwan. Currently, there are more than two hundred independent bookstores in Taiwan.
      This research uses documentary analysis and in-depth interview methods to explore the development, characteristics and the future trends of independent bookstores industry. The research chooses three independent bookstores as case studies. Based on Porter’s strategic positioning, the research analyzes three companies’ business strategies, key resources, and abilities to find out their competitive advantages and weaknesses, summing up various common features of the stable-growing independent bookstores in order to propose suggestions for people who are interested in this industry.
      There are some findings in the thesis. It’s hard to maintain the operation of the independent bookstores with the profits from only selling books. The bookstore has to take itself as a culture space which holds various activities regularly and provides many sorts of products or extra services to enhance reader’s willingness to go to the store, inspiring readers to explore and absorb new things beyond pages. Additionally, the operator has to keep selecting books with professional, and maintain the unique spirits of independent bookstores. Also, it’s vital to establish closer relationships with readers and keep paying attention to their needs.
    Advisory Committee
  • Hsien-Tang Tsai - chair
  • Cher-Hung Tseng - co-chair
  • Hsiao-Hui Ho - advisor
  • Cher-Min Fong - advisor
  • Files
  • etd-0522117-185816.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2017-06-29

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