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研究生：	詹依萍 ZHAN, Yi-Ping
論文名稱：	獨立書店網絡發展中之顧客關係經營：台灣獨立書店「小小書房」之個案研究 Managing Customer Relationship in the Independent Bookstore Business Network: A Case Study of the Small Small Bookshop in Taiwan
指導教授：	仲曉玲 Chung, Hsiao-Ling
學位類別：	碩士 Master
系所名稱：	規劃與設計學院 - 創意產業設計研究所 Institute of Creative Industries Design
論文出版年：	2016
畢業學年度：	104
語文別：	英文
論文頁數：	154
中文關鍵詞：	出版產業、獨立書店、顧客關係管理、網絡關係
外文關鍵詞：	Publishing Industry, Independent Bookstores, Customer Relationship Management, Network Relationship
相關次數：	點閱：92 下載：19
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近年來，台灣的獨立書店持續發聲，成為出版產業的一片獨特風景。目前全台共有一百多家獨立書店，它們提供了知識分享、文化交流和人際互動的體驗空間，孕育了特有的獨立書店文化。有學者提出，「獨立書店必須不獨立」，夥伴精神急需得到重新的審視與發揮。現今，越來越多的獨立書店開始重視其與人、與合作夥伴、與社區等之間多方面的關係。基於以上觀點，本研究計劃選擇台灣獨立書店中具代表性之書店——「小小書房」為個案，檢視其書店事業經營網絡，探討分析其顧客關係經營。本計畫的目標為：1）檢視小小書房與顧客相互的價值認知，2）梳理小小書房的經營網絡樣貌，3）分析基於小小書房經營網絡樣貌的顧客關係經營。
本個案研究經歷兩個月的實習體驗，並主要採用質性研究的參與式觀察、深度訪談法搜集第一手資料，訪談對象為小小書房店主和兩位全職店員，及其六位核心會員。研究主要發現，小小書房的經營基於店主個人對書之愛，對閱讀推廣、知識分享、社會關懷等理念的堅持，並主要通過商品、服務和活動三個經營層面展開。透過與同業及異業各類夥伴的相互支持合作與資源共用，小小書房在十年不斷地經營實踐中強化其理念。受訪的核心顧客無一不表達了對於小小書房強烈的認同和期許，並也從與小小的互動和對小小的支持中投射出對於自我價值的肯定。透過小小書房的經營經驗，研究也發現，獨立書店的顧客關係主要可以通過贏得顧客認同、經營社群關係、創造長期互動和建立情感紐帶來得建立、維繫和強化。

Independent bookstores in Taiwan today are striving to provide a beautiful environment in the publishing industry. Currently, there are more than one hundred independent bookstores, providing real experience space for knowledge sharing, cultural exchanges and interpersonal interactions, thereby creating a unique independent bookstore culture. Many attach great importance to connections with people, business partners, and the community. One scholar pointed out that“No independent bookstores should be independent”, and that the spirit of partnership needs re-examination. Based on the above, this research project selected one representative independent bookstore in Taiwan—Small Small Bookshop as a case study subject, and aimed to explore its connection with customers through examining its business network. The objectives were: 1) to investigate value perceptions from the perspective of both the Small Small Bookshop and its customers; 2) to identify the business network of the Small Small Bookshop; and, 3) to explore customer relationships based on the Small Small Bookshop’s business network.
This case study involved a two-month internship and mainly applied participatory observations and in-depth interviews to collect the primary data. The results indicated that the business of the Small Small Bookshop, which mainly includes products, services and activities, is based on the ideas of the founder herself. By supporting and cooperating with various partners within and beyond the publishing industry, as well as sharing resources with its partners, Small Small Bookshop gradually strengthens the business idea through ten years’practices. The core customers interviewed shared a common recognition and expectation towards this bookstore, which further identifies and strengthens their own lifestyle and value. The business practice experience of the Small Small Bookshop showed that the customer relationships of independent bookstores can mainly be developed, maintained and enhanced by gaining the customers' recognition, cultivating community relations, creating long-term interactions and building emotional bonds.

摘要	I
Abstract	II
Table of Contents	V
List of Tables	VIII
List of Figures	VIII
Chapter One: Introduction	1
1 Research Background	1
1.1 Transformation of Publishing Industry: From Print to Digital	1
1.2 Brick and Mortar Bookstores Suffer under the Impact of the Digital Trend	4
1.3 Renaissance of Independent Bookstores in Taiwan: Challenges Coexist with Opportunities	6
2 Research Motivation	10
2.1 Personal Perspective	10
2.2 Industrial Perspective	11
2.3 Theoretical Perspective	14
3 Research Objectives and Questions	15
4 Case Selection and Brief Introduction	16
Chapter Two: Literature Review	19
1Restructuring of the Publishing Industry in the Digital Age	19
1.1 Changing Supply Chain Structure: An Arena of Multiple Players	19
1.2 Price Wars among Book Retailers in Taiwan: A Harsh Reality between the Big and Small	22
2 Understanding the Customer Relationship	25
2.1 Knowing Your Customers	25
2.2 Developing Relationship between Bookstores and Customers	26
2.3 Customer Relationship Management as a Business Strategy	28
3 Independent Bookstores in Taiwan	32
3.1 Characteristics and Value of Independent Bookstores	33
3.2 Community Connection of Independent Bookstores	35
4 Bookstores as a Lifestyle Business	37
4.1 Creative Lifestyle Industry and Lifestyle Business in Taiwan	38
4.2 Bookstores as a Lifestyle Destination and Third Place to Attract Customers	40
Chapter Three: Methodology	43
1 Research Design	43
1.1 Research Concept	43
1.2 Empirical Process	44
2 Research Method	48
2.1 Case Study	49
2.2 Participatory Observation	49
2.3 Semi-structured In-depth Interview	50
3 Data Collection	51
3.1 Data Sources and Type	51
3.2 Sample Selection of Interviewees	51
4 Data Analysis	52
Chapter Four: Findings and Analysis	54
1 Overview of the Small Small Bookshop	54
1.1 From Personal Vision to Business Practice	54
1.2 Beyond the Business: Internal and External Partners	73
1.3 Communication Channels: Online and Offline	78
1.4 Summary	84
2 Customers of the Small Small Bookshop	85
2.1 Overall Customer Profile	85
2.2 Introduction of the Six Customers	88
2.3 Commonalities and Differences	95
2.4 Summary	95
3 Customer Perception towards the Small Small Bookshop	96
3.1 A High Recognition	96
3.2 A High Expectation	106
3.3 From Recognition, Expectation to Self-identification	110
3.4 Summary	113
4 Developing Customer Relationships in Networks of the Small Small Bookshop	114
4.1 Product-driven Network	114
4.2 Service-driven Network	118
4.3 Activity-driven Network	122
4.4 Vision-driven Network	127
4.5 Summary	129
Chapter Five: Discussion and Conclusion	131
1 Discussion	131
1.1 The Small Small Bookshop: More Than a Bookstore	131
1.2 “No Independent Bookstore Should Be Independent”	133
1.3 For Customers of Independent Bookstores, It Is Value That Matters Rather Than Price	136
2 Conclusion	138
3 Research Implications	141
4 Research Limitations and Future Directions	143
References	145
Appendix	149
Appendix 1: Interview Invitation for Customers	149
Appendix 2: Basic Information Questionnaire for Customers	150
Appendix 3: Interview Outline for Customers	151
Appendix 4: Interview Outline for Staff	153
                                    

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校內：2020-10-15公開
校外：2020-10-15公開

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