本研究主要探討台灣二手書店之商業模式，以Osterwalder 與 Pigneur (2010)的商業模式圖的九大要素模型為基礎來發展訪談問卷，選定台南地區二手書店業者並以二手書店成立時間做區別，並分成：成長期、穩定期以及成熟期，挑選三家願意接受訪談的大眾二手書店業者作為個案研究對象進行深入訪談，並將訪談內容整理加以分析，探討台灣二手書店之商業模式以及其內涵，提出未來可行的營運策略。
研究結果可將台灣二手書店分為一般小型二手書店商業模式和家族型二手書店兩種商業模式型態，並歸納出這兩類書店共同的商業模式特性：
一. 目標客群皆為四十歲以上的民眾，而賣書的種類亦會另外影響目標客群。
二. 銷售管道主要以實體店面為主，網路為輔。
三. 主要營收來源為二手書收入，定價策略皆須依照書況、作者以及出版社而定，成本以人事和房租為最大比例。
四. 關鍵合作夥伴以供應商為主，較難和同業進行合作，關鍵活動各有不同，關鍵資源皆以二手書還有選書能力為主。
並針對以上研究結果，分別給予下列實務上的建議：
一. 一般小型二手書店的商業模式建議：
1. 加強書籍的狀態與品質。
2. 增加與顧客的互動。
二. 家族型二手書店的商業模式建議：
1. 建立會員制度。
2. 聯合與台南文化局合作，結合台南在地特色進行行銷。

關鍵字：二手書業、二手書店、商業模式。

The purpose of study was explored the business model of Taiwan second-hand bookstores. The researcher interview guide based on “Business Model Canvas” which conducted by Osterwalder & Pigneur in 2010, and selecting three Tainan second-hand bookstores which divided into: growth, stability and maturity periods, and face to face interview with their relevant a person in charge. The researcher tried to find out the type of business model and provided some advice to keep sustainable operation.
The results can be summarized and divided in two ways: (1) General small second-hand bookstore. (2) Family second-hand bookstore. And Taiwan second-hand bookstores have the following characteristics of business model:
A. The customer segment is all people over the age of 40, and the categories of books sold will also affect them.
B. The main channel of books sold is based on physical store, supported by online sales.
C. The main revenue stream is second-hand books. Pricing strategies are based on book conditions, authors, and publishing houses. Personnel expenses and store rents account for a large proportion of cost structure.
D. The main key partners are suppliers, and it is difficult to cooperate with each other. The key activities are different, and the key resources are second-hand books and the ability of book-selecting.
According to the above results, the study recommended practical strategies:
(1) General small second-hand bookstore:
A. Strengthen the condition and quality of books
B. Increase interaction with customers.
(2) Family second-hand bookstore:
A. Establish a membership system.
B. Cooperate with Cultural Affairs Bureau, Tainan City Government to combine marketing characteristics in Tainan.
Key words: Business Model Canvas, second-hands books, second-hands bookstores.

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