中山大學學位論文典藏.PDF

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2 () 142 / 93 2 () ()The study of Taiwan s strategy in developing cultural and creative strategy-take the example of publishing industry M () () Yi-Pei Wu () / () Cher-Min Fong/Hsien- tang Tsai () / () Jen-Jsung Huang/Pei- how Huang

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6 Abstract This study preliminarily introduced the concept of cultural creative industry and chose publishing industry which has been neglected in the industry study in the long run-as the main subject in this study. This study analyzed the developing trend and strategy of Taiwan s publishing industry from Porter s diamond model which focused on the four important factorsdemand conditions, factor conditions, related and supporting industries and firm s strategy, structure and rivalry. Furthermore, the study mainly adopted literature research and second-hand information analysis as the principal methodology along with in-depth interviews with highly-involved professionals which included City Group the most successful publishing group among HK, China and Taiwan, Linking Books which has achieved in running business in China and Taipei publishing industry associate which owns the main members located in Taipei in publishing sector. Because the market scale is limited and the publishing industry neglected the oversee market for a long time, we could find that our publishing industry is mainly composed of medium-and-small enterprises. Under the saturated domestic publishing market and increasingly highly competitive environment, our publishing industry is in an urgent and difficult time to face the challenge of globalization. Taiwan s publishing industry should take great china market -China, HK and Taiwan- as the first priority and then enter into the pan-china market which focuses on the Singapore and Malaysia. In the end, we could get the chance to get into western stage. For our industry, we should take the Big conglomerate, vice-bands model which is imitated from the global strategy of western publishing group. By that, our industry could enhance negotiating power, share the complementary resource in the group, share the managerial and marketing platform. This study hopes to be a lead to attract more researchers. Facing the global movement of industry structure, we underwent the hollowing out of the industry especially in the manufacturing field, we have to think should Taiwan has the alternative to create the next economic miracle. Will the cultural creative industry be the light of the dark? Key words: Taiwan s publishing, publishing industry, diamond model ii

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22 Creativity (William, Raymond, 2002) Creative class (Florida, Richard, 2003:15) (Creative Industry Made in Taiwan 12

23 () David Thorsby Thorsby(2001) Thorsby 13

24 2-1Thorsby Thorsby, Economics and Culture,2001 United Nations Educational, Scientific and Cultural Organization, UNESCO UNESCO cultural industries creative industries sunrise or future oriented industries content industries UNESCO 14

25 cultural goods and services cultural products 2-2 UNESCO ( ) ( / ; ; ) ( ) 15

26 16 () (reproductibilité) (Les industries culturelles) (reproductibilité) ( 2002) CD David Hesmondhalgh(2002) symbol creators Hesmondhalgh(2002) (texts) Hesmondhalgh(2002) Hesmondhalgh(2002) (peripheral)

27 17 (borderline) (Creative Industry) (D.C.M.S.,1998) (individual) John Howkins(2002) (Creative economy) (Howkins,2002)

28 CE=CP*T CE CP T , John Howkins, Creative Economy,

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34 Cultrue Cluster Mapping and Analysis C.U.R.D.S, 2001 amenity value amenity value 2-4 C.U.R.D.S,

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108 98 5-5e-Learning Merrill Lynch? Thomas Weisel Partners? Aberdeen Group PricewaterhouseCoopers 5-5 PricewaterhouseCoopers

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113 Microsoft? Pocket PC? NuvoMedia? Rocket ebook? Librius? Millennium Reader? Everybook Inc.? Everybook? SoftBook Press? SoftBook? IBM? Electronic Newspaper ( E-Ink)? Lucent Technologies? electronicpaper( E Ink)? Lucent Technologieselectronicpaper E Ink

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128 1. Bourdieu, Pierre, 1993, The Field of Cultural Production. Essays on Art and Literature, Cambridge: Polity Press. 2. Caves, Richard E.,2000, Creative Industries: Contracts between Art and Commerce, Cambridge, MA.: Harvard University Press. 3. Cornford, James & David Charles,2003, Culture cluster mapping and analysis., Final report to ONE North East, CURDS. 4. Department for Culture, Media & Sport, Creative Industries Division DCMS, 1998,Creative Industries Fact File,London, UK. 5. Department for Culture, Media & Sport, Creative Industries Division DCMS, 2001,Creative Industries Fact File,London, UK. 6. Department for Culture, Media & Sport, Creative Industries Division DCMS, 2002,Creative Industries Fact File,London, UK. 7. Department for Culture, Media & Sport, Creative Industries Division, DCMS,2001,Creative Industry Mapping Document London, UK. 8. Florida, Richard,2002,The Rise of the Creative Class: And How It's Transforming Work, Leisure, Community and Everyday Life,New York: Basic Books. 9. Hesmomdhalgh, David,2002, The Cultural Industries, London: Sage. 10. Harold, L.Vogel,1986,Entertainment Industry Economies, New York: Cambridge Press. 11. Howkins, John,1991,The Creative Economy: How people make money from ideas. London, UK: Allen Lane. 10. Lash, Scott & John Urry,1994, Economies of Signs and Space, London: Sage. 11. New Zealand Institute of Economic Research, NZIER,2002,Creative Industries in New Zealand: Economic Contribution, Report to Industry New Zealand. 12. Paul du Gay (ed.),1997, Production of Culture / Cultures of Production, London: 118

129 Sage. 13. Paul du Gay&Stuart Hall&Linda Janes&Hugh Mackay&Keith Negus,1997, Doing Cultural Studies. The Story of the Sony Walkman, London: Sage. 14. Scott, Allen,2000,The Cultural Economy of Cities, London: Sage. 15. Theodor, W. A., 1991, The Culture Industry, London and New York: Routledge. 16. Throsby, David,2001, Economics and Culture. Cambridge, UK.: Cambridge University Press. 119

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2002 編號 :(91)055.606 文化創意產業概況分析調查委託單位 : 行政院經濟建設委員會研究單位 : 財團法人國家文化藝術基金會中華民國九十一年十二月 1 行政院經濟建設委員會文化創意產業概況分析調查計畫主持人 : 薛保瑕協同計畫