摘要

本個案在探討當前台灣外文圖書市場在面臨數位化浪潮下所必頇克服的轉

型課題,通路的改變迫使小公司甚至微型企業都必頇探討如何因應與改變現況,

個案描述上博圖書公司為創辦人 Jane 在 1996 年創立,一路從艱辛創立到站上專

業建築書籍王國後再到面臨金融風暴後市場的萎縮、設計人才外移、少子化的影

響、圖書館預算萎縮、電子書興起、網路發達後的購買習慣改變等的種種變化,

都是創辦人 Jane 所要一一克服的難題。

本研究分為兩個主題,個案內容(本文)及教學手冊(個案討論)兩大部分,

透過此個案可讓讀者了解企業在面臨危機時的應變與省思,運用服務創新、產品

轉型策略及長尾理論等新思維的永續經營商業模式,探討創業者現今面臨的危機

及挑戰與未來轉型後的因應對策等。

ABSTRACT

This case is to explore the transition challenges that the current foreign language

book market in Taiwan is facing from the wave of digitization. The changes in the

channels force small companies and micro-enterprises have to find out how to

respond and how to change the current situation. This case describes that Jane

founded Prosper International Book Co., Ltd. in 1996. She started the company with

uphill work, experienced the phases of building her professional architectural design

books kingdom, the shrinking market caused by the economic crisis, the design talent

shift, the trend of fewer children, the school library budget reduction, the rise of

e-books, the change of buying habit after the well-developed network and so on.

This study is compiled with two subjects, the contents of the case(this article)

and the teaching manual(case discussion). Through this case for readers to

understand the response and reflection of enterprises in Crisis, and how to exercise

service innovation, product transformation strategy and the long tail to pursue

sustainable business model. What are the crises and challenges that the entrepreneurs

facing today? And what actions should the entrepreneurs take in response of future

transformation?

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