台灣圖畫書行銷; Selling Picture Books Without Picture Book Culture: The Case of Taiwan

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题名:	台灣圖畫書行銷;Selling Picture Books Without Picture Book Culture: The Case of Taiwan
作者:	何儀;Yi Ho
贡献者:	英美語文學研究所
关键词:	圖畫書;漢聲;信誼;格林;誠品;行銷;picture book;marketing;Hsin-Yi;Eslite;Grimm Press;Han-Sheng
日期:	2004-07-08
上传时间:	2009-09-22 09:19:08 (UTC+8)
出版者:	國立中央大學圖書館
摘要:	在此論文中，我將以著名的AIDA行銷學理論來看台灣的圖畫書出版商如何在沒有閱讀圖畫書文化的情況下行銷圖畫書。為了能清楚的透視一樣商品的行銷流程，第一章中會有對AIDA理論的概廓介紹，而接著會進入台灣圖畫書市場最早期的階段，陳述當時圖畫書出版商在面對一個對圖畫書沒有需求的市場時所面臨之困境。在第二章中，會以漢聲出版社為探討的主軸，漢聲是台灣第一家瞭解到行銷圖畫書必須針對台灣消費者特定的需求作為行銷賣點的圖畫書出版社，在當時消費者對圖畫書沒有需求的情形下，漢聲率先使用了較積極的直銷方式來吸引消費者的注意及引起消費者的興趣，他們還附贈一本名為“媽媽手冊”的附錄，其內容以灌輸消費者圖畫書所具備的教育功能為主。在第三章中，會分為兩部分來探討信誼基金會如何行銷圖畫書及閱讀圖畫書所帶來的益處，首先，信誼將圖畫書的優點體現在他們出版的自製圖畫書中，然而，隨著市場越來越競爭，信誼則運用一些創新的手法來吸引消費者購買圖畫書，例如：他們以名為“信誼媽媽”的非專業銷售人員來推銷圖畫書，並成立信誼幼兒文學獎，以及小袋鼠說故事劇團來推廣說故事以及圖畫書閱讀。在最後一章，則會進入到現今特殊的圖畫書市場中，圖畫書出版商成功的售出他們的產品，但是我所有的受訪者皆表示，圖畫書閱讀的成長卻遠不及圖畫書銷售量的增加。這個現象一方面是因為社會經濟面的約束，其中又以教育制度為最。另一方面則是因為圖畫書出版商及兒童書店的增加，使得市場競爭增加，這部分我會以誠品書店和台灣閱讀協會推廣圖畫書及圖畫書閱讀為例，其次出版商也試著尋找不同的顧客群以拓展市場範圍，而針對此現象將以格林文化為小學生設計的圖畫書為討論的對象。 In this thesis I will use the market approach known as AIDA to look at how picture book publishers in Taiwan coped with the problem of how to sell picture books in the absence of picture book culture. I begin by providing an introduction to the marketing concept known as AIDA, which provides a useful perspective on the promotion process. I next look at the early history of the picture book market in Taiwan to illustrate the difficulties picture book publishers had in marketing this product for which there was little if any demand. In the second chapter, I look at Han-Sheng, which was the first publisher in Taiwan to recognize that in order to sell the picture book they would have to sell the idea that picture book was beneficial in terms of the specific needs and wants of the Taiwanese consumers. In the absence of a consumer demand for picture books, Han-Sheng turned to a more aggressive door-to-door direct marketing to draw attention and arouse interest in the product and developed a promotional supplement called “Mother’s Manuals” to persuade consumers that these books had educational benefits. In the third chapter, I look at the experience of the Hsin-Yi Foundation, which has sought to sell the benefits of picture books by (1) developing picture books that would embody the benefits of picture book reading and, as market competition increased, (2) introducing innovative strategies to draw attention to and create interest in the books. These included the use of non-professional direct marketing salespeople called “Hsin-Yi Mothers”; the establishment of the Hsin-Yi Picture Book Award; and the formation of a performance troupe to promote storytelling. In the final chapter I will look at the current state of picture book marketing in Taiwan, which exhibits an interesting discrepancy: picture book publishers have succeeded in selling picture books but, according to all informants, the growth of picture book reading continues to lag far behind picture book sales. This discrepancy is, I argue, a product of, on the one hand, the socioeconomic constraints on picture book reading, chief of which is the educational system, and, on the other hand, of the growing number of picture book makers and children’s literature bookstores, and the diversification of the consumer base I exemplify the former by pointing to the experience of the experience of the Eslite Bookstore chain and the Taiwan Reading Association’s attempts to promote picture books and picture book reading, and I exemplify the latter by summarizing the experience of both those picture book publishers I discussed earlier and that of Grimm Press, whose success can be traced to its redesigning the picture book for primary school and young adult readers.
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