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| Title: | 臺韓獨立書店營運策略與政府輔導政策之比較
Comparison of Business Strategies and Government Support Policies for Independent Bookstores in Taiwan and South Korea |
| Authors: | 王馨鎂
Wang, Hsin-Mei |
| Contributors: | 郭秋雯
Kuo, Chiu-Wen
王馨鎂
Wang, Hsin-Mei |
| Keywords: | 地域書店
獨立書店
複合文化空間
獨立書店政策
地域書店政策
Regional Bookstores
Independent Bookstores
Multifaceted Cultural Spaces
Independent Bookstore Policies
Regional Bookstore Policies |
| Date: | 2023 |
| Issue Date: | 2024-01-02 15:34:25 (UTC+8) |
| Abstract: | 獨立書店是小眾文化的一種體現，同時也是社會多元文化的發聲管道。進入2000年以後，臺韓兩國的獨立書店，不僅需要與大型連鎖書店、網路書店、電商平台等販售通路互相競爭，且需要在閱讀風氣低落的環境中維持營運。相較於臺灣獨立書店面臨的倒閉潮，韓國在大環境同樣受到衝擊的情況下，獨立書店的開設總數卻逐年增加，這樣的情形值得深究。本論文旨在比較臺韓獨立書店發展歷程及社會角色，及臺韓獨立書店傳統經營課題及營運策略，並探究臺韓政府針對獨立書店的輔導政策及輔導角色為何。
本論文第一章節介紹臺韓相關文獻及兩國獨立書店的定義。從第一章可以得知韓國獨立書店的發展趨勢，以轉型成複合文化空間為主，以提供文化體驗來維繫主要顧客群的顧客關係。臺灣的獨立書店則更著重獨立書店與在地社區的文化互動，政府推動獨立書店作為社區微型文化中心。其核心內容與韓國地域書店的「複合文化空間」功能相似，涵蓋文化交流、教育創作、社群網絡等功能。
第二章討論臺韓獨立書店發展歷程及社會角色。總體來說，韓國及臺灣的獨立書店社會角色差異不大，都具備社會運動基地、深耕地方文化、小農友善的特質。
第三章探討臺韓獨立書店的傳統課題與營運策略。目前臺韓共同的傳統課題包含：議價能力低、訂購及物流問題，以及閱讀型態改變。臺灣還有折扣戰及穩定客源不足等問題。針對現有課題，韓國因應策略如下：討論固定供給率、建構「書店ON」平台、建構獨立書店地圖、轉型成複合文化空間、販售二手書，及改以無人書店方式經營；臺灣的因應策略則包含：串聯獨立書店、轉型成複合文化空間、流通二手書、以無人書店方式經營，以及設立獨書獎。
第四章探討的是臺韓現行獨立書店輔導政策的內容，包含四個部分：書店優惠政策、圖書定價制、獨立書店營運輔導政策，以及臺韓的獨立書店相關活動。
韓國給予獨立書店的優惠措施包括：免除附加價值稅、施行文化費用所得及文化招待費減免制、降低地域書店之信用卡手續費、發行文化興隆卡等等。臺灣則是減免獨立書店之營業稅及娛樂稅，以及施行文化幣政策。
圖書定價制方面，韓國自2003年後開始實施圖書定價制，臺灣則尚未實施。
另外，關於兩國政府的獨立書店營運輔導政策，韓國方面提出的政策有：地域書店認證制、生活文化設施認證制、優先購買制、文化舍廊房，以及希望圖書制度。
臺灣政府則是補助台灣獨立書店文化協會辦理書店學堂。並以創業第一桶金、優惠貸款、推動實體書店發展補助作業要點，給予獨立書店人事、租金上的優惠。
至於兩國獨立書店的獨立書店相關活動，雖非都以獨立書店為主體，不過都能直接或間接推廣獨立書店。韓國方面的相關活動有：書店日、深夜書房、鬼怪書店及青少年圖書兌換券。臺灣則包含：國際書展、保安林書市集、城市博覽會，以及在圖書館引進獨立書店等等。
最後根據研究結果，本論文提出以縣市為單位擬定獨立書店發展策略、評估實施優先購買制及希望圖書制度實施可能性、定期實施獨立書店調查統計、改善獨立書店檢索網站、持續深化獨立書店與圖書館的合作…等5點建議以供參考。
Independent bookstores are a manifestation of niche subcultures and serve as channels for the expression of diverse societal views and opinions. Post-2000, independent bookstores in Taiwan and South Korea have encountered challenges in competing with large-scale chain bookstores, online book retailers, and e-commerce platforms while operating within a general environment of declining reading culture. Despite both countries being impacted by adverse circumstances, Taiwan has witnessed a wave of closures among independent bookstores, whereas South Korea has seen a gradual revival in their numbers, which warrants further investigation as to its possible causes. This paper aims to compare the developmental trajectories and societal roles of independent bookstores in Taiwan and South Korea, and seeks to explore the traditional operational challenges, strategies for sustainability, and governmental interventions and roles in supporting independent bookstores in both countries.
The first chapter covers the relevant literature pertaining to Taiwan and South Korea, along with the definition of independent bookstores in both countries. From this initial chapter, it is evident that the development trajectory of independent bookstores in South Korea primarily revolves around transitioning into multifaceted cultural spaces, aiming to sustain customer relations by offering profound and engaging cultural experiences. Conversely, independent bookstores in Taiwan place greater emphasis on cultural interactions within local communities, with governmental support directed toward positioning independent bookstores as “micro-cultural” centers within communities. The core essence of these endeavors in Taiwan mirrors the functionality of South Korean regional bookstores as “multifaceted cultural spaces,” encompassing functionalities such as cultural exchange, educational creativity, and social networking.
The second chapter delves into the developmental trajectories and societal roles of independent bookstores in Taiwan and South Korea. Generally, there exists minimal disparity in the societal roles of independent bookstores between South Korea and Taiwan. Both exhibit characteristics of serving as bases for social movements, cultivating local cultural heritage, and fostering a friendly environment for smallholder farming endeavors.
The third chapter explores conventional issues and operational strategies of independent bookstores in Taiwan and South Korea. Presently, shared conventional issues in both regions encompass low bargaining power, challenges related to ordering goods and logistics, as well as shifts in reading habits. Taiwan additionally grapples with problems such as price wars and stability of customer bases that are less than ideal. In response to these prevailing challenges, South Korea has implemented the following strategies: discussing fixed supply rates, establishing the “Bookstore ON” platform, creating an independent bookstore landscape map, transitioning into multifaceted cultural spaces, selling second-hand books, and adopting unmanned bookstore operations. Conversely, Taiwan’s strategies include connecting independent bookstores into alliances, transitioning into multifaceted cultural spaces, facilitating the circulation of second-hand books, implementing unmanned bookstore operations, and establishing Dushu awards (independent bookstore awards).
The fourth chapter investigates the current contents of the support policies for independent bookstores in Taiwan and South Korea, comprising four main sections: bookstore preferential policies, fixed book price agreement, operational support policies for independent bookstores, and independent bookstore-related activities in Taiwan and South Korea.
The South Korean government has extended various preferential policies to independent bookstores, encompassing exemptions from value-added tax, implementation of reductions or exemptions in cultural expense-related income and cultural hospitality expenses, reductions in credit card transaction fees for regional bookstores, issuance of cultural revival cards, and more. On the other hand, Taiwan provides reductions or exemptions in business and entertainment taxes for independent bookstores, along with the implementation of Cultural Points policies.
In terms of fixed book price agreement, South Korea initiated the implementation of such regulations since 2003, whereas Taiwan has yet to adopt similar measures.
Furthermore, concerning the operational support policies for independent bookstores by both governments, South Korea has proposed policies such as regional bookstore certification systems, life and culture facility certifications, priority purchase systems, cultural sarangbangs, and the Desired Books systems.
The Taiwanese government, in contrast, subsidizes the Taiwan Association for Independent Bookshop Culture to facilitate the operation of the Independent Bookstore Academy. Additionally, it provides initial capital for entrepreneurship, favorable loan conditions, and subsidies aimed at promoting the development of physical bookstores. These initiatives include offering personnel and rent-related incentives to independent bookstores.
As for independent bookstore-related activities in both countries, while not exclusively centered on independent bookstores, these events directly or indirectly promote the independent bookstore culture. In South Korea, relevant campaigns include Bookstore Day, late-night bookstores, pop-up bookstores, and youth book exchange vouchers. Meanwhile, in Taiwan, these activities encompass international book fairs, the Baoan Forest Book Fair, and city expos, as well as introducing independent bookstores within public libraries and other venues.
Based on the research findings, this paper recommends the following five points for consideration: 1. Develop independent bookstore development strategies on a county or city basis; 2. Evaluate the feasibility of implementing priority purchase systems and the Desired Book System; 3. Periodically conduct independent bookstore surveys for assessment and statistical purposes; 4. Enhance the functionality of independent bookstore retrieval websites. 5. Continuously deepen collaboration between independent bookstores and libraries. |
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____________________，2016，《台灣書店歷史漫步》，臺中市，台灣獨立書店文化協會。
石芳瑜，2015，《就這樣開了一家書店：永楽座的故事》，臺北市，二魚文化。
有限責任台灣友善書業供給合作社，2018，《107年度文化部補助辦理常態性文化論壇計畫──新書售價規範‧公民聚焦論壇》。
吳惠斐，2012，《書店作為一個文化／社會行動的基地：嘉義市洪雅書房／文化協會的行動與限制》，碩士論文，國立中正大學。
呂慈芸，2020，《從個體到地方公共生活的獨立書店： 「嘉義書式生活」的文化政治》，碩士論文，國立中正大學。
李令儀，2015，《文化與商業的雙重邏輯：台灣圖書出版產業的發展與變遷》，博士論文，國立臺灣大學。
李光祥，1998，〈現代連鎖書店的經營策略與傳統獨立書店的因應之道〉，《行政院新聞局中華民國八十七年出版年鑑 》，臺北，行政院新聞局。
李宜芳，2021，〈一件很小很美的事—以新手書店為例兼論獨立書店職人的掙扎與期盼〉，《臺灣出版與閱讀》110年第3期，國家圖書館。
汪世旭，2015，《獨立書店核心能耐與管理機會方格之建構-以羅布森書蟲房為例》，碩士論文，國立中興大學。
沈威廷，2016，《臺灣獨立書店之魅力因子》，碩士論文，大同大學。
岳造宇，2014，《從顧客關係管理探討虛擬社群結合大數據趨勢之研究》，碩士論文，淡江大學國際企業學系。
林宛婷，2015，《臺灣獨立書店作為文化公共領域實踐場域：傳統書院精神的當代轉型》，碩士論文，國立臺灣藝術大學。
林宛萱，2019，《獨立書店小旅行：公民消費與空間體驗》，碩士論文，國立臺灣師範大學。
林武憲，2015，〈獨立書店的故事風景與聲音：從《聽見書店的聲音》到《書叢中的微光》〉，《全國新書資訊月刊》196期，國家圖書館。
林芳玫，2006，《解讀瓊瑤愛情王國》，臺北市，臺灣商務。
林雅莉，1999，〈非營利組織之募款策略〉，《第三部門： 經營策略與社會參與》，臺北市，智勝文化。
虹風，2017，《開店指「難」：第一次開獨立書店就□□ 》，小小書房，新北市。
高翊展，2017，〈台灣獨立書店文化協會關於臺北國際書展的二三事：書展中的書店，從展場到空間〉，《全國新書資訊月刊》民國 106 年 1 月號第 217 期。
高翊偉，2018，《獨立書店的文創意象、經營特色與社會角色之分析-以虎尾厝沙龍為例》，碩士論文，國立雲林科技大學。
國家圖書館，2021，《110年臺灣圖書出版現況及趨勢報告》，臺北市，國家圖書館。
張軒寧，2009，《獨立書店經營者的生存心態和經營》，碩士論文，國立臺灣大學。
許育典，2006，《文化憲法與文化國》，元照出版，臺北市。
郭怡青，2014，《書店本事—在地圖上閃耀的閱讀星空》，臺北市，遠流出版。
陳文姬ㆍ吳冠婷，2021，〈屏東市獨立書店「繫。本屋」經營模式之研究〉，《發展與前瞻學報》第31期，社團法人台灣對外關係研究暨發展協會。
陳可欣，2005，《重慶南路書店街之變遷研究》，碩士論文，國立臺灣師範大學。
陳禹伶，2015，《二手書業文化地景的變遷與場所精神的建構─當代臺北溫羅汀與東京神保町地區的比較》，碩士論文，國立臺灣師範大學。
揭陽，2005，〈誠品知性革命，延伸書市空間〉，《TaiwanNews 財經‧文化周刊》，第191期。
游乃方，2019，《台灣獨立書店發展與文化行動之研究（2013-2018）》，碩士論文，國立東華大學。
賀秋白ㆍ蘇峻弘ㆍ詹書麟，2010，〈獨立書店的商業模式與契機－以公館溫羅汀文化圈為例〉，《圖文傳播藝術學報》，國立臺灣藝術大學。
黃于珊，2019，《從憲法基本原則論我國獨立書店發展扶助機制》，碩士論文，國立臺北教育大學。
黃威傑，2000，《城市文事空間的流變─台北書店空間形貌轉化之探討》，碩士論文，東海大學建築學系研究所。
葉家豪，2016，《在地獨立書店之文化角色與網絡關係》，碩士論文，國立中原大學。
詹宏志，1989，《城市觀察》，臺北市，遠流出版。
趙曉慧，2002，《打造性別認同的基地： 解讀女性主義書店「女書店」之空間意義》，碩士論文，國立臺灣大學。
蔡盛琦，2002，〈日治時期臺灣的中文圖書出版業〉，《國家圖書館館刊》91年第2期。
______，2003，〈新高堂書店：日治時期臺灣最大的書店〉，《國立中央圖書館臺灣分館館刊》第9卷 第4期。
諶淑婷，2013，《專屬孩子的角落 ──台灣獨立兒童書店的經營難題探究》，碩士論文，國立臺東大學。
簡逸君，2012，《台灣「獨立書店」的社群經營之研究》，碩士論文，國立臺北藝術大學。
簡瑞容，2017，《獨立書店的商業模式──以荒野夢二為例》，碩士論文，國立中央大學。
羅惠瓊ㆍ李麗日，2015，〈獨立書店的生存策略與經營特色〉，《區域與社會發展研究》第六期，臺中市，國立臺中教育大學。
譚綸，2017，〈臺灣獨立書店發展現況之初探〉，《中華印刷科技年報》，中華科技印刷學會。
蘇碩斌ㆍ林月先ㆍ高傳棋ㆍ凌宗魁ㆍ鍾淑敏ㆍ徐明瀚，2019，《臺北城中故事--重慶南路街區歷史散步》，臺北市，左岸文化。
3. 網路資源
(1) 韓文網路資源
BCcard文化興隆卡(https://www.bccard.com/app/card/ContentsLinkActn.do?pgm_id=ind0860)
Brunchstory(https://brunch.co.kr/@antiegg/17)
Channel Yes(https://ch.yes24.com/Article/View/32311)
Indiepub(https://indiepub.net/isbn)
KoreaLectureNews(https://www.lecturernews.com/news/articleView.html?idxno=84865)
KoreanMecenatAssociation(https://www.mecenat.or.kr/ko/research/activation2.php)
MBC新聞(https://imnews.imbc.com/replay/2016/nwdesk/article/3930907_30244.html)
Newspaper(http://www.news-paper.co.kr)
Seoul 50 Plus Foundation(https://50plus.or.kr/ssc/detail.do?id=4903806)
SISAIN(https://www.sisain.co.kr/news/articleView.html?idxno=51207)
THANKS BOOKS(http://thanksbooks.com)
together.kakao(https://together.kakao.com/magazines/472)
建築空間研究院(http://www.aurum.re.kr/Policy/PolicyOffice.aspx?pcode=F09)
京鄉新聞(https://www.khan.co.kr/)
光山區統合圖書館(https://lib.gwangsan.go.kr/main/board/3/7/category0/read/3532?)
國家指標體系(https://www.index.go.kr/unity/potal/indicator/IndexInfo.do?clasCd=10&idxCd=F0164)
國家法令情報中心(https://www.law.go.kr/부가가치세법/제26조)
大邱日報(https://www.idaegu.com/newsView/idg202301300008)
大學之聲In&Out(https://www.unipress.co.kr/news/articleView.html?idxno=3600)
大韓民國政策摘要(https://www.korea.kr/news/reporterView.do?newsId=148830490)
讀書新聞(https://www.readersnews.com/news/articleView.html?idxno=107916)
獨立書店地圖(https：//market.bookshopmap.com/)
東亞商業評論 (dbr.donga.com/article/view/1206/article_no/8433)
文化體育觀光部(https://www.mcst.go.kr/)
文學新聞(http://www.munhaknews.com/news/articleView.html?idxno=26319)
文化期刊脈(http：//www.themac.co.kr/news/articleView.html?idxno=557)
法律新聞(https://www.lawtimes.co.kr/news/189518)
法制處(https://easylaw.go.kr/)
首爾特別市衿川區公告(https://www.geumcheon.go.kr/)
首爾圖書館blog(https://m.blog.naver.com/seoul_library/221711168180)
首爾大期刊(http：//www.snujn.com/news/48550?ckattempt=1)
首爾新聞(https://www.seoul.co.kr/news/newsView.php?id=20200528024009)
世宗POST(https://www.sjpost.co.kr/news/articleView.html?idxno=32964)
安養市官方blog(https://blog.naver.com/tvanyanggokr/223006725520)
聯合新聞(https://www.yna.co.kr/view/AKR20160711100700005)
龍仁希望圖書(https://baro.yongin.go.kr:8081/homepage/main.do)
中央日報(https://www.joongang.co.kr/article/25130226#home)
天安峨山新聞(http://www.canews.kr/news/articleView.html?idxno=3254)
青少年圖書兌換券線上訂購中心(https://www.booktokens.kr/2022/sub/intro.asp)
出版N政策ZOOM IN (https://nzine.kpipa.or.kr/sub/zoomin)
韓民族日報(https://www.hani.co.kr/arti/area/area_general/781232.html)
韓國民俗大百科字典(https：//folkency.nfm.go.kr/kr/topic/detail/8395)
韓國書店組合聯合會(http://kfoba.or.kr/bookstore_day/day_2022#.)
韓國出版文化產業振興院(https://www.kpipa.or.kr/info/newsView.do?board_id=1&article_id=136904)
韓國民族文化大百科字典(http：//encykorea.aks.ac.kr/Contents/Item/E0058089)
(2) 中文網路資源
2022城市博覽會官網(https://2022cityexpo.tw/)
INSIDE評論(https://www.inside.com.tw/article/21516-momo-book)
上下游新聞(https：//www.newsmarket.com.tw/blog/132622/)
小小書房(https：//smallbooks.com.tw/2010/09/22/)
中央社(https://www.cna.com.tw/news/acul/202304130020.aspx)
友善書業合作社(https://fribooker.wordpress.com/)
文化內容策進院(https://taiccaissue.taicca.tw/01/02_tw01.html)
文化部(https://newwww.moc.gov.tw/News_Content.aspx?n=167&s=3820)
文化部文化幣官網(https://twcp.moc.gov.tw/prec-u/aboutCp)
文化部出版政策含獨立書店(https：//www.moc.gov.tw/information_302_33957.html)
文化部圖書出版品銷售收入免徵營業稅專區(https://www.moc.gov.tw/webarticle_121394.html)
文化部獎補助資訊網(https://grants.moc.gov.tw/)
台灣圖書室(https：//zh-tw.facebook.com/taiwanlib/)
台灣獨立書店文化協會(https：//www.indiereader.org/archives/271)
甘樂文創：回歸到閱讀的本質，談臺灣友善書業供給合作社(https://www.thecan.com.tw/tw/log/detail/956)
有河書店店主詹正德個人社群專欄(https：//medium.com/@book686/如膠似漆還是格格不入-看獨立書店與社區關係-9e04f00655b2)
行政院農業委員會漁業署(https://www.frs.gov.tw/view.php?theme=farm_fish&subtheme=&id=24209)
明日誌(http://www.mottimes.com/cht/interview_detail.php?serial=550)
唐山書店(https：//tonsanbookstore.cyberbiz.co/pages/about-us)
時刻旅行(https：//tripmoment.com/Trip/19995?fbclid=IwAR39WAt87erF7G2eudfqwYDLXdFdngZgOSDJgtXBY-Qg-dxN0u1hSKA6xP8)
高雄市政府文化局(https://khcc.kcg.gov.tw/ )
國立公共資訊圖書館(https：//www.nlpi.edu.tw/JournalDetailC003313.aspx?Cond=fbcffb5f-24d9-420f-82af-f4282a096a83)
報導者(https：//www.twreporter.org/a/bookreview-bookstores-business-model-3)
經濟部中小企業處(https：//incubator.moeasmea.gov.tw/success-stories/casestudy/62-2012-06-21-23-50-15/1840-亮點案例-牛欄河微創文化有限公司.html)
實體書店整合協助資源網(https://www.indiebookshop.org/?p=799)
閱讀誌(https://www.openbook.org.tw/article/p-67412)
獨立書店「邊譜」臉書(https://www.facebook.com/bienbooks/posts/893980984751194)
聯合報(https：//sdgs.udn.com/sdgs/story/12844/3693732)
關鍵評論(https://www.thenewslens.com/article/35287) |
| Description: | 碩士
國立政治大學
韓國語文學系
109557004 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109557004 |
| Data Type: | thesis |
| Appears in Collections: | [韓國語文學系] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 700401.pdf | | 3764Kb | Adobe PDF | 1 | View/Open |
|
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