獨立書店的生存策略與經營特色

The Survival Strategies and Operating Characteristics of Independent Bookstores

台灣的獨立書店各有特色，因經營者理念、場域營造、主題選書或特色活動等而呈現獨特的風格，豐富了大小城鎮的風景。但近年來因網路科技的發達、連鎖書店與網路書店的成功、經銷通路的窒礙難行及消費者閱讀習慣的改變等因素，而威脅到獨立書店的生存空間。本研究透過調查法、參與觀察法及文獻探討法，論述獨立書店的定義、發展歷程及生存危機，並探討獨立書店在這些壓力下；如何因應並發展出生存策略及經營特色。本文最後歸結唯有獨立書店各層面的參與者支持及持續投入，方能凝聚更多力量，吸引更多參與者，讓獨立書店的精神遍地開花。

The Independent bookstores in Taiwan are distinctive in different ways. The unique style presented by the manager's ideals, field building, book choosing and featured activities makes the cities and the towns in Taiwan more colorful. However, in recent years, because of the flourishing of Internet, the success of chain bookstores and Internet bookstores, the difficulties of channels of distribution, and the changing of customers' reading habits, the living space of Independent bookstore has been threatened. This research states the definition of Independent bookstore, the process of its development and survival crisis by using questionnaire method, participants observation, and literature search and discusses how to face the problems and develop the strategies to survive and characters of management. In this thesis, it concludes that only if the participants of Independent bookstore support and keep making efforts can they aggregate more power and attract more participants, making the spirit of Independent bookstore flourish.