困境與出路：出版產業資本化與全球化趨勢下的小（獨立）出版社發展初探—以「啟動閱\讀聯盟」為例分析
Plight and solution: The development of small (independent) publishing companies in the industrial structure of globalization and capitalization: A case study of "Good Reading Publishing Alliance"
Publishing industry in Taiwan did not get rid of the political restrain until the martial law was abolished in 1980s. In the meantime, another international business power also rose to merge Taiwanese publishing companies or set up branch offices in Taiwan. It indicates the globalization and capitalization are two trends that affects the development of Taiwan’s publishing industry. This paper explores how the small publishing companies in Taiwan, which are of seventy percent of the Taiwan publishing industries and characterized for small capital and scale, react to the structural change and escape from being marginalized. This paper starts from an analysis with macro-economic and micro-economic perspective on the publishing industry, and then takes "good reading publishing alliance” as a case to study its foundation and management strategy. The research method is in-depth interview and literature review focuses on Giddens ’ "structuration theory". The case study finds that the whole publishing industry ’s dependence on cultural localization is important for small publishing companies to survive, and specialization is their strategy to avoid suffering from the war of price competition. Moreover, a flexible strategic alliance is also a mechanism to add small publishing companies ’ agency in the structure , which allow them to share resources and overcome the deficit of small capital as well.