由於文化知識水平大幅提升，國人對於”文化”的要求也相對提高，也因此於現今社會產生大量以文化包裝的相關產業如雨後春筍般的誕生，舉凡以文創相關聯之商店更不生枚舉。然而，隨著大家閱讀習慣的改變，連鎖書店的強勢經營，再加價格導向為主的網路書店優惠，獨立文創書店的競爭壓力也愈來愈大，造成獨立文創書店經營上的問題。
本研究採取個案研究法，針對高雄某一家的獨立文創書店，以實際參與觀察來進行相關資料收集分析。本研究透過文獻探討及資料收集，針對獨立書局在推行各種活動的細節，提出獨立文創書店該如何去訂定出具有優勢的策略定位、分析經營策略，以及如何形成持續性競爭優勢的分析與評量。
研究結果發現，單靠賣書的利潤已無法支撐個案公司的運作，所以個案公司在經營上做了許多調整，針對出版社、讀者及在地文化等諸構面，來一一提出完整的執行方案，來應對大環境的變化。讓個案公司不是只有書，不只是賣書的獨立文創書店，而是成為「文化紮根平台」，成為關懷社運或公益活動等的多元交流平台。

Because of the advanced level of cultural knowledge, people for the requirements of culture are also enhanced. Therefore, a large amount of cultural package of related industries sprang up like mushrooms in the nowadays a society, whether it is associated with cultural creativity industry is a long list. However, the competitive pressure has grown because of the change in reading habits of people, the strong operating of chain bookstores, and the discount of price-driven online bookstores, all those issues are causing problems on management of the independent cultural creativity bookstores.
The study was carried out by case study methods. It collected and analyzed the relevant data by actual participating and observing in one independent cultural creativity bookstore in Kaohsiung. This study used of literature review and data collection in relation to the details of how independent bookstores promoted various activities, pointed out how it generated the advantage of strategic positioning and business strategy analysis, and analyzed and evaluated it how to formatted sustainable completive advantage.
The results found that the profits from only selling books cannot support the operations of company. Hence, the company did a lot of adjustment of operating activities from various different dimensions, such as publishers, readers and local culture etc. It proposed a full implementation of the program to respond to changes in the environment. Let it become not only a sell books independent cultural creativity bookstore, but also be a “platform of cultural roots” which became a diverse communication platform by caring social movement and charitable events and many more.

論文審定書 i
誌　謝 ii
摘　要 iii
Abstract iv
目　錄 v
表目錄 viii
圖目錄 ix
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第三節　研究流程 4
第二章　文獻探討 5
第一節　策略定位 5
第二節　品牌優勢 9
第三節　持續性競爭優勢 13
第三章　研究設計 16
第一節　研究方法 16
第二節　研究的進行方式 19
第四章　書店產業及個案公司介紹 21
第一節　書店產業介紹 21
第二節　個案公司簡介 26
第五章　個案分析 30
第一節　個案公司分析-策略定位 30
第二節　個案公司分析-品牌優勢 35
第三節　個案公司分析-持續性競爭優勢 37
第四節　個案公司策略分析小結 41
第六章　結論與建議： 43
第一節　結論 43
第二節　建議 45
參考文獻 47
中文部份 47
英文部份 47
附錄一 49

中文部份
方至民(2012)。國際企業槪論 : 應用導向。新北市：前程文化。
方至民(2012)。策略管理 : 建立企業永續競爭力。新北市：前程文化。


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