变动中的台湾出版业从“小而美”的特色经营开始向集团化进军,在出版集团化进程中,原有出版品牌应集团化内部需求与市场导向产生变动,以期通过内部资源与外部市场的重新整合,打造更强的品牌竞争力。意见领袖理论在台湾出版集团品牌重塑中扮演了重要角色,结合台湾市场自身特色,形成品牌延伸与品牌强强联合的竞争优势,在变动中站稳脚跟。 In the process of publishing collectivization, the original publishing brand should change its internal demands and market orientation in a group with the aim of changing its internal management system through internal resources and External market re-integration, to create a stronger brand competitiveness. Opinion leadership theory plays an important role in the brand remodeling of Taiwan Publishing Group. Combining with the unique features of Taiwan market, it forms the competitive advantage of brand extension and brand alliance, and gains a firm foothold in the changes.