本研究運用財政部「財政統計資料庫」進行資料庫知識發現，以 2013至2015年出版業為資料探勘目標，獲得台灣地區出版產業的 銷售態樣。研究結果發現：a)我國出版業的銷售收入從2013年到 2015年逐年下降；b)年度內銷售額從5月到6月急劇下降，然後每 兩個月銷售收入逐漸恢復、增加，達到11月至12月高峰期，c)紙 本新聞出版、雜誌（期刊）出版和書籍出版仍占出版產業營業銷售 額大宗（82.1%）。而在數位出版占整體出版銷售額比例方面，2013 至2015年三年整體比例為16%，2013年至2015年，各年度分別為 11%、16%、20%，數位出版占整體出版銷售額比例逐年成長。未 來宜針對細部子類分析，具體而微構建出版業銷售態樣，並結合 商業模式、行銷創新論點，預應出版業趨勢與發展。

This research focused on retrieving and analyzing data and information from the “Financial Database” established by the Ministry of Finance of Republic of China (Taiwan), carrying out a Knowledge Discovery from the Financial Database (KDFD) 2013~2015, primarily on Taiwan’s Nine(9)-subclass Publishing Industries. The results of the research showed that: a). the sales revenues of Taiwan’s Publishing Industries have declined year after year from 2013 to 2015; b). within the year there was a wave of steep drop in sales from May to June, then the sales revenues gradually recovered and reached the peak in November to December and c). Newspapers, magazines and books publishing were still the dominate part of the sales for the Publishing Industries (82.1%). While the Digital Publishing Industries accounted for an average of 16% of total sales revenues from 2013 to 2015, the growth spurs from 11% in 2013 to 16% in 2014, then to 20% in 2015 were quite impressive, indicating a potential growth for Digital Publishing Industries. The definition of the publishing industries categorized by the government of Taiwan included nine subclasses in the whole division, further study could be conducted for each subclass of the publishing division to obtain its actual sales revenues for a more realistic comparison with surveyed data.

出版業；數位出版；資料探勘；資料庫知識發現；決策樹分析；銷售額

Publishing Industry; Digital Publishing; Data Mining; Knowledge Discovery in Database; Decision Tree Analysis; Sales Revenue