数字技术对当前的各行各业都带来了深远的影响，技术的快速发展正在改变经济中的商业模式，并极大地影响个人在休闲时间和经济支出方面的选择，泰国也不例外。泰国的图书出版行业的传统价值链正在受到数字化的影响，许多书商和出版商的收入正在下降，从而对整个供应链产生连锁效应。泰国的图书行业迫切需要转型和重新设计其商业模式，以在当前迅速变化的市场中生存和发展。本研究关注影响泰国图书收入的因素，旨在提炼出既能满足消费者新需求又能为图书本身提供收入的商业模型。

本研究采用了问卷调研和深度访谈两种研究方法，是一个有机整合了定量研究和定性研究的混合实证研究，充分保证了本研究的内部效度和外部效度，在行业范围内具有一定的推广性。在实证数据的支持下，本研究首先从整体上分析了泰国人在数字化时代购书的消费者行为特征，然后再聚焦小说和杂志这两种品类进行分析。最终，本研究得出如下结论：

第一，泰国的消费者可以分为四类，且消费者行为各有不同。具体来说，第一类是那些对“特别优惠和特权”感兴趣的客户，他们非常关注定制化的服务体验，应对他们提供专属服务（甚至特别设计的广告，但广告推送量不宜过多）；第二类是那些对“多样性/折扣和系统支持”感兴趣的客户，对于这类客户，应注重在线上平台拓宽图书品类，并综合使用促销手段（如限时促销或竞价）吸引其做出购买决策；第三类是那些对“服务支持”感兴趣的客户，对于这类客户，线上网购图书时的真人（或高质量的AI拟人）在线客服十分重要；第四类是那些对于“交付服务”感兴趣的客户，如果要满足此类客户的需求，应着力加强与包装商和物流商之间的合作。

第二，为了应对数字时代消费者行为的变化，除了针对性的局部改善（如前一段对每一类消费者的针对性策略）之外，泰国的图书行业从业者应更好地了解他们的主要目标群体，并思考商业模式如何顺应当前趋势，从而根据成本和价值驱动模型，制定不同的、更具整体性的策略以应对销售下滑。其中，使用团购和众筹模型对出版商和图书作者可能尤为有利，因为它们既可以给出版社和图书作者自身带来最大的好处，也能给消费者带来最大利益。此外，免费提供模型和跨媒体可以进一步增强消费者对内容的参与程度，并帮助增加他们的认同度。提供成本优势、良好体验和平台价值的破坏性商业模式可以进一步增加人们阅读的欲望，并为图书行业带来收入，有助于振兴出版行业。

第三，线上销售和线下销售平台的互相联动十分重要。以杂志这个品类为例，线上平台和线下平台销售的内容定位应有所不同（线上更为短小精干而线下平台则应更为深入全面），并实现互相引流。

本研究聚焦于泰国情境，本研究的上述发现为泰国的图书出版业界顺应数字化时代的变革提供了一定的指导意义，而在我国积极推进一带一路国家战略的大背景下，本研究也为我国图书出版业界了解泰国乃至东南亚的图书市场提供了一个窗口，具有一定的借鉴意义。

Digital technology has had a profound impact on all walks of life. The rapid development of technology is changing business in the economy and greatly affects individuals’ choices in leisure time and financial expenditure, and Thailand is no exception. The traditional value chain of Thailand’s book publishing industry is being affected by digitization, with many booksellers and publishers experiencing declining revenues, creating a knock-on effect across the entire supply chain. Thailand's book industry urgently needs to transform and redesign its business model to survive and thrive in the current rapidly changing market. This study focuses on factors affecting book revenue in Thailand and aims to refine a business model that can both meet new consumer demands and provide revenue for the books themselves. This study adopted two research methods: questionnaire survey and in-depth interview. It is a mixed empirical study that organically integrates quantitative research and qualitative research. It fully guarantees the internal validity and external validity of this research and has certain industry-wide validity. Promotional. With the support of empirical data, this study first analyzes the consumer behavior characteristics of Thai people in purchasing books in the digital era as a whole, and then focuses on the two categories of novels and magazines for analysis. This study draws the following conclusions:

First, consumers in Thailand can be divided into four categories, with different consumer behaviors. Specifically, the first category is those customers who are interested in "special offers and privileges". They are very concerned about customized service experience and should provide them with exclusive services (even specially designed advertisements, but the number of advertisements should not be too much) ; The second category is those customers who are interested in “diversity/discounts and system support”. For this type of customers, we should focus on broadening book categories on online platforms and use comprehensive promotional methods (such as limited-time promotions or bidding) to attract them. make purchasing decisions; the third category is those customers who are interested in "service support". For this type of customers, real-person (or high-quality AI personification) online customer service is very important when purchasing books online; the fourth category is those customers who are interested in "service support". Customers interested in "delivery services" should focus on strengthening cooperation with packers and logistics providers if they want to meet the needs of such customers.

Second, in order to cope with changes in consumer behavior in the digital age, in addition to targeted local improvements (such as the targeted strategies for each type of consumer in the previous paragraph), Thai book industry practitioners should better understand their main target groups and think about how the business model adapts to current trends to develop different, more holistic strategies to deal with declining sales based on cost and value-driven models. Among them, the use of group purchasing and crowdfunding models may be particularly beneficial to publishers and book authors, because they can bring the greatest benefits to publishers and book authors themselves, as well as to consumers. Additionally, making models available for free and across media can further enhance consumer engagement with the content and help increase their buy-in. Disruptive business models that provide cost advantages, good experience and platform value can further increase people's desire to read and bring revenue to the book industry, helping to revitalize the publishing industry.

Third, the interconnection between online sales and offline sales platforms is very important. Taking the magazine category as an example, the positioning of content sold on online platforms and offline platforms should be different (online should be shorter and more concise, while offline platforms should be more in-depth and comprehensive), and mutual drainage should be achieved.

This study focuses on the Thai context. The findings of this study provide certain guidance for the Thai book publishing industry to adapt to the changes in the digital era. In the context of my country's active promotion of the One Belt and One Road national strategy, this study also provides guidance for our country's book publishing industry. It provides a window for the publishing industry to understand the book market in Thailand and even Southeast Asia, which has certain reference significance.