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題名 博報堂DY組織轉型與商業模式創新個案研究
Case Study of Hakuhodo DY`s Transformation & Innovative Business Model
作者 史翔升
Shih, Hsiang Sheng
貢獻者 管康彥
史翔升
Shih, Hsiang Sheng
關鍵詞 博報堂DY
轉型
商業模式
競合
創新
日期 2017
上傳時間 5-Feb-2018 17:01:46 (UTC+8)
摘要 由於台灣的內需市場小,註定了本土企業成長過程中角逐國際市場的命運,在過去也因為他們的努力而打造出台灣的經濟奇蹟。然而隨著國內外市場需求的改變、台灣社會發展的階段演進以及國際情勢的變遷,本土企業面臨前所未有的成長瓶頸,再加上先進國家的集團擴張或開發中國家的新企業崛起,形成了本土企業的嚴峻挑戰。

以廣告產業為例,歐美集團不斷併購競爭者並且壟斷媒體資源,威脅著包含台灣在內的各地廣告廠商。然而,日本的博報堂DY有著結合當地不同規模廣告相關企業之全新競合與營運模式,為彼此的轉型成長刻畫出一線生機。

本研究以博報堂DY作為個案,探討組織轉型策略與計畫,以及商業模式之創新。其透過重新設計的組織架構與資源整合管理系統,打造出有效的競合模式並激發集團的廣告與行銷創意能量,轉型為完整行銷解決方案公司;2009年與2014年兩個為期五年的中期商業計畫,提升關鍵媒體資源的整合管理能力,同時藉由策略單位不斷進行併購與策略結盟以獲取新興數位科技之應用技術與開發能力,補足日本廣告公司長久以來在數位廣告與行銷上的缺失。

根據個案分析創新轉型計畫整理出以下結論:刪減成本未必是組織復甦的首要步驟、定義核心能力以競爭激勵創新以合作創造價值、靈活變換合作模式以設計出最適合客戶的解決方案、組織變革的成功經驗能引發合作契機導致加乘轉型效果、適時調整商業模式要素方能幫助企業永續發展。

本研究期望幫助本土企業彼此轉型合作,打造競爭優勢、開創永續未來。
參考文獻 一、 中文資料
1. 尤傳莉(譯)(2012)。獲利世代。台北市:早安財經文化。
原作者:A. Osterwalder & Y. Pigneur (2010).
2. 樊曦(譯)(2005)。廣告革命。中國:清華大學出版社。
原作者:Joe Cappo (2003).

二、 英文資料
1. Barbara, B. & Philippe, H. (1994). Toward a Definition of Corporate Transformation. Sloan Management Review, Vol.35, No.3, pp.101-106.
2. Barker, V.L. & Duhaime, I.M. (1997). Strategic Change in The Turnaround Process: Theory and Empirical Evidence. Strategic Management Journal, 18, 13-38.
3. Bibeault, Donald B. (1982). Corporate Turnaround: How Managers Turn Losers into Winners. New York: McGraw-Hill.
4. Cameron, K. S., Sutton, R. I., & Whetten, D. A. (1988). Readings in Organizational Decline: Frameworks, Research, and Prescriptions. Cambridge, MA: Ballinger Pub.
5. Chowdhury, S. D. (2002). Turnarounds: A Stage Theory Perspective. Canadian Journal of Administrative Sciences, 19(3), 249-266.
6. Chowdhury, Shamsud, and James R. Lang (1996). Turnaround in Small Firms—An Assessment of Efficiency Strategies. Journal of Business Research, 36:2, 169-178.
7. Davidson, W. H. (1999). Beyond Re-engineering: The Three Phases of Business Transformation. IBM Systems Journal, 38(2), 485-499.
8. Davis, E. B., Kee, J., & Newcomer, K. (2010). Strategic Transformation Process: Toward Purpose, People, Process and Power. Organization Management Journal (Palgrave Macmillan Ltd.), 7(1), 66-80.
9. Hakuhodo DY Group (2009). Medium-Term Business Plan.
10. Hakuhodo DY Group (2014). Medium-Term Business Plan.
11. Hambrick, Donald C., and Steven M. Schecter (1983). Turnaround Strategies for Mature Industrial-Product Business Units. Academy of Management Journal, 26:2, 231-248.
12. Hoaglin, D. C., R J. Light, B. Mcpeek, F. Mosteller, and M. A. Stoto (1982). Data for Decisions: Information Strategies for Policymakers. Cambridge, MA: Abt.
13. Hofer, C.W. (1980). Turnaround Strategies. Journal of Business Strategy, 1 (I), 19-31.
14. James Proctor (2012). Business Process Reengineering vs. Corporate Turnaround. Inteq Group Blog, The Inteq Group, Inc.
15. Johnson, M. W., Christensen, C. M. and Kagermann, H. (2008). Reinventing
Your Business Model. Harvard Business Review, 86, 50–59.
16. Kathleen M. Eisenhardt (1989). Building Theories from Case Study Research. The Academy of Management Review, Vol. 14, No. 4 (Oct., 1989), pp. 532-550
17. Konczal, E. F. (1975). Models Are for Managers, Not Mathematicians. Journal of Systems Management, 26(1):12.
18. Magretta, J. (2002). What Management Is: How It Works, And Why It’s Everyone’s Business. New York, NY: Free Press.
19. Morris, M., Schindehutte, M., & Allen, J. (2005). The Entrepreneur’s Business Model: Toward A Unified Perspective. Journal of Business Research, 58, 726-735.
20. Naresh R. Pandit (2000). Some Recommendations for Improved Research on Corporate Turnaround. M@n@gement, Vol. 3, No. 2, 2000, 31-56
21. Osterwalder, A., Pigneur, Y., and Tucci, C. L., (2005). Clarifying Business Models: Origins, Present, and Future of the Concept. Communication of the Associations for Information System, 16. 1-25.
22. Robert K. Yin (1981). The Case Study as a Serious Research Strategy. Creation, Diffusion, Utilization, Vol 3 No J. Sept. 1981 97-114
23. Robert K. Yin (2009). Case study research: Design and methods. Los Angeles: SAGE Publications.
24. Robbins, D. K., & Pearce II, J. A. (1992). Turnaround: retrenchment and Recovery. Strategic Management Journal, 13(4), 287-309.
25. Schendel, D. E., Patton, R., & Riggs, J. (1974). Corporate Turnaround Strategies. Academy of Management Proceedings, 1974(1), 4-4.
26. Slatter, Stuart (1984). Corporate Recovery. Harmondsworth: Penguin.
27. Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43, 172-194.
28. Timmers, P. (1998). Business Models for Electronic Markets. Electronic Markets, 8(2), 3-8.
29. Zott, C., Amit, R., and Massa, L., (2011). The Business Model: Recent Developments and Future Research. Journal of Management, 37(4), p.1024

三、 日文資料
1. Hakuhodo DY Holdings Annual Report (2005).
2. Hakuhodo DY Holdings Annual Report (2006).
3. Hakuhodo DY Holdings Annual Report (2007).
4. Hakuhodo DY Holdings Annual Report (2008).
5. Hakuhodo DY Holdings Annual Report (2009).
6. Hakuhodo DY Holdings Annual Report (2010).
7. Hakuhodo DY Holdings Annual Report (2011).
8. Hakuhodo DY Holdings Annual Report (2012).
9. Hakuhodo DY Holdings Annual Report (2013).
10. Hakuhodo DY Holdings Annual Report (2014).
11. Hakuhodo DY Holdings Annual Report (2015).
12. Hakuhodo DY Holdings Annual Report (2016).

四、 網路資料
1. Daiko Official Website. 2017/04/03.
擷取自:https://www.daiko.co.jp/?lang=en
2. Hakuhodo Official Website. 2017/03/22.
擷取自:http://www.hakuhodo.co.jp/?sc=ct
3. Hakuhodo DY Media Partner Official Website. 2017/04/26.
擷取自:http://www.hakuhodody-media.co.jp/english/
4. Hakuhodo DY Holidings Official Website. 2017/02/20.
擷取自:https://www.hakuhodody-holdings.co.jp/english/
5. Kyu Official Website. 2017/05/13.
擷取自:https://kyu.com/
6. Yomiko Official Website. 2017/04/15.
擷取自:http://www.yomiko.co.jp/
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363085
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104363085
資料類型 thesis
dc.contributor.advisor 管康彥zh_TW
dc.contributor.author (Authors) 史翔升zh_TW
dc.contributor.author (Authors) Shih, Hsiang Shengen_US
dc.creator (作者) 史翔升zh_TW
dc.creator (作者) Shih, Hsiang Shengen_US
dc.date (日期) 2017en_US
dc.date.accessioned 5-Feb-2018 17:01:46 (UTC+8)-
dc.date.available 5-Feb-2018 17:01:46 (UTC+8)-
dc.date.issued (上傳時間) 5-Feb-2018 17:01:46 (UTC+8)-
dc.identifier (Other Identifiers) G0104363085en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/115847-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 104363085zh_TW
dc.description.abstract (摘要) 由於台灣的內需市場小,註定了本土企業成長過程中角逐國際市場的命運,在過去也因為他們的努力而打造出台灣的經濟奇蹟。然而隨著國內外市場需求的改變、台灣社會發展的階段演進以及國際情勢的變遷,本土企業面臨前所未有的成長瓶頸,再加上先進國家的集團擴張或開發中國家的新企業崛起,形成了本土企業的嚴峻挑戰。

以廣告產業為例,歐美集團不斷併購競爭者並且壟斷媒體資源,威脅著包含台灣在內的各地廣告廠商。然而,日本的博報堂DY有著結合當地不同規模廣告相關企業之全新競合與營運模式,為彼此的轉型成長刻畫出一線生機。

本研究以博報堂DY作為個案,探討組織轉型策略與計畫,以及商業模式之創新。其透過重新設計的組織架構與資源整合管理系統,打造出有效的競合模式並激發集團的廣告與行銷創意能量,轉型為完整行銷解決方案公司;2009年與2014年兩個為期五年的中期商業計畫,提升關鍵媒體資源的整合管理能力,同時藉由策略單位不斷進行併購與策略結盟以獲取新興數位科技之應用技術與開發能力,補足日本廣告公司長久以來在數位廣告與行銷上的缺失。

根據個案分析創新轉型計畫整理出以下結論:刪減成本未必是組織復甦的首要步驟、定義核心能力以競爭激勵創新以合作創造價值、靈活變換合作模式以設計出最適合客戶的解決方案、組織變革的成功經驗能引發合作契機導致加乘轉型效果、適時調整商業模式要素方能幫助企業永續發展。

本研究期望幫助本土企業彼此轉型合作,打造競爭優勢、開創永續未來。
zh_TW
dc.description.tableofcontents 第壹章、 緒論 1
第一節、 研究背景與動機 1
第二節、 研究目的與問題 3
第三節、 研究方法 6
第四節、 研究流程與架構 9

第貳章、 文獻探討 13
第一節、 組織轉型 13
第二節、 組織復甦 21
第三節、 商業模式 28
第四節、 文獻探討總結 35

第參章、 個案背景 37
第一節、 博報堂DY集團之源起 37
第二節、 博報堂DY集團之轉型 48
第三節、 博報堂DY集團之現今概況 69

第肆章、 個案研究 73
第一節、 轉型歷程分析 73
第二節、 中期商業計畫策略分析 75
第三節、 成果實務案例—台灣三得利 80
第四節、 商業模式創新 83

第伍章、 結論與建議 97
第一節、 研究結論 97
第二節、 管理意涵 102
第三節、 研究限制 107
第四節、 後續研究建議 108

參考文獻 109
zh_TW
dc.format.extent 4037602 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104363085en_US
dc.subject (關鍵詞) 博報堂DYzh_TW
dc.subject (關鍵詞) 轉型zh_TW
dc.subject (關鍵詞) 商業模式zh_TW
dc.subject (關鍵詞) 競合zh_TW
dc.subject (關鍵詞) 創新zh_TW
dc.title (題名) 博報堂DY組織轉型與商業模式創新個案研究zh_TW
dc.title (題名) Case Study of Hakuhodo DY`s Transformation & Innovative Business Modelen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、 中文資料
1. 尤傳莉(譯)(2012)。獲利世代。台北市:早安財經文化。
原作者:A. Osterwalder & Y. Pigneur (2010).
2. 樊曦(譯)(2005)。廣告革命。中國:清華大學出版社。
原作者:Joe Cappo (2003).

二、 英文資料
1. Barbara, B. & Philippe, H. (1994). Toward a Definition of Corporate Transformation. Sloan Management Review, Vol.35, No.3, pp.101-106.
2. Barker, V.L. & Duhaime, I.M. (1997). Strategic Change in The Turnaround Process: Theory and Empirical Evidence. Strategic Management Journal, 18, 13-38.
3. Bibeault, Donald B. (1982). Corporate Turnaround: How Managers Turn Losers into Winners. New York: McGraw-Hill.
4. Cameron, K. S., Sutton, R. I., & Whetten, D. A. (1988). Readings in Organizational Decline: Frameworks, Research, and Prescriptions. Cambridge, MA: Ballinger Pub.
5. Chowdhury, S. D. (2002). Turnarounds: A Stage Theory Perspective. Canadian Journal of Administrative Sciences, 19(3), 249-266.
6. Chowdhury, Shamsud, and James R. Lang (1996). Turnaround in Small Firms—An Assessment of Efficiency Strategies. Journal of Business Research, 36:2, 169-178.
7. Davidson, W. H. (1999). Beyond Re-engineering: The Three Phases of Business Transformation. IBM Systems Journal, 38(2), 485-499.
8. Davis, E. B., Kee, J., & Newcomer, K. (2010). Strategic Transformation Process: Toward Purpose, People, Process and Power. Organization Management Journal (Palgrave Macmillan Ltd.), 7(1), 66-80.
9. Hakuhodo DY Group (2009). Medium-Term Business Plan.
10. Hakuhodo DY Group (2014). Medium-Term Business Plan.
11. Hambrick, Donald C., and Steven M. Schecter (1983). Turnaround Strategies for Mature Industrial-Product Business Units. Academy of Management Journal, 26:2, 231-248.
12. Hoaglin, D. C., R J. Light, B. Mcpeek, F. Mosteller, and M. A. Stoto (1982). Data for Decisions: Information Strategies for Policymakers. Cambridge, MA: Abt.
13. Hofer, C.W. (1980). Turnaround Strategies. Journal of Business Strategy, 1 (I), 19-31.
14. James Proctor (2012). Business Process Reengineering vs. Corporate Turnaround. Inteq Group Blog, The Inteq Group, Inc.
15. Johnson, M. W., Christensen, C. M. and Kagermann, H. (2008). Reinventing
Your Business Model. Harvard Business Review, 86, 50–59.
16. Kathleen M. Eisenhardt (1989). Building Theories from Case Study Research. The Academy of Management Review, Vol. 14, No. 4 (Oct., 1989), pp. 532-550
17. Konczal, E. F. (1975). Models Are for Managers, Not Mathematicians. Journal of Systems Management, 26(1):12.
18. Magretta, J. (2002). What Management Is: How It Works, And Why It’s Everyone’s Business. New York, NY: Free Press.
19. Morris, M., Schindehutte, M., & Allen, J. (2005). The Entrepreneur’s Business Model: Toward A Unified Perspective. Journal of Business Research, 58, 726-735.
20. Naresh R. Pandit (2000). Some Recommendations for Improved Research on Corporate Turnaround. M@n@gement, Vol. 3, No. 2, 2000, 31-56
21. Osterwalder, A., Pigneur, Y., and Tucci, C. L., (2005). Clarifying Business Models: Origins, Present, and Future of the Concept. Communication of the Associations for Information System, 16. 1-25.
22. Robert K. Yin (1981). The Case Study as a Serious Research Strategy. Creation, Diffusion, Utilization, Vol 3 No J. Sept. 1981 97-114
23. Robert K. Yin (2009). Case study research: Design and methods. Los Angeles: SAGE Publications.
24. Robbins, D. K., & Pearce II, J. A. (1992). Turnaround: retrenchment and Recovery. Strategic Management Journal, 13(4), 287-309.
25. Schendel, D. E., Patton, R., & Riggs, J. (1974). Corporate Turnaround Strategies. Academy of Management Proceedings, 1974(1), 4-4.
26. Slatter, Stuart (1984). Corporate Recovery. Harmondsworth: Penguin.
27. Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43, 172-194.
28. Timmers, P. (1998). Business Models for Electronic Markets. Electronic Markets, 8(2), 3-8.
29. Zott, C., Amit, R., and Massa, L., (2011). The Business Model: Recent Developments and Future Research. Journal of Management, 37(4), p.1024

三、 日文資料
1. Hakuhodo DY Holdings Annual Report (2005).
2. Hakuhodo DY Holdings Annual Report (2006).
3. Hakuhodo DY Holdings Annual Report (2007).
4. Hakuhodo DY Holdings Annual Report (2008).
5. Hakuhodo DY Holdings Annual Report (2009).
6. Hakuhodo DY Holdings Annual Report (2010).
7. Hakuhodo DY Holdings Annual Report (2011).
8. Hakuhodo DY Holdings Annual Report (2012).
9. Hakuhodo DY Holdings Annual Report (2013).
10. Hakuhodo DY Holdings Annual Report (2014).
11. Hakuhodo DY Holdings Annual Report (2015).
12. Hakuhodo DY Holdings Annual Report (2016).

四、 網路資料
1. Daiko Official Website. 2017/04/03.
擷取自:https://www.daiko.co.jp/?lang=en
2. Hakuhodo Official Website. 2017/03/22.
擷取自:http://www.hakuhodo.co.jp/?sc=ct
3. Hakuhodo DY Media Partner Official Website. 2017/04/26.
擷取自:http://www.hakuhodody-media.co.jp/english/
4. Hakuhodo DY Holidings Official Website. 2017/02/20.
擷取自:https://www.hakuhodody-holdings.co.jp/english/
5. Kyu Official Website. 2017/05/13.
擷取自:https://kyu.com/
6. Yomiko Official Website. 2017/04/15.
擷取自:http://www.yomiko.co.jp/
zh_TW