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題名 企業數位轉型之實務探討– 以B公司為例
An Empirical Study of Business Digital Transformation - A Case Study of B Company作者 劉思岑
Liu, Szu-Tsen貢獻者 韓志翔
Han, Tzu-Shian
劉思岑
Liu, Szu-Tsen關鍵詞 數位轉型
客戶導向
商業模式
數位科技
Digital transformation
Customer orientation
Business model
Digital technology日期 2022 上傳時間 10-Feb-2022 13:21:58 (UTC+8) 摘要 由於新科技蓬勃發展、數位化應用跟消費型態也不斷蛻變，數位轉型不論在國內外都是非常熱門的議題，對企業來說更是必須面對的趨勢，除了導入數位科技，數位轉型的核心還必須建立在「客戶為導向」的基礎上，最終轉型成效可以進而改變客戶體驗、營運流程以及再造新商業模式，為企業提升競爭優勢。有鑒於國內企業對數位轉型的重視，本研究欲探討企業對於數位轉型的認知，以及在轉型過程的挑戰跟調整，特別是在國內科技業品牌商，在仰賴代理經銷通路的商業模式下，本個案以再造新商業模式進行其數位轉型。本研究融合國內外學術及實務上對數位轉型提出的重要架構，以數位轉型五大構面分析個案轉型過程加以闡述，並提供個案未來可以改善的方向。經研究發現，個案轉型的動機來自於對外部環境及科技進步下產生的危機感。個案以內部創業的燈具部門為轉型初始，在摸索的過程中嘗錯建新，由過去通路模式轉向直接面對終端客戶，並藉由其敏捷性組織的運作以及數位科技的運用，轉型為DTC（direct to consumer）商業模式，最終成功吸引客戶並提升營運績效，也進而給予個案公司轉型的激勵，朝向更全面性的變革。
As new technologies flourish and digital applications and consumer patterns continue to evolve, digital transformation is a hot topic both domestically and internationally, and it is a trend that enterprises must face. It leads to changes in customer experiences, operational processes, and the re-engineering of new business models, giving companies a competitive edge.In view of the importance of digital transformation, this study aims to examine the enterprises’ awareness of digital transformation, as well as the challenges and adjustments in the transformation process, especially in the case of domestic technology brands, which rely on business model distribution channels to recreate a new business model for their digital transformation. This study also integrates the important frameworks of digital transformation from both domestic and international academic and practical perspectives, analyzes the transformation process of a case with five major components of digital transformation, and provides directions for future improvement.It is found that the motivation for digital transformation comes from the challenges arising from the external environment and technological advancement. The transformation started from the digital lighting department. The department tried to build a new business model by moving from the old channel model to the direct to consumer (DTC) business model through its agile organization and the use of digital technology. They eventually succeeded in attracting customers and improving operational performances. 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國立政治大學
企業管理研究所(MBA學位學程)
107363063資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107363063 資料類型 thesis dc.contributor.advisor 韓志翔 zh_TW dc.contributor.advisor Han, Tzu-Shian en_US dc.contributor.author (Authors) 劉思岑 zh_TW dc.contributor.author (Authors) Liu, Szu-Tsen en_US dc.creator (作者) 劉思岑 zh_TW dc.creator (作者) Liu, Szu-Tsen en_US dc.date (日期) 2022 en_US dc.date.accessioned 10-Feb-2022 13:21:58 (UTC+8) - dc.date.available 10-Feb-2022 13:21:58 (UTC+8) - dc.date.issued (上傳時間) 10-Feb-2022 13:21:58 (UTC+8) - dc.identifier (Other Identifiers) G0107363063 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139001 - 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) 107363063 zh_TW dc.description.abstract (摘要) 由於新科技蓬勃發展、數位化應用跟消費型態也不斷蛻變，數位轉型不論在國內外都是非常熱門的議題，對企業來說更是必須面對的趨勢，除了導入數位科技，數位轉型的核心還必須建立在「客戶為導向」的基礎上，最終轉型成效可以進而改變客戶體驗、營運流程以及再造新商業模式，為企業提升競爭優勢。有鑒於國內企業對數位轉型的重視，本研究欲探討企業對於數位轉型的認知，以及在轉型過程的挑戰跟調整，特別是在國內科技業品牌商，在仰賴代理經銷通路的商業模式下，本個案以再造新商業模式進行其數位轉型。本研究融合國內外學術及實務上對數位轉型提出的重要架構，以數位轉型五大構面分析個案轉型過程加以闡述，並提供個案未來可以改善的方向。經研究發現，個案轉型的動機來自於對外部環境及科技進步下產生的危機感。個案以內部創業的燈具部門為轉型初始，在摸索的過程中嘗錯建新，由過去通路模式轉向直接面對終端客戶，並藉由其敏捷性組織的運作以及數位科技的運用，轉型為DTC（direct to consumer）商業模式，最終成功吸引客戶並提升營運績效，也進而給予個案公司轉型的激勵，朝向更全面性的變革。 zh_TW dc.description.abstract (摘要) As new technologies flourish and digital applications and consumer patterns continue to evolve, digital transformation is a hot topic both domestically and internationally, and it is a trend that enterprises must face. It leads to changes in customer experiences, operational processes, and the re-engineering of new business models, giving companies a competitive edge.In view of the importance of digital transformation, this study aims to examine the enterprises’ awareness of digital transformation, as well as the challenges and adjustments in the transformation process, especially in the case of domestic technology brands, which rely on business model distribution channels to recreate a new business model for their digital transformation. This study also integrates the important frameworks of digital transformation from both domestic and international academic and practical perspectives, analyzes the transformation process of a case with five major components of digital transformation, and provides directions for future improvement.It is found that the motivation for digital transformation comes from the challenges arising from the external environment and technological advancement. The transformation started from the digital lighting department. The department tried to build a new business model by moving from the old channel model to the direct to consumer (DTC) business model through its agile organization and the use of digital technology. They eventually succeeded in attracting customers and improving operational performances. This also gave the company the motivation to transform itself towards a more holistic change. en_US dc.description.tableofcontents 摘要 I目錄 IV表目錄 VI圖目錄 VII第壹章 緒論 1第一節 研究背景與動機 1第二節 研究目的 4第貳章 文獻探討 6第一節 SWOT分析 6第二節 數位轉型定義及相關概念 8第三節 數位轉型構面介紹 17第四節 數位轉型過程中的挑戰 25第五節 數位轉型五大構面及成效 29第參章 研究方法 37第一節 研究方法與流程 37第二節 研究架構 41第肆章 個案分析 45第一節 個案公司介紹 45第二節 轉型背景 48第三節 個案內容描述 50第四節 以五大構面分析個案 63第五節 數位轉型成效 72第伍章 結論與建議 80第一節 結論 80第二節 實務建議 83第三節 研究限制與未來發展建議 87參考文獻 89附錄一：B公司訪談逐字稿 102附錄二：B公司訪談逐字稿 118 zh_TW dc.format.extent 3185838 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363063 en_US dc.subject (關鍵詞) 數位轉型 zh_TW dc.subject (關鍵詞) 客戶導向 zh_TW dc.subject (關鍵詞) 商業模式 zh_TW dc.subject (關鍵詞) 數位科技 zh_TW dc.subject (關鍵詞) Digital transformation en_US dc.subject (關鍵詞) Customer orientation en_US dc.subject (關鍵詞) Business model en_US dc.subject (關鍵詞) Digital technology en_US dc.title (題名) 企業數位轉型之實務探討– 以B公司為例 zh_TW dc.title (題名) An Empirical Study of Business Digital Transformation - A Case Study of B Company en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻文崇一、楊國樞 (2000)。訪問調查法。社會及行為科學研究法下冊。台北：東 華。王琪 (2021)。以策略行銷分析架構探討數位轉型的成功案例。國立政治大學企業管理研究所 (MBA學位學程) 碩士論文，台北市。王維聰 (2021)。企業進行數位轉型的規劃思維。哈佛商業評論，2021年2月數位版。https://www.hbrtaiwan.com/article_content_AR0010235.html，擷取日期：2021年12月25日。吳怡慧 (2021)。經濟部產業人才發展資訊網。https://www.italent.org.tw/ePaperD/36/ePaper20210800007，擷取日期：2021年12月25日。李震華 (2019)。中華民國全國工業總會，啟動數位轉型。http://www.cnfi.org.tw/front/bin/ptdetail.phtml?Part=magazine10810-595-2，擷取日期：2021年10月25日。官佳霖 (2021)。數據驅動企業轉型，行銷科技應用成功案例。臺灣經濟研究月刊 ， 44卷3期 (2021 / 03 / 01) ，113–120。施文玲 (2006)。質性取向研究理論派典之探析，網路社會學通訊期刊。國發會產業發展處 (2019)。專題報導，數位轉型趨勢與產業創新。台灣經濟論衡2019年06月(vol.17, no.2)。陳正榮 (2008)。利基型 IC 設計公司成長策略之個案研究。臺灣大學商學研究所學位論文，1-250。陳苑欽、吳美惠、陳維中、詹燿華譯 (C. 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