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題名 從商業洞察到數位轉型之價值創造研究—以台灣保樂力加為例
Value Creation from Business Insights to Digital Transformation: The Case of Pernod Ricard Taiwan
作者 黃宜羚
Huang, Yi-Ling
貢獻者 羅明琇<br>郁方
黃宜羚
Huang, Yi-Ling
關鍵詞 酒類產業
數位轉型
商業洞察
價值創造
日期 2023
上傳時間 6-Jul-2023 16:53:40 (UTC+8)
摘要 酒類產業受限於產業相對傳統、法規限制嚴苛，隨著外部環境的變化與科技的革新，在台灣深耕超過三十年的台灣保樂力加為了帶給消費者更好的產品及服務，並跟隨時代的腳步，將數位技術的應用導入，進一步打造成更完整的轉型計畫，突破傳統產業的思維與限制。故本研究以「台灣保樂力加」為研究對象，透過商業洞察及數位轉型的角度，和數位轉型所累積的成效，來深入梳理台灣保樂力加近年轉型的過程，以及探討其轉型成果如何帶來價值創造。

本研究透過質性研究方法中的單一個案整體設計研究法，以酒類產業—台灣保樂力加作為研究個案公司，透過數位轉型的理論基礎，分析其轉型的歷程，並探討如何與利害關係人互動，以及公司如何解決各環節中的困難與障礙。

根據本研究的結果發現，數位轉型策略的制定將領導組織朝同一方向前進，而後定義出所需的數位技術成為重要支援，策略與技術間需具備一致性。而藉由數位技術的應用，能蒐集到大量的數據，有助於商業面向的洞察，並在組織內、外部發揮價值；價值共創的過程中需要參與者之間的協調和合作，而不是傳統意義上的「交換」關係，台灣保樂力加團隊選擇將全部的資源投入到創新的領域，全力支持轉型的前進。
參考文獻 一、英文參考資料
Bharadwaj, A., El Sawy, O., Pavlou, P., Venkatraman, N. (2013). Digital business strategy: toward a next generation of insights. MIS Quartly, 37(2), 471-482.
Correani, A., De Massis, A., Frattini, F., Petruzzelli, A. M., & Natalicchio, A. (2020). Implementing a Digital Strategy: Learning from the Experience of Three Digital Transformation Projects. California Management Review, 62(4), 37-56.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. Thousand Oaks. CA: SAGE Publications.
Dremel, C., Wulf, J., Herterich, M.M., Waizmann, J.-C., Brenner, W. (2017). How AUDI AG established big data analytics in its digital transformation. MIS Quart Executive, 16(2), 81-100.
Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business intelligence through the lens of marketing mix. Big Data Research, 2(1), 28-32.
Fitzgerald, M., Kruschwitz, N., Bonnet, D., Welch, M. (2014). Embracing digital technology: a new strategic imperative. MIT Sloan Manage Review, 55(2), 1-12.
Jöhnk, J., Röglinger, M., Thimmel, M., Urbach, N. (2017). How to implement agile IT setups: a taxonomy of design options. In: European Conference of Information Systems, Guimaraes, Portugal, 1521-1535.
Kretschmer, T., & Khashabi, P. (2020). Digital Transformation and Organization Design: An Integrated Approach. California Management Review, 62(4), 86-104.
Matt, C., Hess, T., Benlian, A. (2015). Digital transformation strategies. Business and Information Systems Engineering, 57(5), 339-343.
Newell, S., Marabelli, M. (2015). Strategic opportunities (and challenges) of algorithmic decision-making: a call for action on the long-term societal effects of ‘datification’. Strategic Information System, 24(1), 3-14.
Prahalad, C.K., Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
Sambamurthy, V., Bharadwaj, A., Grover, V. (2003). Shaping agility through digital options: reconceptualizing the role of information technology in contemporary firms. MIS Quart, 27(2), 237–263.
Senyo, P.K., Liu k., Effah. J. (2019). Digital business ecosystem: Literature review and a framework for future research. International Journal of Information Management, 47, 52-64.
Tanriverdi, H., Lim, S.-Y. (2017). How to survive and thrive in complex, hypercompetitive, and disruptive ecosystems? The roles of IS-enabled capabilities. In: International Conference of Information Systems, Seoul, South Korea.
Vargo, S.L., Lusch, R.F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy Marketing Science, 44(1), 5-23.
Venkatraman, N., Henderson, J.C., & Oldach S. (1993). Continuous strategic alignment: Exploiting information technology capabilities for competitive success, European Management Journal, 11(2). 139-149.
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital Transformation: A Multidisciplinary Reflection and Research Agenda. Journal of Business Research, 122, 889-901.
Vial, G. (2019). Understanding digital transformation: A review and a research agenda. The Journal of Strategic Information Systems, 28(2), 118-144.
Yin, R.K. (2003). Designing case studies. Qualitative research method, 5(14), 359-384.

二、中文參考資料
洪玉玲（2023）。進口酒在我國酒類消費市場占比逐漸提升。經濟部統計處。https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=12415
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363004
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363004
資料類型 thesis
dc.contributor.advisor 羅明琇<br>郁方zh_TW
dc.contributor.author (Authors) 黃宜羚zh_TW
dc.contributor.author (Authors) Huang, Yi-Lingen_US
dc.creator (作者) 黃宜羚zh_TW
dc.creator (作者) Huang, Yi-Lingen_US
dc.date (日期) 2023en_US
dc.date.accessioned 6-Jul-2023 16:53:40 (UTC+8)-
dc.date.available 6-Jul-2023 16:53:40 (UTC+8)-
dc.date.issued (上傳時間) 6-Jul-2023 16:53:40 (UTC+8)-
dc.identifier (Other Identifiers) G0110363004en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/145892-
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) 110363004zh_TW
dc.description.abstract (摘要) 酒類產業受限於產業相對傳統、法規限制嚴苛，隨著外部環境的變化與科技的革新，在台灣深耕超過三十年的台灣保樂力加為了帶給消費者更好的產品及服務，並跟隨時代的腳步，將數位技術的應用導入，進一步打造成更完整的轉型計畫，突破傳統產業的思維與限制。故本研究以「台灣保樂力加」為研究對象，透過商業洞察及數位轉型的角度，和數位轉型所累積的成效，來深入梳理台灣保樂力加近年轉型的過程，以及探討其轉型成果如何帶來價值創造。

本研究透過質性研究方法中的單一個案整體設計研究法，以酒類產業—台灣保樂力加作為研究個案公司，透過數位轉型的理論基礎，分析其轉型的歷程，並探討如何與利害關係人互動，以及公司如何解決各環節中的困難與障礙。

根據本研究的結果發現，數位轉型策略的制定將領導組織朝同一方向前進，而後定義出所需的數位技術成為重要支援，策略與技術間需具備一致性。而藉由數位技術的應用，能蒐集到大量的數據，有助於商業面向的洞察，並在組織內、外部發揮價值；價值共創的過程中需要參與者之間的協調和合作，而不是傳統意義上的「交換」關係，台灣保樂力加團隊選擇將全部的資源投入到創新的領域，全力支持轉型的前進。		zh_TW
dc.description.tableofcontents 誌謝 I
摘要 II
表目錄 V
圖目錄 VI
第一章 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 研究範圍與流程 4
第二章 文獻回顧 6
第一節 數位轉型之意涵 6
第二節 數位轉型流程與架構 7
第三節 數位轉型下利害關係人之互動改變 9
第四節 文獻回顧小結 11
第三章 研究方法 13
第一節 質性研究方法 13
第二節 個案研究方法 14
第三節 個案背景 15
第四節 資料蒐集與分析 17
第四章 個案分析與討論 19
第一節 烈酒產業概況 19
第二節 台灣保樂力加數位轉型之過程 22
第三節 與利害關係人之互動改變 31
第四節 研究討論與分析 34
第五章 結論與建議 37
第一節 研究結論 37
第二節 研究貢獻與建議 39
參考文獻 41
附錄 44		zh_TW
dc.format.extent 1883792 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363004en_US
dc.subject (關鍵詞) 酒類產業zh_TW
dc.subject (關鍵詞) 數位轉型zh_TW
dc.subject (關鍵詞) 商業洞察zh_TW
dc.subject (關鍵詞) 價值創造zh_TW
dc.title (題名) 從商業洞察到數位轉型之價值創造研究—以台灣保樂力加為例zh_TW
dc.title (題名) Value Creation from Business Insights to Digital Transformation: The Case of Pernod Ricard Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、英文參考資料
Bharadwaj, A., El Sawy, O., Pavlou, P., Venkatraman, N. (2013). Digital business strategy: toward a next generation of insights. MIS Quartly, 37(2), 471-482.
Correani, A., De Massis, A., Frattini, F., Petruzzelli, A. M., & Natalicchio, A. (2020). Implementing a Digital Strategy: Learning from the Experience of Three Digital Transformation Projects. California Management Review, 62(4), 37-56.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. Thousand Oaks. CA: SAGE Publications.
Dremel, C., Wulf, J., Herterich, M.M., Waizmann, J.-C., Brenner, W. (2017). How AUDI AG established big data analytics in its digital transformation. MIS Quart Executive, 16(2), 81-100.
Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business intelligence through the lens of marketing mix. Big Data Research, 2(1), 28-32.
Fitzgerald, M., Kruschwitz, N., Bonnet, D., Welch, M. (2014). Embracing digital technology: a new strategic imperative. MIT Sloan Manage Review, 55(2), 1-12.
Jöhnk, J., Röglinger, M., Thimmel, M., Urbach, N. (2017). How to implement agile IT setups: a taxonomy of design options. In: European Conference of Information Systems, Guimaraes, Portugal, 1521-1535.
Kretschmer, T., & Khashabi, P. (2020). Digital Transformation and Organization Design: An Integrated Approach. California Management Review, 62(4), 86-104.
Matt, C., Hess, T., Benlian, A. (2015). Digital transformation strategies. Business and Information Systems Engineering, 57(5), 339-343.
Newell, S., Marabelli, M. (2015). Strategic opportunities (and challenges) of algorithmic decision-making: a call for action on the long-term societal effects of ‘datification’. Strategic Information System, 24(1), 3-14.
Prahalad, C.K., Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
Sambamurthy, V., Bharadwaj, A., Grover, V. (2003). Shaping agility through digital options: reconceptualizing the role of information technology in contemporary firms. MIS Quart, 27(2), 237–263.
Senyo, P.K., Liu k., Effah. J. (2019). Digital business ecosystem: Literature review and a framework for future research. International Journal of Information Management, 47, 52-64.
Tanriverdi, H., Lim, S.-Y. (2017). How to survive and thrive in complex, hypercompetitive, and disruptive ecosystems? The roles of IS-enabled capabilities. In: International Conference of Information Systems, Seoul, South Korea.
Vargo, S.L., Lusch, R.F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy Marketing Science, 44(1), 5-23.
Venkatraman, N., Henderson, J.C., & Oldach S. (1993). Continuous strategic alignment: Exploiting information technology capabilities for competitive success, European Management Journal, 11(2). 139-149.
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital Transformation: A Multidisciplinary Reflection and Research Agenda. Journal of Business Research, 122, 889-901.
Vial, G. (2019). Understanding digital transformation: A review and a research agenda. The Journal of Strategic Information Systems, 28(2), 118-144.
Yin, R.K. (2003). Designing case studies. Qualitative research method, 5(14), 359-384.

二、中文參考資料
洪玉玲（2023）。進口酒在我國酒類消費市場占比逐漸提升。經濟部統計處。https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=12415		zh_TW