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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-Ling en_US dc.creator (作者) 黃宜羚 zh_TW dc.creator (作者) Huang, Yi-Ling en_US dc.date (日期) 2023 en_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) G0110363004 en_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) 110363004 zh_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/#G0110363004 en_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 Taiwan en_US dc.type (資料類型) thesis en_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
