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題名 通路管理數位化驅動商業模式轉型之研究-以英美菸草公司為例
A study on the digitalization of channel management driving business model transformation: The case of British American Tobacco Company作者 周晏竹
Chou, Yen-Chu貢獻者 謝凱宇
Hsieh, Kai-Yu
周晏竹
Chou, Yen-Chu關鍵詞 數位轉型
商業模式
商業模式九宮格
Digital Transformation
Business Model
Business Model Canvas日期 2024 上傳時間 5-八月-2024 12:11:09 (UTC+8) 摘要 隨著數位科技的持續進步，消費者的購買行為和需求也跟著變化，這促使市場趨勢逐漸轉變，通過數位化的應用，企業可以提升運營效率、降低運營成本並增強市場競爭力，數位化管理已成為推動商業模式創新的關鍵力量。 本研究以英美菸草公司為例，探討通路管理數位化如何驅動商業模式的轉型，研究採用個案研究法，以商業模式九宮格作為基礎，分析英美菸草在台灣的營運模式，揭示數位化策略如何影響傳統菸草產業的商業模式。 研究發現，數位轉型不僅提升了企業的操作效率，還促進了服務創新。英美菸草透過數位工具和平台來整合了線上與線下銷售渠道，增強了消費者體驗。然而，數位轉型也帶來了諸多挑戰，包括數位人才的需求、員工培訓需求增加以及數據分析與管理。 本研究不僅為菸草行業提供了數位轉型的實證研究，也為其他傳統產業的數位化轉型提供了參考和借鑑，未來研究可進一步探討數位轉型在不同企業中的適應性及影響。
With the continuous advancement of digital technology, consumer purchasing behaviors and needs are also changing, which is driving a gradual shift in market trends. Through the application of digitization, companies can enhance operational efficiency, reduce operating costs, and strengthen market competitiveness. Digital management has become a key force in driving innovation in business models. This study takes British American Tobacco as an example to explore how the digitization of channel management drives the transformation of business models. The research employs the case study method, using the Business Model Canvas as a foundation to analyze the operating model of British American Tobacco in Taiwan, revealing how digital strategies affect the traditional tobacco industry's business model. The study finds that digital transformation not only enhances corporate operational efficiency but also promotes service innovation. British American Tobacco has integrated online and offline sales channels through digital tools and platforms, enhancing consumer experience. However, digital transformation also brings many challenges, including the demand for digital talent, increased needs for employee training, and data analysis and management. This study not only provides empirical research on digital transformation in the tobacco industry but also offers references for the digital transformation of other traditional industries. Future researches could potentially explore the adaptability and impact of digital transformation across different enterprises.參考文獻 英文文獻 1.Andreas Hinterhuber, Tiziano Vescovi, Francesca Checchinato 2021. Managing Digital Transformation: Understanding the Strategic Process 2. Andrew M. Pettigrew 1987. Context and action in the transformation of the firm. Journal of Management Studies, 24(6): 650-670. 3. Anna Singh, Patricia Klarner, Thomas Hess 2020. How do chief digital officers pursue digital transformation activities? The role of organization design parameters, Long Range Planning, 53(3) 4. Alexander Osterwalder & Yves Pigneur 2010. Business Model Generation 5. Albert J. Viscio & Bruce A. Pasternack 1996. Toward a New Business Model, Retrieved 10 Apr 2024 (https://www.strategy-business.com/article/14974) 6. C P Wen, T Chen, Y-Y Tsai, S P Tsai, W S I Chung, T Y Cheng, D T Levy, C C Hsu, R Peterson, W-Y Liu 2005. Are marketing campaigns in Taiwan by foreign tobacco companies targeting young smokers? Tobacco Control, 14: 38-44 7. David L. Rogers 2016. The Digital Transformation Playbook: Rethink Your Business for the Digital Age 8. Eric Lamarre, Kate Smaje, and Rodney Zemmel 2023. Rewired to outcompete 9. Gregory Vial 2019. Understanding digital transformation: A review and a research agenda, The Journal of Strategic Information Systems, 28(2): 118-144 10. Henry Chesbrough & Richard S. Rosenbloom 2002. The Role of the Business Model in Capturing Value from Innovation: Evidence from Xerox Corporation's Technology Spin-Off Companies, Industrial and Corporate Change, 11(3): 529–555 11. Jappe Eckhardt, Jennifer Fang & Kelley Lee, 2017. The Taiwan Tobacco and Liquor Corporation: To ‘join the ranks of global companies’ Glob Public Health, 12(3): 335-350 12. Joan Magretta, 2002. Why Business Models Matter, Retrieved 23 Apr 2024 (https://hbr.org/2002/05/why-business-models-matter) 13. Nikita B. Rajani, Jule Hoelscher, Anthony A. Laverty, Filippos T. Filippidis, 2022. A multi-country analysis of transnational tobacco companies’market share, Tob. Induc. Dis., 21: 1-9 14. Robert K. Yin, 2014. Case Study Research Design and Methods 15. Saul J. Berman, 2012. Digital transformation: opportunities to create new business models, Strategy & Leadership, 40(2): 16-24 16. Tumbas, S., Berente, N. and vom Brocke, J. 2017. Born digital: Growth trajectories of enterpreneurial organizations spanning institutional fields. In Proceedings of the Thirty Eighth International Conference on Information Systems, Seoul 17. Van Der Pijl, Patrick, Lockitz, Justin, Winjen, Roland 2020. Business Model Shifts: Six Ways to Create New Value For Customers 18. Yogesh Malhotra 2000. Knowledge Management and New Organization Forms: A Framework for Business Model Innovation, Information Resources Management Journal, 13(1): 5-14 中文文獻 1.司徒達賢，2001。策略管理新論:觀念架構與分析方法(第三版)。台北:智勝文化事業有限公司。 2.洪馨蘭，2004。臺灣的菸業。台北：遠足文化。 3.商業週刊，2021。做零售的，別跟餐廳學數位轉型！各產業「轉型弱項」不一樣，差在哪？。 https://www.businessweekly.com.tw/management/blog/3007075 搜尋日期：2024年3月15日 4.遠見雜誌，2020。數位轉型到底怎麼轉？五個漸進步驟抓住疫情轉型良機。https://www.gvm.com.tw/article/73069 搜尋日期：2024年3月15日 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363035資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363035 資料類型 thesis dc.contributor.advisor 謝凱宇 zh_TW dc.contributor.advisor Hsieh, Kai-Yu en_US dc.contributor.author (作者) 周晏竹 zh_TW dc.contributor.author (作者) Chou, Yen-Chu en_US dc.creator (作者) 周晏竹 zh_TW dc.creator (作者) Chou, Yen-Chu en_US dc.date (日期) 2024 en_US dc.date.accessioned 5-八月-2024 12:11:09 (UTC+8) - dc.date.available 5-八月-2024 12:11:09 (UTC+8) - dc.date.issued (上傳時間) 5-八月-2024 12:11:09 (UTC+8) - dc.identifier (其他 識別碼) G0111363035 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152431 - 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) 111363035 zh_TW dc.description.abstract (摘要) 隨著數位科技的持續進步，消費者的購買行為和需求也跟著變化，這促使市場趨勢逐漸轉變，通過數位化的應用，企業可以提升運營效率、降低運營成本並增強市場競爭力，數位化管理已成為推動商業模式創新的關鍵力量。 本研究以英美菸草公司為例，探討通路管理數位化如何驅動商業模式的轉型，研究採用個案研究法，以商業模式九宮格作為基礎，分析英美菸草在台灣的營運模式，揭示數位化策略如何影響傳統菸草產業的商業模式。 研究發現，數位轉型不僅提升了企業的操作效率，還促進了服務創新。英美菸草透過數位工具和平台來整合了線上與線下銷售渠道，增強了消費者體驗。然而，數位轉型也帶來了諸多挑戰，包括數位人才的需求、員工培訓需求增加以及數據分析與管理。 本研究不僅為菸草行業提供了數位轉型的實證研究，也為其他傳統產業的數位化轉型提供了參考和借鑑，未來研究可進一步探討數位轉型在不同企業中的適應性及影響。 zh_TW dc.description.abstract (摘要) With the continuous advancement of digital technology, consumer purchasing behaviors and needs are also changing, which is driving a gradual shift in market trends. Through the application of digitization, companies can enhance operational efficiency, reduce operating costs, and strengthen market competitiveness. Digital management has become a key force in driving innovation in business models. This study takes British American Tobacco as an example to explore how the digitization of channel management drives the transformation of business models. The research employs the case study method, using the Business Model Canvas as a foundation to analyze the operating model of British American Tobacco in Taiwan, revealing how digital strategies affect the traditional tobacco industry's business model. The study finds that digital transformation not only enhances corporate operational efficiency but also promotes service innovation. British American Tobacco has integrated online and offline sales channels through digital tools and platforms, enhancing consumer experience. However, digital transformation also brings many challenges, including the demand for digital talent, increased needs for employee training, and data analysis and management. This study not only provides empirical research on digital transformation in the tobacco industry but also offers references for the digital transformation of other traditional industries. Future researches could potentially explore the adaptability and impact of digital transformation across different enterprises. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與目的 1 第三節 研究流程 3 第二章 文獻探討 4 第一節 數位轉型 4 第二節 商業模式 6 第三節 商業模式創新的對企業的策略意義 8 第三章 研究方法 11 第一節 個案研究法 11 第二節 個案分析架構 11 第四章 個案分析 15 第一節 菸草產業 15 第二節 英美菸草集團經營分析 19 第三節 英美菸草台灣分公司傳統紙本下單商業模式 24 第四節 英美菸草台灣分公司線上下單商業模式 29 第五節 策略意涵 34 第五章 結論與建議 41 第一節 研究意涵 41 第二節 研究限制與未來研究方向 42 參考文獻 43 zh_TW dc.format.extent 2628657 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363035 en_US dc.subject (關鍵詞) 數位轉型 zh_TW dc.subject (關鍵詞) 商業模式 zh_TW dc.subject (關鍵詞) 商業模式九宮格 zh_TW dc.subject (關鍵詞) Digital Transformation en_US dc.subject (關鍵詞) Business Model en_US dc.subject (關鍵詞) Business Model Canvas en_US dc.title (題名) 通路管理數位化驅動商業模式轉型之研究-以英美菸草公司為例 zh_TW dc.title (題名) A study on the digitalization of channel management driving business model transformation: The case of British American Tobacco Company en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 英文文獻 1.Andreas Hinterhuber, Tiziano Vescovi, Francesca Checchinato 2021. Managing Digital Transformation: Understanding the Strategic Process 2. Andrew M. Pettigrew 1987. Context and action in the transformation of the firm. Journal of Management Studies, 24(6): 650-670. 3. Anna Singh, Patricia Klarner, Thomas Hess 2020. How do chief digital officers pursue digital transformation activities? The role of organization design parameters, Long Range Planning, 53(3) 4. Alexander Osterwalder & Yves Pigneur 2010. Business Model Generation 5. Albert J. Viscio & Bruce A. Pasternack 1996. Toward a New Business Model, Retrieved 10 Apr 2024 (https://www.strategy-business.com/article/14974) 6. C P Wen, T Chen, Y-Y Tsai, S P Tsai, W S I Chung, T Y Cheng, D T Levy, C C Hsu, R Peterson, W-Y Liu 2005. Are marketing campaigns in Taiwan by foreign tobacco companies targeting young smokers? Tobacco Control, 14: 38-44 7. David L. Rogers 2016. The Digital Transformation Playbook: Rethink Your Business for the Digital Age 8. Eric Lamarre, Kate Smaje, and Rodney Zemmel 2023. Rewired to outcompete 9. Gregory Vial 2019. Understanding digital transformation: A review and a research agenda, The Journal of Strategic Information Systems, 28(2): 118-144 10. Henry Chesbrough & Richard S. Rosenbloom 2002. The Role of the Business Model in Capturing Value from Innovation: Evidence from Xerox Corporation's Technology Spin-Off Companies, Industrial and Corporate Change, 11(3): 529–555 11. Jappe Eckhardt, Jennifer Fang & Kelley Lee, 2017. The Taiwan Tobacco and Liquor Corporation: To ‘join the ranks of global companies’ Glob Public Health, 12(3): 335-350 12. Joan Magretta, 2002. Why Business Models Matter, Retrieved 23 Apr 2024 (https://hbr.org/2002/05/why-business-models-matter) 13. Nikita B. Rajani, Jule Hoelscher, Anthony A. Laverty, Filippos T. Filippidis, 2022. A multi-country analysis of transnational tobacco companies’market share, Tob. Induc. Dis., 21: 1-9 14. Robert K. Yin, 2014. Case Study Research Design and Methods 15. Saul J. Berman, 2012. Digital transformation: opportunities to create new business models, Strategy & Leadership, 40(2): 16-24 16. Tumbas, S., Berente, N. and vom Brocke, J. 2017. Born digital: Growth trajectories of enterpreneurial organizations spanning institutional fields. In Proceedings of the Thirty Eighth International Conference on Information Systems, Seoul 17. Van Der Pijl, Patrick, Lockitz, Justin, Winjen, Roland 2020. Business Model Shifts: Six Ways to Create New Value For Customers 18. Yogesh Malhotra 2000. Knowledge Management and New Organization Forms: A Framework for Business Model Innovation, Information Resources Management Journal, 13(1): 5-14 中文文獻 1.司徒達賢，2001。策略管理新論:觀念架構與分析方法(第三版)。台北:智勝文化事業有限公司。 2.洪馨蘭，2004。臺灣的菸業。台北：遠足文化。 3.商業週刊，2021。做零售的，別跟餐廳學數位轉型！各產業「轉型弱項」不一樣，差在哪？。 https://www.businessweekly.com.tw/management/blog/3007075 搜尋日期：2024年3月15日 4.遠見雜誌，2020。數位轉型到底怎麼轉？五個漸進步驟抓住疫情轉型良機。https://www.gvm.com.tw/article/73069 搜尋日期：2024年3月15日 zh_TW
