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研究生: 熊蔡銘
Hsiung, Tsai-Ming
論文名稱: 經營策略轉型與創新探討- 以N公司為例
Transition & Innovation on The Firm’s Strategy – Taking Company N as an Example
指導教授: 余士迪 博士
Yu, Shih-Ti
蔡子晧 博士
Tsai, Tzu-Hao
口試委員: 董澍琦
Doong, Shuh-Chyi
郭啟賢
Kuo, Chii-Shyan
學位類別: 碩士
Master
系所名稱: 科技管理學院 - 經營管理碩士在職專班
Business Administration
論文出版年: 2019
畢業學年度: 107
語文別: 中文
論文頁數: 33
中文關鍵詞: 經營模式創新產業轉型策略多角化
外文關鍵詞: Transition
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  • 時代在改變、潮流在變、經營的環境也在改變,經營模式的創新是企業面對產業競爭,延續經營的不二法門。產業要取得競爭優勢,必須改變以往的經營模式,以取得新的獲益方式,或引進新技術、創意想法,新增新的事業部門,或是藉由創意進行產品創新,取得市場上的競爭優勢。產品有生命週期,產業亦有生命週期,因此無論週期長短,皆不可避免「初生、成長、成熟、飽和」等幾個階段。如果一家企業只專注在一、兩個產業,即使長久以來在產業中的策略有效,但還是無法逃過產業日漸飽和的命運。為了組織永續生存、總體策略上就要在原來的產業衰弱、衰敗之前,想辦法進入新興的產業。以原來的事業為基礎,像是資金、技術、人才、管理、形象、關係為基石,使本企業在新的領域中居於有利的位置。整個企業永續發展,就像企業「老」、「中」、「青」三代,事業各有洽當的比例,才能發揮相互支援與支援傳承的作用。
    因此本研究是以N公司為研究對象,進行探討產業轉型的經營模式。分析其轉型多角化經營過程中所遭遇的問題與困難;其轉型前經營模式與轉型成功後的模式是如何運作;其經營模式有哪些成功要素,以作為政府輔導業者或其他業者進行轉型參考。


    As time changing, the trend and industry environment are changing. The innovation of business model is the only way for enterprises to face industrial competition and continue to operate. In order to gain a competitive advantage, the industry must change its previous business model in order to obtain new ways to benefit, or introduce new technologies, creative ideas, add new business units, or innovate in products to achieve market competition. Products have a life cycle, and the industry also has a life cycle. Therefore, regardless of the length of the cycle, it is inevitable that "primary, growth, maturity, saturation" and other stages. If a company only focuses on one or two industries, even if the strategy in the industry has been effective for a long time, it cannot escape the fate of depression. In order to organize sustainable survival, the overall strategy is to find ways to enter emerging industries before the original industry is weak and declining. Based on the original business, such as capital, technology, talent, management, image, and relationship, the company is in a favorable position in the new field. The sustainable development of the entire enterprise is like the three generations of "old", "middle" and "green". The business has a reasonable proportion of each other in order to play the role of mutual support and support.
    Therefore, this research is based on N company as a research object, and explores the business model of industrial transformation. Analyze the problems and difficulties encountered in the process of transformation and diversification; how the pre-transition business model and the model after successful transformation operate; what are the success factors of its business model, as a reference for the transformation of government counselors or other industry players.

    摘要 I ABSTRACT II 誌謝 III 圖目錄 VII 表目錄 VIII 1. 緒論 1 1.1. 研究背景與動機 1 1.2. 研究目的 2 2. 文獻回顧 3 2.1. 室內設計產業概述 3 2.1.1. 室內設計產業定義 4 2.1.2. 室內設計業的經營特質 5 2.2. 企業轉型 8 2.2.1. 企業轉型的定義 8 2.3. 企業轉型的策略 11 2.3.1. 多角化策略 11 2.3.2. 局部轉型策略 12 2.4. 競爭策略分析文獻 13 2.4.1. Ansoff矩陣 13 2.4.2. SWOT 分析 14 2.4.3. 三種基本的競爭策略 15 2.4.4. 產品生命週期 16 3. 研究方法 19 3.1研究流程與架構 19 3.1.1. 研究流程 19 3.1.2. 論文架構 19 4. 個案公司研究分析 21 4.1. N公司緣起與基本介紹 21 4.2. N公司發展現況 21 4.3. E-SWOT分析 22 4.4. 產品生命週期分析 23 4.5. N公司之企業轉型契機 23 4.6. N公司行銷個案介紹 25 4.6.1. 客戶介紹 25 4.6.2. 室內設計+行銷策略 26 4.7. N公司的多角化策略 29 4.8. N公司的競爭策略 30 5. 結論與建議 30 6. 參考文獻 32 6.1. 中文部分 32 6.2. 英文部分 32

    中文部分
    (1) 于佩琴(2014) 「室內設計的本質:室內空間居家性之探討」
    (2) 中華民國室內設計裝修商業同業公會全國聯合會 (2018)
    (3) 孫梅瑞(2008) 「國際多角化與企業績效、企業風險的關聯性及其影響因素之研究」
    (4) 袁素萍(2003) 「企業轉型成功關鍵因素之研究」
    (5) 陳明璋(1995)「企業轉型的經營策略與作法,扭轉乾坤-台灣企業突破變局的成功實例」
    (6) 詹坤昇(2014) 「室內設計公司行銷策略與經營績效之關係」
    (7) 賴進林(2001) 「我國中小企業轉型的個案研究」
    (8) 謝碧枝(2001) 「企業轉型中的多角化策略選擇」

    英文部分
    (1) Blumenthal, B. and Haspeslagh, P. (1994). “Toward a Definition of Corporate Transformation”, Sloan Management Review, 35 (3): 101-106.
    (2) Gumuseli, A. I., & Ergin, B. (2002). “The manager’s role in enhancing the transfer of training: A Turkish case study”, International Journal of Training and Development, 6(2):80-97.
    (3) Kotler, P. (2003). “Marketing Management”, Vol. 3. No. 4. New Jersey: Prentice Hall.
    (4) Kotler, P. (2003). “The effects of cause-related marketing on company and brand attitudes”, Seoul Journal of Business, 11(5): 23-37.
    (5) Kotter, J. P. (1996). Leading Change. Boston: Harvard Business School Press.
    (6) Levy, A., & Merry, U. (1988). Organizational transformation: revitalizing organization for a competitive world. Jessey-Bass Inc.
    (7) Nesta, L., Vona, F., & Nicolli, F. (2014). Environmental policies, competition and innovation in renewable energy. Journal of Environmental Economics and Management, 67(3), 396-411.
    (8) Porter, M.E. (2008). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Simon and Schuster.
    (9) Selnes, F. (2013). “An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty”, Journal of Product & Brand Management.
    (10) Senge, P. M. (1991). “The Fifth Discipline, the Art and Practice of the Learning Organization”, Performance+ Instruction, 30(5): 37.
    (11) Weerawardena, J. (2003). “The Role of Marketing Capability in Innovation-based Competitive Strategy”, Journal of Strategic Marketing, 11(1):15-35.
    (12) Zucker, L. G. (1987). “Institutional Theories of Organization”, Annual Review of Sociology, 13(1): 443-464.

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