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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/115847


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/115847


    Title: 博報堂DY組織轉型與商業模式創新個案研究
    Case Study of Hakuhodo DY`s Transformation & Innovative Business Model
    Authors: 史翔升
    Shih, Hsiang Sheng
    Contributors: 管康彥
    史翔升
    Shih, Hsiang Sheng
    Keywords: 博報堂DY
    轉型
    商業模式
    競合
    創新
    Date: 2017
    Issue Date: 2018-02-05 17:01:46 (UTC+8)
    Abstract: 由於台灣的內需市場小，註定了本土企業成長過程中角逐國際市場的命運，在過去也因為他們的努力而打造出台灣的經濟奇蹟。然而隨著國內外市場需求的改變、台灣社會發展的階段演進以及國際情勢的變遷，本土企業面臨前所未有的成長瓶頸，再加上先進國家的集團擴張或開發中國家的新企業崛起，形成了本土企業的嚴峻挑戰。

    以廣告產業為例，歐美集團不斷併購競爭者並且壟斷媒體資源，威脅著包含台灣在內的各地廣告廠商。然而，日本的博報堂DY有著結合當地不同規模廣告相關企業之全新競合與營運模式，為彼此的轉型成長刻畫出一線生機。

    本研究以博報堂DY作為個案，探討組織轉型策略與計畫，以及商業模式之創新。其透過重新設計的組織架構與資源整合管理系統，打造出有效的競合模式並激發集團的廣告與行銷創意能量，轉型為完整行銷解決方案公司；2009年與2014年兩個為期五年的中期商業計畫，提升關鍵媒體資源的整合管理能力，同時藉由策略單位不斷進行併購與策略結盟以獲取新興數位科技之應用技術與開發能力，補足日本廣告公司長久以來在數位廣告與行銷上的缺失。

    根據個案分析創新轉型計畫整理出以下結論：刪減成本未必是組織復甦的首要步驟、定義核心能力以競爭激勵創新以合作創造價值、靈活變換合作模式以設計出最適合客戶的解決方案、組織變革的成功經驗能引發合作契機導致加乘轉型效果、適時調整商業模式要素方能幫助企業永續發展。

    本研究期望幫助本土企業彼此轉型合作，打造競爭優勢、開創永續未來。
    Reference: 一、 中文資料
    1. 尤傳莉（譯）（2012）。獲利世代。台北市：早安財經文化。
    原作者：A. Osterwalder & Y. Pigneur (2010).
    2. 樊曦（譯）（2005）。廣告革命。中國：清華大學出版社。
    原作者：Joe Cappo (2003).

    二、 英文資料
    1. Barbara, B. & Philippe, H. (1994). Toward a Definition of Corporate Transformation. Sloan Management Review, Vol.35, No.3, pp.101-106.
    2. Barker, V.L. & Duhaime, I.M. (1997). Strategic Change in The Turnaround Process: Theory and Empirical Evidence. Strategic Management Journal, 18, 13-38.
    3. Bibeault, Donald B. (1982). Corporate Turnaround: How Managers Turn Losers into Winners. New York: McGraw-Hill.
    4. Cameron, K. S., Sutton, R. I., & Whetten, D. A. (1988). Readings in Organizational Decline: Frameworks, Research, and Prescriptions. Cambridge, MA: Ballinger Pub.
    5. Chowdhury, S. D. (2002). Turnarounds: A Stage Theory Perspective. Canadian Journal of Administrative Sciences, 19(3), 249-266.
    6. Chowdhury, Shamsud, and James R. Lang (1996). Turnaround in Small Firms—An Assessment of Efficiency Strategies. Journal of Business Research, 36:2, 169-178.
    7. Davidson, W. H. (1999). Beyond Re-engineering: The Three Phases of Business Transformation. IBM Systems Journal, 38(2), 485-499.
    8. Davis, E. B., Kee, J., & Newcomer, K. (2010). Strategic Transformation Process: Toward Purpose, People, Process and Power. Organization Management Journal (Palgrave Macmillan Ltd.), 7(1), 66-80.
    9. Hakuhodo DY Group (2009). Medium-Term Business Plan.
    10. Hakuhodo DY Group (2014). Medium-Term Business Plan.
    11. Hambrick, Donald C., and Steven M. Schecter (1983). Turnaround Strategies for Mature Industrial-Product Business Units. Academy of Management Journal, 26:2, 231-248.
    12. Hoaglin, D. C., R J. Light, B. Mcpeek, F. Mosteller, and M. A. Stoto (1982). Data for Decisions: Information Strategies for Policymakers. Cambridge, MA: Abt.
    13. Hofer, C.W. (1980). Turnaround Strategies. Journal of Business Strategy, 1 (I), 19-31.
    14. James Proctor (2012). Business Process Reengineering vs. Corporate Turnaround. Inteq Group Blog, The Inteq Group, Inc.
    15. Johnson, M. W., Christensen, C. M. and Kagermann, H. (2008). Reinventing
    Your Business Model. Harvard Business Review, 86, 50–59.
    16. Kathleen M. Eisenhardt (1989). Building Theories from Case Study Research. The Academy of Management Review, Vol. 14, No. 4 (Oct., 1989), pp. 532-550
    17. Konczal, E. F. (1975). Models Are for Managers, Not Mathematicians. Journal of Systems Management, 26(1):12.
    18. Magretta, J. (2002). What Management Is: How It Works, And Why It’s Everyone’s Business. New York, NY: Free Press.
    19. Morris, M., Schindehutte, M., & Allen, J. (2005). The Entrepreneur’s Business Model: Toward A Unified Perspective. Journal of Business Research, 58, 726-735.
    20. Naresh R. Pandit (2000). Some Recommendations for Improved Research on Corporate Turnaround. M@n@gement, Vol. 3, No. 2, 2000, 31-56
    21. Osterwalder, A., Pigneur, Y., and Tucci, C. L., (2005). Clarifying Business Models: Origins, Present, and Future of the Concept. Communication of the Associations for Information System, 16. 1-25.
    22. Robert K. Yin (1981). The Case Study as a Serious Research Strategy. Creation, Diffusion, Utilization, Vol 3 No J. Sept. 1981 97-114
    23. Robert K. Yin (2009). Case study research: Design and methods. Los Angeles: SAGE Publications.
    24. Robbins, D. K., & Pearce II, J. A. (1992). Turnaround: retrenchment and Recovery. Strategic Management Journal, 13(4), 287-309.
    25. Schendel, D. E., Patton, R., & Riggs, J. (1974). Corporate Turnaround Strategies. Academy of Management Proceedings, 1974(1), 4-4.
    26. Slatter, Stuart (1984). Corporate Recovery. Harmondsworth: Penguin.
    27. Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43, 172-194.
    28. Timmers, P. (1998). Business Models for Electronic Markets. Electronic Markets, 8(2), 3-8.
    29. Zott, C., Amit, R., and Massa, L., (2011). The Business Model: Recent Developments and Future Research. Journal of Management, 37(4), p.1024

    三、 日文資料
    1. Hakuhodo DY Holdings Annual Report (2005).
    2. Hakuhodo DY Holdings Annual Report (2006).
    3. Hakuhodo DY Holdings Annual Report (2007).
    4. Hakuhodo DY Holdings Annual Report (2008).
    5. Hakuhodo DY Holdings Annual Report (2009).
    6. Hakuhodo DY Holdings Annual Report (2010).
    7. Hakuhodo DY Holdings Annual Report (2011).
    8. Hakuhodo DY Holdings Annual Report (2012).
    9. Hakuhodo DY Holdings Annual Report (2013).
    10. Hakuhodo DY Holdings Annual Report (2014).
    11. Hakuhodo DY Holdings Annual Report (2015).
    12. Hakuhodo DY Holdings Annual Report (2016).

    四、 網路資料
    1. Daiko Official Website. 2017/04/03.
    擷取自：https://www.daiko.co.jp/?lang=en
    2. Hakuhodo Official Website. 2017/03/22.
    擷取自：http://www.hakuhodo.co.jp/?sc=ct
    3. Hakuhodo DY Media Partner Official Website. 2017/04/26.
    擷取自：http://www.hakuhodody-media.co.jp/english/
    4. Hakuhodo DY Holidings Official Website. 2017/02/20.
    擷取自：https://www.hakuhodody-holdings.co.jp/english/
    5. Kyu Official Website. 2017/05/13.
    擷取自：https://kyu.com/
    6. Yomiko Official Website. 2017/04/15.
    擷取自：http://www.yomiko.co.jp/
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    104363085
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104363085
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

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