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Title:	傳統零售通路之數位化轉型－以個案公司R為例 Digital Transformation in Physical Channels－A Case Study of R Corporation
Authors:	胡雅馨 Hu, Ya-Hsing
Contributors:	管康彥 Kuan, Wellington K 胡雅馨 Hu, Ya-Hsing
Keywords:	數位化轉型數位化轉型策略傳統通路實體通路價值鏈分析 Digital transformation Digital transformation strategy Traditional channels Physical channels Value chain analysis
Date:	2019
Issue Date:	2019-09-05 17:33:14 (UTC+8)
Abstract:	近年來，科技進步迅速，轉變了過往的工作環境以及勞動資源條件，其中物流業的發達更使得開店門檻急速下降，讓傳統零售通路的消費人流持續減少，增加了營運之壓力。種種內憂外患促使傳統零售業者們著重探討如何應用新科技、透過數位化轉型使得企業經營更有效率，同時又能順應新零售與全通路時代消費者需求的更迭，以抓住消費者的動向。本研究透過一連串嚴謹的文獻探討，以個案研究的方式，研究探討個案公司如何透過價值鏈分析找出傳統實體通路在擬定、執行數位化轉型策略過程中，如何界定階段性目標、找出優先轉型方向；並藉由學習歐洲、美國、中國或是台灣之零售同業的數位化轉型成功案例來思考如何改善公司價值鏈上各價值活動的經營效率或增加其核心競爭能力。經本研究發現：數位化轉型的目的是利用新科技來解決企業目前在經營管理上所碰到的問題，透過價值鏈之分析，可以掌握在數位化轉型的過程中所有科技的應用不會只是「被建立在那裡」，而是應該明確知道為何而導入。新科技的應用可以在短期吸引一些顧客，在數位化轉型的議題下，傳統零售業者必須思考自身的定位，結合數位科技解決企業本身之問題，以有效率的方式提供顧客所需的產品或服務。 In these few years, technologies achieved a massive progress. Since it changed a lot in the working environment and resources, the threshold of starting a new store became lower. Under the circumstances, numbers of customers from traditional retail channels getting lower as well, and the pressure of operation getting higher. These changes pushed traditional retailors considering about applying new technologies and improving efficiency of business operation through digital transforming in order to fulfill requirements of new retailing and Omni-channel from consumers. After rigorous literature review, this research uses case study method to explore how to set goals of transforming, prioritizing the transforming strategies with value chain analysis in the digital transforming process of traditional retailing channels. Besides, this research investigates how to improve operation efficiency and core competency via referring successful digital transforming strategies of competitors in Europe, America, China and Taiwan. This research discovers that the purpose of digital transforming is solving problems in business operation. Through value chain analysis, companies should understand the reason of adopting those technologies, rather than just involving some technologies without considering the true values in the business. After all, adopting those technologies could only attract some customers in a short term. Under digital transformation, the most important thing is traditional retailers should reconsider their positions in the market and problems in the operation process before combining digital technologies to maximize benefits and provide services to customers.
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Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 104363069
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0104363069
Data Type:	thesis
DOI:	10.6814/NCCU201900939
Appears in Collections:	[企業管理研究所（MBA學位學程）] 學位論文

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