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    题名: 會展產業之數位轉型與服務創新策略研究：以全何科技為例
    Research on Digital Transformation and Service Innovation Strategies of the MICE Industry: Take S company as an example
    作者: 陳淑芬
    Chen, Shu-Fen
    贡献者: 季延平
    陳淑芬
    Chen, Shu-Fen
    关键词: 會展
    數位轉型
    服務創新
    MICE
    Digital Transformation
    Service Innovation
    日期: 2020
    上传时间: 2020-09-02 11:54:30 (UTC+8)
    摘要: 全球的會展產業發展迅速，採用之數位科技也日新月異，而為了開創各種會展活動的功能、成效及特色，會展產業加速藉助科技的運用優勢，提供新型態之服務經營策略及作法，創造更佳之收益與成長。本研究希望以會展科技之數位轉型所帶動之趨勢及影響，以及如何藉助服務創新的理念，開創出會展活動產業的新藍海，進一步提出分析與研究，同時以全和公司之案例，歸納出產業創新之必要性及效益性。
    全球及台灣均擁有持續成長的會展市場基礎，因此會展產業成了活躍且競爭的產業。目前，越來越多的會展產業正在朝向著規模化、數位化及經營效益 化的方向發展，跨地區又高度採用數位科技發展的會展產業集團逐漸佔據主導 的地位。隨著業務的迅速發展，會展產業也面臨了採用數位科技軟硬體的抉擇， 客戶接受新科技度的意願，管理及專業人才之培育等，所帶來的開發、經營成 本、涵蓋活動範圍、專業服務管理等方面的巨大壓力。
    因此，會展業者需要瞭解因為數位科技轉型，是否能為商業服務帶來新的 附加價值，更需要瞭解新經營與市場行銷策略，又能設法降低管理費用。同時， 面對會展產業數位效率提昇、決策管理系統化，以及供應鏈最佳化的問題、對 外部市場的快速反應問題等，如何建立可以搭載資訊系統的數位化作為，加強內部資訊的共享性、時效性、透明度，深化企業的效能管理，提升專業效率，從而最大程度地達到內部和外部資源的最佳利用，進而提升會展產業之市場競爭力。
    當服務連續主導全球經濟，會展活動產業乃是高端細緻型服務業，而整體 產業如何持續利用服務創新作法或策略來最佳化服務營運及創造競爭優勢，也是本研究希望能夠提出想法。而現今全球化經濟體系中，個人、組織、政府及 其他社群都在同一網絡彼此相互連結及依賴，企業更需要全新的服務共同創新 模式以維持其競爭且成長優勢。因此，如何滿足客群(包括政府、國際組織、 NGO、NPO、各類產業及社群等)的需求並提升顧客價值，一直是當代會展活 動產業面臨的挑戰與機會。目前，會展產業應該考慮藉助科技轉型及服務創新 作為，提出相關對應策略作法，例如提供整合服務解決方案、創造新顧客服務 介面或建立新服務傳遞流程等。
    本研究將回顧全球會展產業的發展現況及因為會展新科技產生的影響，以及數位轉型與服務創新在會展產業的應用情況上，分析全球會展產業價值鏈的架構和特色，闡明台灣會展產業發展數位轉型服務的可行性及必要性，提出適合我國會展產業發展的數位轉型與服務創新策略建議，並以全和公司之案例，提出我國企業發展數位策略及整體規劃執行方案之建議。
    最後，本研究在分析全和公司之 SWOT 基礎上，重點研究會展產業數位轉型與服務創新的應用可行性，並提出針對實踐性的具體策略建議，以期未來對會展活動產業相關業者做為參考之借鏡，共同為我國會展活動產業，開創商機新藍海，盡一份心力。
    The global MICE (Meetings, Incentives, Conferencing/Conventions, Exposition and Event) industry is developing rapidly, and the digital technology adopted is changing with each passing day. In order to create the functions, effectiveness and characteristics of various convention and MICE activities, the convention and MICE industry is accelerating the use of technological advantages to provide new-type service management strategies and practices to create better Benefits and growth. This research hopes to use the trend and impact of the digital transformation of convention and MICE technology, and how to use the concept of service innovation to create a new blue ocean for the convention and MICE industry, and further propose analysis and research, and use the case of S to summarize the industry. The necessity and effectiveness of innovation.
    Both the world and Taiwan have the foundation of a growing convention and MICE market, so the convention and MICE industry has become an active and competitive industry. At present, more and more convention and MICE industries are developing in the direction of scale, digitalization and operational efficiency, and the convention and MICE industry groups that have adopted digital technology development across regions have gradually occupied a dominant position. With the rapid development of business, the convention and MICE industry also faces the decision to adopt digital technology software and hardware, the willingness of customers to accept new technology, management and the cultivation of professional talents, etc., the development, operating costs, coverage of activities, Great pressure on professional service management.
    Therefore, the convention and MICE industry needs to understand whether the digital technology transformation can bring new added value to business services. It also needs to understand new business and marketing strategies, and try to reduce management costs. At the same time, in the face of improving the digital efficiency of the convention and MICE industry, systematizing decision-making management, and optimizing supply chains, and responding quickly to external markets, how to establish digitalization that can be equipped with information systems to strengthen the sharing of internal information , Timeliness and transparency, deepening the efficiency management of enterprises, improving professional efficiency, so as to maximize the use of internal and external resources to the maximum extent, thereby enhancing the market competitiveness of the MICE industry.
    As services continue to dominate the global economy, the MICE industry is a high-end and meticulous service industry, and how the overall industry continues to use service innovation practices or strategies to optimize service operations and create competitive advantages is also the hope of this research to come up with ideas. In today`s globalized economic system, individuals, organizations, governments, and other communities are all interconnected and dependent on each other on the same network. Enterprises need a new service and common innovation model to maintain their competitive and growth advantages. Therefore, how to meet the needs of customers (including governments, international organizations, NGOs, NPOs, various industries and communities) and enhance customer value has always been a challenge and opportunity for the contemporary convention and MICE industry. At present, the convention and MICE industry should consider leveraging technological transformation and service innovation to propose relevant countermeasures, such as providing integrated service solutions, creating new customer service interfaces, or establishing new service delivery processes.
    This research will review the current development status of the global convention and MICE industry and the impact of new technology in convention and MICE, as well as the application of digital transformation and service innovation in the convention and MICE industry. It will analyze the structure and characteristics of the global convention and MICE industry value chain, and clarify the digital development of the convention and MICE industry in Taiwan. The feasibility and necessity of the transformation service, put forward digital transformation and service innovation strategy recommendations suitable for the development of China`s convention and MICE industry, and take the case of S Company to put forward suggestions for the development of digital strategies and overall planning implementation plans for Chinese enterprises.
    Finally, based on the analysis of the SWOT of S Company, this research focuses on the feasibility of digital transformation and service innovation in the convention and MICE industry, and proposes specific strategies for practical purposes, with a view to future reference to the industry and event industry related industry players Learn from them and work together to create a new blue ocean of business opportunities for China`s convention and MICE industry.
    參考文獻: 一、 中文文獻
    1. 方世榮譯，Philip Kotler著，1995年，行銷管理學 -分析，計劃，執行與控制，2版，東華出版社。

    二、 英文文獻
    1. Bernd H. Schmitt, Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate, Free Press, 1999.
    2. B. Joseph Pine II and James H. Gilmore, The Experience Economy, Updated Edition, Harvard Business Review Press, 2011.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    106932084
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106932084
    数据类型: thesis
    DOI: 10.6814/NCCU202001342
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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