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    題名: 以知識管理觀點探討企業O2O（虛實整合）轉型—以消費性電子業為例
    Investigating the O2O Transformation of Industrial Firms from the Perspective of Knowledge Management: the Case of Consumer Electronics Industry
    作者: 詹孟蓉
    Chan, Meng-Jung
    貢獻者: 吳豐祥
    Wu, Feng-Shang
    詹孟蓉
    Chan, Meng-Jung
    關鍵詞: 知識管理
    知識管理流程
    O2O
    虛實整合
    電子商務
    企業轉型
    Knowledge management
    Knowledge management activities
    O2O
    e-Commerce
    Business transformation
    日期: 2022
    上傳時間: 2022-08-01 18:52:58 (UTC+8)
    摘要: 　　2019年COVID-19爆發，加速電子商務產業的成長，全球電子商務市場的銷售額，年成長率將近27%。研究機構eMarketer更預測2027年全球電子商務銷售額將超越7.3兆美元以上。除了綜合型電商平台之外，許多僅於實體通路販售的企業也開始積極發展線上品牌官網，部分企業更結合自身實體門店與品牌官網，發展O2O（虛實整合）活動，利用實體店面與電子商務不同的特性，為消費者提供線上線下不間斷的消費體驗。
    　　從線下實體店面發展至線上電子商務，經理人面對的是不同的情境，因而需要重建不同的「知識」體系。然而，以往對O2O（虛實整合）的研究，多針對其策略、商業模式及通路衝突等面向進行探討。緣此，本研究特別從知識管理的觀點，來探討企業進行O2O（虛實整合）轉型時的相關知識管理活動。本研究之研究架構主要從「電子商務的特性」與「知識管理活動」兩面向來看企業O2O轉型的知識管理作為，以及企業如何運用電子商務的特性進行相關活動。本研究採取個案研究法，並以華碩電腦與A公司做為個案研究對象，最後得到的研究結論如下：

    一、 企業在進行O2O轉型與發展電子商務時，會以該企業其他區域團隊、業界經驗豐富的好手等等，做為知識吸收的來源，並會在知識吸收活動上提供補助誘因，以提升人員的參與意願。
    二、 企業在進行O2O轉型與發展電子商務時，其知識吸收活動之多寡與員工自主性會受到公司文化的影響。
    三、 企業在進行O2O轉型與發展電子商務時，其知識創造上會以「共同解決問題」與「試驗」方式進行，且後者的形式會受到公司文化的影響。
    四、 企業在進行O2O轉型與發展電子商務時，其知識蓄積上會使用文件式的儲存方式將知識蓄積於實體系統，同時也會使用人員式或物件式的儲存方式進行知識蓄積。
    五、 企業在進行O2O轉型與發展電子商務時，其知識擴散的活動會受到公司的文化及轉型發展階段的成熟度之影響。

    　　本論文最後亦提出本研究之學術貢獻，同時對實務及後續研究方向提出相關建議。
    　　The outbreak of COVID-19 accelerated the growth of e-commerce industry. The sales figures in the global e-commerce market growing at an annual rate of nearly 27%. eMarketer also predicted that the sales figures of global e-commerce market will exceed $7.3 trillion in 2027. In addition, many companies that used to sell through physical channels instead of selling online have also started to operate their official online stores. To provide customers with a better purchasing experience, some of them have started their transformation of O2O (Online to Offline or Offline to Online) business model.
    　　Managers will faced with unfamiliar situations when they start the O2O business, so they need to rebuild the knowledge systems. However, many studies on O2O have mostly discussed its strategies, business models, and channel conflicts. As a result, the research stands on the perspective of knowledge management to investigate what knowledge management activities are implied when industrial firms undergoing O2O transformation. This study investigates the knowledge management activities of industrial firms O2O transformation from two aspects: "characteristics of e-commerce" and "knowledge management activities", to explore how industrial firms use the above aspects to carry out related activities. This study adopts the method of case study, and takes ASUS and Company A as the interview objects. Conclusions of the study are as follows:

    1. When industrial firms conduct O2O transformation, teams in other regions and experienced experts in the industry will become their sources of knowledge. Also, they`ll provide subsidy incentives in knowledge absorption activities to enhance the participation of personnel will.
    2. When industrial firms conduct O2O transformation, the amount of knowledge absorption activities and employee autonomy will be affected by company culture.
    3. When industrial firms conduct O2O transformation, its knowledge creation activities will be carried out in the form of "shared, creative problem solving" and "experimentation". The latter will be influenced by the company culture.
    4. When industrial firms conduct O2O transformation, knowledge will be stored in the system by files and stored in people or objects as their method of knowledge accumulation.
    5. When industrial firms conduct O2O transformation, its knowledge diffusion activities are influenced by their company culture and the development stage of its O2O transformation.
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    網路資料
    1. Ethan Cramer-Flood. (2022). Global Ecommerce Forecast 2022. eMarketer. Retrieved from
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    5. Ken Li (2019)，Lenovo 在港設亞太區第二間專門店，強調O2O零售體驗，UNWIRE.PRO，取自：
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    6. CIO Taiwan (2019)，Lenovo首開 「Yoga輕．旅行」快閃店 打卡互動牆隨選世界美景，取自：
    https://www.cio.com.tw/lenovo-first-opens-yoga-light-travel-flash-store-interactive-wall-with-the-world-view/
    描述: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    109364120
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109364120
    資料類型: thesis
    DOI: 10.6814/NCCU202201093
    顯示於類別:[科技管理與智慧財產研究所] 學位論文

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