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Title:	以數位行銷為主業之子公司協助集團轉型之研究 How a subsidiary majoring in digital marketing assisting the transformation of a business group
Authors:	李雯菁 Lee, Wen-Ching
Contributors:	于卓民李雯菁 Lee, Wen-Ching
Keywords:	數位行銷數位轉型網紅行銷電商行銷集團轉型社群行銷資源基礎論 PEST分析 SWOT分析 Digitalmarketing Digitaltransformation Influencermarketing Ecommercemarketing Grouptransformation Socialmediamarketing Resourcebasedtheory PEST SWOT
Date:	2023
Issue Date:	2023-09-01 15:04:09 (UTC+8)
Abstract:	本案研究背景為2019年12月COVID-19 新冠肺炎於武漢爆發後，全球陷入鎖國、封城防疫措施，本研究個案S公司的母公司Ｗ集團為台資企業，面對疫情爆發後，台灣和大陸實體店面營收下滑，且從線上銷售管道爭取營收動能不足，Ｗ集團於焉發現組織人才的數位專業能力問題，始極力進行數位轉型。台灣在2020年，因疫情之故，消費型態大量轉移至線上電子商務，當時線上商機蓬勃發展且形式多樣化，包括數位廣告、電商行銷、網紅行銷、口碑行銷等。Ｗ集團為做集團轉型，2021年在台灣設立S公司，主力研發線上展業模式，並將數位資源提供Ｗ集團國內外各成員使用，發展綜效。Ｓ公司已成立兩年，公司發展之初同時進行電商、社群和網紅行銷，預期將數位資源完整串連，以架構數位商業模式獲利。後來，歷經組織人才專業問題、市場環境試練後，調整業務核心以網紅行銷做為發展重點，此外，Ｓ公司也將數位行銷展業方式分享予Ｗ集團的子公司做商業模式重整，亦將網紅活動資源提供予子公司共同運用，以達Ｗ集團創立S公司之目的。在檢視上述S公司迄今績效外，並針對Ｓ公司發展提出研究建議，S公司發展之初建議先審視Ｗ集團的核心資源和組織人才專業項目，先以有利的強項為起啟項目，再將組織佈局擴大；其次發展電商的過程，可先運用第三方電商平台試練Ｓ公司電商行銷能力，在建立自己的會員後，再逐步擴展經營Ｓ公司的品牌電商平台。再者，面對2023年疫情解封的市場環境，S公司未來發展除了持續擴展原有網紅行銷之外，建議發展網紅IP商品，這部分可運用Ｗ集團之資源，包括研發和製造能力，以及即有的廠房及生產線，於台灣和大陸生產商品；並運用Ｗ集團在食品業的品牌信任度，和集團的媒體資源加上Ｓ公司的網紅行銷共同宣傳推廣，該IP商品在線上銷售成功後，再延伸至Ｗ集團線下零售通路，充份運用Ｗ集團資源，創造競爭優勢。 The background of this research is the outbreak of COVID-19 in Wuhan in December 2019, which led to global lockdowns and epidemic prevention measures. The case study company, S Company, is a subsidiary of W Group, which is a Taiwanese enterprise. In the face of the outbreak, revenues froms stores in Taiwan and China declined, and the momentum to generate revenues from online sales channels was insufficient. As a result, W Group realized the problem of the digital professional ability of its organizational talents and began to vigorously pursue digital transformation. In 2020, due to the epidemic, consumer patterns in Taiwan shifted significantly to e-commerce. At that time, online business opportunities were booming and diversified, including digital advertising, e-commerce marketing, influencer marketing, and word-of-mouth marketing. In order to facilitate group transformation, W Group established S Company in Taiwan in 2021. The company focuses on developing online exhibition business models and providing digital resources to W Group members domestically and internationally to develop synergy. Digital marketing was at the core of S Company`s founding, and plans were made for e-commerce, self-media operations, and influencer marketing. Digital resources were fully integrated to create profitable digital business models. S Company has been established for two years. At the initial stage of the company`s development, it simultaneously conducted e-commerce, social media, and influencer marketing, with the aim of fully integrating digital resources to formalate profitable digital business models. However, after experiencing professional talent and market environment tests, the company adjusted its business foci and made influencer marketing the development priority. Additionally, S Company shared its digital marketing exhibition methods with W Group`s subsidiaries to restructure their business models. Moreover, the company provided influencer activity resources for subsidiaries to use jointly, with the goal of achieving the purpose of establishing S Company by W Group. In addition to reviewing the performance of S Company so far, this research proposes development recommendations for S Company. At the beginning of S Company`s development, it is suggested to first review W Group`s core resources and professional talent projects and started working on profitable projects, and then engaged in organization-wide deployment. Secondly, in the process of developing e-commerce, S Company utilized third-party e-commerce platforms to test its e-commerce marketing capabilities, and after establishing its own membership, gradually expanded the operation of its own e-commerce platform. Furthermore, in response to the market environment following the lifting of COVID-19 restrictions in 2023, S Company plans to continue expanding its influencer marketing efforts and recommends developing influencer IP products for future growth. This can leverage the resources of W Group, including research and development and manufacturing capabilities, as well as factories to produce goods in Taiwan and mainland China. With the backing of W Group`s brand reputation in the food industry and media resources, combined with S Company`s influencer marketing, the IP products are promoted and sold online successfully, and then extended to W Group`s offline retail channels, fully utilizing W Group`s resources to create competitive advantage.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 106932108
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0106932108
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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