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| Title: | 通路管理數位化驅動商業模式轉型之研究-以英美菸草公司為例
A study on the digitalization of channel management driving business model transformation: The case of British American Tobacco Company |
| Authors: | 周晏竹
Chou, Yen-Chu |
| Contributors: | 謝凱宇
Hsieh, Kai-Yu
周晏竹
Chou, Yen-Chu |
| Keywords: | 數位轉型
商業模式
商業模式九宮格
Digital Transformation
Business Model
Business Model Canvas |
| Date: | 2024 |
| Issue Date: | 2024-08-05 12:11:09 (UTC+8) |
| Abstract: | 隨著數位科技的持續進步，消費者的購買行為和需求也跟著變化，這促使市場趨勢逐漸轉變，通過數位化的應用，企業可以提升運營效率、降低運營成本並增強市場競爭力，數位化管理已成為推動商業模式創新的關鍵力量。
本研究以英美菸草公司為例，探討通路管理數位化如何驅動商業模式的轉型，研究採用個案研究法，以商業模式九宮格作為基礎，分析英美菸草在台灣的營運模式，揭示數位化策略如何影響傳統菸草產業的商業模式。
研究發現，數位轉型不僅提升了企業的操作效率，還促進了服務創新。英美菸草透過數位工具和平台來整合了線上與線下銷售渠道，增強了消費者體驗。然而，數位轉型也帶來了諸多挑戰，包括數位人才的需求、員工培訓需求增加以及數據分析與管理。
本研究不僅為菸草行業提供了數位轉型的實證研究，也為其他傳統產業的數位化轉型提供了參考和借鑑，未來研究可進一步探討數位轉型在不同企業中的適應性及影響。
With the continuous advancement of digital technology, consumer purchasing behaviors and needs are also changing, which is driving a gradual shift in market trends. Through the application of digitization, companies can enhance operational efficiency, reduce operating costs, and strengthen market competitiveness. Digital management has become a key force in driving innovation in business models.
This study takes British American Tobacco as an example to explore how the digitization of channel management drives the transformation of business models. The research employs the case study method, using the Business Model Canvas as a foundation to analyze the operating model of British American Tobacco in Taiwan, revealing how digital strategies affect the traditional tobacco industry's business model.
The study finds that digital transformation not only enhances corporate operational efficiency but also promotes service innovation. British American Tobacco has integrated online and offline sales channels through digital tools and platforms, enhancing consumer experience. However, digital transformation also brings many challenges, including the demand for digital talent, increased needs for employee training, and data analysis and management.
This study not only provides empirical research on digital transformation in the tobacco industry but also offers references for the digital transformation of other traditional industries. Future researches could potentially explore the adaptability and impact of digital transformation across different enterprises. |
| Reference: | 英文文獻
1.Andreas Hinterhuber, Tiziano Vescovi, Francesca Checchinato 2021. Managing Digital Transformation: Understanding the Strategic Process
2. Andrew M. Pettigrew 1987. Context and action in the transformation of the firm. Journal of Management Studies, 24(6): 650-670.
3. Anna Singh, Patricia Klarner, Thomas Hess 2020. How do chief digital officers pursue digital transformation activities? The role of organization design parameters, Long Range Planning, 53(3)
4. Alexander Osterwalder & Yves Pigneur 2010. Business Model Generation
5. Albert J. Viscio & Bruce A. Pasternack 1996. Toward a New Business Model, Retrieved 10 Apr 2024 (https://www.strategy-business.com/article/14974)
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companies targeting young smokers? Tobacco Control, 14: 38-44
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8. Eric Lamarre, Kate Smaje, and Rodney Zemmel 2023. Rewired to outcompete
9. Gregory Vial 2019. Understanding digital transformation: A review and a research agenda, The Journal of Strategic Information Systems, 28(2): 118-144
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11. Jappe Eckhardt, Jennifer Fang & Kelley Lee, 2017. The Taiwan Tobacco and Liquor Corporation: To ‘join the ranks of global companies’ Glob Public Health, 12(3): 335-350
12. Joan Magretta, 2002. Why Business Models Matter, Retrieved 23 Apr 2024 (https://hbr.org/2002/05/why-business-models-matter)
13. Nikita B. Rajani, Jule Hoelscher, Anthony A. Laverty, Filippos T. Filippidis, 2022. A multi-country analysis of transnational tobacco companies’market share, Tob. Induc. Dis., 21: 1-9
14. Robert K. Yin, 2014. Case Study Research Design and Methods
15. Saul J. Berman, 2012. Digital transformation: opportunities to create new business models, Strategy & Leadership, 40(2): 16-24
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17. Van Der Pijl, Patrick, Lockitz, Justin, Winjen, Roland 2020. Business Model Shifts: Six Ways to Create New Value For Customers
18. Yogesh Malhotra 2000. Knowledge Management and New Organization Forms: A Framework for Business Model Innovation, Information Resources Management Journal, 13(1): 5-14
中文文獻
1.司徒達賢，2001。策略管理新論:觀念架構與分析方法(第三版)。台北:智勝文化事業有限公司。
2.洪馨蘭，2004。臺灣的菸業。台北：遠足文化。
3.商業週刊，2021。做零售的，別跟餐廳學數位轉型！各產業「轉型弱項」不一樣，差在哪？。 https://www.businessweekly.com.tw/management/blog/3007075 搜尋日期：2024年3月15日
4.遠見雜誌，2020。數位轉型到底怎麼轉？五個漸進步驟抓住疫情轉型良機。https://www.gvm.com.tw/article/73069 搜尋日期：2024年3月15日 |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363035 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363035 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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