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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/153170


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/153170


    Title: 多角化經營策略分析-以阿瘦皮鞋為例
    Analysis of Diversification Strategies - A Case Study of A.S.O
    Authors: 吳孟旂
    Wu, Meng-Chi
    Contributors: 蘇威傑
    吳孟旂
    Wu, Meng-Chi
    Keywords: 多角化策略
    共享價值
    能力矩陣
    可擴展性
    可移轉性
    阿瘦皮鞋
    Diversification strategy
    Shared value
    Capability matrix
    Scale free capability
    Fungibility
    A.S.O
    Date: 2024
    Issue Date: 2024-09-04 14:09:00 (UTC+8)
    Abstract: 在當前快速變遷和全球化的市場環境下，企業面臨前所未有的挑戰和
    機遇。多角化策略已成為提升競爭力和實現可持續發展的重要手段。本研
    究以阿瘦皮鞋為例，探討其多角化過程中的策略選擇、資源配置及共享價
    值的創造。研究方法包括質性研究、深入訪談和次級資料分析。本研究發
    現，多角化策略需要基於企業優勢和市場需求精確定位。阿瘦選擇進入足
    健康領域，利用其製鞋行業的深厚積累和市場對健康需求的增長，快速切
    入新市場，建立競爭優勢。資源的可擴展性和可移轉性對策略成功至關重
    要。阿瘦在轉型過程中，通過與工研院合作，引進動態足壓量測系統，提
    升技術能力，並利用既有市場網絡推廣新產品和服務，建立信任和品牌認
    知度。共享價值理念進一步豐富了企業策略。阿瘦透過健康生活館和足醫
    健康中心，提升品牌價值，創造實質的健康福利，實現經濟和社會效益的
    雙贏，並促進地方經濟和社會條件的改善。本研究對其他企業提供了重要
    啟示，建議在決策前進行資源全面評估，並將共享價值理念融入核心策
    略，以在創造經濟價值的同時，為社會帶來正面影響。
    In today's rapidly changing and globalized market environment, companies face
    unprecedented challenges and opportunities. Diversification strategies have
    become crucial for enhancing competitiveness and achieving sustainable
    development. This study uses A.S.O as a case to explore its strategic choices,
    resource allocation, and the creation of shared value in diversification. The
    research employs qualitative methods, including in-depth interviews and
    secondary data analysis. Findings reveal that diversification requires precise
    positioning based on company advantages and market needs. A.S.O entered the
    foot health field, leveraging its shoe industry expertise and growing health
    demand, quickly establishing competitive advantages. Resource scalability
    (Scale free capability) and transferability (Fungibility) are crucial for strategy
    success. A.S.O collaborated with ITRI to introduce the dynamic foot pressure
    measurement system, enhancing technical capabilities and using its market
    network to promote new products and services, building trust and brand
    recognition. The shared value concept enriches corporate strategy further.
    Through health living centers and foot health centers, A.S.O enhanced brand
    value and created substantial health benefits, achieving a win-win for economic
    and social benefits, and improving local conditions. This study provides insights
    for other companies, suggesting comprehensive resource evaluations and
    incorporating shared value into core strategies to create economic value while
    positively impacting society.
    Reference: 中文文獻
    [1] 蔡秀芳. (2018). 台灣傳統鞋業零售業轉型探析：以阿瘦皮鞋為例. 國
    立師範大學碩士論文.
    [2] 曾筱庭. (2022). 企業多角化轉型策略研究-以韓國CJ 集團娛樂與媒體
    事業群為例. 國立師範大學碩士論文.
    [3] 高儀軒. (2022). 企業於新冠肺炎疫情下推動數位轉型策略的關鍵成功
    因素之研究-以A 公司為例. 國立政治大學碩士論文.
    [4] Uho 企劃部. (2023). 決戰超高齡社會! 阿瘦打造社區健康守護網.
    Yahoo 新聞. 上網時間2024 年5 月. 檢自：https://reurl.cc/Dj0gWd
    [5] 陳思雅. (2024). 電商推動鞋類銷售增長，臺灣在全球供應鏈中扮演關
    鍵角色，目前產業面臨勞動力成本上升與環保挑戰，正積極轉型應對
    未來趨勢. 經貿透視雙周刊第639 期. 上網時間2024 年5 月. 檢自：
    https://www.trademag.org.tw/page/itemsd/?id=7898227&no=21
    [6] 施鑫澤. (2021). 利用數據挖掘商業價值 成功開闢第二成長曲線. CIO
    TAIWAN. 上網時間2024 年5 月. 檢自：
    https://www.cio.com.tw/interview-luo-rongyue-chairman-of-athin-industry/
    [7] 吳元熙. (2018). 60 年老品牌阿瘦皮鞋攻健康科技，免費為消費者量動
    態足壓選鞋. 數位時代. 上網時間2024 年5 月. 檢自：
    https://www.bnext.com.tw/article/50896/aso-shoes-dynamic-foot-pressure?

    英文文獻
    [8] Ansoff, I. (1957). Strategies for diversification. Harvard Business Review,
    35(5), 113-124.
    [9] Geringer, J. M., Beamish, P. W., & daCosta, R. C. (1989). Diversification
    Strategy and Internationalization: Implications for MNE Performance.
    Strategic Management Journal, 10(2), 109–119.
    [10] Gulati, R. (2022). The messy but essential pursuit of purpose. Harvard
    Business Review, 100(2), 45-55.
    [11] Levinthal, Daniel & Wu, Brian. (2010). Opportunity Costs and Non-Scale
    Free Capabilities: Profit Maximization, Corporate Scope, and Profit
    margins. Strategic Management Journal. 31. 780 - 801. 10.1002/smj.845.
    [12] Markowitz, H. (1952). Portfolio Selection. The Journal of Finance, 7(1),
    77–91.
    [13] Porter, Michael & Kramer, Mark. (2011). The Big Idea: Creating Shared
    Value. How to Reinvent Capitalism—and Unleash a Wave of Innovation
    and Growth. Harvard Business Review. 89. 62-77.
    [14] Rumelt, R. P. (1974). Strategy, structure and economic performance.
    Harvard University, Boston.
    [15] Tan, D., Su, W., Mahoney, J. T., & Kor, Y. (2020). A review of research on
    the growth of multinational enterprises: A Penrosean lens. Journal of
    International Business Studies, 51(4), 498-537.
    [16] Yip, G. S., "Diversification entry: Internal development versus acquisition",
    Strategic Management Journal, 3(4), 331-345.
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    110363028
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110363028
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

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