傳統出版業數位化之轉型策略-以價值獲取思維為例

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Title:	傳統出版業數位化之轉型策略-以價值獲取思維為例
Other Titles:	Digital Transformation Strategy of Traditional Publishing Industry-Take Value Acquisition Thinking as an Example
Authors:	柯朱亮 KO, CHU-LIANG
Contributors:	凃宥德 TU, YU-TE 經營管理學系碩士在職專班
Keywords:	傳統出版業;企業轉型;數位化;策略模型;價值獲取 Traditional Publishing Industry;Enterprise Transformation;Digitalization;Strategy Model;Valueacquisition
Date:	2023
Issue Date:	2023-11-22 02:07:11 (UTC+0)
Abstract:	回顧傳統製造業及服務業獲取利潤的經營模式，大抵脫離不了創造出價值，並將所創造的價值，透過「產品或服務」的承載型式再販售給消費者，並從終端消費者處獲取利潤。然而，在網路科技日新月異、疫情連續襲擊、產業競爭劇烈化等種種因素的影響下，市場現狀和消費者的思維皆已產生了遽變；幾乎許多行業都面臨了經營成本增加、利潤流失的困境和危機。尤其傳統出版業本身又遭受網路普及化、少子化、閱讀人口下降以及行動閱讀裝置普及的諸多影響，經營窘境更是雪上加霜。在如此急遽變動與競爭的時代，既有的企業獲利模式已然無法因應時代潮流所需，亦迫使傳統出版業必需急思轉型突圍之道。本研究以「價值獲取思維」為研究主軸，首先檢視傳統產業獲利的模式，以及傳統出版產業所面臨的危機，再進一步定義企業轉型的概念，在釐清企業轉型的邏輯概念後，引証相關探討企業轉型之專家學者的經典轉型策略，再導引出全新概念的「價值獲取思維」，並在闡述此策略模型之定義、邏輯框架和應用實例之後，將之導入傳統出版業的流程，進一步創造出一套可供產業界應用的出版業轉型策略。本研究之成果，期望能提供同業參考，一同共創出版產業之新藍海。 The operational models employed by traditional manufacturing and serviceindustries to generate profits largely revolve around the creation and subsequentcommercialization of value through products or services, thereby reaping benefits fromend consumers. However, under the dynamic influence of rapidly evolving internettechnologies, recurring epidemic outbreaks, and intensified industrial competition, bothmarket conditions and consumer perspectives have undergone significant and abrupttransformations. Virtually all sectors are confronted with the daunting challenges ofescalating operational costs and profit erosion. Particularly, the traditional publishingindustry has been profoundly impacted by the pervasive adoption of the internet,declining birth rates, a diminishing readership, and the pervasive presence of mobilereading devices, exacerbating the already precarious nature of its operations. In such arapidly changing and fiercely competitive era, prevailing profit models have becomeinadequate in meeting the demands of current trends, thereby compelling the traditionalpublishing industry to urgently seek novel strategies for transformation andcircumvention.This research study centers around the overarching theme of "value acquisitionmindset." It first critically examines the profit-generation models employed bytraditional industries, as well as the crises encountered by the traditional publishingsector. Subsequently, the concept of enterprise transformation is meticulously defined.Following a comprehensive elucidation of the logical constructs underlying enterprisetransformation, the study references the well-regarded transformation strategiesproposed by expert scholars in the field. This paves the way for the introduction of agroundbreaking concept: the "value acquisition mindset." The research then providesan extensive exposition on the definition, logical framework, and practical applicationsof this novel strategy model. By seamlessly integrating this innovative approach intothe processes of the traditional publishing industry, a coherent and actionable set oftransformation strategies specific to the industry is developed. The ultimate objectiveof this research is to furnish industry practitioners with valuable insights, therebycontributing to the emergence of new opportunities in the publishing sector.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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