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Title: | 從印刷到伴手禮品牌:企業策略轉型歷程之個案研究 Strategic Transformation from Printing to Gift Box Branding: A Case Study of a Traditional Enterprise |
Authors: | 張玉慧 Chang, Yu-Huei |
Contributors: | 李佳玲 張玉慧 Chang, Yu-Huei |
Keywords: | 企業轉型 資源基礎觀點 動態能力 雙元組織 ESG Business transformation Resource-Based View Dynamic capabilities Ambidextrous organization ESG |
Date: | 2025 |
Issue Date: | 2025-07-01 14:16:57 (UTC+8) |
Abstract: | 本研究以面臨產業衰退困境,且成功轉型創立伴手禮品牌之傳統印刷企業為研究對象,透過實地訪談的方式,了解其轉型動機、轉型歷程和經營現況,並藉由VRIO分析架構,探討個案公司的動態能力演進過程,以及使個案公司得以成功轉型的關鍵資源和能力為何。本研究發現,個案公司在進行企業轉型的過程中,透過組建行銷團隊、提供客製化服務、打造雙元組織、與供應商建立互惠互利的合作關係以及打造永續產品這五項具體行動,形成長期的競爭優勢,成功創立伴手禮品牌,達成企業轉型的目標。此外,個案品牌以ESG為核心的經營理念,也為其創造了獨特的競爭優勢,在環境方面,個案品牌透過打造永續產品,提升重視永續環保的消費者的購買意願;在社會和治理方面,個案公司則持續與利害關係人保持良好的互動關係,善盡企業社會責任,以提升企業整體的經營績效,故品牌行銷、人才資本、領導力、採購管理以及綠色環保,皆為本研究之個案公司得以成功轉型的關鍵資源和能力。 This study focuses on a traditional printing enterprise that faced industrial decline yet successfully transformed by establishing a souvenir gift brand. Through on-site interviews, the study explores the company's transformation motivations, transformation process, and current operational status. Using the VRIO analytical framework, this research investigates the evolution of the company’s dynamic capabilities and identifies the key resources and capabilities that enabled its successful transformation. The findings reveal that during the transformation process, the company built long-term competitive advantages through five specific actions: forming a marketing team, offering customized services, creating an ambidextrous organizational structure, establishing mutually beneficial relationships with suppliers, and developing sustainable products. These initiatives collectively enabled the company to launch its souvenir brand and achieve its transformation goals. Moreover, the brand’s ESG-centered business philosophy has further contributed to its unique competitive advantages. In terms of environmental performance, the brand enhances the purchase intentions of sustainability-conscious consumers by promoting eco-friendly products. On the social and governance fronts, the company continues to maintain positive relationships with stakeholders and fulfills its corporate social responsibilities to improve overall business performance. Therefore, brand marketing, human capital, leadership, procurement management, and environmental sustainability are identified as the key resources and capabilities behind the company’s successful transformation. |
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Description: | 碩士 國立政治大學 會計學系 112353014 |
Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112353014 |
Data Type: | thesis |
Appears in Collections: | [會計學系] 學位論文
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