- 學位論文
大數據應用與管理實務：以橘子集團為例
Big Data Applications and Management Practices: The Case Study of Gamania Group
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摘要
近年來，隨著人工智慧的迅速發展，大數據已成為許多企業的關鍵投資項目，因此大數據的應用與管理方式成為極為重要的討論議題。本研究旨在深入探討大型企業在多角化經營下，企業內部及外部對數據的應用以及推動創新的方式。透過採用個案深度訪談的質性研究方法，本研究選擇全台灣遊戲客群範圍最大的網路娛樂集團—橘子集團作為研究對象。該集團跨足不同產業，能夠提供豐富的數據應用案例，以了解其在數據收集與整合的複雜性和應用的多元性下，如何協助集團實現數位轉型，並利用大數據技術開發提高事業體運作效率、改善用戶體驗以及推動業務的創新發展。 本研究結果顯示，集團的數據部門在內部負責推動集團的數位轉型，建立數據治理規範，打造整合集團數據資源和人工智慧服務的數據平台，以提升各事業體的工作效率。同時，該部門在外部負責拓展新事業，尤其鎖定垂直領域，開發高技術壁壘的人工智慧服務。數據在集團業務及策略調整中扮演著重要角色，例如精準行銷、遊戲角色配音及業務流程自動化等應用。此外，關於集團數據部門的定位，若要成功推動數位轉型，大型企業應確保高層管理人員自上而下對該策略的全力支持，並建立一個獨立且中心化的數據部門，以確保與最高管理階層保持良好順暢的溝通。本研究的結果將有助於其他企業參考，以提升其數據治理能力和競爭力。
並列摘要
In recent years, with the rapid development of artificial intelligence, big data has become a key investment focus for many businesses. Consequently, the application and management of big data have become crucial topics for discussion. This study aims to delve into the ways in which large enterprises, operating in diversified fields, internally and externally utilize data and drive innovation. Employing a qualitative research approach through in-depth case interviews, the study selects Taiwan's largest digital entertainment business group, the Gamaina Group, as the research subject. With its presence across various industries, the Gamaina Group provides rich examples of data applications, allowing an exploration of how it navigates the complexities of data collection and diverse applications to facilitate digital transformation and leverage big data technology to enhance operational efficiency, improve user experiences, and drive innovative business developments. The findings of the study reveal that the data department within the business group is internally responsible for spearheading digital transformation, establishing data governance protocols, and constructing a data platform integrating the business group's data resources and artificial intelligence services to enhance the efficiency of various business entities. Externally, the department is tasked with expanding into new business domains, particularly focusing on vertical areas and developing high-tech barrier artificial intelligence services. Data plays a pivotal role in the group's business and strategic adjustments, such as precision marketing, voice acting for game characters, and automated business process applications. Moreover, regarding the positioning of the group's data department, successful digital transformation requires unwavering support from top management, advocating for the establishment of an independent and centralized data department to ensure smooth communication with the highest levels of management. The study will contribute to enhancing the data governance capabilities and competitiveness of other enterprises.
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