企業行動化的策略涵義與執行:平衡計分卡觀點

The Strategic Meaning and Implementation of Business Mobilization:Viewpoints from Balanced Scorecard

陳怡菁(Yi-Ching Chen)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學研究所/碩士(2003年)

https://doi.org/10.6342/NTU.2003.10001

摘要

拜通訊技術進步與通訊網路效應之賜，各式各樣綿密的通訊網路，重塑人類對於時空距離的定義。對企業而言，心智地理的擴張，使得經營活動不再受到地理位置限制，行動能力與競爭優勢增加的同時，原有經營流程與方式亦隨之改變，使得管理工作更加困難。因此，本研究嘗試使用『平衡計分卡』將行動化影響納入策略思考，使得企業在行動化的影響中，仍然可以達成策略聚焦並付諸執行。

本研究列舉之行動化技術相關影響，包含『組織分散化』、『時基競爭』、『全球化發展』與『資訊不對稱降低』，在三大策略主題 (創造經銷優勢、增加顧客價值、建立作業優勢) 之下，納入平衡計分卡的內部流程構面與學習成長構面，分析其衍生的策略目標，以
策略地圖脈絡說明企業行動化之策略涵義，並透過平衡計分卡的展開，建議執行之要點與方向。

關鍵字

平衡計分卡 ； 企業行動化 ； 策略執行 ； M 化

並列摘要

As a result of the achievements in communications technologies and network effects, a variety of connected communications networks redefine the distance of time and space for human beings. As to businesses, the expansion of Mental Geography breaks the geographic limitation for operating activities. The advancements of mobility and competitive advantages have changed business models and processes, which makes management even harder. Therefore, the concept of Balanced Scorecard is applied to bring the influence of mobilization into strategic management process, helping business become strategy-focused and implement strategies in an easier way.

The influences of mobilization listed in this thesis include Loose Organization、Time-Based Competition、Globalization and Decreased Information Asymmetry, which are comprised in the Internal Perspective and Learning and Growth perspective of Balanced Scorecard under three major strategy subjects (Build the Franchise、Increase Customer Value and Improve Cost Structure and Asset Utilization). The strategy objects elicited from the influences of mobilization are displayed in the Strategy Map. Through the Cause-and-Effect relationships, illustrated the strategic meanings of mobilization. Finally, the strategy objects are decomposed into detailed ones in the Balanced Scorecard and then demonstrate the main points and direction of strategy implementation.

並列關鍵字

Business Mobilization ； Strategy Implementation ； Mobilize ； Balanced Scorecard

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