中小型傳統印刷廠面臨網路化衝擊之轉型策略探討 – 以紅藍彩藝公司為例

The study of transformation on small and medium-sized companies facing the Impact of web-based – A case study of R&B Company

周曉凌(Hsiao-Ling Chou)

指導教授 ： 劉恆逸

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

摘要

本研究係以國內中小型傳統印刷廠 – 紅藍印刷廠為研究對象，拫據Chesbrough & Rosenbloom (2003)提出之經營模式 (Business Model)以檢視該個案公司自草創期到現在近五十年的發展歷程並分析經歷成長期所具備的經營優勢條件、成熟期所面臨的問題以及衰退期該如何轉型以跳脫出整體國內印刷產業進入衰退期的困境。
企業營運過程之經驗累積、擁有資源的多寡、外部互補資源的強弱能增加對同業的競爭力，但在面臨市場需求萎縮的問題下，企業若只是維持技術創新在有限的需求市場上易淪為同業的價格戰爭。若企業發展營運上轉型並找出與同業間差異化的經營模式以利於創造最大的營運效益。因此從研究結果可知企業在成長期可鎖定特定的市場並展開大量投入資金的策略以形成一個利基市場使產能、利潤最大化。研究發現，成熟期轉型策略: 「產品轉型」，增加核心價值，增加產品的深度及廣度，而在衰退期轉型策略: 「營運轉型」，採用相關產業結盟，多元化經營、目標市場轉型並協助客戶產品設計，並提高該產品副加價值。

關鍵字

衰退理論 ； 經營模式 ； 轉型策略 ； 首動優勢 ； 印刷產業

並列摘要

The object of study is based on small and medium-sized printing company in Taiwan – A case study of R&B printing company. According with Chesbrough & Rosenbloom (2003) proposes the business model to survey this company who experience around fifty years from an initial stage to now. We try to analyze what is advantage of the managements in growth stage, problem of the managements in mature stage and how utilize transformation strategy to avoid entering the decline stage.
An enterprise promotes their competitiveness in business that is accumulating experience, owning property inside, complementary resource in outside. However, when the printing industry face the problem of demanded drop in the market, it is easy to come into being low-price segment if the enterprise just maintains their technology innovation without others. We think if the enterprise develops transformation in management and find out the differentiation in business model with their competitor that will be created the operation advantage maximization goals. Research analysis showed that, the enterprise can focus the market and put into serious money in growth stage. Plan a transformation strategy in mature stage for 「product transformation」, such as promotes core value and product variety. Plan s transformation in decline stage for「management transformation」such as strategic alliance from the similar with industry, diversification, change the target market and help their client to design the products in order to promote feature.

並列關鍵字

Declining theory ； Business model ； transformation strategy ； First move ； Printing Industry.

參考文獻

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