印刷文創化經營成功關鍵能耐之研究

A Study on the Critical Success Organizational Capability of Printing Industry's Cultural-Creativelization

何鈺瑤(Tiao Yu-Yao He) ； 黃建東(Tony Huang)

《中華印刷科技年報》 2014 (2014/04) Pp. 542-558

摘要

在台灣，印刷文創化是項初具雛型的產業發展趨勢，它正召喚新的經營模式，發展新的組織能耐。本研究試圖對其經營的關鍵成功能耐進行探討，找出它的層級架構以及權重體系，以供學術研究及實務精進的參考。本研究結合兩種研究方法，一個是AHP層級分析法，一個是專家判斷法，並自編「印刷文創化關鍵成功能耐之研究」調查問卷，作為資料收集的工具。根據35位不同背景專家填答問卷的結果，主要研究的發現如下：1.在印刷文創化關鍵成功能耐的第一層級構面中，依重要性順序排列「企劃設計能耐」、「管理精進能耐」、「生產系統能耐」、「客源開發能耐」。這顯示企劃設計能耐是首屈一指的重要能耐，也呼應文創化的精神與需求。比較值得關注的是，管理精進能耐居第二位，表示公司不斷創新，精進各項組織能耐以因應產業新的挑戰的重要性。2.針對第二層次15個子構面中，較重要的前八項排名依序為「新產品開發」、「客製化服務」、「企業形象行銷能力」、「商品符號化能力」、「產品設計力」、「整體資源整合的能力」、「組織創新執行力」、「技術創新力」。這八項相對而言都是屬於印刷文創化的新興需求能力，這也顯示出產業對於能力創新的殷切需求，更表示業者若要在印刷文創化的趨勢中獲得更好的生存發展契機，必須格外重視這些能力，並且要不斷精進。

關鍵字

印刷產業 ； AHP層級分析法 ； 專家意見調查 ； 關鍵成功能耐

並列摘要

In Taiwan, printing industry’s cultural-creativelization is a new industry development trend that needs a new business model to develop new organizational capability. This study aimed to explore the crucial success capability of the operation, to find its hierarchical structures and the weight system for the reference of academic research and practical progress. This study combined two research methods, namely AHP and expert judgment, along with the self-administered questionnaire ＂A study on crucial success capability of printing turns to cultural and creative industry＂ as the data collection tool. According to the questionnaire results completed by 35 experts from different backgrounds, the main findings of the study are as follows: 1. In the first hierarchical structure of critical success capability of printing industry’s cultural-creativelization, the order of importance was ＂planning and designing capability＂, ＂management progress capability＂, ＂production system capability＂ and ＂customer development capability＂. It showed that planning and designing capability was the most important capability that echoed to the spirit and requirement of culture creativity. What was more noteworthy was that the ability of management advancement was in the second place, which showed that the companies continued innovation and advanced organization’s capability to cope with the new challenges of the industry. 2. In the 15 sub-dimensions of the second hierarchical structure, eight terms that were more important in the order were ＂new product development＂, ＂customized services＂, ＂corporate image marketing capability＂, ＂merchandise symbolization capability＂, ＂product design capability＂, ＂integrating all resources’ capability＂, ＂executive capability of organization innovation＂ and ＂technology innovation capability＂. These eight items relatively belonged to the emerging capacities of printing industry’s turned to cultural and creative industry, which also showed the eager expectation that industry had placed on innovation ability. It also meant that the company must pay particular attention to these capabilities and keep progressing if the company was demanding for better survival and development opportunities in the trend of printing industry’s cultural-creativelization.

並列關鍵字

Printing Industry ； Analytic Hierarchy Process ； Expert Opinion Method ； Critical Success Organizational Capability

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