數位轉型對資訊通路業的業績影響力分析-以W公司為例;Impact of Digital Transformation on Performance in the Information Distribution Industry: A Case Study of W Company

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题名:	數位轉型對資訊通路業的業績影響力分析-以W公司為例;Impact of Digital Transformation on Performance in the Information Distribution Industry: A Case Study of W Company
作者:	周秀燕;Chou, Hsiu-Yen
贡献者:	財務金融學系在職專班
关键词:	數位轉型;電子商務;資訊通路;Digital Transformation;E-commerce;Information Distribution Industry
日期:	2024-07-09
上传时间:	2024-10-09 16:22:30 (UTC+8)
出版者:	國立中央大學
摘要:	數位轉型對資訊通路業的業績影響力分析-以W公司為例摘要台灣雖然是ICT產業的生產大國，但國內所需的資通訊軟體產品仍然以進口居多，這些國外大廠要進入台灣市場，往往會透過通路代理商來幫助他們的品牌進行行銷與推廣，而隨著資訊科技的快速發展，資通訊產品進入了同質性高、價格競爭的微利時代，資訊通路業開始出現供給大於需求的態勢。資訊通路商的商業模式演進隨著產品的生命週期需要持續不段的進行調整，在新產品初上市階段(如近年的AI產品應用)，因為新功能或新應用的問世而帶來不錯的獲利；當產品進入成熟期後，就會演變成成本競爭，營收與利潤必定下滑，因此公司的領導者就需要找出新的機會，透過創新的商業模式來讓公司繼續成長茁壯。本研究採取個案研究的方式，透過蒐集相關報導資訊及個案公司的數據，探討一家面臨十年零成長的資訊通路商，在新任的總經理帶領下，如何成功進行數位轉型，同時利用迴歸分析，來實證經營電商通路的策略與公司營收成長之間的關聯性。 ;Impact of Digital Transformation on Performance in the Information Distribution Industry: A Case Study of W Company Abstract Although Taiwan is a major producer in the ICT industry, the domestic demand for information and communication technology software products is still predominantly met by imports. To enter the Taiwanese market, these large foreign companies often rely on channel distributors to help market and promote their brands. With the rapid development of information technology, ICT products have entered an era of high homogeneity and price competition with thin profit margins. As a result, the information distribution industry is beginning to show a trend where supply exceeds demand. The evolution of the business model of information channel distributors needs to be continuously adjusted along with the product life cycle. In the initial stage of new product launch (such as AI product applications in recent years), the launch of new functions or new applications brings good profits; when the product enters the mature stage, it will evolve into cost competition, and revenue and profits will inevitably decline. Therefore, company leaders need to find new opportunities and use innovative business models to keep the company growing and thriving. This study adopts the case study method to collect information from relevant reports and data of the case company to explore how an information channel distributor facing ten years of zero growth successfully carried out digital transformation under the leadership of the new general manager. At the same time, regression analysis is used to verify the relationship between the strategy of operating e-commerce channels and the company′s revenue growth.
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