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標題: | 探討服務提供商數位轉型之關鍵成功因素
—以微軟公司為例 A Study on Key Success Factors of Digital Transformation for A Service Provider —A case study of Microsoft |
作者: | Chiou-Yueh Chang 張秋月 |
指導教授: | 蔡益坤,許瑋元 |
關鍵字: | 數位轉型,BCG矩陣,五力分析,鑽石模型,組織轉型, Digital transformation,BCG matrix,five - force analysis,diamond model,organizational transformation, |
出版年 : | 2017 |
學位: | 碩士 |
摘要: | 面對全球企業邁向數位轉型風潮,數位內容、雲端運算、行動應用與巨量資料等議題持續加深影響企業營運,「數位轉型」儼然成為所有企業必經過程。根據iThome 2016年CIO大調查結果顯示,53.2%企業已在數位轉型階段,而產業研究機構Gartner已預測,2020年高達75%企業都會成為數位企業。企業數位轉型過程勢必歷經轉型陣痛期。PC走向衰退,連帶影響到個案微軟公司獲利重要之Cash Cow - Windows的銷售。本論文探討身為全球重要的軟體公司及服務提供商的微軟如何面對數位轉型風潮,重新訂定「行動優先、雲端至上」的策略,掌握企業轉型契機。
本研究以個案研究方法,歸納企業實務現象,首先由SWOT分析模型來探討外部環境及數位風潮所帶來的挑戰與機會;並藉由五力分析,了解軟體產業動態與競爭策略分析;並透過BCG矩陣理論將各事業群內產品做有系統的分析,綜合企業內部的優缺點找出企業因應數位轉型的明日之星以訂定策略及轉型的執行步驟。同時,根據動態競爭的策略鑽石模型來分析個案公司所面臨的數位科技挑戰競爭領域及獲利模式等如何因應及改變。 本論文主要是透過個案研究方法來探討身為服務提供商如何如何透過的策略訂定、組織設計、運作模式及文化再造,發展企業數位策略並掌握數位轉型風潮再創公司另一波成長動能。期能透過本個案研究之實務經驗,作為同業或異業企業數位轉型之參考與評估。 In the face of the global trend of digital transformation, technologies like cloud computing, mobile applications, and Big Data, etc. have been bringing profound impact to business operations of most of the enterprises. 'Digital transformation' has become an inevitable process for all enterprises. According to iThome 2016 CIO survey, 53.2% of companies have been in the digital transformation phase, and industry research firm Gartner has predicted that by 2020 up to 75% of the enterprises will become a digital enterprise. The digital transformation journey has proven to be challenging to most enterprises across the industries. In the Personal Computing market, we have seen the continual recession already affecting signficiantly industry giants like Microsoft in e.g. Windows, their long lasting cash cow business. This paper explores how Microsoft, as a top global software company and service provider, is in the midst of digital transformation, redefining the 'mobile first, cloud first' strategy and tactics to seize the opportunity for business transformation. In this paper, we use SWOT to analyze the challenges and opportunities of the external environment results from the digital trends. We employ Porter’s Five Force Analysis to look into the software industry and competitive strategy. We reference the BCG Matrix to examine the product portofolio to look at the stategy and implementation tactics adopted during the transformation. Through the Diamond model, we investigate how the company’s competitive advantages are changing with the transformation. The study is to analyze the value re-innovation strategy to deal with digital transformation and the practices to transform an organization by formulating strategy, disrupting the business model, re-designing organization, refining operational model and reshaping culture from a service provider perspective. Through this case study, we hope to provide a reference and assessment for similar industry to seize the opportunity of digital transformation and create another wave of business growth momentum. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/76614 |
DOI: | 10.6342/NTU201700320 |
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