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標題: | 從社會交換理論觀點探討企業共同創造-以樂高集團為例 Analysis of Firm Co-Creation by Social Exchange Theory-a Case Study of The LEGO Group |
作者: | Pui Li Tam 譚佩莉 |
指導教授: | 陳忠仁(Chung-Jen Chen) |
關鍵字: | 共同生產,共同創造,顧客參與,玩具產業,樂高集團,社會交換理論, Co-production,Co-creation,Consumer involvement,Toy industry,The LEGO Group,Social Exchange Theory, |
出版年 : | 2012 |
學位: | 碩士 |
摘要: | 全球玩具產業在2000年年初經歷了關鍵性的轉變,零售業持續合併、消費者對傳統玩具的需求下降和產業內價格競爭,促使全球玩具廠商面臨史無前例的財務風暴。當時的玩具廠商之一,擁有超過七十年歷史的樂高集團,也不能幸免地面對非常嚴重的財務虧損。但是,樂高集團不僅存活至今,業績也一年比一年好,現在樂高集團再次成為盈利豐收的玩具廠商之一,也是現今全球第三大玩具廠商。其實,樂高集團的成功可以追溯到2004年,它們針對集團有史以來最嚴重財務虧損的行動計劃,其中一項主要策略轉變是「聚焦於顧客,特別是他們的利潤,以恢復集團競爭力」。樂高集團開始把企業策略轉向顧客,持續投放資源與支援與顧客合作的活動,可見樂高集團在早期已經開始與顧客「共同創造」。
在學術方面,「共同創造」一詞早在九十年代學術界出現,共同創造被定義為顧客與廠商在價值錬中共同合作,顧客在價值中的角色從使用者和消費者變為共同創造者。近年學者把共同創造定義為廠商與企業內部或外部伙伴在價值錬中共同合作,從而研究他們的互動與關係,也主要探討了共同創造定義、共同創造範疇與共同創造模型等等。 本研究主要對共同創造定義、共同創造範疇與共同創造模型進行文獻回顧,以建立本研究架構,以樂高集團個案為例,從社會交換理論觀點探討廠商在真實商業環境中與顧客共同創造的行為,雙方所發展的關係和這關係如何對廠商的績效作出貢獻。 With crucial changes in toy industry in beginning of 2000, consolidation in retail sector, declining consumer’s demand and intense competition caused a financial crisis towards global toy manufacturers without exception. One of the global toy manufacturers, The LEGO Group, suffered from severe net loss unprecedentedly, not only survives until now but outperforms year by year. Nowadays, The LEGO Group is the third largest toy manufacturer globally. Such success can be chased back to their action plan carried out from 2004 mentioned “Restore competitiveness by focusing on customers, in particular their profitability”. They start to focus on customers and their profitability, put resources and growing support on activities to collaborate with customers. The LEGO Group demonstrates an early adoption of co-creation. On academic aspects, the emerging concept of co-creation starts from 90s. Customer involvement in value chain to collaborate with firm is defined as Co-Creation. The changing role of customers not only as the users and consumers but become the co-creator in the value chain. Scholars start to define co-creation between firms and its internal & external parties, reviewing the interactions and relationships, the definition of co-creation, co-creation category, co-creation models and other constructs. This research consists of literature review on the concept of co-creation, its definition, category and models, and to establish the research framework. Further, by the case study of LEGO Group, social exchange theory will be used to analyze firm co-creation behavior and to examine what relationships are evolved between two co-creation parties. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/6833 |
全文授權: | 同意授權(全球公開) |
顯示於系所單位: | 商學研究所 |
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