企業數位轉型的現況兼論代理商產業所面臨的挑戰

Abstract

隨著數位科技的演進，企業經營與行銷傳播領域發生重大性的變化。「數位轉型」成了當代企業的熱門關鍵詞，尤其從全球知名的網路巨擘崛起 (Amazon, Google, Facebook) 所產生的產業典範轉移，讓人擔憂自身企業若不積極投入數位轉型，可能會重演柯達企業滅亡的故事。雖然多數台灣企業認知到數位轉型的必要，但行動速度不夠積極，四成還在觀望，尤其數位科技人才的稀缺是最大的困境，組織內部的改造，更影響其推動成效。本研究運用C-SOP架構探討企業面對數位轉型時，應有全面性的思維與作為之調整；運用價值網（Value Net）探討行銷傳播代理商在數位浪潮下的衝擊，如何處理與產業相關單位的競合關係，透過「價值整合者」的角色，維繫廣告主對其需要性與依賴性。本研究引述最近二年內各大機構與主流媒體的調查報導，及對企業人力資源與行銷負責人所執行的量化研究，有系統地勾勒出台灣企業數位轉型的樣貌，作為未來繼續研究的基礎。此外，本研究更輔以數位轉型指標範例，全家便利商店，之個案研究，以作為深入探討數位轉型歷程中的細節與實證，並作為其他思考轉型企業的參考與借鏡。

As technological advancements occur rapidly, business management and marketing communications have also changed dramatically. “Digital Transformation” has become a buzzword amongst businesses, especially with the rise of tech giants (such as Amazon, Google, and Facebook) and the shifts they have brought to the traditional business models. Such changes urge companies to take action of digital transformation to avoid being the next Kodak, which was eliminated by digital technology. Although most Taiwanese companies are aware of the necessity of digital transformation, they don’t take active action and 40% of them are still sit on a fence. Lack of digital talent and the barrier of reorganization are two key challenges of implementing digital transformation. This study undertakes C-SOP model to indicate key aspects of changes, from mindset to behaviors, which have to be taken when lead digital transformation. Value Net model is then applied to examine the impact of digital transformation for marketing agencies. In order to keep the value of agency to advertisers, being a “value integrator” to deal well the co-opetition relationship with suppliers and complementors is an important direction for agency’s digital transformation. Citing reports from the last two years of major institutions and media, as well as two quantitative studies conducted by this study, we outline a comprehensive outlook of digital transformations situation of corporates in Taiwan as a foundation for future study. In addition, we provide a successful case study of digital transformation in Taiwan--Family Mart, to further validate the framework used and references for other companies who is pursuing digital transformation. Implications of our research and suggestions for future studies are also provided.