建構以策略為核心之組織轉型:合和交通媒體集團個案研究

Abstract

組織轉型是一項富挑戰性且不容易成功的工作，方向感的確立，向心力的凝聚及使命目標的達成都是企業能否在多變環境中永續發展之重大課題。如何找出企業現況的核心問題，構思可行之解決方案，並利用有限資源，提高營運績效與競爭力，順應產業變化的趨勢及迎接未來的挑戰，是本研究主要的目的。 近年來戶外廣告產業由於科技技術不斷的進步及網際網路的發展，已成為大視頻時代的主流媒介。戶外媒體廣告透過技術的創新和創意的突破來實現更加精準的傳播效果，為廣告主實現價值的最大化。使得過去從經營於戶外媒體的企業，除了需因應戶外新媒體轉型外，更需要以目標消費者之需求出發，製作出精準的廣告內容，將是未來戶外廣告產業發展的新趨勢。在個案選擇上，本研究以目前國內戶外媒體之領導企業－『合和交通媒體集團』作為對象，此企業在戶外媒體 廣告公司中具代表性，並可以作為後續研究組織變革之應用案例。 本研究透過個案研究的實地診斷驗證並改善企業診斷程序，期望提供一套循序漸進，容易操作之方法，並且可以預測效應和驗證結果的企業變革程序給未來其他企業進行變革時之參考。 近年來戶外廣告產業由於科技技術不斷的進步及網際網路的發展，已成為大視頻時代的主流媒介。戶外媒體廣告透過技術的創新和創意的突破來實現更加精準的傳播效果，為廣告主實現價值的最大化。使得過去從經營於戶外媒體的企業，除了需因應戶外新媒體轉型外，更需要以目標消費者之需求出發，製作出精準的廣告內容，將是未來戶外廣告產業發展的新趨勢。在個案選擇上，本研究以目前國內戶外媒體之領導企業－『合和交通媒體集團』作為對象，此企業在戶外媒體廣 告公司中具代表性，並可以作為後續研究組織變革之應用案例。

Organizational transformation is a challenging job and not easy to success. All of major issues, such as establishing of a sense of direction, aggregating of centripetal force and reaching of mission goals are in the changing environment of sustainable development. The objective of this study is how to find out the core problems of the current situation of enterprises, to formulate feasible solutions and make use of limited resources to improve operational performance and competitiveness, to adapt the trend of industrial change and meet the challenges of the future. This study uses the concept and logic of Design Thinking (DT) and Theory of Constraint (TOC) to construct a Business Change Process Model (BCPM) that is appropriate for enterprise use. The model can provide a step-by-step and easy-to-use methodology to validate and improve enterprise diagnostic procedures through field diagnostics of case studies. It also can predict the effect and verify the results of the enterprise change process for future changes in other enterprises as a reference. In recently, due to the continuous progress of science and technology and the development of the Internet, outdoor advertising industry has become a major medium of the big media era. Through technological innovation and creative breakthroughs, outdoor media advertising can reach more accurate dissemination of results for advertisers to achieve maximum value. In addition to response transformation, traditional outdoor media also need produce accurate advertising content to approach customers’ requirements. It would be a new trend of future development for outdoor advertising industry. The case study is based on the current domestic outdoor media leader, 'OmniAD OOH Group', which is the benchmark of outdoor media advertising companies and can serve as a follow-up study of organizational transformation applications.