禮品業數位轉型策略研究與創新商業模式—以捷迪實業為例

Abstract

數位化轉型議題隨著網路科技的進步，加上後疫情時代消費者使用習慣加速的轉變，使得企業不得不正視此一轉換的重要性。其實數位轉型並非全新的概念，金融、電信等行業，在十年、甚至二十年前，就已開始全面數位化，但如何找到產業轉型的關鍵成功要素，並靈活運用數位科技，有效地執行轉型策略，一直是中小企業遇到的最大瓶頸。 本研究以台灣在地的中小企業『捷迪實業』為研究個案，從對該公司歷史的了解、轉型動機的探討，結合公司重要里程碑事件所帶來的轉型啟發與轉型方向，透過檢視客戶體驗、運營優化以及創新商業模式三大面向做為思考發想初衷，釐清未來在數位轉型策略上需如何因應或更有效的進行優化。其中也將透過安索夫矩陣的企業轉型策略架構來分析數位轉型中的應用方法，再根據數位轉型的理論與應用，從數據運用以及工具運用的做法中檢視優化方向。而後結合數位行銷面向以及數位加值服務，探討現階段該公司的轉型策略是否正確，以及是否面臨哪些特殊的困境，應該透過哪些額外的數位加值服務帶來對企業的效益與幫助。最終綜觀捷迪實業過往每個轉型階段，透過探討過程，彙整並總結企業數位轉型之實務應用建議。 透過個案的研究與分析，進行問題反思、策略規劃制定的統整並落實執行層面面的檢視，帶給企業更清晰的資訊，了解整體市場的發展趨勢以及數位轉型的重要性。協助現階段仍舊沒有方向或者不知道應該如何踏足轉型的第一步之企業們，可藉由實際的案例嘗試收穫更多的學習經驗。

With the advancement of Internet technology and the rapid shift in customer preferences in the post-pandemic period, businesses must acknowledge the significance of this revolution. In fact, digital transformation is not a novel concept, as the banking and telecommunications industries were fully digitalized a decade or more ago. The greatest challenge faced by SMEs has been identifying the essential success elements for industrial transformation and using digital technologies flexibly and effectively to accomplish transformation initiatives. This study uses JEDI, a local Taiwanese SME, as a case study. The study examines the three major aspects of customer experience, operation optimization, and innovative business model as the initial idea to clarify how to respond to or optimize the digital transformation strategy more effectively in the future, based on an understanding of the company's history and the motivation for transformation, along with the transformation inspiration and transformation direction brought by the company's significant milestones. In addition to analyzing the application techniques of digital transformation using Ansoff Matrix's corporate transformation strategy framework, we will study the optimization direction from the data application and tool application practices based on digital transformation theory and implementation. Then, we will determine if the firm's transformation approach is correct at this level, if it has any unique challenges, and what further digital value-added services should be utilized to deliver benefits and aid to the company. In conclusion, we will examine each phase of JETCO's transformation in detail and provide advice for digital transformation's practical application throughout the process. Through case studies and analysis, problem reflection, strategy planning, and implementation evaluation, we provide businesses with a more precise understanding of the general market development trend and the significance of digital transformation. Through real-world situations, it enables businesses that lack direction or do not know how to take the initial step toward change to gain additional knowledge.