數位行銷公司的數位轉型 ─以S公司為例

Abstract

本研究描述一個以AI驅動的數位轉型案例。S公司是一家台灣的SEO服務公司，該公司在市場的競爭中有其優勢，亦有其劣勢，近幾年由於SEO競爭者變多，業者服務同質性高，價格競爭激烈，導致S公司經營日益艱難。加上產業環境大幅改變，以及AI的影響，使得S公司必須通盤思考規劃轉型策略，以利後續發展。本研究描述S公司透過內部核心競爭力分析以及外部整體環境分析與產業分析，找出自身優勢、劣勢、機會、威脅，接著運用數位轉型三層次框架規劃轉型策略，接著使用明茲伯格5P觀點分析比較轉型前後預期的差異，然後再透過5W2H法規劃數位轉型實施計畫，最後使用平衡計分卡與策略地圖作為轉型實施成效的檢驗工具。 本研究應用麥可·波特五力分析模型分析SEO產業，包括SEO產業的主要角色以及這些角色帶來的機會與威脅，透過本研究，可整體了解SEO產業的生態與競爭格局。本研究亦分析AI的出現對SEO領域帶來的影響，並提出因應策略，無論是企業或SEO業者，如要執行SEO，皆可參考本研究提出的策略採取行動。本研究發現，應用AI可大幅提高降低內容產出的成本、提高內容產出的效率，並且維持內容品質，這意味著企業與SEO業者應積極應用AI技術產出內容。本研究發現，AI作為企業轉型的主要驅動力，可分別應用在數位化、數位優化、數位轉型三個階段，其他企業可參考S公司經驗，應用SWOT 分析矩陣結合數位轉型三層次框架，結合自身特點和市場環境，規劃適合自身的數位轉型策略。本研究發現，管理上常用的策略規劃工具，包括：核心競爭力分析、整體環境分析、五力分析、SWOT分析、數位轉型三層次框架、明茲伯格5P策略視角、5W2H法、平衡計分卡與策略地圖，同樣適用於數位轉型的策略規劃，其他SEO公司或者企業亦可利用這些工具規劃數位轉型策略。

This study describes an AI-driven digital transformation case study of Company S, a Taiwan-based SEO company that has its competitive advantages and disadvantages. Company S faces significant challenges due to more competitors, the high homogeneity of SEO services, and fierce price competition in recent years. This situation, together with substantial changes in the industry environment and the impact of AI, necessitate a comprehensive reevaluation and planning of transformation strategies for Company S’s future development. This study describes how Company S identified its strengths, weaknesses, opportunities, and threats by analyzing its internal core competencies, external overall environment, and industry analysis. It then planned its transformation strategy using the SWOT Matrix and Digital Transformation Pyramid Framework. It then analyzed and compared the expected differences before and after the transformation using Mintzberg's 5P perspective. Subsequently, it planned the implementation of digital transformation using the 5W2H method. Finally, it used the Balanced Scorecard and Strategy Map to evaluate the transformation implementation's effectiveness. This study applies Porter’s Five Forces Analysis to analyze the SEO industry, including the leading players and the opportunities and threats they bring. This study provides a comprehensive understanding of the SEO industry's ecology and competitive landscape. The study also analyzes the impact of AI emergence on the SEO field and proposes corresponding strategies. Both corporations and SEO practitioners can refer to the approach suggested in this study when implementing SEO. The findings indicate that applying AI can significantly reduce the cost of content production, enhance efficiency, and maintain content quality, suggesting that companies and SEO practitioners should actively utilize AI in content production. Additionally, AI is a primary driver for corporate transformation, applicable in digitization, digital optimization, and digital transformation. Other companies can refer to Company S's experience and apply the Digital Transformation Pyramid Framework, combining their characteristics and market conditions to plan suitable digital transformation strategies. The study finds that management tools commonly used in strategy planning, including Core Competency Analysis, PEST Analysis, Porter’s Five Forces Analysis, SWOT Analysis, the Digital Transformation Pyramid Framework, Mintzberg's 5P Perspective, the 5W2H method, the Balanced Scorecard, and Strategy Map, are equally applicable in planning digital transformation strategies for other SEO companies or businesses.