以共演化觀點探討企業經營模式的轉變- 以一生命禮儀廠商為例

Abstract

企業經營模式之形成受到多層次鑲嵌之影響，源自外部及內部不同的驅動力，均促使原先的動態平衡產生轉變。本研究試圖由共演化的觀點，探索在一長期背景中，環境-產業-企業三方角色之轉變，以描繪在多次創新、制度或策略變革的推動下三者如何互相影響並回饋之歷程；同時，透過解釋並探討企業的顧客價值主張、關鍵資源、關鍵流程等要素，進而了解不同階段的經營模式如何形塑、並了解背後的轉型因素。 本研究考量共演化具備非線性關係、多方向因果及演化路徑及歷史相依等特性，採用長期質性方法的個案研究，藉由實務解析與觀念歸納，剖析個案廠商作為產業後進者，如何透過二十年的經營於產業中穩占一席之地、並由內部驅動多次產業革新。本研究將個案廠商的歷史演進劃分為四個階段，分析不同階段驅動共演化之關鍵因素，了解其由內外之動態平衡持續循環、並產生回應之流程。 本研究結果指出環境-產業-企業三方將透過共同演化，促使企業經營模式持續性進行動態轉變，由於在各階段中對各角色對共演化的作用、影響範疇具高度彈性，使經營團隊在追求企業成長、發展的過程中需重視不同策略與資源。同時，本研究結合資源基礎之論點，以個案廠商為例，證明企業經營模式具有延續性、演化性；最後，亦藉由分析我國生命禮儀產業之歷程，充分了解相關影響因子與未來趨勢，以利後續業界、學界應用並研究。

Business model is formed by the impact from multileveled embeddednes, which combines external and internal driving forces, leading to changes in the originally dynamic equilibrium. This study attempts to take the view of co-evolution and explore in a long-term period, how the roles of environment - industry – enterprise transforming and its process. In the same time, the study tries to explain and explore through the changes of customer value proposition, key resources and key process, in order to understand the different stages of business model and the factors behind the transformation. Co-evolution is characterized for multidirectional causalities, nonlinearity and path /history dependence, etc. Hence, we use a long-term and qualitative method to analyze: how the case of a funeral firm operates as a second mover could gain a strong foothold in the industry after two decades. Furthermore, how could it leads to several industrial innovations. This study divides the historical evolution into four stages. After exploring and comparing the key driving forces, we could understand the circulation of dynamic equilibrium and its process of response. The study concluded that through a three-way interactive process environment - industry - enterprise would change continuously and dynamically. Because these roles are highly flexible, in order to sustain growth and performance of business, management team should understand the importance of how to emphasize on the different strategies and resources. Furthermore, the study combines the resources-based view; demonstrating business model has characteristics of continuity and evolutionary. Finally, after analyzing the history of funeral industry in Taiwan, we could understand the related impact factors and its future trend, which could be taken as a base for further academia and research applications.