數位行銷平台驅動數位轉型之研究： 以H建設公司為例

Abstract

「數位轉型」是現今全球組織所需面對的議題，依據勤業眾信最新數位轉型報告，美國企業數位化成熟度愈高，財務績效也愈好，台灣多數企業主雖知數位轉型的重要性，但真正付諸執行的卻不多。尤其，對於傳產建設業這項具有相當強烈的在地性的產業，該如何進行數位轉型? 過去的研究大多都是數位行銷、數位轉型，平台策略多用於B2B或線上購物相關，應用於B2C、行銷平台，需要有完整的產業鏈、供應鏈，才具備強而有力的專業與值得研究的條件。本研究個案為傳產建設業，數位轉型因缺乏內部理由與人才條件而落實不易，藉由數位行銷平台的建立與推動，反向驅動組織內部數位轉型，試著由數位轉型趨勢、產業競爭力、組織發展力等相關理論進行分析，從中歸納出數位行銷平台、數位轉型、組織改造所形成之條件，作為傳產業數位轉型可行性之成功案例學習。 本研究計劃運用價值鏈(Value Chain)、五力分析、C-SOP組織經營成長與變革理論、價值創新商業模式圖(Business Model Canvas)等架構，論述建構數位轉型策略地圖。由H建設公司的經驗得知，流程與分工多元複雜的建設業，推案區域廣、建案數量多、多角化經營的商業模式，可從產品製造銷售流程中，面對顧客第一線的行銷切入，逆向帶動組織數位轉型。 在未來，建設業所創建的營運資訊模型不僅在前期土地購買提供準確資訊、建築設計規劃切中目標客戶需求、企劃行銷更有效率的找到對的客戶、營造施工精算成本減少人為誤差，亦可延伸至售後服務、物業管理，提供後期營運更準確的資訊進行管理，甚而將現有建築資訊、數位行銷平台建構之經驗，分享予建設同業，共同提升台灣營造流程與施工標準。

Digital transformation is an issue of global organizations. According to the report, the higher digital maturity of American companies is the better their financial performance will be. Although most business owners in Taiwan know the importance of digital transformation, not many are actually implemented. In particular, how to carry out digital transformation for an industry with a strong locality in the construction industry? The case of this research is the construction industry. The establishment and promotion of a digital marketing platform will reversely drive the internal digital transformation of the organization and try to change from the trend of digital transformation and industrial competitiveness. Analyze related theories such as the ability of organizational development, and summarize the conditions formed by the digital marketing platform, digital transformation, and organizational transformation as a successful case of the feasibility of the digital transformation of the industry. This research uses Value Chain, five forces analysis, C-SOP organization management growth and change theory, Business Model Canvas to discuss the construction of a digital transformation strategy. From the experience of H Company, we know that the construction industry with diversified and complex processes and division of labor can reversely drives the digital transformation through Digital Marketing. In the future, the operation information model created by the construction industry will not only provide accurate information in the early stage of land purchase, architectural design and planning will meet the needs of target customers, planning and marketing will find the right customers more efficiently, and the construction of actuarial costs will reduce human errors, but can also be extended. As for after-sales service and property management, we provide more accurate information for later operations for management.