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    Title: 小型文創公司經營策略之個案探討
    An Exploration of Business Strategy of Small-sized Companies in Creative Cultural Industry - A Case Approach
    Authors: 黃詠如
    Huang, Yung-Ju
    Contributors: 林宛瑩
    Lin, Wan-Ying
    黃詠如
    Huang, Yung-Ju
    Keywords: 文化創意產業
    企業價值網絡
    創新的軌跡
    價值創造
    Cultural creative industries
    Value Net
    The trajectories of industry evolution
    Value co-creation
    Date: 2013
    Issue Date: 2015-09-01 16:15:43 (UTC+8)
    Abstract: 本研究參採McGahan (2007)之產業演變分析架構,探討台灣文化創意產業之環境,並透過個案研究三家不同業務類型之小型文創公司,以瞭解其發展過程中所面臨之機會與挑戰,並輔以Brandenburger & Nalebuff (1996)之企業價值網絡架構,分析個案公司之核心資源、核心活動,以及支援活動網絡之企業整體價值創造體系。本研究藉由對外部產業環境的瞭解,以及個案公司與其網絡參與者之合作關係,歸納其內、外資源的運用及發展階段,提出符合個案公司的策略目標及相對應的解決方案。本研究之主要發現包括:
    1. 處於創業初期之文創公司,須致力於提升其「專案控管」及「重複創造新核心資產」的能力,達到在產業中存續之目的。
    2. 當文創公司財務狀況已達損益兩平,顯示其在「專案控管」及「重複創造新核心資產」兩階段之耕耘已獲得正向的報酬,而朝向「延續獲利」階段。此階段之文創公司策略重心將聚焦「顧客關係」與「供應商關係」,加速整體核心活動的效率,達成永續經營之目的。
    3. 企圖角逐產業領導地位之文創公司則不僅須達到連續獲利目標,亦應朝競爭者及互補者延伸其關係網絡,進行各種創新商業合作模式的測試,拓展公司在產業內的影響力。
    本研究根據上述研究結果,發展「文創公司發展階段檢核模型」供文創企業自行檢視其其內、外資源運用及發展現狀後,作為文創業者制定未來運營策略與方向之參考。
    The study adopts the framework of The trajectories of industry evolution proposed by McGahan (2007) to obtain an in-depth understanding of some small-sized Taiwanese companies that focus their businesses on cultural and creative activities.
    In order to maximize their revenues with limited resources, small-sized companies must build network with their strategic alliances for value co-creation. The study investigates three subject companies from four aspects: suppliers, complementors, customers, and competitors. Based upon the Value Net model proposed by Brandenburger and Nalebuff (1996), this study comprehends the activities between the participators in the value co-creation process. By interviewing the subject companies, the relationships between the stakeholders were identified, which also indicates the development phases of the companies. The finding leads to a hypothetical track of the developmental stages of small-sized companies.
    In sum, the finding of this study suggests a self-evaluation model along with the corresponding strategies for small-sized companies at their development stage to help evaluate the use of internal and external resources so as to achieve sustainability in the long term aspect.
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    Description: 碩士
    國立政治大學
    商管專業學院碩士學位學程(AMBA)
    100380030
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1003800301
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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