黃頁網站數位創新轉型策略之探討-以中華黃頁網路電話簿為例

Abstract

在台灣的產業環境裡面有一個特殊的現象，較重硬體、輕軟體、重代工的製造、輕品牌的通路，尤其是中小企業的核心較注重在產品、研發各方面的能力。但是對數位這一塊，一直存在數位落差，需要大型的2B的協助，且國內缺乏B2B曝光平台。因此，本研究將目前台灣的中小企業面臨到大幅度轉型的問題做為研究背景動機，經由整合文獻研究，找出數位創新轉型的要素，就是需要有一個平台作為輔助，幫助其成功數位轉型。透過中華黃頁平台運營架構的分析，以及市場同質產業轉型的模式整理，探索平台策略在企業經營中及產業發展中帶來的改變與成效，以及未來性。因中華黃頁曾經嘗試轉型但成效卻不如預期，故以阿里巴巴平台營運模式作為參考，強化公司的數位能力，將中華黃頁發展出一個非常數據完整，幫助客戶很清楚地審視自己的競爭能力，那對於在幫助這些廠商在黃頁上面，能夠拿到曝光、訂單，甚至做好生意，更要以數位行銷為銷售主力，數位行銷的即時性有利於調整廣告訴求，觀察市場反應，作出適當調整，讓廣告傳遞出的訊息更符合市場需求，廣闊性有利於廣告曝光度，網路世界無遠佛屆，任何地方都可能收到廣告訊息，以達到客戶順利推廣業務之目的。本次研究發現台灣多數中小企業，甚至任何企業不管是自身或是透過外力協助均可以進行數位轉型，只要目標訂定明確，企業上下的思維與目標一致，激發新的價值主張和卓越運營，差異點即在選擇的工具與方法，並提升自身的服務項目的數位化，有效利用企業內部資源，甚至跨領域合作，擴大服務範疇，方能獲得成效。There is a special situation in Taiwan's industrial environment, which emphasizes hardware, ignore software, emphasizes OEM manufacturing, ignore brand access, especially the core of small and middle-sized enterprises focus more on products and R&D capabilities. However, there has been a digital gap in the digital filed, which requires the assistance of large 2B, and there is short of B2B exposure platform in Taiwan. Therefore, this study takes the current problem of substantial transformation faced by SMEs in Taiwan as the researchbackground motivation. By integrating literature research, we find out the elements of digital innovation and transformation, that is we need a platform as an aid to help their successful digital transformation. Through the analysis of the operational structure of the Chunghwa Yellow Pages platform and the collation of homogeneous industry transformation patterns in the market, we explore the changes and effectiveness of the platform strategy in the business operation and industry development, as well as the future.Because the Chunghwa Yellow Pages have tried to transform but the results are not as good as expected, so we use the Alibaba platform operation model as a reference to strengthen the company's digital capabilities and develop the Chunghwa Yellow Pages into a very complete data set to help customers clearly examine their own competitiveness, and help these venders on the Yellow Pages, to get exposure, orders, and even do good business, and even take digital marketing as the main sales force, The real-time of digital marketing is conducive to adjusting advertising demands, observing market responses, and making appropriate adjustments so that the message delivered by advertising is more in line with market needs, the Internet world is so far-reaching that advertising messages can be received anywhere to achieve the goal of smooth business promotion for our customers.The study found that most SMEs in Taiwan, or even any enterprise, should undergo digital transformation, either by themselves or with external assistance, as long as the goals are clearly defined, the mindset of the entire enterprise is consistent with the goals, and new value propositions and operational excellence are inspired.The difference is what we chose the tools and methods , and to promo the digitization of our own service items, to use of internal resources efficiently , and even cooperate with different industry to expand the scope of services, in order to achieve effectiveness.