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Author: 陳文郁
WEN-YU CHEN
Thesis Title: 進入市場白地的創新擴散與創造共享價值策略-以光纖寬頻建築為例-
The Strategy of Innovations Diffusion and Creating Shared Values into White Space:A Case Study of the Fiber Broadband Building
Advisor: 黃世禎
Sun-Jen Huang
Committee: 吳宗成
Tzong-Chen Wu
陳正綱
Cheng-Kang Chen
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2013
Graduation Academic Year: 101
Language: 中文
Pages: 47
Keywords (in Chinese): 白地策略創新擴散創造共享價值光纖寬頻建築光纖到家
Keywords (in other languages): White Space, Innovations Diffusion Theory, Creating Shared Value, Fiber Broadband Building(FBB), Fiber To The Home(FTTH)
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  • 個案故事緣起於2006年,各國正加緊高速寬頻基礎建設,產業商機逐漸湧現,惟我國光纖到家(FTTH)市場卻處萌芽階段,關鍵電信營運商網路佈建緩慢被動,最後一哩路(Last mile)荊棘難行。本個案係政策執行團隊轉變既有產業推動思維,結合產官學研發資源,致力創新建築物價值,最後取得市場認同與複製擴散,引燃市場需求動能,促進台灣PON產業導入商機,達到政策推動目標。
    本論文藉由Andrew於2006年接手光纖寬頻建築推動專案,逐步回顧該團隊推動歷程,陳述當時經歷的各項重要事件與情境,每個關鍵階段之思維邏輯,突破自我,為產業也為自己找到待開發的市場白地;在市場推動過程中他們選擇以創新擴散模型,鎖定目標對象,並運用創造共享價值理念,結合志同道合之營運商與設備商拓展市場,經由新建物市場的商機回饋,讓台灣PON產業共榮成長。然而,2011年因為市場由新建築物擴及既有社區遭遇阻礙,Andrew重回團隊之際,該如何決策下一步,才能賡續邁往下一個榮景。
    本論文採用哈佛式個案撰寫法,包含個案本文與教師參考手冊兩部分,教師手冊係針對個案之討論內容,包含:白地策略、創新擴散、創造共享價值議題,文中分別就文獻學說及個案分析綜整,期能讓讀者了解,有關政府進行產業推動之思維與因應措施,達到理論與實務結合,豐富問題解決之經驗,以及遇到類似狀況之因應借鑒之道。


    The story of the case could be traced to 2006, while in many countries the establishment of high-speed broadband infrastructure were accelerated with interest of commercial opportunity, in Taiwan the market of Fiber to the Home (FTTH) was just burgeoning amid sluggish and sporadic establishment of pivotal telecommunication networks and the last mile was always beyond reach. The policy-planning team later ultimately fulfilled the aim of the very policy of FTTH through overhauling the prejudice of existed industrial thinking, combining the research-and- development resources across different sectors, innovating projects of new architectures loaded with new value and investing commercial opportunities into PON industry in Taiwan.
    The case is about the details of the process of promotion of Fiber Broadband Building. The article in retrospective examined every important events and scenarios and every breakthrough of key stages in the process and investigated how the team successfully made it. The team not only found a White Space for the industry as well as for itself, but also chose to use module of Creating Share Value, to link potential operators and equipment companies for cooperation, to use the idea of Innovations Diffusion Theory; thus it finally won the feedback from the new market of real estates and render the PON industry in Taiwan prospering. However, there emerged new challenges when the policy set up new aim to incorporate old building communities into the project in 2011. The research examined the case via the persona of Andrew who participated into the project since 2006 and rejoined it in 2011.
    The article adopts Harvard Case Writing Method, consisting of case description and reference for teaching. The reference for teaching refers to Strategy of White Space, Themes of Diffusion of Innovation and Creating Shared Value et cetera. The article integrated literature of theories and case study in reality, in order to bring more experience to all cases in which the government needs to promote development of new industry.

    摘 要 I ABSTRACT II 致謝 III 目錄 IV 圖目錄 V 表目錄 VI 壹、 個案本文 1 一、 序曲-管理者的挑戰 1 二、 邁向以顧客價值為核心的推動策略 4 三、 創新思維爭取資源 6 四、 計畫啟動與危機因應 8 五、 為共同的目標一起打拼 10 六、 計畫成長與成果收割 12 七、 下一步成長之路? 14 八、 本文附件 18 貳、 個案討論 21 一、 個案總覽 21 二、 教學目標與適用課程 22 三、 學員課前討論問題 22 四、 個案背景 23 五、 個案分析 25 六、 教學建議 43 七、 板書規劃 44 參、 參考文獻 46 一、 中文部分 46 二、 英文部分 47

    一、 中文部分
    1. 大前研一著,謝育容譯(2006),創新者的思考:看見生意與創意的源頭,商周出版
    2. 王薇(2011),美兆自動化健檢系統,臺灣科技大學管理研究所碩士學位論文
    3. 林安泰(2010),以科技接受模式、創新擴散理論及品牌忠誠度探討智慧型手機使用之影響因素,國立東華大學國際企業學系碩士學位論文
    4. 柯献堂(2009),整合公司創新能力與顧客需求探討服務創新之研究,臺灣科技大學管理研究所博士學位論文
    5. 吳明正(2009),創造共享價值經營策略之研究─以中國大潤發為個案研究對象,臺灣科技大學管理研究所碩士學位論文
    6. 張文鑫(2010),創新擴散因素與科技接受模型關係之研究—以中華電信MOD 為例,雲林科技大學碩士論文
    7. 馬克•強生著(2010),白地策略:打造無法模仿的市場新規則,台北:天下遠見出版
    8. 財團法人資訊工業策進會(2012),2011數位匯流發展年鑑,經濟部工業局出版
    9. 魏明浩(2011),台灣光電企業跨足綠能整合之策略布局,國立政治大學科技管理研究所碩士學位論文
    10. 蕭義泰(2012),以白地策略建構公司競爭優勢之個案研究,臺灣科技大學管理研究所碩士學位論文
    11. Clayton M. Christensen 著,吳凱琳譯(2004),創新的兩難:企業面對新科技的掙扎與抉擇,商周出版。
    12. Everett M.Rogers 著,唐錦超譯(2006),創新的擴散,遠流出版社
    二、 英文部分
    Agarwal, R. and Prasa, J. (1998). “A conceptual and operational definition of personal innovativeness in the domain of information technology,” Information Systems Research, 9(2), 204-215.
    Brucks, M. (1985), “The Effects of Product Class Knowledge on Information Search Behavior,” Journal of Consumer Research (Pre-1986), 12 (1), 1-16.
    Brown, L.A and Cox, K. (1971), "Empirical Regularities in the diffusion of innovations", Annals of the Association of American Geographers, 61 (3), 551-559
    Eastin, M.S. (2002), "diffusion of e-commerce: an analysis of the adoption of four e-commerce activities", Telematics and Informatics, vol. 19 (3), 251-267
    Roger, E.M (1995), Diffusion of Innovations,3rd ed., The Free Press, New York.
    Souder, W.E., (1988), “Managing Relations Between R&D and Marketing in New Product Development Projects,” Journal of Product Innovation Management, 5 (1), 6-19.
    Wonglimpiyarata, J. and Yuberk, N. (2005), "In support of innovation management and Rogers's Innovation Diffusion theory", Government Innovation Quarterly, 22 (3), 411-422

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