由資源基礎理論探討集團企業多角化之策略發展-以東森媒體集團跨足休閒產業為例
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2006
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Abstract
由資源基礎理論探討集團企業多角化之策略發展
-以東森媒體集團跨足休閒產業為例
研究生：楊純美
指導教授：朱文增
摘 要
近年來，由於產業環境的變遷，綜觀國內幾個大型企業集團為維持企業獲利的穩定性及增加企業的競爭優勢，其經營方式都不單單只是經由一種業務模式，而是從既有的核心本業進而投入新產業朝多角化發展，藉由集團整體力量相互交叉運用，尋求企業整體利益最大化，因而企業多角化的議題也逐漸受到重視。
因此本研究以東森媒體集團為研究主體，主要在探討集團企業如何利用既有核心資源去跨足新產業，及多角化策略與企業經營績效間之關係。藉由分析相關的文獻資料，結合半結構式訪談等方式，抽樣訪談該集團核心公司的高階主管，針對企業集團利用自有資源進行多角化的策略發展過程，得到以下結論：
一、 多角化發展由核心資源衍生較易成功。
二、 企業應瞭解自身所擁有的策略性資源，加以資源整合產生綜效。
三、 本研究個案係採取「聚焦經營」方式進行多角化策略的擬定。
四、 本研究個案係利用既有資源，依據市場敏銳度尋求可投資的新事業從事多角化經營，並在近幾年投入休閒產業，進而創造出新的營運模式。
關鍵詞：企業經營、策略性資源、多角化
The Study of the Strategic Development of Business Diversification from Resource-Based Theory: An Empirical Study of Eastern Media Group takes strides on Leisure Industry Master Thesis, 2006 Author:Cheu-Mei Yang Advisor:Wen-Tseng Chu Abstract In recent years, one of the phenomenon that we have witnessed is various giant corporations in Taiwan have shifted their business models form a core business to multi functionality due to the change of industrial environment; in order to maintain the stability and competitiveness in the market. Many corporations are enjoying the benefits derived from combining and crossing over a corporation’s resources and power; therefore attentions have been drawn towards this very model gradually. In this case study, ‘Eastern Media Group (EMG)’ is being selected and explored the strategy being adopted that is how EMG expend their original resource to the new industry and what is the relationship between diversified management and business performances. By examine related documents combined with half-structured interviews with EMG core chief executive officers, this study conclude four findings during the strategy development process of diversification, as follows: 1. The development of diversification will be successful if start from its core resources. 2. An enterprise should understand its strategic resources to bring the synergy of resources integration. 3. In Eastern Media Group, it applies ‘Focus Management’ to decide the diversified strategy. 4. The Eastern Media Group uses its original resources, market sensitivity to explore the new industry, the leisure industry, and devote itself to a new business operation model based on the diversification. Keyword：Business Management、Strategic Resource、Diversification
The Study of the Strategic Development of Business Diversification from Resource-Based Theory: An Empirical Study of Eastern Media Group takes strides on Leisure Industry Master Thesis, 2006 Author:Cheu-Mei Yang Advisor:Wen-Tseng Chu Abstract In recent years, one of the phenomenon that we have witnessed is various giant corporations in Taiwan have shifted their business models form a core business to multi functionality due to the change of industrial environment; in order to maintain the stability and competitiveness in the market. Many corporations are enjoying the benefits derived from combining and crossing over a corporation’s resources and power; therefore attentions have been drawn towards this very model gradually. In this case study, ‘Eastern Media Group (EMG)’ is being selected and explored the strategy being adopted that is how EMG expend their original resource to the new industry and what is the relationship between diversified management and business performances. By examine related documents combined with half-structured interviews with EMG core chief executive officers, this study conclude four findings during the strategy development process of diversification, as follows: 1. The development of diversification will be successful if start from its core resources. 2. An enterprise should understand its strategic resources to bring the synergy of resources integration. 3. In Eastern Media Group, it applies ‘Focus Management’ to decide the diversified strategy. 4. The Eastern Media Group uses its original resources, market sensitivity to explore the new industry, the leisure industry, and devote itself to a new business operation model based on the diversification. Keyword：Business Management、Strategic Resource、Diversification
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Keywords
企業經營, 策略性資源, 多角化, Business Management, Strategic Resource, Diversification