從核心能力的價值管理談品牌的價值創新-以Ｍ個案公司為例

Abstract

本研究為探究企業的經營如何有別於競爭者且立於不敗之地，如何從企業的核心能力找出價值創新的解決方案與永續發展的長期目標。本研究以質性研究的方式，採民族誌研究法。透過長達九年在Ｍ個案餐廳的參與觀察與實際經營的過程，分析全球速食業龍頭Ｍ個案，在營運管理方面之核心能力，並探討其價值管理的模式。經由解構Ｍ個案的作業流程，分析營運管理的挑戰，進而提出管理流程優化的方向。本論文探索核心能力的研究過程，示範出企業管理價值創新之解決方案。核心能力的價值管理模式，經由不斷地維持、改善與提升，即是邁向品牌價值創新與永續競爭優勢之途徑。

This study investigates how an enterprise sustains longer than others and stands out from the competition. This study elaborates on how the value-oriented management on core competence facilitates value innovation on a brand. This research uses a qualitative research method, adopting ethnographic research methods. The researcher had been a participant-observer in the M company restaurant, the global fast-food leader, for nine years. Through the up-close involvement and actual operation experience, the researcher analyzes the core competence of the M company and discusses its pattern of value-oriented management. By decomposing the operation processes, this study analyzes the challenge of M company's operation management and proposes value innovation solutions for optimizing operation and management processes. This thesis explores the research process of core competence and demonstrates the value innovation approach of enterprise management. The way to achieve brand value innovation and sustainable competitive advantage is to continuously refine, improve, and upgrade value management model of core competence.