影像事業部營運轉型之探究：以Ｇ公司Ｉ部門為例

Abstract

企業營運環境受到市場競爭、新技術的產生、消費者偏好轉變等影響而有所改變。為了永續經營，當公司遇到環境變化，需藉由營運轉型始能因應。本研究係探究當企業面臨產品處於成熟期且市場競爭者眾多時，應如何進行營運轉型。本研究以一家自1975年成立個案公司之影像安防事業部為個案單位，以五力分析及SWOT分析檢視其面臨困境。此外，本研究藉由訪問個案公司影像安防部主管，以深入瞭解影像安防部應如何藉由預算控管費用。另一方面，藉由訪談客戶，檢視影像安防事業部是否應在既有產品提升附加價值或尋找代理具備市場商機之產品。本研究根據訪談結果，提出營運轉型策略。第一，個案單位需調整組織架構已降低薪資費用。第二，個案單位需減少承接少量客製化訂單轉為開發標準化產品。第三，個案單位需建立標準成本制，協助費用管控。第四，個案單位需增加既有產品附加價值，以提高取得專案的可能性，並開發新產品以增加產品多樣性。第五，個案單位需調整營收來源，以提昇營收成長。最後，個案單位需將實體展覽行銷轉型為數位行銷。The changes in firms’ operating environment are affected by market competition, the emergence of new technologies, and changes in consumer preferences. To operate sustainably, a firm must undergo an operation transformation when it encounters environmental changes. This study explores how a firm should carry out operational transformation when its products are in the mature life cycle stage and there are many competitors in the market. A video surveillance division of a case company established in 1975 is used as a case unit. This study examines the difficulties of the case unit by using five-force analysis and SWOT analysis. In addition, this study interviews the director of the video surveillance division of the case company to gain an in-depth understanding of how the division should control expenses through the budget. On the other hand, by interviewing customers, this study examines whether the video surveillance division should increase the value added to existing products or become an agent for products with market opportunities.Based on the interview results, this study proposes operation transformation strategies. First, the case unit should adjust the organizational structure to lower the salary expenses. Second, the case unit needs to reduce the number of customized orders and develop standardized products. Third, the case unit should establish a standard cost system to control costs. Fourth, the case unit must improve existing products to increase the possibility of obtaining projects. It also needs to provide new products to increase product diversification. Fifth, the case unit must adjust revenue sources for revenue growth. Finally, thecase unit must transform physical exhibition marketing into digital marketing.