傳統便當店華麗變身之十年養成記－金園排骨虛實整合之轉型

The Ten-Year Development of the Traditional Boxed Meal Shop Struggling to Gorgeous Transformation-Online and Offline Integration of Kingpork Co., Ltd.

黃莉婷(Li-Ting Huang)；張禾坤(Her-Kun Chang)；陳秋鈴(Chiu-Ling Chen)；王嘉珍(Chia-Chen Wang)

數位轉型與商業模式創新 ； 數位行銷就緒策略 ； 有限資源 ； 虛實整合 ； 傳統餐食店 ； Digital Transformation and Business Model Innovation ； Digital-ready of digital marketing strategy ； Limited resources ； Online-merge-Offline ； Traditional boxed meal shop

資訊管理學報

30卷1期（2023 / 01 / 31）

23 - 47

繁體中文;英文

在面對營業額下降，甚至關掉一間門市的難題，金園排骨進行一連串之商業模式轉型創新。2011～2019年間，不斷調整策略與創新產品及服務，得以在競爭激烈的電商平台上建立品牌優勢。期間，金園排骨進行數位化行動，改變與顧客互動的方式，企圖以提供多元的顧客服務體驗以期留住顧客，並將品牌優勢注入實體門市，但卻無法如願。為了達成以顧客為中心的虛實整合數位轉型策略目標，提出三個可行的方案。陳董事長希望找到在金園排骨非常有限的資訊科技能力與企業資源條件下，能延續既有的能耐與優勢並運用外部的資源，來進行下一階段虛實整合（OMO，online merge offline）的數位轉型發展方向。個案討論運用兩項教學主軸來分析此個案。第一，數位轉型與商業模式創新，分析金園排骨的商業模式創新與數位轉型發展之過程，並了解尚需加強之處；第二，數位行銷就緒策略。本個案能帶領學生了解顧客價值、互動關係、顧客體驗、產品服務創新、虛實通路整合等的改變對數位轉型與商業模式創新的重要性，且了解在有限資源下，可運用那些內部與外部方式達成數位轉型目標。

Facing the difficulties of declining sales and closing one physical store, the Kingport proceed a series of digital activities for business model innovation. During the period from 2011 to 2019, the Kingpork keeps on strategy adjustment and product/service innovation, so as to establish competitive advantage in the highly competitive e-commerce platform. The Kingpork change the way to interact with customers for providing diverse customer service experiencing to retain customers. The Kingpork expect to spill over the brand competitive advantages into the physical stores. However, the Kingpork fail to reach the expectation after do these activities of digitalization. After that, the Kingpork come up with three alternatives for pursuing the strategic objectives of customer-centric online-merge-offline digital transformation. President Chen expects to figure out the feasible development direction under This feasible potential direction, online-merge-offline digital transformation, could be achieved by collaborating optimization of internal advantages and utilization of external resources. The case analysis guides to analyze the decision issue the Kingpork based on two theoretical bases. The first one is digital transformation and the business model innovation, which could analyze the development of the Kingpork's business model innovation and digital transformation, as well as the improvements for leading to the next stage. The second one is the digital-ready of digital marketing strategy. This case can guide students to understand the importance of customer value proposition, customer interactivity, customer experiencing, product servitization and innovation, and merge in virtual and physical channels on digital transformation development and business model innovation under limited.

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