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| 研究生： |
曲中和 |
|---|---|
| 論文名稱： |
企業孕育創新文化之研究 - 以AMAZON為例 A study of companies nourishes the culture of innovation - from the example of Amazon. |
| 指導教授： | 于卓民 |
| 口試委員: |
張朝清
傅浚映 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 經營管理碩士學程(EMBA) Executive Master of Business Administration(EMBA) |
| 論文出版年： | 2020 |
| 畢業學年度： | 108 |
| 語文別： | 中文 |
| 論文頁數： | 63 |
| 中文關鍵詞： | 亞馬遜 、創新 、持續創新 、數位轉型 |
| DOI URL： | http://doi.org/10.6814/NCCU202200346 |
| 相關次數： | 點閱：86 下載：30 |
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本論文分析亞馬遜公司 ( Amazon Inc.) 為何能夠在差異度極大的不同產業 ( 電子商務，串流影音，電子書與公有雲等) 中持續不斷的透過創新而進行擴張。研究發現亞馬遜是透過文化、架構、機制與組織的四項獨特要素相互協作而造就出獨一無二的亞馬遜宇宙。本論文以實際的案例詳細說明這四項要素，論證亞馬遜如何在不同產業中運用同樣的核心競爭力持續獲得成功。亞馬遜從成立之初就確定要經由創新而持續不斷的為顧客創造真正的價值， 在經過長期的堅持終於獲致現在領先的地位。本論文希望亞馬遜的成功經驗可以給正在致力於數位轉型的台灣企業作為參考。
第一章 緒論 4
第一節 研究動機與背景 5
第二節 研究問題和目的 7
第三節 研究流程和章節介紹 8
第二章 文獻探討 10
第一節 敏捷管理 (AGILE MANAGEMENT) 11
第二節 精實創業 (THE LEAN STARTUP) 13
第三章 亞馬遜的創新方程式 15
第四章 文化：永保初心 ( IT’S ALWAYS DAY 1 ) 18
第一節 長期投入 ( IT’S ALL ABOUT LONG TERM) 18
第二節 以顧客為中心 20
第三節 持續創新 21
第四節 DAY 1 企業有什麼不同 22
第五章 架構：以客戶為中心的服務平台 28
第一節 亞馬遜市集 ( AMAZON MARKETPLACE ) 29
第二節 亞馬遜尊榮會員( AMAZON PRIME ) 31
第三節 AMAZON KINDLE 電子書 34
第四節 AMAZON PRIME VIDEO 串流影片服務 37
第五節 串流音樂AMAZON MUSIC 與AMAZON ECHO 和 ALEXA 40
第六節 AMAZON WEB SERVICES 公有雲服務 43
第六章 機制：重視事實與數據 47
第一節 六頁備忘錄 (SIX PAGE NARRATIVES) 47
第二節 逆向工作法 (WORKING BACKWARDS) 49
第七章 組織：快速靈活的單一任務團隊 53
第一節 TWO PIZZA TEAMS 53
第二節 單一任務的弱耦合(LOOSELY COUPLED)組織 55
第八章 結論 56
第一節 以顧客為中心驅動企業 (CUSTOMER CENTER ORIENTED) 57
第二節 營造容許失敗的創新環境 58
第三節 投資在長遠的目標 (IT'S ALL ABOUT THE LONG TERM) 59
第四節 領導人是企業文化的守護者 60
參考文獻 61
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