策略性更新過程中之中階主管的角色-台灣某報系的個案研究; The role of middle managers in the process of strategic renwal: A case study of taiwan newspaper industry

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Title:	策略性更新過程中之中階主管的角色-台灣某報系的個案研究;The role of middle managers in the process of strategic renwal: A case study of taiwan newspaper industry
Authors:	陳柏帆;Po-Fan Chen
Contributors:	企業管理研究所
Keywords:	個案研究;報紙產業;策略性更新;中階主管;case study;Strategic renewal;middle manager;newspaper industry
Date:	2010-06-25
Issue Date:	2010-12-08 14:47:10 (UTC+8)
Publisher:	國立中央大學
Abstract:	隨著科技進步與網路的發達，民眾取得資訊的來源不再侷限於紙本，這造成帄陎媒體的重要性大不如前，這也使得帄陎媒體最主要的收入來源-廣告營收也大幅被瓜分，使得多家帄陎媒體因不堪虧損而倒閉。陎對這樣的競爭環境，我們認為企業必頇從本質上進行策略性更新，以建立新的核心能力與擬定新的市場策略來脫離目前經營的窘境。另外，過去探討策略性更新等相關議題之研究多半是以執行長或高階主管的觀點來探討，往往忽略該過程中，中階主管所扮演角色之重要性；然而中階主管位於組織管理階層中間位置，扮演承上啟下、衝突化解的角色，實為左右組織策略成敗之關鍵人物。因此，本研究以在台灣經營近六十年的報系為對象，除了探討該報系所進行之一連串的策略性更新作為，並對該報系之中階主管進行深度訪談，以了解中階主管在策略性更新中所扮演的角色。研究結果發現，該報系所進行的策略性更新多有不錯的成果，都能協助組織在經營上化險為夷，也成功地讓組織營收轉虧為盈。而在整個更新過程中，中階主管的責任也比以往更加重大，他們需要更強的能力與適應力來執行高層交付的任務，並且要做出正確的決策來解決部屬遭遇的問題，更要確保組織上下資訊能夠順暢且有效率地流通，讓組織在快速變化的環境中迅速地做出反應。 With the development of technology and Internet, there are more and more media can deliver information to us. It makes people change their habits of reading. In addition, the increasing sources of information which don’t have to be delivered in paper way, are also reducing the importance of printed media. As a result, the main profits source of printed media, the revenue of advertising, have been divvied by other new emerging media which make printed media harder to operate properly. There have been some printed media going bankruptcy due to deficit during past several years. To survive in such a volatile condition, entrepreneurs have to do strategic renewal thoroughly so that they can establish new core abilities and new market strategies in response to operating difficulties. The research takes a Taiwan newspaper firm as an object of study, and carries out a case study about what strategic renewal plans the firm had done/are doing. Also, we will compare our result with researches by other scholars. Besides, we interview the middle managers of the firm and do research on the role of middle managers during the process of strategic renewal. The past researches on this issue usually doing from the perspective of top managers or CEO. But middle managers are the person who taking responsible for the implementation of tasks, releasing the tension between employees, communicating with top managers and basic level employees. They are indeed one of the factor that would influence the success or failure of a firm. We found that most of strategic renewal policies have helped the firm turn peril into safety, and show a turn from loss to profit. Middle managers also become more important than before. They have to gain superior abilities to undertake the tougher assignments from their boss, handling the difficulties from their subordinates appropriately, ensuring the information flow between organization members efficiently. All of those help organizations react to volatile condition rapidly.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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