| Summary: | 碩士 === 國立嘉義大學 === 管理研究所 === 98 === When the times change rapidly, much information which we need is toward digitalization that has been becoming a trend. And the development of Internet and mass burgeoning dissemination media are come to maturity, even substituting for traditional newspaper industries that cause many newspaper companies to announce going bankruptcy. United Daily News adopted IT to execute the essential business reformation and built an internet network organization, named UDN.COM, which turned into a highest profit unit in all SBU of United Daily News group. It is becoming a massive contrast between the business model of UDN.COM and other common media companies. The competitive advantage of the successful model of UDN.COM should be a main exploration for this study.
Knowledge is considered a core of resource for operating organizations because it can let organization get sustainable competitive advantage. Accordingly, the study used case study method to combine the second set of data and the content of deep interviews that could describe the detail process when UDN group conducted the business change. And this study tries to use knowledge spiral theory to analysis the business model in this case.
The result of this study can discover UDN progressing knowledge spiral continuously to gain much external dominant knowledge through having high quality internal knowledge and wide view to facing external environment, when UDN has begun to transform itself until now. Finally, the knowledge could be a spiral to spread and extend continuously in UDN. UDN creates a new and multiple logical thinking and also gain huge profit when UDN keeps on a knowledge spiral procedure. The knowledge spiral procedure already let UDN be a leading status in media industry.
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