數位科技的進步讓越來越多企業開始實施數位轉型策略。全家便利商店透過在數位轉型的努力，獲得多項數位轉型獎項的肯定。其中全家便利商店 APP 的數位轉型成果更是在業界脫穎而出。本研究主要目的為探究全家便利商店如何將數位轉型策略成功推行，並探討數位轉型與價值共創之交互作用關係。

本研究採用質性研究方法並運用單一個案分析法來進行。全家便利商店突破後進者劣勢，並在疫情下化危機為轉機，透過發展數位轉型來連結各利害關係人。因此本研究認為全家便利商店數位轉型的成果，能夠作為零售業之參考，而以「全家便利商 店」作為研究個案，透過「數位轉型」及「價值共創」的理論基礎，分析全家便利商店 APP 之數位轉型成果如何驅動並持續共創價值。

根據本研究初級資料與次級資料之分析與統整，得知全家便利商店在進入數位轉型前，經歷了數位化、數位優化。透過數位優化的思維，並善用數位化的特性與價值， 進而產出新商業模式之數位轉型變革。全家便利商店利用 APP 提供數位平台，進而提出價值主張吸引各利害關係人成為價值共創參與者，讓各參與者進行資源交換與整合，建構出價值共創之關係。

最後，本研究發現組織內部推行方式為數位轉型成功之關鍵，如全家便利商店透過組織架構調整來展現出數位轉型的決心，並積極導入數位轉型思維以提升組織凝聚力。此外，透過數位轉型之發展成果得以連結各利害關係人，並透過各參與者互動來共創價值。全家便利商店透過平台機制治理價值共創系統，幫助參與者打造多贏的局面。參與者們共同創造價值，使全家便利商店線上營收快速上升，提升群體價值。

The advancement of digital technology has enabled more and more companies to start to implement digital transformation strategies. The digital transformation achievement of FamilyMart APP is outstanding in the industry. The main purpose of this research is to investigate how FamilyMart successfully implements the APP and explores the interaction between digital transformation and value co-creation.

This research adopts a qualitative research method with a single case: FamilyMart. It is believed that the results of the digital transformation of FamilyMart can become the reference for the retail industry. Based on the theoretical basis of "Digital Transformation" and "Value Co-creation", this research analyzes how the results of the digital transformation of FamilyMart APP can drive value co-creation constantly.

According to the analysis of this research, it is found that the digital transformation process of FamilyMart has gone through “Digitization” and “Digitalization”. Through the APP, FamilyMart has proposed value propositions to attract various stakeholders to become participants and then enables them to exchange and integrate resources to build a value co- creation relationship.

Finally, it is found that adjusting the organizational structure and promoting the digital transformation mindset to enhance cohesion is key to the success of digital transformation. In addition, through the development results of digital transformation, stakeholders can be linked to become value co-creation participants to co-create value through interaction. FamilyMart governs the value co-creation system through a platform mechanism to help participants create a multi-win situation. Participants co-create value to enable FamilyMart to rapidly increase its online revenue, which in turn increases the group value.

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