政府公共政策與企業發展政策的創新與評鑑：創意市場的開發與運用

Abstract

創意的產生與評鑑傳統上有許多方法，但侷限於需要特定的時間及空間聚集專家及組織成員，且無法確保創意提出者的匿名性，導致創意來源的多元性不足。除此之外，尚缺乏有效的獎懲機制來客觀評鑑出優良的創意。本研究以臺灣一家人壽保險公司的實際需求為例，利用創意市場進行創意開發及評鑑。個案將創意申購與創意評鑑機制結合，更有效篩選出優良的創意提案，並經由創意市場評鑑創意提案的優先順序。最後，以問卷評量及統計方法分析參與者與決策者的結果。相較於傳統投票方法與既有決策過程，創意市場在多元性、可行性、預期效益、創新程度、認同度以及提供更開放平等的匿名評鑑環境有更高的同意度，並獲得該公司的肯定及推薦，成為臺灣第一個成功應用創意市場的案例。

Traditionally, there are many methods to generate and evaluate ideas; however, these methods require specific time and space to gather experts and members in the organization and often the anonymity of idea provider cannot be assured. This would create the problem of insufficient diversity of idea proposals. In addition, the lack of reward-and-punishment mechanism makes it difficulty to objectively evaluate ideas. This paper conducts a case study of a life insurance corporation in Taiwan by applying an idea market to encourage idea generation and evaluation to assist the real needs of the corporation. In this case study, the idea market combines the IPO (initial public offerings) and market evaluation mechanism in processing idea proposals. The idea market works efficiently in two stages; it selects the superior ideas at the IPO stage, and then ranks the ideas through market transactions. By analysis of the ex post questionnaire on the responses of participants and decision-makers, the idea market outperforms the traditional decision-making process and voting in terms of idea diversity, feasibility, expected benefits, degree of innovation, degree of consensus, anonymous evaluation environment. This is the first successful case of an application of idea market in Taiwan.