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題名 以服務創新觀點探討商業模式創新之歷程：以喬山健康科技公司為個案研究
Exploring the Process of Business Model Innovation with Service Innovation Perspective: A Study Case of Johnson Health Tech
作者 李家筠
Lee, Chia-Yun
貢獻者 鄭至甫
Jeng, Jyh-Fu
李家筠
Lee, Chia-Yun
關鍵詞 服務創新
商業模式創新
創新歷程
健身運動產業
Service Innovation
Business Model Innovation
Innovative Process
Fitness Industry
日期 2021
上傳時間 2-Sep-2021 18:12:33 (UTC+8)
摘要 隨著技術進步、消費型態轉變，越來越多企業意識到「科技」、「服務」、「顧客」的重要性，因此在面對持續變動的外部環境下，企業應不斷透過創新思維調整商業模式，以締造永續經營發展的競爭優勢。本研究透過文獻整理，發現過去與創新相關之文獻大多以製造業的技術創新為研究領域，從服務創新角度切入之研究相較下仍較少，而今日在探討競爭優勢與價值創造的研究議題上，商業模式創新比起技術創新又更具影響力。因此本研究選擇深耕台灣健身運動產業的「喬山健康科技」作為研究對象，透過質性研究的單一個案研究法和半結構式訪談法，深入探討企業如何建立服務創新各個構面之連結，以及個案企業如何從「硬體導向」延伸至「軟硬體整合服務導向」之商業模式創新歷程。本研究結論顯示，服務創新能夠作為商業模式創新之基礎，為企業創造競爭優勢;而在創新過程中，企業應跳脫傳統框架，以新經營思維重新盤點現有資源，並透過動態服務創新能耐與關鍵資源、關鍵活動的協同合作，整 合出創新商業模式。最終本研究藉由剖析與彙整個案企業執行服務創新之經驗，提出更具全面性及系統性的商業模式創新發展流程，盼能作為其他面臨相同處境的企業之參考借鏡。
Along with the impact of the emerging new technologies and the changing patterns of consumption, more and more enterprises realize that Technology, Service, and Customers are getting more importance than before. In other words, the external environment for all enterprises is rapidly and constantly changing. Therefore, those enterprises should manage the change with adjusting their business model continuously by innovative mindset in order to establish the sustainable competitive advantage. Previous research about the innovation focused mainly on the research field of technology innovation, but rarely from service innovation perspective. Besides, in the research of discussing about the issue of competitive advantage and value creation, business model innovation is becoming increasingly influential than technology innovation nowadays. Thus, the research employed single-case study of qualitative research methods and semi-structured interview by choosing Johnson Health Tech, which has dedicated in Taiwan fitness industry for a long time, as the study case. To explore how the corporation established the connection between each dimension of service innovation, and the process of business model innovation from hardware orientation to hardware and software service integrated orientation. The conclusions of the research show that based on service innovation, business model innovation could create competitive advantage for those enterprises. On the other hand, enterprises should break away from tradition instead re-inventory existing resources with a new business mindset during innovate. The enterprises might also integrate business model innovation by the co-movement of dynamic service innovation capabilities, key resources, and key activities. The study finally addresses the contribution of the business model innovative development process by analyzed and summarized the experience of the study case. Above all, hoped the result could be as a reference for other enterprises.
參考文獻 一、 中文文獻
1. Gassmann, O., Frankenberger, K., & Csik, M. (2017)。航向成功企業的 55 種商業模式。劉慧玉譯。台北市:橡實文化。
2. Vargo, S. L., & Lusch, R. F. (2016)。服務主導邏輯:服務經濟時代的服物發想與應用。池熙璿譯。新北市:中國生產力中心。
3. 宋同正、鄧怡莘(2015)。服務設計。載於社團法人台灣服務科學學會(主
編)，服務科學:服務系統觀與價值共創論(頁 80-93)。新北市:前程文化。
4. 林裕洋(2020)。Gartner 公布 2021 年 9 大重要戰略技術趨勢。上網日期:
2021 年 2 月 1 日，檢自:https://www.cio.com.tw/gartner-releases-9-major- strategic-technology-trends-for-2021/
5. 林榮禾、陳哲堯、邱求慧、莊淳淩(2013)。建構製造業服務創新模式之研 究。產業與管理論壇，15(4)，24-49。
6. 柯承恩(2008)。商業模式與文化產業發展在台灣。經濟前瞻，118，104-112。
7. 財政部統計資料庫(2021)。營利事業家數及銷售額-第 8 次修訂。上網日期:2021 年 2 月 1 日，檢自:
https://web02.mof.gov.tw/njswww/webMain.aspx?sys=220&ym=10701&ymt=1 0911&kind=21&type=1&funid=i0514&cycle=1&outmode=0&compmode=00& outkind=3&fld0=1&cod01623=1&rdm=R126995
8. 財政部統計處(2020)。中華民國稅務行業標準分類(第 8 次修訂)。上網日 期:2021 年 2 月 1 日，檢自:
https://www.mof.gov.tw/singlehtml/219?cntId=75670
9. 郭建良、紀昭吟、葉惠娟(2010)。產業觀點下的服務創新方法論 V2.0。臺北市 : 資策會市場中心出版。
10. 陳葦庭(2021 年 1 月)。找導演、編劇還選秀，喬山攻 3 千億線上健身變 身計。商業週刊，1733。取自:
https://www.businessweekly.com.tw/magazine/Article_mag_page.aspx?id=7003131&utm_source=Line&utm_medium=social&utm_content=bw&utm_campaign=co
11. 鈕文英(2017)。質性研究方法與論文寫作。台北市:雙葉書廊有限公司。
12. 楊孟芯(2020)。運動風潮起!全球當紅健身科技新創大揭密。臺灣經濟研究
月刊，43(2)，120-128。
13. 行政院研究發展考核委員會(2005)。提昇我國知識密集服務業競爭力之研
究 : 以知識密集型工商服務業為核心。行政院研究發展考核委員會。
14. 經濟部研究發展委員會(2019)。國內外經濟情勢分析。經濟部研究發展委
員會。
15. 劉麗惠(2014)。運動經濟，時下最夯的健康商機。貿易雜誌，280，10-13。
16. 潘淑滿(2003)。質性研究:理論與應用。台北市:心理出版社。
17. 唐子晴(2020)。因為 Peloton 一個數字!喬山砸千萬蓋攝影棚、培訓教練 直播「如何不犯尷尬癌」。數位時代。上網日期:2021 年 4 月 26 日，取 自:https://www.bnext.com.tw/article/60393/johnsonfitness

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2. Basole, R. C., & Rouse, W. B. (2008). Complexity of service value networks: Conceptualization and empirical investigation. IBM Systems Journal, 47 (1), 53- 70.
3. Bharadwaj, S. G., Varadarajan, P. R., & Fahy, J. (1993). Sustainable competitive advantage in service industries: A conceptual model and research propositions. Journal of Marketing, 57 (4), 83-99.
4. Bilderbeek, R., & den Hertog, P. (1998). Technology-based knowledge-intensive business services in the Netherlands: Their significance as a driving force behind knowledge-driven innovation. Quarterly Journal of Economic Research, 67 (2), 126-138.
5. Casadesus-Masanell, R., & Ricart, J. E. (2011). How to design a winning business model. Harvard Business Review, 89 (1/2), 100-107.
6. Chesbrough, H. W. (2003). Open Innovation: The New Imperative for Creating and Profiting from Technology. Boston, MA: Harvard Business Press.
7. Christensen, C. M. (1997). The Innovator`s Dilemma: When New Technologies Cause Great Firms to Fail. Boston, MA: Harvard Business School Press.
8. De Bes, F. T., & Kotler, P. (2011). Winning at Innovation: The A-to-F Model. London, England: Palgrave Macmillan.
9. den Hertog, P., & Bilderbeek, R. (1999). Conceptualising service innovation and service innovation patterns. Research Programme on Innovation in Services (SIID) for the Ministry of Economic Affairs. The Netherlands: Dialogic.
10. den Hertog, P., Van der Aa, W., & De Jong, M. W. (2010). Capabilities for managing service innovation: Towards a conceptual framework. Journal of Service Management, 21(4),490-514.
11. Drucker, P. F. (1974). Management: Tasks, Responsibilities, Practices. New York, NY: Harper & Row.
12. Drucker, P. F. (1986). The Frontiers of Management: Where Tomorrow’s Decisions Are Being Shaped Today. New York, NY: Truman Talley Books.
13. Drucker, P. F. (1998). The discipline of innovation. Harvard Business Review, 76(6), 149-157.
14. Freel, M. (2006). Patterns of technological innovation in knowledge-intensive business services. Industry and Innovation, 13 (3), 335-358.
15. Gallouj, F., & Weinstein, O. (1997). Innovation in services. Research Policy, 26(4-5), 537-556.
16. Gassmann, O., Frankenberger, K., & Csik, M. (2014). The Business Model Navigator: 55 Models That Will Revolutionise Your Business. London, England:Pearson.
17. Govindarajan, V., Vijay Govindarajan, M., & Trimble, C. (2005). Ten Rules for Strategic Innovators: From Idea to Execution. Boston, MA: Harvard Business Press.
18. Gray, B. J., Matear, S., Deans, K. R., & Garrett, T. (2007). Assessing sources of competitive advantage in a service-dominant world. Australasian Marketing Journal, 15 (1), 69-75.
19. Hamel, G. (2001). Leading the revolution: An interview with Gary Hamel. Strategy and Leadership,29 (1),4-10.
20. Hauknes, J. (1996). Innovation in the service economy. Retrieved March 03, 2021,from https://www.researchgate.net/publication/24133777_Innovation_in_the_Service_Economy.
21. Hertog, P. D. (2000). Knowledge-intensive business services as co-producers of innovation. International Journal of Innovation Management, 4 (4), 491-528.
22. Hipp, C. (1999). Knowledge-intensive business services in the new mode of knowledge production. Ai and Society, 13 (1), 88-106.
23. Jamrog, J., Vickers, M., & Bear, D. (2006). Building and sustaining a culture that supports innovation. Human Resource Planning, 29 (3), 9-19.
24. Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard Business Review, 86 (12), 57-68.
25. Luecke, R. (2003). Harvard Business Essentials: Managing Creativity and Innovation. Boston, MA: Harvard Business Press.
26. Macaulay, L. A., Miles, I., Wilby, J., Tan, Y. L., Zhao, L., & Theodoulidis, B.(2012). Case Studies in Service Innovation. New York, NY: Springer Science+ Business Media.
27. Magretta, J. (2002). Why business models matter. Harvard Business Review. Retrieved April 05, 2021, from https://hbr.org/2002/05/why-business-models-matter.
28. Menor, L. J., & Roth, A. V. (2007). New service development competence in retail banking: Construct development and measurement validation. Journal of
Operations Management, 25 (4), 825-846.
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描述 碩士
國立政治大學
科技管理與智慧財產研究所
108364112
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108364112
資料類型 thesis
dc.contributor.advisor 鄭至甫zh_TW
dc.contributor.advisor Jeng, Jyh-Fuen_US
dc.contributor.author (Authors) 李家筠zh_TW
dc.contributor.author (Authors) Lee, Chia-Yunen_US
dc.creator (作者) 李家筠zh_TW
dc.creator (作者) Lee, Chia-Yunen_US
dc.date (日期) 2021en_US
dc.date.accessioned 2-Sep-2021 18:12:33 (UTC+8)-
dc.date.available 2-Sep-2021 18:12:33 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2021 18:12:33 (UTC+8)-
dc.identifier (Other Identifiers) G0108364112en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/137148-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 科技管理與智慧財產研究所zh_TW
dc.description (描述) 108364112zh_TW
dc.description.abstract (摘要) 隨著技術進步、消費型態轉變，越來越多企業意識到「科技」、「服務」、「顧客」的重要性，因此在面對持續變動的外部環境下，企業應不斷透過創新思維調整商業模式，以締造永續經營發展的競爭優勢。本研究透過文獻整理，發現過去與創新相關之文獻大多以製造業的技術創新為研究領域，從服務創新角度切入之研究相較下仍較少，而今日在探討競爭優勢與價值創造的研究議題上，商業模式創新比起技術創新又更具影響力。因此本研究選擇深耕台灣健身運動產業的「喬山健康科技」作為研究對象，透過質性研究的單一個案研究法和半結構式訪談法，深入探討企業如何建立服務創新各個構面之連結，以及個案企業如何從「硬體導向」延伸至「軟硬體整合服務導向」之商業模式創新歷程。本研究結論顯示，服務創新能夠作為商業模式創新之基礎，為企業創造競爭優勢;而在創新過程中，企業應跳脫傳統框架，以新經營思維重新盤點現有資源，並透過動態服務創新能耐與關鍵資源、關鍵活動的協同合作，整 合出創新商業模式。最終本研究藉由剖析與彙整個案企業執行服務創新之經驗，提出更具全面性及系統性的商業模式創新發展流程，盼能作為其他面臨相同處境的企業之參考借鏡。zh_TW
dc.description.abstract (摘要) Along with the impact of the emerging new technologies and the changing patterns of consumption, more and more enterprises realize that Technology, Service, and Customers are getting more importance than before. In other words, the external environment for all enterprises is rapidly and constantly changing. Therefore, those enterprises should manage the change with adjusting their business model continuously by innovative mindset in order to establish the sustainable competitive advantage. Previous research about the innovation focused mainly on the research field of technology innovation, but rarely from service innovation perspective. Besides, in the research of discussing about the issue of competitive advantage and value creation, business model innovation is becoming increasingly influential than technology innovation nowadays. Thus, the research employed single-case study of qualitative research methods and semi-structured interview by choosing Johnson Health Tech, which has dedicated in Taiwan fitness industry for a long time, as the study case. To explore how the corporation established the connection between each dimension of service innovation, and the process of business model innovation from hardware orientation to hardware and software service integrated orientation. The conclusions of the research show that based on service innovation, business model innovation could create competitive advantage for those enterprises. On the other hand, enterprises should break away from tradition instead re-inventory existing resources with a new business mindset during innovate. The enterprises might also integrate business model innovation by the co-movement of dynamic service innovation capabilities, key resources, and key activities. The study finally addresses the contribution of the business model innovative development process by analyzed and summarized the experience of the study case. Above all, hoped the result could be as a reference for other enterprises.en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究目的與問題 8
第二章 文獻回顧 10
第一節 知識密集服務業與創新 10
第二節 服務創新與服務主導邏輯 18
第三節 商業模式創新 36
第三章 研究方法 42
第一節 研究架構 42
第二節 研究構面與定義 44
第三節 研究方法與資料搜集 47
第四章 個案研究分析 51
第一節 個案背景 51
第二節 產業背景 53
第三節 新產品服務介紹 55
第四節 個案分析 57
第五節 個案小結 74
第五章 結論與建議 78
第一節 研究發現 78
第二節 研究討論 87
第三節 研究貢獻 91
第四節 研究限制 92
第五節 結論與建議 94
參考文獻 95
附錄 103		zh_TW
dc.format.extent 2391212 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108364112en_US
dc.subject (關鍵詞) 服務創新zh_TW
dc.subject (關鍵詞) 商業模式創新zh_TW
dc.subject (關鍵詞) 創新歷程zh_TW
dc.subject (關鍵詞) 健身運動產業zh_TW
dc.subject (關鍵詞) Service Innovationen_US
dc.subject (關鍵詞) Business Model Innovationen_US
dc.subject (關鍵詞) Innovative Processen_US
dc.subject (關鍵詞) Fitness Industryen_US
dc.title (題名) 以服務創新觀點探討商業模式創新之歷程：以喬山健康科技公司為個案研究zh_TW
dc.title (題名) Exploring the Process of Business Model Innovation with Service Innovation Perspective: A Study Case of Johnson Health Techen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、 中文文獻
1. Gassmann, O., Frankenberger, K., & Csik, M. (2017)。航向成功企業的 55 種商業模式。劉慧玉譯。台北市:橡實文化。
2. Vargo, S. L., & Lusch, R. F. (2016)。服務主導邏輯:服務經濟時代的服物發想與應用。池熙璿譯。新北市:中國生產力中心。
3. 宋同正、鄧怡莘(2015)。服務設計。載於社團法人台灣服務科學學會(主
編)，服務科學:服務系統觀與價值共創論(頁 80-93)。新北市:前程文化。
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dc.identifier.doi (DOI) 10.6814/NCCU202101457en_US