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題名 鞋品零售業運用服務創新改善新產品開發之研究 - 以個案公司為例
Application on innovative service to improve the new product development in footwear retail industry- a case Study
作者 葉思妤
貢獻者 李易諭
葉思妤
關鍵詞 服務創新
新產品開發
企業流程再造
客製化
Service Innovation
New Product Development
Business Process Reengineering
Customization
日期 2011
上傳時間 30-Oct-2012 10:55:06 (UTC+8)
摘要 面臨來自中國、越南廉價鞋品及國外鞋品業者高品牌知名度的威脅，台灣的鞋品零售業者除了在品質上力求精進外，開始逐漸轉型走向OBM（Original Brand Manufacture），企圖尋找相關的策略來因應來自國外的競爭。而在企業經營中，新產品開發的成功代表著獲利來源及取得競爭優勢的要項。鞋品零售產業屬於流行時尚業的一環，面對消費者快速多變、個性化的需求，如何從市場調查中精準的掌握消費者流行喜好及潛在需求，是業者進行鞋品開發時的一大考驗。

本研究採個案研究法，首先針對鞋品零售產業之經營環境進行檢視，並透過訪談與實地觀察，分析位於該產業龍頭的個案公司是如何透過導入門市服務創新—「鞋品e學專家服務系統」來精確掌握消費者需求變動，協助開發符合消費者需求之鞋品。本研究從兩個面向進行探討，其一先針對個案公司既有之新產品開發模式進行分析，接著探討導入服務創新後的新產品開發模式，並將兩模式進行比較，討論其中相異之處。最後，透過導入服務創新後之個案公司績效，以瞭解該模式所帶來之效益。

本研究期望探討個案公司係如何透過提供服務創新來改善其新產品開發模式，並提出一概念模式給台灣的業者參考。透過該模式，除了加強對消費者需求的掌握度外，更期許業者能瞭解如何提升鞋品的附加價值及經營績效，進而轉型至服務型精緻鞋業，提高國內鞋品零售廠商的競爭優勢。
Nowadays, the Taiwanese footwear retail industry is facing two direct challenges: the low price footwear imported by Chinese and Vietnamese competitors, and also the dominant branding and marketing power of American and European leading players. In order to stay in the game, besides continuing improve the quality of footwear, the Taiwanese footwear retailers also starting to engaged with the strategy of OBM(Original Brand Manufacture), hoping to confront with the oversea competitors. On the other hand, a successful New Product Development(NPD) means the potential of gaining revenue and acquiring competition advantages. As one members of the fashion industry, the footwear retail industry also facing the rapid change in consumer demand, how to accurately grasp the needs and potential demand from the market remains a difficult task for all retailers.
This thesis uses Case Study method. Firstly, the thesis surveyed the business environment of the footwear industry. Secondly, through interviews and field observations, the thesis analyzed the case company, to see how the company accurately grasps the demand of consumers by importing an innovative service system- Footwear E Expert Service System, and examined how this system helps the company to improve the NPD process. The analysis is divided into two aspects. One is the analysis of the traditional NPD model; another part is the analysis of the new NPD model after importing the new innovative service. Then these two models would be compared and discussed. Finally, the thesis analyzed the performance of the case company after the implementation of the system.
The goal of this thesis is to examine how the case company improves its NPD model by importing the new service system, and hoping to provide a novel concept for the Taiwanese footwear retailers. In addition to NPD, this study also provides an example of enterprise transformation for the retailers from the traditional service model to tailor-made service model, and allows them to understand how to increase the added value and operating performance through the implementation of innovative service.
參考文獻 中文部份
1. 小嵨外弘、梅尺伸嘉、佐藤隆三（1985）。商品開發のための消費者硏究。東京：日科技連出版社，1-8。
2. 司徒達賢（1995）。策略管理。台北：遠流。
3. 何雍慶、蔡青姿（2009）。運用PLS方法探討價值創新導入新產品開發知調節角色。中華管理評論，12（2），2-18。
4. 吳偉文（2009）。服務科學與服務創新策略。東亞論壇季刊（463），31-40。
5. 巫宗融（譯）（2004）。新產品完全開發手冊（原作者：Cooper, R. G.）。台北：遠流。
6. 周文賢、林嘉力（2001）。新產品開發與管理。台北：華泰。
7. 施純協、王仲孚、盧尚平（2004）。台灣製鞋產業發展歷程研究。高雄：國立科學工藝博物館。
8. 個案公司（2010）。鞋品e學專家服務系統開發建置計畫。經濟部科技研究發展專案。未出版之原始資料。
9. 個案公司（2010）。經營績效說明書。未出版之內部資料。
10. 許士軍（1990）。管理學。台北：東華。
11. 郭欣怡（2012）。科技服務導入鞋品零售之應用策略探討。國立政治大學經營管理研究所碩士論文。
12. 陳瑜芬、鄭凱文、賴銘娟（2006）。以內容分析法探討創造力對於企業技術創新之影響。遠東學報（23），599。
13. 湯玲郎、蔡瑋真、王盈超（2009）。物流服務業導入服務創新對營運績效的影響。管理評論（2），25-50。
14. 楊幼蘭（譯）（1994）。改造企業–再生策略的藍本（原作者：Hammer, M. & Champy, J.）。台北：牛頓。
15. 楊必立、劉水深（1988）。行銷管理辭典。台北：華泰。
16. 雷吉甫（譯）（1997）。商業流程的再造（原作者：等松會計事務所管理顧問部門編）。台北：聯經，13-32。
17. 經建會部門計劃處（2011）。推動主題月活動，加速服務業啟航。台灣經濟論衡，9（3），6-12。
18. 管倖生、董皇志、阮綠茵（2007）。設計研究方法。台北：全華，129-144。
19. 劉澄昇（1998）。資訊技術運用於企業流程再造之重要性。機械工業雜誌七月號，165-170。
20. 蔣永明（譯）（2002）。新產品開發管理─企業革新的生存之道（原作者：小島敏彥）。台北：中衛發展中心，135-137。

英文部分
1. Ark, B., Broersma, L., & Hertog, P. (2003). Service Innovation. Performance and Policy: A Review. De Economist, 151.
2. Atuahene-Gima, K. (1995). An Exploratory Analysis of the Impact of Market Orientation on New Product Performance: a Contingency Approach. Journal of Product Innovation Management, 12, 275-293.
3. Avlontits, G. J., Papastathopoulou, P. G., & Gounaris, S. P. (2001). An Empirically-based Typology of Product Innovativeness for New Financial Services: Success and Failure Scenarios. Journal of Product Innovation Management, 18(5), 324-342.
4. Betz, F. (1987). Managing Technology-competing through New Ventures Innovation and Corporate Research. New Jersey: Prentice-Hall.
5. Booz, A. J., Allen, B. C., & Hamilton, P. J. (1982). New Product Management for the 1980`s. New York: Booz-Allen & Hamilton Inc.
6. Chesbrough, H. (2011). Open Serviece Innovation: Rethinking Your Business to Grow and Compete in a New Era. San Francisco: Jossey-Bass.
7. Cooper, R. & Edgett, S. (2007). Generating Breakthrough New Product Ideas. Canada: Product Development Institute.
8. Cooper, R. G. & Kleinschmidt, E. J. (1986). An Investigation into the New Product Process: Steps, Deficiencies and Impact. Journal of Product Innovation Management, 3(2), 71-85.
9. Davenport, T. H. & Short, J. E. (1990). The New Industrial Engineering: Information Technology and Business Process Redesign. Sloan Management Review, 31(4), 1-28.
10. Drejer, I. (2004). Identifying Innovation in Surveys of Services: a Schumpeterian Perspective. Research Policy, 33(3), 551-562.
11. Drucker, P. (2006). Innovation and Entrepreneurship. New York: Harper Collins.
12. Gllouj, F. (2002). Innovation and Service and the Attendant Old and New Myths. Journal of Socio-Economics, 31(2), 137-154.
13. Griffin, A. & Hauser, J. (1996). Integrating R&D and Marketing: A Review and Analysis of Literature. Journal of Product Innovation Management, 13(3), 191-215.
14. Hammer, M. (1990). Reengineering Work: Don`t Automate, Obliterate. Harvard Business Review, July-August 1990, 104-112.
15. Johnson, P. S., Menor, V. A., & Chas, B. R. (2000). A Critical Evaluation of the New Service. In: Fitzsinnons, J. A., & Fitzsinnoms, M. J. (eds.). New Service Development: Creating Memorable Experience. California: Sage Publications.
16. Jones, G. (2010). Organizational Theory, Design and Change (6th ed.). New Jersey: Pearson.
17. Keegan, D. P., Eiler, R. G., & Jones, C. R. (1989). Are Your Performance Measures Obsolete. Management Accounting, 70(12), 45-50.
18. Kolter, P. (2002). Marketing management (11th ed.). New Jersey: Prentice Hall.
19. Kuczmarski, T. D. (1992). Managing New Product: The Power of Innovation (2nd ed.). New Jersey: Prentice-Hall, 33-36.
20. Lynch, R. L. & Cross, F. K. (1991). Measure up Yardsticks for Continuous Improvement. Massachusetts: Basil Blackwell.
21. Pine, B. J. & Gilmore, J. H. (2011). The Experience Economy (Updated Edition). Massachusetts: Harvard Business School Pulishing.
22. Prahalad, C. K. & Hamel, G. (1990). The Core Competence of the Corporation. Harvard Business Review 68(3), 79-92.
23. Project Management Institution (2008). A Guide to the Project Management Body of Knowledge (4th ed.). Pennsylvania: PMI.
24. Rungtusanatham, M. & Forza, C. (2005). Coordinating Product Design, Process Dessign, and Supply Chain Decisions: Part A. Topic Motivation, Performerce Implications, and Article Review Process. Journal of Operations Management, 23(3), 257-265.
25. Sampson, P. (1970). Can Consumer Create New Products. Journal of the Market Research Society, 12(1), 42-52.
26. Schumpeter, A. J. (1934). The Theory of Economic Development. Cambridge: Harvard Economic Studies.
27. Sherman, J. D., Berkowitz, D., & Souder, W. E. (2005). New Product Development Performance and the Interaction of Cross-Functional Integration and Knowledge Management. Product Innovation Management, 22, 399-411.
28. Song, M. & Montoya-Weiss, M. (2001). The Effects of Perceived Technological Uncertainty on Japanese New Product Development. Academy of Management Journal, 44(1), 61-80.
29. Souder, W. E. (1987). Effectiveness of New Product Management Methods. Industrial Marketing Management, 7(5), 229-307.
30. Souder, W.E & Song, M. (1997). Contingent Product Design and Marketing Strategies Inflencing New Product Success and Failure in U.S. and Japanese Electronics Firms. Journal of Product Innovation Management, 14(1), 21-34.
31. Swink, M. (2000). Technological Innovativeness as a Moderator of New Product Design Integration and Top Management Support. Journal of Product Management, 17, 208-220.
32. Tax, S. & Stuart, I. (1997). Designing and Implementing New Services: The Challenges of Integrating Service Systems. Journal of Retailing, 73(1), 105-134.
33. Trott, P. (2006). Innovation Management & New Product Development. London: Pitman.
34. Ulrich, K. T. & Eppinger, S. D. (2005). Product Design and Development. New York: Mc Graw-Hill.
35. Voss, R. C. (1992). Measurement of Innovation and Design Performance in Service. Design Management Journal, 3(1), 40-46.
36. Wheelwright, S. C. & Clark, K. B. (1992). Revolutionizing Product Development. New York: The Free Press, 165-187.
描述 碩士
國立政治大學
企業管理研究所
99355008
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0993550081
資料類型 thesis
dc.contributor.advisor 李易諭zh_TW
dc.contributor.author (Authors) 葉思妤zh_TW
dc.creator (作者) 葉思妤zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 10:55:06 (UTC+8)-
dc.date.available 30-Oct-2012 10:55:06 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:55:06 (UTC+8)-
dc.identifier (Other Identifiers) G0993550081en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54389-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 99355008zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 面臨來自中國、越南廉價鞋品及國外鞋品業者高品牌知名度的威脅，台灣的鞋品零售業者除了在品質上力求精進外，開始逐漸轉型走向OBM（Original Brand Manufacture），企圖尋找相關的策略來因應來自國外的競爭。而在企業經營中，新產品開發的成功代表著獲利來源及取得競爭優勢的要項。鞋品零售產業屬於流行時尚業的一環，面對消費者快速多變、個性化的需求，如何從市場調查中精準的掌握消費者流行喜好及潛在需求，是業者進行鞋品開發時的一大考驗。

本研究採個案研究法，首先針對鞋品零售產業之經營環境進行檢視，並透過訪談與實地觀察，分析位於該產業龍頭的個案公司是如何透過導入門市服務創新—「鞋品e學專家服務系統」來精確掌握消費者需求變動，協助開發符合消費者需求之鞋品。本研究從兩個面向進行探討，其一先針對個案公司既有之新產品開發模式進行分析，接著探討導入服務創新後的新產品開發模式，並將兩模式進行比較，討論其中相異之處。最後，透過導入服務創新後之個案公司績效，以瞭解該模式所帶來之效益。

本研究期望探討個案公司係如何透過提供服務創新來改善其新產品開發模式，並提出一概念模式給台灣的業者參考。透過該模式，除了加強對消費者需求的掌握度外，更期許業者能瞭解如何提升鞋品的附加價值及經營績效，進而轉型至服務型精緻鞋業，提高國內鞋品零售廠商的競爭優勢。		zh_TW
dc.description.abstract (摘要) Nowadays, the Taiwanese footwear retail industry is facing two direct challenges: the low price footwear imported by Chinese and Vietnamese competitors, and also the dominant branding and marketing power of American and European leading players. In order to stay in the game, besides continuing improve the quality of footwear, the Taiwanese footwear retailers also starting to engaged with the strategy of OBM(Original Brand Manufacture), hoping to confront with the oversea competitors. On the other hand, a successful New Product Development(NPD) means the potential of gaining revenue and acquiring competition advantages. As one members of the fashion industry, the footwear retail industry also facing the rapid change in consumer demand, how to accurately grasp the needs and potential demand from the market remains a difficult task for all retailers.
This thesis uses Case Study method. Firstly, the thesis surveyed the business environment of the footwear industry. Secondly, through interviews and field observations, the thesis analyzed the case company, to see how the company accurately grasps the demand of consumers by importing an innovative service system- Footwear E Expert Service System, and examined how this system helps the company to improve the NPD process. The analysis is divided into two aspects. One is the analysis of the traditional NPD model; another part is the analysis of the new NPD model after importing the new innovative service. Then these two models would be compared and discussed. Finally, the thesis analyzed the performance of the case company after the implementation of the system.
The goal of this thesis is to examine how the case company improves its NPD model by importing the new service system, and hoping to provide a novel concept for the Taiwanese footwear retailers. In addition to NPD, this study also provides an example of enterprise transformation for the retailers from the traditional service model to tailor-made service model, and allows them to understand how to increase the added value and operating performance through the implementation of innovative service.		en_US
dc.description.tableofcontents 目　　錄 I
表 目 錄 II
圖 目 錄 III
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 3
第四節 研究流程 3
第五節 論文結構 5
第貳章 文獻探討 7
第一節 服務創新 7
第二節 新產品開發 15
第三節 企業流程再造 28
第參章 研究設計 33
第一節 研究架構 33
第二節 研究方法 34
第三節 訪談設計 35
第肆章 外部環境分析 36
第一節 總體環境分析 37
第二節 產業環境分析 47
第伍章 個案分析 53
第一節 個案公司背景 53
第二節 個案公司之新產品開發模式 58
第三節 服務創新導入之新產品開發模式 62
第四節 既有及服務創新之新產品開發模式比較 72
第五節 績效分析與討論 77
第陸章 結論與建議 83
第一節 研究結論 83
第二節 建議 86
第三節 研究限制 87
參考文獻 88		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0993550081en_US
dc.subject (關鍵詞) 服務創新zh_TW
dc.subject (關鍵詞) 新產品開發zh_TW
dc.subject (關鍵詞) 企業流程再造zh_TW
dc.subject (關鍵詞) 客製化zh_TW
dc.subject (關鍵詞) Service Innovationen_US
dc.subject (關鍵詞) New Product Developmenten_US
dc.subject (關鍵詞) Business Process Reengineeringen_US
dc.subject (關鍵詞) Customizationen_US
dc.title (題名) 鞋品零售業運用服務創新改善新產品開發之研究 - 以個案公司為例zh_TW
dc.title (題名) Application on innovative service to improve the new product development in footwear retail industry- a case Studyen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部份
1. 小嵨外弘、梅尺伸嘉、佐藤隆三（1985）。商品開發のための消費者硏究。東京：日科技連出版社，1-8。
2. 司徒達賢（1995）。策略管理。台北：遠流。
3. 何雍慶、蔡青姿（2009）。運用PLS方法探討價值創新導入新產品開發知調節角色。中華管理評論，12（2），2-18。
4. 吳偉文（2009）。服務科學與服務創新策略。東亞論壇季刊（463），31-40。
5. 巫宗融（譯）（2004）。新產品完全開發手冊（原作者：Cooper, R. G.）。台北：遠流。
6. 周文賢、林嘉力（2001）。新產品開發與管理。台北：華泰。
7. 施純協、王仲孚、盧尚平（2004）。台灣製鞋產業發展歷程研究。高雄：國立科學工藝博物館。
8. 個案公司（2010）。鞋品e學專家服務系統開發建置計畫。經濟部科技研究發展專案。未出版之原始資料。
9. 個案公司（2010）。經營績效說明書。未出版之內部資料。
10. 許士軍（1990）。管理學。台北：東華。
11. 郭欣怡（2012）。科技服務導入鞋品零售之應用策略探討。國立政治大學經營管理研究所碩士論文。
12. 陳瑜芬、鄭凱文、賴銘娟（2006）。以內容分析法探討創造力對於企業技術創新之影響。遠東學報（23），599。
13. 湯玲郎、蔡瑋真、王盈超（2009）。物流服務業導入服務創新對營運績效的影響。管理評論（2），25-50。
14. 楊幼蘭（譯）（1994）。改造企業–再生策略的藍本（原作者：Hammer, M. & Champy, J.）。台北：牛頓。
15. 楊必立、劉水深（1988）。行銷管理辭典。台北：華泰。
16. 雷吉甫（譯）（1997）。商業流程的再造（原作者：等松會計事務所管理顧問部門編）。台北：聯經，13-32。
17. 經建會部門計劃處（2011）。推動主題月活動，加速服務業啟航。台灣經濟論衡，9（3），6-12。
18. 管倖生、董皇志、阮綠茵（2007）。設計研究方法。台北：全華，129-144。
19. 劉澄昇（1998）。資訊技術運用於企業流程再造之重要性。機械工業雜誌七月號，165-170。
20. 蔣永明（譯）（2002）。新產品開發管理─企業革新的生存之道（原作者：小島敏彥）。台北：中衛發展中心，135-137。

英文部分
1. Ark, B., Broersma, L., & Hertog, P. (2003). Service Innovation. Performance and Policy: A Review. De Economist, 151.
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