「（創）串新」的服務模式：以價值共創觀點探索尚品宅配的服務流程與本質

A Co-Linking Service Model: Investigating Homekoo's Service Processes and their Essential Characteristics Based on the Perspective of Value Co-Creation

杜鵬(Peng Du) ； 李慶芳(Ching-Fang Lee) ； 周信輝(Hsin-Hui Chou) ； 方世杰(Shih-Chieh Fang)

《管理學報》 34卷3期 (2017/09) Pp. 401-430

https://doi.org/10.6504/JOM.2017.34.03.04

摘要

傳統線性「設計、製造、銷售」的模式轉成個人化服務4.0 模式，即「消費者要什麼、才設計、生產什麼」。本文採詮釋型個案研究法、探究「於線上與線下及消費者趨動之創新服務中，價值共創之歷程與本質？」透過「價值共創」該理論觀點解讀尚品宅配案例，巧妙運用平台無縫銜接「客戶」、「設計師」、「製造廠」等利害關係人，促成互動與整合資源進而共創價值之歷程。本文的研究貢獻有二：第一，敘說服務4.0 模式：整合四個子服務流程。第二，敘說價值共創之核心概念「互動」所具有三個本質：(1) 串連問題：使問題變資源；(2)串連資源：進而開創新資源；(3) 串連平台：實踐創（串）新的服務模式。本文敘說「平台策略」與「串新策略」之流程與本質，藉此反思價值共創理論之發展與治理機制，並提出理論與實務意涵。

關鍵字

服務4.0 ； 價值共創 ； 互動 ； 資源整合 ； 平台策略

並列摘要

The traditional linear ＂design, manufacture, sale＂ model has given way to a new model in which companies embark on design and manufacturing only after determining what consumers want. This study employs the interpretive case study method to gain an understanding of the case of the Homekoo Company. Analysis based on the theoretical perspective of value co-creation is used to investigate online/offline and consumer-driven service processes, which seamlessly connect customers, designers, and factories, promote mutual interaction and integration, and co-create value through exchange and integration of resources. This study makes two major contributions. First, this study elucidated how Homekoo's innovative service model involves four service subsystems. Second, this study further elaborated the three characteristics of ＂interaction＂ the core concept of value co-creation. The first one is to link the problems and turn them to resources. The second one is to link the resources and create new resources. The third one is to link the platforms to realize the new service model. This study probed into the process and essential characteristics of platform strategies and linkage with new strategies with a view to proposing theoretical and practical implications relying on these reflections on the theoretical context and mechanisms of value cocreation.

並列關鍵字

service 4.0 ； value co-creation ； nature of interaction ； resource integration ； platform strategy

參考文獻

Afuah, A.,Tucci, C. L.(2013).Value capture and crowdsourcing.Academy of Management Review.38(3),457-460.

Agar, M.(1980).The professional stranger: An informal introduction to ethnography.New York, NY:Academic Press.

Baker, T.(2007).Resources in play: Bricolage in the toy store(y).Journal of Business Venturing.22(5),694-711.

Baker, T.,Nelson, R. E.(2005).Creating something from nothing: Resource construction through entrepreneurial bricolage.Administrative Science Quarterly.50(3),329-366.

Barney, J. B.(2001).Resource-based theories of competitive advantage: A ten-year retrospective on the resource-based view.Journal of Management.27(6),643-650.