模組化服務：以台灣太古可口可樂公司為例

Service Modularity: An Example of Swire Coca-Cola Taiwan

陳惠傑(TanHwee Kiat)

指導教授 ： 鄭啟均

元智大學/管理學院/經營管理碩士班(國際企業學程)/碩士(2011年)

摘要

近年來，有鑑於服務業者極力研發不同途徑來滿足不同顧客的需求，模組化的概念被視是為能夠創造兼具靈活性與彈性的服務來滿足不同顧客需求的方法。因此，本論文的研究目的將是討論如何應用模組化的概念於服務創新的設計上。本論文採用單一個案研究方法並結合原始與次級資料的收集。結果發現模組化服務的發展過程中能夠利用三項構面去創造服務創新的價值。本論文將以從台灣太古可口可樂公司獲得的實際案例，來提供服務業者一個能夠發現、研發以及提供服務的方向。

關鍵字

服務產業 ； 服務創新 ； 模組化 ； 個案研究

並列摘要

Recently, as service providers are urged to develop different ways to meet customers’ needs, modularity has been proven that it improves service development as well as service innovation by increasing the flexibility. Hence, the purpose is to find out how to apply the concept of modularity in service innovation. The research methodology follows a qualitative single case study method combined with documents research and primary information gathering. The results indicated that the development of modular service including three dimensions that can be used to create value in service development as well as service innovation. With the empirical findings from the case company Swire Coca-Cola Taiwan, this thesis attempts to show how the service providers can use modularity to identify, develop and deliver new services.

並列關鍵字

service industry ； service innovation ； modularity ； case study

參考文獻

Antonio, K.W.L., Richard, C.M.Y. and Esther, T. (2011). The Impact of Product Modularity on New Product Performance: Mediation by Product Innovativeness. Journal of Product Innovation Management 28(2): 270-284.

Arnheiter, E.D. and Harren, H. (2005). A Typology to Unleash the Potential of Modularity. Journal of Manufacturing Technology Management 16(7): 699-711.

Asan, U., Polat, S. and Serdar, S. (2004). An Integrated Method for Designing Modular Products. Journal of Manufacturing Technology Management 15(1): 29-49.

Baregheh, A., Rowley, J. and Sambrook, S. 2009. Towards a Multidisciplinary Definition of Innovation. Management Decision 47(8): 1323-1339.

Bask, A., Lipponen, M., Rajahonka, M. and Tinnila, M. (2009). The Concept of Modularity: Diffusion from Manufacturing to Service Production. Journal of Manufacturing Technology Management 21(3): 355-375.