以IOA-NRM模式建構產業觀光之價值創造策略

The Analysis of Value Created Strategies for Industrial Tourism Using IOA-NRM Approach

林家立(Chia-Li Lin)

《評價學報》 9期 (2015/12) Pp. 73-95

摘要

近年來傳統產業開始將生產導向的工廠逐漸轉型為服務導向的觀光工廠，而此一趨勢不僅帶動產業轉型，也讓經營者重新思索如何透過服務創新來提高企業價值以及為產業找到新出路。因此本研究試圖從「產業觀光」切入探究目前「觀光工廠」的價值驅動力，一方面可以協助目前「觀光工廠」經營者檢視自身的價值驅動力，另一方面可以讓更多傳統產業的經營者瞭解轉型「觀光工廠」的關鍵成功要素，並藉此擬定合適的「觀光工廠」轉型策略，此外本研究探究遊客對於觀光工廠的需求，進一步歸納出旅客對於觀光工廠的服務創新與服務需求偏好，並引入服務創新與市場機會之創新機會模式(Innovation-Opportunity Analysis, IOA)，探討哪些關鍵要素能夠以新的服務創新模式去因應市場機會，而這些關鍵要素將會是未來觀光工廠的契機，此外研究亦將運用網路關聯圖(Network Relation Map, NRM)來分析評估系統中的驅動要素並瞭解要素之間的關聯性，進而擬定有效的服務創新策略，並藉此來為傳統產業找到新的市場價值。

關鍵字

產業觀光 ； 觀光工廠 ； 價值創造策略 ； 創新機會分析(IOA) ； 網路關聯圖(NRM)

並列摘要

An increasing number of traditional industrial enterprises began to transform gradually production-oriented manufacturing plants to service-oriented tourism factory in recent years. This trend not only promotes industrial transformation, but also helps industrial operators rethink how to create the corporation value through service innovation and determine the future development direction for the manufacturing industry. Thus, this study attempts to determine the driving force of tourism factory based on industrial tourism views. On the one hand, this study can help operators of tourism factory review their value driving forces while on the other hand, it can help industrial operators understand the critical success factors for industrial transformation and determine the appropriate tourism transformation strategy. Additionally, this study explores tourists’ needs for tourism factory and integrates the tourists’ preference of service innovation and service needs for tourism factory. This study provides the IOANRM model (Innovation-Opportunity Analysis - Network Relation Map model), integrating the IOA technique and NRM technique. This study uses two analytic axles, which are service innovation axle (SII) and market opportunity axle (MOI), to build the IOA model. The IOA model can help decision makers determine the state of critical factors (aspects/criteria) and improve the innovation opportunity gap of critical factors. Besides, this study also uses the NRM (Network Relation Map) technique to understand the structure of the relationship between critical factors (aspects/criteria) and determine the critical driving factor in the network relation map. The IOA-NRM model can help decision makers determine the service innovation strategies and aid traditional industrial enterprises to find the new market value.

並列關鍵字

Industrial Tourism ； Tourism Factory ； Value Created Strategy ； Innovation- Opportunity Analysis (IOA) ； Network Relation Map (NRM)