手機近場通訊技術的價值創造分析與商業模式創新

The Value Creation Cycle Analysis and Business Model Innovation of Near Field Communication Mobile Phone

藍文杰(Wen-Chieh Lan)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學研究所/碩士(2015年)

https://doi.org/10.6342/NTU.2015.11306

摘要

新興技術在導入市場時，將面臨時間背景、情境與所屬商業模式及架構流程能否有效結合，而本篇研究將會從技術採用生命週期、價值創新與價值創造循環的角度探討手機近場通訊技術的發展，了解產品創新與需求創新的連結態勢，並透過研究中發現手機近場通訊技術發展缺口，並以此不足處進行策略調整，發展出新的商業模式架構，來幫助技術創新得以順利與需求連結，達成價值創造。
本研究採取質性研究方法，選擇多個具有代表性的品牌、商業模式與議題作切入，以獲得更多深究之面相。本研究探尋關於手機近場通訊的技術、規範、品牌、通路、聯盟等面向之議題，同時蒐集相關之商業模式架構進行分析，並藉此發展創新之近場通訊營運模式。
本研究得到的結論為手機近場通訊技術由於面臨到各地技術發展的水準、法令規範及資訊驗證架構的完備程度不一，導致其仍缺乏進入主流市場前的準備，同時現階段手機近場通訊付款模式仍集中為運用信用卡支付的模式，以創新觀點而言，創造用戶附加價值的能力尚未能有效提升。故本研究藉由上述發現，建立以支付媒介創新為主之商業模式架構，透過手機近場通訊技術，配合流程情境、法規環境與聯盟、通路的分析，發展將線上第三方支付用於實體消費，以達成(1.)降低用戶進入門檻 (2.)創新支付媒介的目標。故建議企業若要發展新科技或技術時，需更著重在情境、未來生態及商業模式等各關鍵角色的發展，非僅專注在技術研發；最後建議企業應跳脫傳統理論的價值鏈分析方式，以各階段的價值創造去審視產業或公司內部的發展狀況，並更著重在供需兩端的遠見（Vision）於價值鏈中，才能確保產品創新與商業模式建立方向能夠持續與市場端連結。

關鍵字

手機近場通訊技術 ； 價值創新 ； 價值創造循環

並列摘要

Every emerging technology will face the background, scenario, business model, and process structure, whether or not, can be combined effectively when is being imported into the market. The study focuses on examining the development of Mobile Phone Near Field Communication on the market by using the Value Innovation Model, Technology Adoption Life Cycle, and Value Creation Cycle Analysis. The study is aiming to ameliorate the development shortage and to establish the new business model in hope to assist the Mobile Phone Near Field Communication to connect to the market demand and to create value.
This paper selects several quintessential brands, business models, and issues; uses qualitative research to gain more aspects of the study. The paper also analyzes the technologies, regulations, channels, and alliances to develop the feasible novel business model for Mobile Phone Near Field Communication.
Through the research, Mobile Phone Near Field Communication is facing different development stages in technologies, regulations, and authorization structures. Therefore, the present model is lacking of preparation for entering the mainstream market. In addition, present Mobile Phone Near Field Communication applies credit card to payment structure, which is lacking the ability to increase customer’s value in the innovation perspective. Thus, the study establishes the business model, scenario, regulations, and channels that are based on novel medium of payment; third-party payment in physical channels by means of the research finding to accomplish “lowering the users’ entry barrier” and “medium of payment innovation”.
This paper suggests that enterprises should pay more attention to scenario, eco-system, and other key role developments rather than to technology development only. Furthermore, enterprises ought to examine company’s valued creation in each department, and to emphasis on the vision of the market in order to ensure the great connection between product innovation and market value.

並列關鍵字

Near Field Communication Mobile Phone ； Value Innovation ； Value Creation Cycle

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