製造服務化科技服務業者之價值創造

Value Creation of Servitization in Manufacturing Company

莊浩緯(Chuang Hao-Wei)

指導教授 ： 李仁芳

國立政治大學/商學院/科技管理與智慧財產研究所/碩士(2019年)

https://doi.org/10.6814/NCCU202000366

摘要

優質而踏實的造物作業，已然是台灣不可忽視的實力，製造業更佔台灣 GDP 31%，而品牌商在沒有製造業的協助下也無法完成可供消費者使用的終端產品。隨著全球製造能力和效率的躍進，經濟發展的典範從製造生產轉至服務作為，亦使代工為主的製造業廠商，透過長期產業知識和技術的累積，轉型成具有含量高專屬知識的科技服務業，運用其知識內涵到各項生活場景的服務，提供軟硬體加服務的解決方案。

本研究以製造服務化的科技服務業者為核心研究對象，針對業者同時對品牌商與終端使用者進行的服務價值建構，探究業者對雙方所提供的市場價值、價值共創過程，以及製造服務化科技服務業者的內部執行與作為。透過「價值提升」、「價值共創」、「智慧資本」、「組織作為」四項分析構面為主軸，研究選擇兩家過去專職製造代工，且為該領域領導廠商，現行有提供相關應用的全面解決方案服務，進行深入的個案研究。經由分析與討論後獲得以下列結論：

結論一：為滿足終端使用者使用上的情境價值：品牌商尋求製造服務化科技服務業者所擁有的專屬知識，補足己身較弱勢的技術領域，以回應終端使用者的評論；製造服務化的科技服務業者則在其一站式服務中，為產品加入多種使用情境模式，提升創新生活目標。

結論二：製造服務化的科技服務業者利用資訊科技系統和實體互動，來加強三方的價值共創。與品牌商的價值共創互動，使雙方不同領域的知識，得快速且有效的進入產品和服務中；與終端消費者的價值共創互動，為產品和服務加入使用者意見，包含「溝通階段前」、「使用階段」的直接接觸，成為生產中修改的依據，和未來對品牌商「溝通階段」的資訊來源。

結論三：製造服務化的科技服務業者由客戶資本和第四方專業知識提供者，建構不同類型產品的服務模式和智慧資本累積，造就由業者發貣商業模式的市場機會。創新中介者的角色帶來產品延伸的可能。

結論四：組織作為、智慧資本、品牌商和終端消費者的價值共創，是相互雙向流通的，形成更完善的服務項目。

相較於過去文獻多為知識密集服務業單點的服務建構，或業者與商業客戶、業者與消費者的雙向互動，本研究指出製造服務化的科技服務業者同時掌握品牌商客戶和終端使用者，三方價值共創的互動交流情形，及其角色定位和功能的重要性，和業者內部組織作為智慧資本累積的關聯性。

關鍵字

製造服務化 ； 知識密集服務業 ； 科技服務業 ； 服務價值 ； 價值共創 ； 知識管理

並列摘要

Strength of high-quality and practical manufacturing productivity cannot be ignored in Taiwan, and the manufacturing industry is around 31 percent of Taiwan's GDP. However, own-brand owners cannot complete end products without the cooperation of the manufacturing industry. With the leaps in global manufacturing capabilities and efficiency, the paradigm of economic development has shifted from manufacturing to service. It also drives OEM and ODM to transform into science and technology service industry by the accumulation of long-term industrial knowledge and technical expertise. The technology service industry uses its knowledge to provide value creation service solutions for real life scenarios.

This research puts manufacturing servitization company as the core, which does the value creation toward brand owners and end-users at the same time; the research aims at what are the manufacturing servitization company implementations and actions for own-brand owners and end-users. To in-depth studies, research framework based on two manufacturing servitization companies, which were the past leading manufacturer in their industry, with the four analysis perspective: Value Enhancement, Value Co-creation, Intellectual Capital, and Organization Behavior. After observation and discussion, here are the following conclusions:

Conclusion 1: In order to meet the value-in-context of end-user use, brand owners seek exclusive knowledge from manufacturing servitization companies to make up their weaker areas. Manufacturing servitization companies try to add multiple usages of real-life scenarios in their one-stop service.

Conclusion 2: The manufacturing servitization companies use information technology systems and interaction physically to enhance the value co-creation between three parties. Co-creating with brand owners that the knowledge of different fields in two parties can be entered into their products and services effectively; co-creating and interacting with the end consumers is to add user opinions into their products and services, including direct contact in the “Phase before Negotiation” and “Usage Phase”. Furthermore, the information also can be used for the cooperation process in “Negotiation Phase” next term.

Conclusion 3: Manufacturing servitization companies construct service models and accumulate intellectual capital through customer capital and fourth-party expertise providers. Then, it creates the possibility to do the product extension and the business opportunities raising by the manufacturing servitization companies.

Conclusion 4: The ways of construction comprehensive service combine by the bidirectional circulation between Organization Behavior, Intellectual Capital, and Value Co-creation with brand owners and end consumers.

Compared with the previous literature, mostly focusing on the service construction in knowledge-intensive service industries, and the relationship between two parties, which are knowledge-intensive service operator and commercial customers or end consumers. This study indicates that manufacturing servitization companies master both brand customers and end-users in the same period. Moreover, describe the interactive communication process between three parties, and the position, organization behavior, accumulation of intellectual capital toward the manufacturing servitization companies.

並列關鍵字

Manufacturing Servitization ； Knowledge-Intensive Business Services ； Science and Technology Service ； Service Value ； Value Co-creation ； Knowledge Management

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