服務業營運模式創新之研究-以化妝品業為例

Business Model Innovation for Taiwan ServiceIndustry –The Case Study of Cosmetic Industry

范雅涵(Ya-Han Fan)

指導教授 ： 陳怡之 ； 李中興

元智大學/管理學院/企業管理學系/碩士(2005年)

摘要

無資料

關鍵字

營運模式創新 ； 服務業 ； 化妝品產業 ； 個案研究法

並列摘要

Abstract
Service that has already become the key of global economic development in recent years, the service has 76.6% of GDP in 2002 in U.S.A., also there is 67.8% of GDP in our country. It can find out that the service is the backbones of national economic development in the future. Service is the important engine of continuing growth in Taiwan. The government and industrial circles are all looking for the direction hope to develop the service industry of Taiwan. Business Model is the theory that can include all of the business activities. It has a great different between service and manufacturing industry, so it is unable to use the the way that succeeded in developing the manufacturing industry in the past to duplicate on the service. In order to these reasons , I combine the research in the past and extracts the factors that are suitable for development the service, and built the framework of business model in service. The framework has four dimensions, including value propositions、 service scope offering、 resource and capability and revenue and growth model. Hoping there is a more intact reference basis in analyzing the operation activity to help the follow-up service research worker have more .bright and clear consultation.
The speed of growth every year in the global market of the cosmetics exceeds the speed of GDP. The market scale of the cosmetics of Taiwan has already reached NT$ 60 billion in 2004. The domestic manufacturer has output value of about NT$ 20 billion and still rise up 6-7% every year. It has vast markets demand in our country. There are some large-sized enterprises like Taiyen、Taiwan Sugar Corporation、Formosa Biomedical Technology Corporation、Sun Ten Pharmaceutical Corporation and Sinphar Pharmaceutical Corporation etc. planning to entry the market of cosmetics, but the cosmetics industry in Taiwan still at embryonic stage and the industrial circles doesn’t built a suitable business model for cosmetics industry. The industrial circle is needing support at present, this research uses the case analysis studying, have visited in five cosmetics company in Taiwan, two of them are small and median company and another two company are large-scale state-run enterprise and an international and large-scale cosmetics company, understand problem and challenge that industry faces actually on the business activities through talking to visit on the senior level of company.
In the research we find medium and small-scale cosmetics industry of Taiwan inclined to be locking salon channel that using beauty services to promote the value of the products. The state--owned enterprise showed the good performances because they implement organization reformation and do a lot of innovation activity. Taiyen (Lu-Miel) have already succeeded in making and transfer to services. Taiwan Sugar Corporation (Stanlen) still struggles in pursuing brands and conflict of organizing. We find in the study that the powerful leader has very great influence to make the transition on the state-run enterprise.
Finally compare Taiwan and international cosmetics manufacturer, that brand awareness, channel arrangement, brand characteristic and customer services in the domestic cosmetics company still not so good as the international cosmetics company.
it cause the brand awareness between domestic cosmetics brand and international brand having a large gap. The domestic cosmetics industry must still make great efforts.

Key words: Business Model Innovation, Service Industry, Cosmetics, Case study.

並列關鍵字

Business Model Innovation ； Service Industry ； Cosmetics ； Case study