運用價值主張建構智慧型運輸系統應用服務產業之發展策略 -以電子收費服務為例

EXPLORING THE VALUE PROPOSITION FOR INTELLIGENT TRANSPORTATION SYSTEMS SERVICE APPLICATION INDUSTRY: THE CASE OF ELECTRONIC TOLL COLLECTION SERVICE

劉蕙穎(Hui-Ying Liu)

指導教授 ： 陳怡之

元智大學/管理學院/企業管理學系/碩士(2006年)

摘要

本研究目的在於運用價值主張之構念，建構新興服務產業之發展價值。從價值驅動的角度出發，以服務創新、服務需求及服務投資三方面，建立價值主張之構念。並以此分析觀點，切入智慧型運輸系統應用服務產業，來探討其產業價值與可行性；思考自我產業定位與核心競爭力，藉由價值主張之確立，引領此新興服務產業之發展。
此外，本研究認為雖然智慧型運輸系統內之子系統間彼此互有相關聯性存在，以電子收費服務最為具代表性，具有作產業火車頭引領智慧型運輸系統應用服務產業發展之功效。因此，本研究採以電子收費服務為實證產業個案，並訪談產官學研多元角度之具代表性、且能提供豐富資訊之專家，共八位。
並在專家晤談結果與次級資料分析中發現，電子收費服務產業可以透由服務創新不同型態延伸與創造價值，以此來滿足顧客的需求價值；提升服務提供者的整合營運效能、形象、與提升報酬，並為潛在服務投資者開拓可以發揮應用的空間，以從中獲取價值。因此本研究認為電子收費服務產業確有其發展之可行性，並提出此研究之實務意涵與產業發展建議。

關鍵字

價值主張 ； 服務創新 ； 服務需求 ； 服務投資 ； 電子收費 ； 智慧型運輸系統

並列摘要

The purpose of this research is to utilize the concept of value proposition to build the development value of constructing a newly developing service industry. From the angle of value drives as the starting point, we establish the value proposition toward three different directions: service innovation, service need and service investment. Such an approach is applied to the analysis of the intelligent transportation systems service industry, in order to consider its feasibility, industry value, industry positioning and key competitiveness. This confirms that the establishment of value proposition can indeed lead to the development of this newly developing service industry.
In addition, this research reveals that within the intelligent transportation system, there exist close relationships among its many subsystems, and the electronic toll collection sevice is the most representative one that would serve as a locomotive engine for the full development of the intelligent transportation system as an industry. Therefore, in this research, we take the electronic toll collection sevice for the case study of a real-life system. In the process, we have interviewed eight representative experts who had offered abundant information to come from government, industry, research institution, and academia.
From the analysis of industry reports and the results of consultations, we find that the electronic toll collection sevice industry will offer many opportunities of growth. First of all, it can not only create a new type of service by itself, but also be further extended to many different types of service to meet the value demended by customers. Secondly, it provides an integrated system to improve the operation efficiency, image of the industry, and the return of investment. Finally, it raises the remuneration for potential investors to open up new applications for profits. In short, this research shows that it is feasible to develop the electronic toll collection sevice industry from a practical point of view and with suggestions for further development of the industry.

並列關鍵字

value proposition ； service innovation ； service need ； service investment ； ETC ； ITS ； intelligent transportation system ； electronic toll collection

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