導入商業模式於服務設計

本論文提出一個新的服務設計方法 : 「4D+BM」服務設計法，將商業模式(Business Model or BM)導入4D(Discover, Define, Develop and Deliver)服務設計中，使在設計階段即用同一種設計工具同時設計服務內容本身以及其商業模式，確保最終設計出的，能同時滿足客戶與供應商需求，並與商業模式最終一樣得以實現。本論文所提出新服務設計方案的特點，在於應用4D服務設計方法[7]所定義的四階段程序: 探索(Discover)、定義(Define)、發展(Develop)和實行(Deliver) 整合商業模式的設計。我們將使用4D的程序與工具，將「商業模式畫布」(Business Mode Canvas)中所定義的商業模式的九個建構塊[4]，客戶分類(Customer Segment)、客戶價值主張(Value Proposition)、渠道通路(Channels)、客戶關係(Customer Relationship)、收入來源(Revenue Streams)、核心資源(Key Resources)、關鍵業務(Key Activities)、重要夥伴(Key Partnership)與成本結構(Cost Structure)，逐一且循序地加入每一階段的4D服務設計中，最終設計出一個含有此九個建構塊完整的服務設計。本研究首先本著4D服務設計「以人為本」的設計精神，針對「4D+BM」九個設計步驟，一一循序提出並說明模型方法(Modeling)，以協助設計者明確且流暢的設計。之後並舉雲端互動式視訊系統的商業模式設計為例，說明應用本研究提出的新方案設計商業模式的優越性。最後本研究也將探討所提出「4D+BM」服務設計法所創造出的新價值、研究的困難與挑戰以及未來研究建議。

關鍵字

「4D+BM」服務設計法；服務設計；商業模式畫布；服務模型

並列摘要

This paper proposes a new service design method, called “4D+BM”, which integrates business model (BM) design into 4D service design. With this integration design, the service itself with the business model can both be achieved while satisfying suppliers’ needs for the provided services. This new approach will use the 4D service design tool [7]: Discover, Define, Development and Deliver. The 4D processes are used to construct the nine building blocks defined in the Business Model Canvas [4] : Customer Segmentation、Value Proposition、Channel、Customer Relationship, Revenue Streams、Key resources、Key Activities、Key Partnership and Cost structure. These nine building blocks will be one by one and sequentially integrated into each stage of the 4D design to generate a complete business model. This thesis first proposes and describes the design of the service modeling methods based on 4D customer-centric design principles, for each of the nine building blocks . These proposed modeling methods will assist the designers to realize clear and fluent design process. Then, as an example, the design of the business model for a cloud-based video conference system, is provided to illustrate the advantages of using this new design approach. The thesis concludes by summarizing the values this new proposed business model design method creates, challenges of this approach , and some future work.