服務業創新模式類型之探討

A Taxonomy Study of the Innovation Models For Services Industry

彭俊祥(Chun-Hsiang Peng)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000605

摘要

服務業是台灣經濟發展中占最大比例的產業，因此其對台灣經濟發展的重要性是有相當重大的意義。而在此競爭激烈的產業環境中，服務業者必須不斷的將經營模式予以調整或創新來面對快速變化的環境，因此本研究針對服務業創新的過程加以深入探討，研究其創新發想的來源以及其創新過程中的因果關係。
本研究根據產品創新、組織創新及行銷創新，將此三種創新活動以排列組合的方式可以發展出六條創新路徑，藉此探討每一條路徑的創新來源、創新路徑中的因果關係及六條創新路徑中的差異性，再經由本研究之研究對象－六家銀行進行個案分析以驗證此模型在金融服務業中是否存在。
本研究之創新模型驗證結果顯示：企業以何種創新活動為始皆有其依據，儘管是從事同一項創新活動，其原因也有所不同；而創新的過程中，其因果關係也確實存在，並非毫無關聯的。

關鍵字

行銷創新 ； 因果關係 ； 產品創新 ； 組織創新

並列摘要

Service industry has the largest share in Taiwan’s economic development; therefore the importance of Taiwan’s economic development is considerable significance. And in this highly competitive industry environment, servicers must constantly adjust or innovate business model to face the rapidly changing environment; therefore this research penetrates the discussion in view of service industry innovation’s process, study is based on the sources of innovation and the causal relationship between the innovation processes.
In this study, based on product innovation, organizational innovation and marketing innovation. As a result, with combination of three types of innovation activities can develop other six innovative paths, for that to explore each path’s source of innovation, causality and the difference between these six paths; thereafter through the object of this study to do a case analysis from six different banks to verify if this model exists in the financial services industry.
The innovation model validation results show that: companies’ innovation have its basis as the beginning, however even when the innovations are the same, its causes are different; as a result with innovative process even when the causal relationship exist but doesn’t mean they are not totally unrelated.

並列關鍵字

Product Innovation ； Organization Innovation ； Marketing Innovation ； Causal Relationship

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