技術創新對商業模式之影響─以物聯網的智慧化服務應用為例

台灣現在有許多企業已可以將新技術所產生的新服務或產品成功進行商品化，但是這些新產品卻在上市之後卻如曇花一現般的消失，其中一個原因是企業的商業模式中發生了錯誤，某個環節出錯導致商業模式無法成功運行，因此，本研究選擇了四個個案，這些個案公司的服務也是使用創新技術並成功商業化，這四間個案公司的創新技術是物聯網，物聯網是目前被熱烈討論的話題之一，在物聯網中一般被分為三個層次，分別是設備層、網路層與應用層，本研究選擇的個案公司就分別在這三個階層中，這些物聯網企業的新商業模式也正在運作當中，本研究希望藉由這些物聯網公司的個案研究，能夠從個案公司所使用的技術角度，觀察這些物聯網技術的特性如何影響到物聯網產業的商業模式設計。最後，比較分析這些技術特性的影響後，希望給予物聯網產業的企業在設計商業模式時一些指導方針。在技術特性影響商業模式的過程當中，研究結果顯示不只有技術特性會影響到物聯網產業的商業模式設計，公司本身的既有條件也會影響到物聯網產業的商業模式設計，在影響商業模式設計的過程中，技術特性會去影響到商業模式中目標客群的利基市場與客群範圍，價值主張中的效能、成本與新穎性的設計，在公司既有條件方面會去影響到商業模式的價值主張中的效能、成本與新穎性、關鍵活動的其他資源取得與聯盟維持、關鍵夥伴的互補資源取得與夥伴選擇之設計。

關鍵字

公司條件；技術特性；商業模式；物聯網

並列摘要

In Taiwan, there are many companies which have many technology innovations and produce new services or new products, but some of this new services or new products disappeared very soon after on market. One reason may be their business model has something problem and makes the business model can’t run very well. The study is by case study and chooses four companies. These chosen companies are all have internet of things related product and involved in this industry at least three years. These chosen companies also had technology innovation and services or products and were successfully commercialized. Internet of things is popular for many countries and usually separated in three parts. They are device part, connect part and manage part. The chosen companies in this study are in each part. In addition, the business models of the services or produces are working now. So by these cases of chosen companies, the study wants to know how these companies design their new business model in internet of things industry. What technical features will affect the design of the business model? Finally, after analyzing the effect of technical features for business model elements, this study expect can give some advice for IOT company when they are building their new business model for internet of things. About contribution, the result of the study shows not only technical features affect the design of business model in internet of things, but also company condition does. In business model design, technical features will affect the design of Customer Segment for niche market and customer range and Value Propositions for efficacy, cost and novelty. Company condition will affect the design of Value Propositions for efficacy, cost and novelty, Key Activities for getting other resources and alliance maintaining and Key Partnerships for complement resource and partner choose. This study expect these guild line can support company building their business model for internet of things.

並列關鍵字

technology feature ； company condition ； Internet of things ； business model

參考文獻

台灣經濟研究院 (2010)。未來科技想像的智慧應用－物聯網的全球浪潮與台灣發展契機。

Adamantia G. Pateli, and George M. Giaglis, (2005). Technology innovation-induced business model change: a contingency approach. Journal of Organizational Change Management, 18(2), 167–183.

Betz, F. (2002). Strategic business models. Engineering Management Journal, 14(1), 174–195.

Bouwman, H. (2002). The Sense and Nonsense of Business Models (Internatio.). Lausanne.

Brown, R. (1992). Managing the “S” Curves of Innovation. The Journal of Consumer Marketing, 61–72.

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技術創新對商業模式之影響─以物聯網的智慧化服務應用為例

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