- 學位論文
服務業經營模式模組化設計
The Modular Desigh of Business Model in Service Industries
摘要
根據行政院主計處(2009)統計，台灣服務業生產毛額已經占台灣各業別生產毛額的44%以上，與過去四年相比較，服務業的生產毛額增加了6,800億台幣，顯見目前台灣產業是以服務業為主。另外，多項統計資料也顯示，以製造業掛帥的工業時代，多已趨於穩定，因此其所提供的就業機會愈來愈有限。相對的，由於服務業需要較多的人力資源，若能扶植服務業持續蓬勃發展，便能創造更多的就業機會，進而降低日益增加的失業率，促進我國整體經濟再次發展。 要成立一間企業，必須先建構一套完整的經營模式架構，進而尋求企業在產業鏈中的定位，並且創造企業價值。在服務業掛帥的現代社會，我們首先得了解，服務具有無形性、異質性、不可分離及不可儲存等四大特性，因此服務的提供與過往產品的提供有很大的不同。從經營模式來看，現今的服務產業，已經逐漸從產品定位，轉而講求顧客價值，其服務業經營模式與過去製造業為主的經營模式截然不同。因此，本研究觀察了包含零售業、餐飲業及醫療相關等整體服務產業之經營模式，並站在基礎研究的角度，著手針對企業價值創造、策略執行、傳遞商品與服務及尋求獲利等現象進行探討，發現雖然不同服務產業的經營模式不盡相同，但是其雛形構面的大方向卻是具有關聯性的。於是本研究透過過往學者對經營模式的蒐集及彙整，建立了本研究之雛形架構，再依據各構面下的經營元件，建構不同執行方案之模組化設計，最後針對我國因應老齡化社會而興起的銀髮族產業做個案研究與探討，進而建構一套完整的服務業經營模式理論架構，其中包含價值、策略、執行及財務四大構面，以及構面底下七個元件與各個不同的執行方案。 本研究期望能透過此一完整服務業經營模式架構，與實際問題做結合，應用到現今的一般性服務產業上，幫助企業針對各自不同的經營理念，建構最適宜企業本身之經營模式架構，以增加競爭優勢，達到企業永續經營之目的。
並列摘要
According to the statistics of the DGBAS in 2009, the GNP of service industries in Taiwan had accounted for more than 44%. Compared with the past four years, the GNP of service industries is increased by NT $ 68 billion, which showed that Taiwan’s industries were based on service industries. In addition, a number of statistics also showed that the era of industrial manufacturing-based had tended to stable, so it provided fewer and fewer job opportunities. In contrast, the service sector needs more human resources, if continuing to foster service industry to flourish, it can be able to create more employment opportunities, thereby reducing the increasing unemployment rate, and promote the development of our nation’s economy as a whole once again. To set up an enterprise, it must construct a complete set of business model framework, and then seek the positioning of the enterprises in the industry chain, and create enterprise value. In the era of industrial service-oriented, we first have to understand that the four characteristics of service are intangibility, heterogeneity, inalienable and cannot be stored. Therefore, the provision of services is very different from products that provided in the past. From the business model, the service industry of today has been gradually from product positioning into customer value. The business model of service industries is very different from the previous. Therefore, this study observed that the business models include retail, catering and medical industry, and standing on the point of view of basic research to explore the phenomenon of value creation, policy enforcement, delivery of goods and services and to seek profit. It seems that although the business models of service industries are not the same, but the general direction of their basic dimensions has some relevance from my research. This study establishs the business structure of service industrial at first, and then this study used case study to choose five enterprises to discuss mainly, and then this study constract a complete architecture of business model, which includes the four dimensions of value, strategy, execution and financial, as well as under the dimensions of the seven components with different implementation of the program. In this study, it is hoped the complete architecture of business model will be applied to today's general service industries to help companies construct the architecture of the enterprise, in order to increase the competitive advantage and achieve business forever continued operation of the purpose.