- 學位論文
以價值創造觀點分析中小型建築業者服務創新模式
Analysis Service Innovative Model in Tayuan Small and Medium Consruction Companies from Value Creation View
摘要
摘要 建築業從傳統製造業模式，經歷數十年的產業變革與進化，已徹底改變業者與消費者的製造與使用觀念，除了消費者意識抬頭外，最重要的是建築業者的經營理念自我改變，不再是以獲取最大利益為經營手段，轉而以長期穩定經營的模式，朝著永續發展的目標前進，為了建立良好的企業形象與品牌價值，建築業者不斷透過（1）製造業服務化模式（2）服務創新模式（3）價值創新等方式，來改變建築業經營策略，並且結合相關的協力廠商，提供更迅速有效率的服務。本研究期望了解在價值創造的觀點下，建築業如何建立品牌價值，達到永續經營的策略目標。 本研究範圍，以桃園地區中小型（含微型）建築業的經營者為問卷研究對象，共發放60份，回收57份有效問卷，採用決策實驗分析法（Decision Making Trial and Evaluation；DEMATEL），以檢驗製造業服務化模式、服務創新模式與價值創新中之準則間相互依存關聯性，再進一步運用修訂DANP法（A New Version of DANP)，瞭解建立品牌價值過程中，以從產品導向到服務導向與顧客共創價值、提供服務平台、與顧客共創價值，如何運用新科技中之準則權重值與分析其重要性程度；最後藉由各因子權重值的不同，來佐證本研究之結果。 本研究透過文獻整理，製造業服務化模式、服務創新模式與價值創新三個構主要項目共有十二項，從產品導向到服務導向、提供服務平台、價值鏈轉變、與顧客共創價值、服務整體解決方案、新的服務系統、新的顧客介面、運用新科技、新的服務傳遞系統、增加企業利潤、增加附加價值、建立品牌價值；本研究結果發現，建立品牌價值是建築業者優先考量的目的，在此前提下經營觀念必須從產品導向觀念調整為服務導向；才能貼近消費者與顧客共創價值，此外，利用新的科技整合系統如網路雲端系統及遠端監控系統，建立服務平台有助於企業推動服務創新模式；中小型（含微型）建築業者，要如何在這競爭激烈的房地產市場中生存，建立品價值是延續企業經營的重要關鍵。
並列摘要
Abstract The traditional manufacturing model was implemented in the construction industry. After decades of industrial change and evolution, the concept of manufacture and use, which the construction companies and consumers had, has been completely changed. In addition to the rise of consumer awareness, the most importance is the contractors’ self-change of the theory of business, which to gain the maximize benefits is no longer the priority but to implement a long-term and stable business model towards the goal of sustainable development. In order to establish a good corporate image and brand value, the companies continue changing the construction business strategies through (1) manufacturing servitization model (2) service innovation model (3) value innovation, etc. as well as combining with relevant suppliers to provide more rapid and efficient service. The study aims to understand how the construction industry builds brand value to achieve the strategic goal of sustainable development from the aspect of value creation. The subjects of this research are construction managers from small and medium enterprises in the Taoyuan area and 60 questionnaires are given, of which 57 are valid. Decision Making Trial and Evaluation (DEMATEL) is applied to assess interdependent relationships of criteria between the manufacturing servitization model, service innovation model and value innovation. Subsequently, A New Version of DANP is applied to understand how to use the criteria weights of new technology and to analyze the degree of importance from product-oriented to service-oriented to create value with consumers, providing service platforms during the process of establishing brand value. Finally, the results of this research are approved by different criteria weights of factors. Through literature review, three dimensions are obtained, which are manufacturing servitization model, service innovation model and value innovation, with twelve criteria, which are from product-oriented to service-oriented, service platforms, value chain changed, and value creation with consumers, service overall solution, new service system, new customer interface, use of new technology, new service supply system, increasing corporate profits, adding value, building brand value. The study results show that to create a brand value is the priority for construction companies and the theory of business has to change from product –oriented to service –oriented in this context to be closed to the consumers to create value with them. In addition, new technology integrated systems is applied such as Internet cloud systems and remote monitoring systems and to establish service platforms, from which the enterprises will be benefit to implement the service innovation model. How the construction companies from small and medium (including micro) enterprises survive in the competitive real estate market, the key factor is to establish brand value.