創新經營模式之擘劃與實踐─以某居家清潔業者力圖產業創新為例

How to Design A Innovative Business Model for Home Cleaning Service Industry

魏玉屏(Yu-ping Wei)

指導教授 ： 李宗政

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

經營模式在坊間業界的口耳相傳下，一直並無確切的定義與判定的準則，總是眾說紛紜，最後經常淪為經營策略或行銷策略之訂定、獲利模式的描述、甚或是回收期間的評估結果。但對於企業經理人或創業者而言，經營模式應是落實創業夢想與實踐事業目標之執行藍圖。因此，本文將透過建構創新經營模式之互動思考流程：“9 Building Blocks” ，分別以價值主張、顧客區隔、行銷服務通路、顧客關係、關鍵夥伴關係、關鍵活動、關鍵資源、成本結構收入來源共九項元素，發展創新經營模式架構，據此探討以下議題：一、建構一套創新經營模式時該如何釐清將其關鍵元素之先後邏輯次序；二、透過個案分析方式，探討創新經營模式在執行上是否具落實性。本文更以面對ECFA重大衝擊下的清潔業者為例，以實務個案擘劃上述九項元素與其關聯性，期能以創新經營模式確立目標顧客及其服務需求，首重引進「品質機能展開（QFD）」建立新的品質標準，訓練員工具有全新的作業品質態度，配套建構清潔服務診斷項目與施作之4M標準作業程序，進而構建「居家清潔創新經營模式」，期能使清潔產業由勞力密集產業，轉型為技術密集產業，帶領『清潔產業』轉型為：『居家健康產業』，成就清潔服務產業之寧靜革命。

關鍵字

創新經營模式 ； 品質機能展開 ； 居家健康

並列摘要

Due to widely divided opinions, there’s no exact definition and criteria for judgment regarding the business model, which is often reduced to a business strategy or marketing strategy, or a description of the revenue model, even the assessment results during the recovery. For corporate managers or entrepreneurs, however, the business model should be a blueprint of realizing the dream and achieve the business goal. This study adopt “9 Building Blocks”-- Value Proposition, Customer Segmentation, Channels, Customer Relationships, Key Partnerships, Key Activities, Key Resources, Cost Structure and Revenue Stream--to develop innovative business models and explore the following topics based on these nine elements, how to prioritize the key elements when building an innovative business model, and analyzing the case studies to explore implement ability of the innovative model. The cleaning industry, undergoing the ECFA impact, will be examined to discuss the nine elements and their relation. It is hoped that the innovative business model can help to target the right customers and clarify their needs. Also, the “Quality Function Deployment (QFD)” will be put the most emphasis in order to set up the new standards. The staff will be trained to held new attitude toward their work, and at the same time, the cleaning services diagnostic criteria and the 4M standard operating procedures will be set up, to establish a "innovative business model for home cleaning”, turning the cleaning industry from labor-intensity to technology-intensity. This is hoped to transform the "clean industry" into the “home health industry”.

並列關鍵字

Innovative Business Model ； Home Health ； Quality Function Deployment

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