需求機能展開之商業模式方法建構與實證研究

Methodology Construction and Empirical Study of Need Function Deployed Business Model

范成豪(Cheng-Hao Fan)

指導教授 ： 林均燁

朝陽科技大學/理工學院/工業工程與管理系/碩士(2013年)

摘要

在全球競爭的時代中，台灣以往的生產製造能力所創造的製造王國經濟奇蹟競爭優勢已日漸削弱，使台灣產業面臨嚴峻的挑戰。要提升台灣產業的競爭優勢，勢必要往微笑曲線研發與行銷兩端發展。

企業想要發展到微笑曲線的研發和行銷兩端，需要經過經過經營策略思維、創新流程與方法工具的應用，才能夠加速成功轉型。然而，對於台灣為數甚多的中小型企業而言，什麼樣的方法與流程能夠簡易而有效地協助其建構未來的發展策略與商業模式，這成了一個台灣產業營運轉型最早期階段的最大議題之一。

本研究首先依據微笑曲線的觀點，規畫出「微笑曲線善循環的創新模式」。然後在創新模式發展過程中，首先整合快速技術地圖方法於顧客需求與市場的探索，再應用品質機能展開相關理論觀念，轉換客戶需求到產品功能需求與所需技術需求的對應工作上，最後並且進一步制定出企業的商業模式。

在「商業模式」創新成為當前眾多創新應用領域當中最為重要的一環時，本研究期望藉此流程與工具方法的整合，協助產業建構創造新價值的商業模式，藉以提升企業競爭力。

關鍵字

商業模式 ； 品質機能展開(QFD) ； 快速技術地圖 ； 微笑曲線

並列摘要

During the global competitive era, the production and manufacturing capabilities which made Taiwan’s economy miracle once became the manufacturing kingdom of the world has fade off gradually. Taiwan has encountered severe challenge facing future global competition. In order to improve the competitiveness, Taiwan industries have to develop toward the R&D and marketing/sales sides of the smiling curve.

In order to rapidly and successfully transform, one industry has to go through strategy thinking, and application of innovation process and methodology/tools to move toward the two sides of the smiling curve. However, for Taiwan with so many small to medium sided industries, one of the biggest issues encountered during the earliest stage of transform is: what kinds of methodologies and processes can assist the industry to construct future development strategy and business model easily and effectively?

This research had worked out an “innovation model of righteous circle of the smiling curve” at the very beginning based on the concept of smiling curve. Then, during the process of innovation model, the fast technology road-mapping method is integrated at first for the purpose of searching for customer needs and market position. Quality function deployment is then applied to transfer customer needs to function needs and to technology needs. And, finally, a business model is built with the information created before.

When business model innovation becomes the most important among all of the innovation territories, this research would hope the integrated process and methodologies can help industry to construct a new value creating business model, and with that the industry competitiveness can be improved.

並列關鍵字

Business Model ； Fast Technology Road-Mapping ； Smiling Curve ； Quality Function Deployment

參考文獻

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