共創型商業模式系統化發展架構之研究

Research on the Systematic Development Framework of Co-creation Business Model

李筱蒨(Hsiao-Chien Li)

指導教授 ： 林均燁 ； 吳文貴

朝陽科技大學/管理學院/企業管理系/碩士(2017年)

摘要

變革經濟時代的來臨，改變了企業與消費者的關係，企業必須與消費者相互合作，發展價值共創的契機，才能創造永續發展的機會。為此，企業必須重新思考資源的意義和獲得資源的管道，積極發展股東、合作夥伴、員工與消費者之間共創和共享價值的過程，並且不斷進行調整與適應，才能夠不斷地變革。
為了建構一個可供企業參考並據以發展的系統化共創型商業模式建構方法論，本研究採用質性研究方法，以半結構大綱進行焦點團體訪談，邀集6位相關領域專家與實務工作者探討企業商業模式組成之架構，並採用紮根理論將訪談的資料進行編碼程序分析，形成初步的理論模型。之後，再與相關文獻進行關聯對照，建構出共創型商業模式發展的資源整合、價值主張、價值創造、顧客共創、利潤公式等五大價值構面、以及系統化發展架構與步驟。
最後，本研究利用個案進行共創型商業模式的規劃，提高本方法論實務應用的可行性。共創型商業模式強調在價值傳遞的過程中不斷循環，使共創經驗更具吸引力，創造出超越消費者期待、甚至無法預測的、令人驚喜的全新價值。期望本研究的結果有助於企業系統性地發展共創型商業模式。

關鍵字

變革經濟 ； 價值共創 ； 共創型商業模式 ； 焦點團體訪談 ； 紮根理論

並列摘要

The trend of transformation economy is changing the relationship between enterprise and customers. Enterprise has to cooperate with customers to mutually develop co-creation odds in order to create sustainable business opportunities. For that purpose, enterprise has to rethink the meaning of resources and the pathways of obtaining resources, devote to the development of the co-creation and sharing process between shareholders, partners, employees and customers, and adopt and adapt iteratively to be able to transform from time to time.

In order to construct a systematic co-creation business model development framework that can be used for reference and application, this research adopts qualitative research methodology by executing focus group interview method with semi-structured outlines, and invites 6 experts and practitioners in related fields to discuss about the structure of the business model. Further, a preliminary theoretical model is built up by using the grounded theory to encode and analyze the interview data. Then, by associating with the related literatures to develop the systematic development framework and steps for establishing a co-creation business model with the following five major value scopes: resource integration, value proposition, value creation, customers co-creation, and profit formula.

Finally, this research applies the co-creation business model development framework and steps to plan a business model case study to confirm the application feasibility of the developed methodology. Co-creation business model emphasizes that business has to iterate frequently during business value delivering process to make co-creation experience more attractive, and to create values that exceed customers expectation and even brand-new values that surprise customers. Hopefully, the outcome of this research can help enterprises systematically develop their co-creation business model.

並列關鍵字

transformation economy ； value co-creation ； co-creation business model ； focus group interview ； grounded theory

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