階段-關卡系統於新服務開發流程之應用─以製造業服務化廠商為例

The application of stage-gate system for new service development process- A multi-case study of servitization of manufacturing firms

邱珮瑜(Pei-Yu Chiu)

指導教授 ： 陳怡之

元智大學/管理學院/經營管理碩士班(企業管理與服務科學學程)/碩士(2012年)

摘要

近二十年來隨著經濟成長及趨勢發展，全球各國的產業結構開始有重大的改變，從農業社會、工業社會、知識經濟、逐漸轉為現今的「服務經濟(Service Economy)」時代，換言之，以服務為導向的經濟社會型態已成為大多數開發中國家或已開發國家最主要的經濟成長要素。隨著製造業與服務業彼此間的界線越來越模糊，主要國家如美國、日本及歐洲對於所謂的製造服務化或產品服務化的議題也愈加重視。現今對於相關機器、設備的製造業廠商來說，市場上的競爭越趨激烈，幾乎所有的廠商都必須面對更快速的溝通、價格壓力等的困境(Gebauer, Fleisch, & Friedli, 2005)。為了回應日益減少的產品利潤、製造業廠商開始往服務方面做延伸，將服務企業視為一項額外產生利潤和收益的來源。因此企業也開始思考該如何從產品的製造轉變為服務的提供。

同時，現階段關於新服務如何發展的研究仍舊較為不完整，並且遠少於新產品開發的研究(Johne & Storey, 1998; Menor, Tatikonda, & Sampson, 2002; Sundbo, 1997b)。相較於實體產品，服務通常欠缺完整的設計以及發展(Froehle, Roth, Chase, & Voss, 2000)。由文獻探討中可發現，許多新服務開發的文獻是奠基於已發展健全的新產品開發架構與結果所發展而來，但由於實體產品和服務在特性上的不同，主要是由於在服務中與顧客互動扮演重要角色的差異，因此新產開發流程並不能直接被應用於新服務開發。對於製造業而言，在多項應用新產品開發的工具中，階段-關卡系統(Stage-Gate System)為其中一項被廣泛使用的工具。因此本研究主要研究問題為「階段-關卡系統如何應用於新服務開發流程當中？」。

本研究藉由文獻探討製造業服務化相關議題、新服務開發的相關議題以及階段-關卡系統三大主題，個別探討其定義與內涵，接著發展出「新服務開發之階段-關卡系統」的理論工具。主要採用整體性多個案研究法，在台灣地區選取3家製造業服務化廠商，以「深度訪談(In-depth)」蒐集相關資料，分別透過個案分析以驗證此「新服務開發之階段-關卡系統」的可操作性及適用性，將個案分析結果做交叉比較與分析並重覆修正此新服務開發系統，最後提出新服務開發系統的一般化模型。並且主要研究發現製造業服務化廠商在往服務化發展的過程中，所必須考量的策略重點及困難點。

關鍵字

製造業服務化 ； 新服務開發 ； 階段-關卡系統

並列摘要

With the development of economic growth and trends in past two decades, the industrial structure of countries around the world have been a significant change from an agricultural society, industrial society, knowledge economy, now is turning into the era of the “Service Economy”. In other words, service-oriented economic and social patterns become the most important elements of economic growth in the most developing countries or developed countries. As the boundary between manufacturing and service industries become more and more fuzzy, the major countries such as USA, Japan and Europe start pay more attention to the issues of manufacturing ”Servitization” or products ”Servitization”. For related machinery, equipment manufacturers, the competition become more intense in the market, almost all manufacturers have to face a more rapid communication, the plight of the price pressure (Gebauer, Fleisch, & Friedli, 2005). In order to respond to declining profits from the products by manufacturers and began to do an extension to the service. It is serving as an extra to generate profits and revenue sources. Therefore, companies start thinking about how to shift from product manufacturing to be services provides.

In the meanwhile, related literature on how to development of new services is still relatively incomplete, and far less than new product development at this stage (Johne & Storey, 1998; Menor, Tatikonda, & Sampson, 2002; Sundbo, 1997b). Compared to physical products, services often lack a complete design and development (Froehle, Roth, Chase, & Voss, 2000).From the literature review, literature of new service development is develop based on the already developed new product development framework and results. Due to the different characteristics of physical products and services, a main difference is customer interaction plays an important role in the service process. Therefore, new product development can not be directly applied to the new services development. For the manufacturing sector, there have number of applications for new product development tools, the stage - gate system as one of the widely-used tool. Therefore, the main research question of this study is” how the stage - gate system applied to new service development process? "

This study by literature review generalize three main themes, including servitization, related issue of new service development and related issue of stage-gate system. And then it developed the theoretical tool of the “Stage - gate system of new service development ". This study adopts a holistic case study method to select the three servitization manufacturers in Taiwan, and in-depth interviews to collect relevant information. Through the multi-case studies to validate this “Stage - gate system of new service development” is operability and applicability. And we also use the result of multi-case studies and cross-comparison and analysis to repeat revise the “Stage - gate system of new service development”, and finally propose a generalized model of “Stage - gate system of new service development”.

並列關鍵字

Servitization ； New service development ； Stage-gate system

參考文獻

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