顧客價值與企業價值共創價值模式之研究

On Co-creation Value Model of Customer Value and Business Value

黃先鋒(Hsien-Feng Huang)

指導教授 ： 曾信超

共同指導教授 ： 莊立民

長榮大學/管理學院/經營管理研究所(博)/博士(2009年)

摘要

本文從企業對顧客價值及企業價值等兩個構面共同創造價值模
型，並探討企業特性不同特質因素，包括企業擁有核心能力、資訊技術能力、與上下游廠商密切程度等，對價值創造模型之影響。研究以科技產業之半導體業、資訊產業、光電業、通訊業、消費性電子業、精密器械業等產業為研究對象。問卷對象以參與公司政策之企業主管為主，包括總經理、副總經理、經理、副理、協理、處長、廠長、課長、科長與組長等職位者。各產業之廠商由中華徵信所發行之5,000大製造業(民97)為取樣來源，問卷設計採Likert五點尺度方式。問卷共發放1,000份，有效回收674份，回收率為67.40%，其中53份填答不完全，無法分析，予以刪除，實際有效問卷數為621份，有效回收率為62.10%。本研究選擇兩家科技產業公司進行個案訪談，以瞭解科技產業之特性與價值創造模式，綜合文獻探討及個案訪談，本研究提出三種企業業特性，分別為擁有核心能力、資訊技術能力、與上下游密切程度，而價值創造模式則有三種型態，分別為價值鏈、價值群與價值網。研究發現(1)顧客價值越高，則越傾向於價值鏈、價值群與價值網之價值創造模式；(2)企業價值越高，則越傾向於價值鏈、價值群與價值網之價值創造模式；(3)企業擁有營運優勢的核心能力；則傾向於價值鏈之價值創造模式；若擁有技術及創新優勢的核心能力，則傾向於價值鏈或價值群之價值創造模式；(4)企業的資訊能力越高，則越傾向於價值鏈、價值群與價值網之價值創造模式；(5)企業與上下游廠商合作密切程度越高，則越傾向於價值鏈、價值群與價值網之價值創造模式。另外，利用線性結構模式(SEM)分析得到顧客價值、企業價值、資訊技術能力、與上下游密切合作皆與價值創造模式具有顯著性正相關；最後利用多元迴歸分析得到：(1)互動關係、行銷組合策略、及資訊化溝通能力程度對價值鏈有顯著性的正相關；(2)顧客滿意
度、便捷服務、利用資訊科技偵測市場動態、資訊化溝通能力程度、及成員交流程度對價值群有顯著性的正相關；(3)互動關係、利用資訊科技偵測市場動態、及成員交流程度對價值網有顯著性的正相關。

關鍵字

顧客價值 ； 企業價值 ； 價值創造模式

並列摘要

This thesis structures value creation model from the view of a corporate toward two dimensions of customer value and business value,and explores the affections of different feature factors including core ability owned by a corporate, information technology ability, and close degree of upstream and downstream vendors etc. to this value creation model. This study takes technology industries including semiconductor industry, information industry, photonic industry, communication industry, consumer electronic industry, and precise equipment industry located in science based park as the subjects of the study. The subjects of questionnaires are those corporate executives involved in corporate policies, including presidents, vice presidents, managers, vice managers,assistant managers, division chiefs, plant managers, department chiefs,section chiefs and team leaders etc. Source of sampling of firms of each industry is the top 5,000 manufacturers (2008) issued by China Credit Information Service Limited. The questionnaire design adopts Likert five-point scale. 1,000 copies of questionnaires were distributed, and 674 copies were effectively collected. The response rate is 67.40%, in which 53 copies of incomplete response were eliminated. The actually effective questionnaires are 621 copies and the effective response rate is 62.10%. This study selected two high tech companies to conduct case
interview to understand the feature of high tech industry and the value creation model. This study presents three industrial features, which are core ability owned, information technology ability, and close degree with upstream and downstream, and three kinds of value creation models, which are value chain, value shop, and value network. This study finds (1)the higher the customer value, the more it will be more inclined to the VI value creation model of value chain, value shop and value network; (2)the higher the business value, the more it will be more inclined to the value creation model of value chain, value shop and value network; (3) acorporate with core ability of operating advantage will be inclined to the value creation model of value chain; a corporate with core ability of know-how and innovation will be inclined to the value creation model of value chain or value shop; (4) the higher the information ability of a corporate, it will be more inclined to the value creation model of value chain, value shop and value network; (5) the higher the degree of close cooperation of a corporate with its upstream and downstream vendors, it will be more inclined to the value creation model of value chain, value shop and value network. In addition, as analyzed by use of structural equation modeling (SEM), customer value, business value, information technology ability, and close cooperation with upstream and downstream are significantly positively correlative to value creation model. Finally, as
generated by use of multiple regression analysis: (1) the interactive relation, marketing mix strategy, and the degree of information communication ability are significantly positively correlative to value chain; (2) customer satisfaction, convenient service, detecting market status by use of information technology, degree of information communication ability, and degree of member exchange are significantly positively correlative to value shop; (3) interactive relation, detecting market status by use of information technology, and degree of member exchange are significantly positively correlative to value network.

並列關鍵字

customer value ； business value ； value creation model

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