網際網路的發展及行動裝置的普及已將電子商務的發展帶往新的競爭環境，傳統企業除須體認技術不斷創新對企業發展的重要性外，舊有的服務必須透過加入更多的附加價值才能夠增加企業的競爭能力，隨著這股電子商務創新風潮演變並延燒到全球，不論是金融業、實體零售業，皆受到這股電子商務創新風潮的影響，而這股創新的風潮甚至可能導致產業革命。企業若要維持市場競爭能力，除了要盡量降低營運成本，提高生產與管理的效率外，還要能夠滿足客戶各種需求，並應隨時檢視傳統營運流程，充份利用科技技術與生產及服務流程整合，來維持企業管理及服務的優勢，然而，電子商務雖有效簡化企業的作業成本，但跨界整合的趨勢卻也對企業發展帶來新的挑戰，因此企業如何透過一套實用的方法來發展或改善及其電子商務流程，並藉由其獨特創新的服務來加強企業的競爭優勢，更是企業當今面臨的重要議題。 然而當今學術界對於流程管理以及電子商務的研究相當多，但把流程管理應用在電子商務流程創新的研究卻相對較少，故本研究探討有關電子商務理論、企業流程管理、企業流程再造、企業流程創新、企業系統規劃、服務品質、關鍵時刻等相關文獻做為基礎，由客戶需求及服務滿意度的觀點，藉由分析及整理相關流程改善的成功關鍵因素，建構一套電子商務流程創新的方法論，以個案來進行行動研究，依據這套方法論的步驟，發掘個案電子商務流程的問題及其可改善的機會，同時藉由內部探討及借鏡外部標竿企業的創新案例，找出個案公司電子商務流程可能的創新機會，並透過理論基礎檢視本方法論的可行性後，證實透過本研究所建構之電子商務流程創新的方法論確實有其參考價值，提供目前正在發展電子商務或即將投入電子商務發展的企業，做為設計其獨特電子商務平台的參考。 / The increasing use of internet and the growing popularity of mobile devices have created a new competitive environment on the Electronic Commerce (EC) platform. Businesses must develop add-on values in services to strengthen the competitiveness. Under the inevitable trend of global EC, not only the retail industry but also financial industry has been highly affected. This Innovative wave may even lead to an industrial revolution. In order to keep the market competitiveness with EC, enterprises would need to shift focus from cost, productivity and operating efficiency to customer needs. Enterprises nowadays are facing the challenges of modifying existing processes and integrated technology to provide customers with most suitable and innovative services. The research objective is to develop a practical methodology to evaluate and redesign the e-business processes of a firm and enhance their competitive advantage. This study investigated concepts and methodologies in e-commerce, business process management, business process reengineering, business process innovation, business systems planning, service quality, and moment of truth. Based on the perspectives of customers’ needs and service satisfaction, the study analyzed and integrated critical success factors of process improvement and process innovation to construct a methodology for e-business process innovation. With an action research process this study tested the proposed methodology on EC processes in a financial institution and discovered e-business process issues and innovation opportunities. The proposed methodology was validated and the feasibility of the methodology was verified by theoretical considerations, and proved to have reference value for enterprises in developing unique innovations in e-business services.