本研究旨在如何透過創新的營銷模式，如電子醫藥行銷及電子醫藥平台，來解決跨國製藥廠在台灣面臨的困境。本研究以個案公司為研究對象，透過傳統策略規劃流程來做策略分析、策略擬定及策略執行。策略分析主要在分析內外部環境，外部環境，先透過五力分析來確認製藥產業的吸引力及哪一項競爭力是跨國製藥廠最需重視的，接著討論醫業環境的演變及對傳統營銷模式的衝擊。內部分析，主要針對個案公司做情勢分析，透過個案公司的組織目標、BCG矩陣分析模型、核心競爭力、品牌權益市場調查、高涉入購買決策過程分析、SWOT分析、商業模式和4C（四種交換成本）處分析來判斷情勢。從分析的結果來確認主要問題及機會，然後根據主要問題及機會來擬定相對策略，最後分析執行行動方案的成效來驗證策略的正確性。 / This study explores how the innovative marketing and sales model (such as eDetailing and Physician Digital Platform) can help to overcome the obstacles that international pharmaceutical company has been facing in Taiwan. This research is a case study for an international pharmaceutical company. The study is mainly focused on Taiwan’s pharma division. They study is structured in 3 major sections – strategy analysis, strategy defining and strategy execution. For the analysis, it focuses on analyzing external and internal environment. For the external environment, first apply the 5-force theory to identify the attractiveness of the industry and which competitive forces should be focused on. Then it discusses the evolution of the pharmaceutical industry in Taiwan and how it impacts the traditional sales model. The internal analysis focuses on the case study of the company. Use tools and models such as BCG Matrix, core competency, brand equity market research, buying process, SWOT, business model and 4 Costs model to analyze the studied company’s situation. Through the analysis, identify the key problem and opportunity and make corresponding strategies. At the final section, validate the strategy’s effectiveness through analyzing the execution of the innovative marketing and sales model initiatives.

本研究旨在建構並驗證高中職學校分布式領導、教師專業社群與學校創新經營效能之模式，並比較不同教師背景變項及學校環境變項的差異，依據研究所得結論，分別對教育行政機關、學校及教師提出建議，以做為推展校長分布式領導、促進教師專業社群運作，及提升學校創新經營效能之參考。 本研究使用問卷調查法，以單因子變異數分析、皮爾森積差相關、多元迴歸、結構方程模式等統計方法，探討高中職學校分布式領導、教師專業社群與學校創新經營效能之關係及模式驗證。透過文獻的蒐集與探討，提出本研究的研究架構和徑路關係模式圖。研究對象為國立高中職學校995 位教師；研究工具為研究者自編之校長分布式領導、教師專業社群與學校創新經營效能關係之調查問卷。 經由統計分析與討論，本研究獲得以下結論： 一、教師對校長分布式領導、教師專業社群與學校創新經營效能的知覺是正向的。 二、部分教師背景變項與學校環境變項的教師對校長分布式領導、教師專業社群與學校創新經營效能的知覺具有顯著差異。 三、校長分布式領導、教師專業社群與學校創新經營效能三者之間具有關聯性。 四、校長分布式領導、教師專業社群對學校創新經營效能均具有預測力。 五、本研究所建構的結構模式具有良好的適配度，校長分布式領導、教師專業社群對學校創新經營效能均具有顯著直接效果。 關鍵詞：分布式領導、教師專業社群、學校創新經營效能

高科技產業是目前台灣繼紡織工業、機械工業後引領台灣近三十年來產業發展的主流產業，其中又以ICT（Information & Communications Technology）產業是台灣高科技產業的代表。但高科技產業特徵是快速的變化，並不斷經過創新技術的發展，加劇其變化的速度，要有能力在高科技產業中持續發展，對市場趨勢、核心能力的掌握、新技術發展、人才養成、垂直整合能力、水平產業整合能力等皆需具備，才有機會在高科技產業中生存及發展。因此如何掌握企業本身的核心能力、檢視整體供應鏈價值，並提出適合之企業經營與競合策略，便是能否在高科技產業中持續發展的關鍵因素了。 觸控面板產業自2007年Apple正式推出iPhone後，觸控面板有了急速成長的開端。其中台灣在觸控面板的供應鏈中佔有超過50%的產值，是台灣在全球的又一個世界第一，值得期待，而本研究的主題”捲揚式真空濺鍍產業”正是觸控面板業中的關鍵材料製造技術。但在台灣創造另一個第一的同時，細部去分析此類產品供應鏈的成本結構，獲利最高的並非台灣廠商而是日本廠商，那麼如何提高台灣廠商在觸控面板產業的價值，答案就在如何洞悉產業及如合運用創新與競合的經營策略了。 / A high-tech industry is a mainstream industry. In Taiwan, the machinery industry is second only to the textile industry as the leading industry over three decades of industrial development. Within the machinery industry, the Information & Communications Technology (ICT) industry is representative of Taiwan's high-tech industry. However, the high-tech industry is characterised by rapid change, which results in the continuous development of innovative technologies. These changes enable companies to sustain technological development, grasp market trends, enhance core competencies, develop talent, gain vertical integration capability, and improve their chances of survival and growth in the high-technology industry. Therefore, the key to sustainable development of the high-tech industry lies in mastering the core competencies of the enterprise itself, considering the value of the overall supply chain, and adopting a suitable competition and cooperation strategy for the business. Since 2007, there has been significant growth in the touch panel industry with the official launch of the Apple iPhone. This study on the“winch vacuum sputtering industry”focuses on the Taiwan based touch panel supply chain, which is a world leader and accounts for 50% of national output value,to assess the key materials in manufacturing technology. However, establishing another successful industry in Taiwan requires additional data to analyse the cost structure of the supply chain of such products and requires assessing Japanese manufacturers in addition to the most profitable Taiwanese companies. Hence, insights from the business strategies of innovating/competing industries is likely to improve the value of Taiwanese touch panel manufacturers.

隨著網路的發展與普及，有愈來愈多人選擇使用網路來進行日常活動，而網路銀行就是一例。網路銀行具有多種的好處：對於使用者而言，它提供隨時、隨地處理財務的通道；對銀行而言，它可以降低營運成本、減輕臨櫃負擔、增加收續費收入、吸引客戶、減少客戶流失的成本與提供網路宣傳的廣告。參考美國的發展經驗，若能有效提昇網路銀行使用人口，那麼銀行將會增加可觀的獲利，因此本研究藉由探討、解釋使用者為何願意再次使用網路銀行的行為來了解現行台灣網路銀行的使用率偏低的可能原因，以利於網路銀行的推擴及策略的制定。 　　網路銀行同電子商務，表徵是科技，本質是商業。接受使用網路銀行的行為，相當於代表同時接受使用新科技與信任它－科技接受模式(TAM, Technology Acceptance Model)與信任理論需整合性探討，由於台灣過去中並沒有此類研究，因此本研究藉由移植Gefen, Karahanna et al. (2003)的整合模型至網路銀行的議題上，俾希望能夠清楚而完整地陳述與解釋使用者願意再次使用網路銀行的行為，最終有助於提高網路銀行的使用量。 　　信任理論部份採用McKnight, Larry et al. (1998)對於信任的看法，一方面是因為它整合了了各種不同學派（心理學、社會學、社會心理學、經濟學等）對於形成信任關係的解釋，另一面它以理性行為模式(TRA, Theory of Reasoned Action)的順序結構形成模式－信念、態度、意圖、行為的順序架構。而正由於科技接受模式源自於理性行為模式，因此在做適度的必要調整後，Gefen, Karahanna et al. (2003)。將之集結成一整合模式。而模式中，「信念」整合了各種「因素」的影響再對「行為意圖」造成影響，其中形成信任的因素有：計算原則的信任、體制結構的保障、境遇的正常性與熟悉性因素；而信念有：信任、認知易用與認知有用信念。由於本研究探討的議題是台灣的網路銀行，不同於探討新網路商店的被接受使用行為，因此本研究在模型移植過程中以創新擴散理論(ＤOI, Diffusion of Innovation)的配適性（Compatibility）來取代境遇正常性因素。 　　為驗證移植模式，本研究採網路問卷的方式進行資料的收集與分析，問卷的問項設計主要是來自於文獻所提供的問項，在經過適當的中文化、調整語意與試問後，最後得到9個構念共29個問項。網路問卷的訊息曝光主要有兩個管道，其一是委由優仕網獎勵其會員填答，另一則是本研究將問卷訊息公布在各大bbs站與各大入口網站的金融討論區當中。在扣除隨意作答與無效問卷後，本研究最後得有效問卷217份。而資料分析部分，除了分析人口統計資料的敘述統計量外，由於結構方程模式(SEM, Structural Equation Modeling)進行分析，能夠同時進行因素分析與路徑分析的特性，因此本研究選擇作為主要的分析方法。 在經過一系列結構方程模式的操作流程包含了模型界定、辨識、參數估計、模型契合度估計與模型修飾後，本研究得僅進行小部份的修飾的模型，由於評估問卷測量品質的測量模型的指數當中，不論信度[內部一致性信度(Chronbach’s α)亦或是建構信度]或效度[建構效度]上都表現相當優良，因此結構模型的各路徑係數的可信度與有效度相當高。 本研究在經過了各路徑的分析之後，做出了以下幾個結論： 1. 商業面的〝信任〞議題影響使用者有意願繼續使用網路銀行的影響力，較科技面的〝科技接受〞議題來得大。 2. 現行影響網路銀行使用者信任的因素，主要為計算原則的信任因素、其次為熟悉性因素；而體制結構的保障因素對信任的影響力非常小，至於配適性因素則無影響力。 3. 科技接受議題也受信任議題的影響。因此認知易用與認知有用皆受計算原則的信任與熟悉性因素間接影響。而除此之外，認知有用尚受配適性因素的直接影響，在影響力上，信任的因素所帶來的間接整體影響力上，略大於適配性因素。

隨著奈米積體電路時代的來臨, 在微影技術,半導體製造技術和電路設計技術的進步已導致新的機會來整合大部份在系統中被使用到的電子功能。例如經過SoC技術提供的單晶片解決方案 - 由可重複使用的矽智財共同構成的單晶片系統 (舉例來說: 微處理器矽智財、數位信號處理矽智財、記憶體矽智財和其他的明星矽智財共同構成的單晶片系統) 可以和其他的整合系統溝通。這種包括多項技術的整合方式漸漸增加DFM 的要求, 進而創造在半導體價值鏈之中新虛擬的整合鏈模式。 對於先進產品發展, 經由現存的分解方式價值鏈﹐從每個單一鏈節 （無晶圓設計，矽智財，電路設計自動化, 設計服務，光罩製造，晶圓製造和封裝／測試）所創造的聯合價值無法在短時間超越IDM (舉例來說: 無法提供較早的上市時間)。因此針對先進產品突破性的發展,整合每個單一鏈節變成重要的主題。本研究針對這一個整合議題提供一個新的設計合作平台作為解決方案。 研究將以 DFM議題在半導體價值鏈中的影響作為分析。針對公司和公司間的溝通界面, 設計合作平台將會提供更多的併進價值鏈知識整合。 / Advances in lithography, semiconductor processes and circuit design techniques at the nanometer IC era have led to new opportunities to integrate most of the electronic functions encountered in systems. The single-chip solution through System on Chip (SoC) which comprises reusable Silicon IP (SIP) such as Microprocessor, Digital Signal Processing (DSP), Memory and other Star SIPs enabling the system to communicate with other systems. This multidisciplinary approach calls for increasing Design for Manufacturing (DFM) needs among semiconductor value chain to enable a whole new virtual integrated chain. Through the existing disintegrated value chain, the synergized value contributed from each single node (fabless, SIP provider, EDA, design service, mask foundry, wafer foundry and assembly/test) could not fulfill the time-to-market benefit as the IDM provides for advanced product development. To integrate each single chain node becomes the important topic for advanced product breakthrough. A new design collaboration platform is proposed to address this integration issue. Study was conducted among this semiconductor value chain for the DFM (Design for Manufacturing) issue. The design collaboration platform addresses the inter-firm communication interface among the value chain to provide more concurrent value chain knowledge integration. By applying Fine’s double helix model with the evidence from DFM case, I successfully predict the re-integration trend of semiconductor industry post the disintegration model.

近年來，學者對於有關產業創新的研究積極投入，提出許多足以促進企業創新的影響因素。過去台灣企業競爭力靠的是降低成本以爭取客戶，現在必須思考的是如何利用本身資源的建構，產生創新，並且在創新的過程中，累積更多的資源，逐步達到新的策略定位。 在社會需求改變與產業技術發展等因素下，數位出版產業興起。數位出版產業是許多廠商欲進入的新興產業，本身即包含了許多的創新。本研究以數位出版產業為例，訪談印刷支援廠商、傳統出版業者、資訊系統廠商三種類型的廠商。廠商在進入數位出版產業時，依其本身資源不同，產生不同的創新，創新過程中選擇建構不同的新資源，使其達到產業中新的策略定位。本研究以數位出版產業為例，探討在不同策略定位下，資源建構與產業創新之關係。 研究發現廠商初期擁有之核心資源有助於創新的產生。並利用創新過程中，建構出更多相關之資源。藉由資源稟賦為引發創新之產生點，過程中產生創新。研究中之五個廠商個案中，數種資源稟賦引發14種創新案例，歸類為五種創新形式，包括產品、流程、策略、組織、行銷五種創新。 此外，研究發現廠商以不同之策略定位進入新產業，核心資源建構過程中，利用各種創新形式，達成其所預定之新產業中「數位出版內容加值者」、「數位出版技術提供者」、「數位出版整合營運者」三種策略定位。 數位出版產業尚屬新興產業，市場需求與技術發展變化快速。產業之競爭態勢亦尚未明朗，尚須密切注意潛在競爭者動態。除了本研究觀察之傳統出版業者、印刷支援廠商、資訊系統廠商之外，擁有眾多會員數或網路流量的入口網站是潛在競爭者。然而，各廠商核心資源不同，因此能在產業中佔有適當的位置。廠商應著重本身核心資源建構與創新，並且積極與其他廠商合作，共同推動市場發展，跨越市場鴻溝才是當務之急。 / Recently, there has been a number of studies pertaining to the industrial innovation, and many factors that contribute to the industrial innovation have been proposed. Cost down used to account for the competitiveness of the industries in Taiwan while now it must be considered that how to utilize the existing resources to create innovation, proliferate new resources, and achieve the new strategic positions. Digital publishing is springing up as a result of the change of social demand and the development of industrial technology. This attractive and innovative industry is taken as an example in this study, and one printing company, three publishers, and one computer firm were interviewed. Entering the digital publishing, the enterprises with different natural resource quality create various innovations, generate their own resources, and accomplish the new strategic position. The relation between the resources construction and the industrial innovation in digital publishing are studied in this research. The research discovers that the initial core resources are helpful for the creation of the innovation and the generation of related resources. Numerous natural resource endowments contribute 14 innovative cases which can be categorized into 5 types – product, process, strategy, organization, and marketing. In addition, it is also noted that enterprises construct different strategic positions while entering into new industries. In course of construction of the core resources, they attain the three strategic positions – the digital publishing content adder, the digital publishing technology provider, or the digital publishing integrated operator. Digital publishing is still an emerging industry.Therefore, the market demand and the technical development change drastically. Considering the unclear competitive situation, it may as well pay more attention to the competitors. Apart from the interviewed firms in this study, portal websites that have numbers of members or a large deal of flow are potential competitors. Owing to different core resources, however, those enterprises can stand in their own strategic positions. A company is supposed to focus on the accumulation of its core resources and innovation and to cooperate with other firms to develop the market.

21世紀的世界裡，大量利用知識經濟的創新加上資訊網路的日新月異，使市場加快建立更具效率化的商業模式、平台和電子交易。金融業也不例外的在各相關領域裡依賴科技技術的創新，增加金融服務業的效率及競爭力。尤其，繼民國九十年七月通過的「金融控股公司法」的法令開放後，結合國內金融相關產業的金融控股公司紛紛掛牌上市，每家金控都積極努力在找尋新的藍海策略與建立不同的商業模式與提供跨國金融服務平台，以期在這一場激烈的合併戰役中勝出。在複雜的融資交易或是投資服務活動後面，金融業面對的是如何客制化和建立屬於自己企業專屬的金融服務平台，不僅僅是在金融專業形象建立或是產品服務的多樣化，更用以滿足各層次的客戶需求、加快交易服務和在市場上擁有獨樹一格的企業核心能耐。筆者深信，在未來新金融商品發行的速度上每家金控大都不至於有太大的落差，但唯獨在資訊平台的競爭距離上卻是可以拉大的。這裡面的原因不外乎是因為：1. 資訊平台的建置需要投入大量的人力及財務資源、知識的投入整合並且需要花費較長的時間，2. 金融商品的know-how可藉由資訊整合後更加系統化並在使用上更具效率性，3.建置兩岸三地或全球性的平台服務將是必須，因為在產業競爭全球化趨勢之下，客戶更需要的是跨疆界的金融服務。 本研究乃以A銀行金融產品開發部門PM參與導入外部技術的過程中，探討外部新技術及工具是否能成為銀行核心能耐一環。並發現此次外部技術已結合經內化過程的金融商品的know-how及業務規劃的執行方向的外化過程；並且經由此專案的執行，打破過去因組織界線而從未整合過的產品風險屬性共識，這也是在專案在執行之初並未預期到的回饋價值。所以從專案的執行過程，我們瞭解到執行專案的成員雖然包含公司各不同的部門，但唯有放棄原來組織的包袱，並極力尋求共識一起解決問題，才能在專案上取的極具價值的內化經驗與知識。

研究智慧資本領域的學者認為，智慧資本是組織競爭優勢的主要來源，而且也會影響組織績效（智慧資本愈高，其組織績效愈好）。但是，智慧資本與創新績效之間是否存在有正向關係，卻值得進一步探討。本研究認為，在動態環境下，智慧資本觀點並無法適當地解釋，為何組織有能力回應快速變動的外在環境，以產生較好的創新績效。智慧資本領域的學者與專家鮮少對「『靜態的』智慧資本」與「『動態的』運用智慧資本能力」進行區辨；而本研究認為這是兩種不相同的概念。本研究目的即希望瞭解研發團隊「運用」智慧資本對其創新績效的影響。 另一方面，為了解釋為何某些企業在快速變動與無法預期的市場中依然可以保有其競爭優勢，某些學者擴張資源基礎觀點到動態市場中，並提出「動態能耐」觀點（Teece, Pisano, and Shuen, 1997）。本研究主張，研發團隊的動態能耐除了直接影響創新績效之外，也是其「運用」智慧資本的關鍵因素。動態能耐對組織績效與創新績效的關連，雖有學者著墨；但，其實證研究並不多見，有待相關學者提出更多的貢獻。再則，動態能耐是一複雜的概念，若要對其進行衡量，應該要進一步釐清該構念，甚至建構適合的衡量指標，提出較為完整的、且符合信度與效度的衡量量表，方能正確地衡量動態能耐。 本研究同時採用質化與量化的研究方法。質性研究是從動態能耐相關文獻出發，在釐清各個學者對動態能耐的定義後，萃取出動態能耐之不同構面與架構，再經由各項假說之推演，提出本論文之初步研究架構。之後，選取N大學無線奈米生醫研究團隊為個案，深入瞭解該團隊兩項突破式創新計畫，分別是「抗SARS一號」與「無線奈米生醫感測晶片」研發計畫，用以觀察該團隊如何回應變動的外在環境，來說明智慧資本與研發團隊的動態能耐對其創新績效的影響。透過不同階段的觀察，進行分析與歸納，並找出其共同的特性，以瞭解本研究架構的初步解釋力，並進一步依個案研究的新發現修正各項假說，最後提出本研究之實證研究架構。 在量化研究方面，首先，為了能精確地衡量動態能耐概念，本研究依照Hinkin（1998）量表發展步驟，以五階段三個樣本群來發展動態能耐的衡量量表。其次，在發展出符合信度、內容效度、模型適配度、收斂效度、鑑別效度的動態能耐衡量量表後，以第三群樣本進行本研究之假說檢定，以確認智慧資本與研發團隊的動態能耐對其創新績效的影響關係。 研究發現，動態能耐是一個多面向多層次構念，可以以三構面八因子共19題項的問卷來衡量，三構面是指結合能耐、吸收能耐與彈性。在假說檢定部分，本研究共提出9項假說，結果有7項假說受到支持，另有2項假說未獲得支持。結果驗證本研究的主要論點，亦即智慧資本對研發團隊創新績效的影響並不顯著；而研發團隊如何運用智慧資本的能耐（亦即動態能耐），顯著地影響其創新績效。此外本研究發現，結合能耐是中介變項，它完全中介了吸收能耐對創新績效的影響；吸收能耐也是中介變項，它完全中介了人力資本以及關係資本對結合能耐的影響；而彈性則是交互變項，它會正向地強化各項智慧資本對吸收能耐的影響。最後，本研究也得到兩項特別的觀察，一是，具有動態能耐的研發團隊在研發能量提升上的兩種向度，二是，它是一種「彈性球體」的組織型態，方得以快速地回應外在環境的改變。 / The scholars who studied the field of intellectual capital (IC) argued that IC was the main source of organizational competitive advantages. Besides, they thought that the better the IC a company has, the better the business can have the ability to generate innovative performance. However, the relationship between IC and innovative performance needs to be explored further, because of being inconsistent with some practical cases. This research proposed that the view of IC could not explain appropriately why organizations could generate better innovative performance in the dynamic environment. Besides, the scholars who studied IC seldom distinguished “static IC” from “dynamic ability for utilizing IC”. Whereas, this research proposed that these two constructs were different concepts, and would like to explore the impact of utilizing IC on innovative performance. On the other hand, in order to explain why some enterprises could keep their competitive advantages in the rapidly changing environment, some scholars proposed the viewpoints of dynamic capabilities (DCs). This research argues that it has a directly significant effect of DCs on innovative performance, and DCs are the critical factors for utilizing IC. This research proposes that DCs are complex constructs. Therefore, we should clarify these constructs and provide an appropriate measurement tool with reliability and validity, if we would like to measure them. This research adopted qualitative and quantitative researches simultaneously to demonstrate these arguments. After clarifying the definition of DCs and extracting the components of DCs from the literature review, this research deduced several hypotheses and formed the research framework. This research selected the research team of N University for developing wireless nano-bio systems as a case, and thoroughly explored two of its radically innovative projects, including Anti-SARS R&D project and sensor chip for wireless nano-biotach R&D project. Through observing their response to the rapidly changing external environment, this research illustrated the impact of IC and DCs of R&D team on its innovative performance. By the two-stage observation, analysis and induction of this case, we could understand the preliminary power in explaining this research model, and amend the hypotheses. As for quantitative research, first, according to the scale developing steps, suggested by Hinkin (1998), this research developed the measurement tool of DCs with five stages and three samples to measure the concept of DCs precisely. Secondly, after developing the measurement scale of DCs, which surpassed the acceptable level for reliability, content validity, goodness of fit, convergent validity and discriminate validity, this research utilized the third sample testing the hypotheses to confirm the relationships among IC, DCs, and innovative performance of the R&D teams. The results showed that the concept of DCs is a multi-level and multi-dimension construct, which is composed of combinative capabilities, absorptive capacity and flexibility. In addition, it can be measured by three-dimension and eight-factor scale with nineteen items. As for the hypothesis testing, there were nine hypotheses in this research. Seven of them were supported, however, two of them were not supported. The results confirmed the main arguments of this research. That is, it doesn’t have a significant effect of IC on R&D team’s innovative performance. However, it does have a significant effect of DCs on R&D team’s innovative performance. In addition, the results showed that combinative capabilities and absorptive capacity are mediators. The combinative capabilities fully mediated the effect of absorptive capacity on innovative performance. The absorptive capacity also fully mediated the effects of human capital and relationship capital on the combinative capabilities. Meanwhile, the results showed that flexibility is a moderator, which enhanced the effects of different ICs on absorptive capacity. Finally, this research got two special observations. First, there are two dimensions of R&D energy promotion for R&D teams with DCs. Secondly, it is a type of “flexible sphere organization” for the R&D teams with DCs, so that they can respond to the rapidly changing external environment.

在忽略企業主體性的情況下，國有企業往往被視為被動的行為體，然而「中國電信」卻透過破壞性創新模式，以「小靈通」突破政府的產業監管原則，為企業開創市場機會。本研究透過理性選擇制度論，恢復國有企業的主體性，探討在改革的制度環境中，「中國電信」經理人如何思維「小靈通」業務？政府如何考量監管內容的變更？以及管制與放鬆管制的變遷過程中，政企之間的互動。 研究發現，在政府政策預期的方向上，找到規制與企業利益的平衡點，乃是微觀放鬆與宏觀加強管理體制下，企業的生存之道。個案中，自主性提升的「中國電信」，便是在制度規範中找到追求利益的空間，推出「小靈通」，並透過改革過程中未能徹底解決的產權問題，利用國家重視國有資產保值增值的弱點，以及斬不斷的政企裙帶關係，促成最終的管制放鬆。 / Under the situation without caring about subjectivities of businesses, the state-owned enterprises (SOEs) have been defined as the passive actors. China Telecom, however, depended upon “Xiao-ling-tong” (China’s PHS system) to break through the norms of Chinese government by using Disruptive Innovation Model and got the opportunity into the market. This volume in the light of Rational Choice Institutionalism got the subjectivities of SOEs back and discussed with how the managers in China Telecom considered the strategies of “Xiao-ling-tong” in the circumstance during China’s telecommunication industry reform. And would like to know how the government faced the changing of norms and interactions among the SOEs into the process of control and vice versa at the same time. We found, fortunately, that getting the balancing act between government’s principles and SOEs’ interests is the way which could accord with expectations of government’s policy for businesses to exist. The cases showed the reason why China Telecom with added subjectivity can get its own rooms for profit in the norms is by using “Xiao-ling-tong” and through the property rights problems that couldn’t be resolved, by taking advantage of the fact that Chinese government cares about his properties perpetually or increasingly, and by utilizing the uninterrupted relationship between politics and commerce to push the deregulateon finally.

智慧型手機的銷售量從2010年的300萬台成長到2014年的12億台，呈現爆發性的成長，台灣2014年智慧型手機銷售量也達一千萬台，已經是人手一隻智慧型手機的時代。智慧型手機改變了人們的生活習慣，相信未來智慧型手機的應用將蓬勃發展。 智慧型手機的崛起，使得和銀行交易的行為也可以在手機上完成，且許多非銀行公司也想要分食這塊商機，雖然台灣受到法律規範的限制，金融相關服務只有銀行才能推出，但政府已有慢慢開放法律規範，讓越來越多人可以進入，因此銀行業也面臨相當大的考驗。 本研究以永豐銀行、台新銀行、玉山銀行等三家銀行業者作為個案研究的對象，希望透過本論文研究，探討銀行業者在因應行動科技的崛起與變化時，其組織服務創新的策略思維；同時，也探討其發展行動服務創新時，內部的組織方式、新服務開發管理、以及與顧客的溝通方式。本研究所得到的初步結論包括：(1)銀行業者因應行動科技的快速發展下，會更強調對消費者生活習性的瞭解，以推出解決消費者痛點的新服務。(2)銀行業者因應行動科技的快速發展下，會進行更多的異業結合，以發展更多整合性的服務創新金融服務。(3)銀行業者因應行動科技的快速發展下，會在電子金融相關部門招納更多元的人才，以推出更創新的服務。(4)銀行業者因應行動科技的快速發展下發展金融服務創新時，會讓電子金融部門與其他部門進行更多的跨部門合作。另外，若要加速新服務的開發時，則會採用重量級專案團隊的組織方式。(5)銀行業者因應行動科技的快速發展下，會增加與顧客互動的管道，以求更瞭解顧客的需求。本文最後並提出實務上的意涵與後續研究的建議。 / When smartphones came to the world, its had an big impact to people’s life. There were only 3 millions smartphone shipments in 2010,but later, there were 1.2 billion shipments in 2014.There has a big growth. Also in Taiwan, there are over 10 millions shipments in 2014. We can say this is a mobile era. We can predict that mobile application will mushroom in the future. When the rises of smartphone, we can do many things through smartphone. For example, we can receive e-mail, send a message to a friend, take a photo or make a financial trade with smartphone. Now, many non-financial companies serve financial service through smartphone. Although there are many legislation restrictions in Taiwan, only bankers can provide financial service. But legislation restrictions will reduce. So banking industry is facing a great challenge. In this study, we discuss how bankers develop mobile financial service. Meanwhile, we also discuss how they organize their electric finance department, how they develop a new financial service and how they communicate with their customers. Based on the case study, the initial findings includes: (1) To face mobile trends, banks will focus on customer habits. Otherwise, banks will release new service to solve customer’s pain points. (2) To face mobile trends, banks will cooperate with non-financial industries. (3) To face mobile trends, E-finance department will recruit employees with diverse backgrounds. (4) To face mobile trends, banks will have many inter-departmental working group. If necessary, banks will set up heavyweight teams. (5) To face mobile trends, banks will increase channels to communicate with customers. The study finally addresses the contribution of this research in academia and the suggestions to practitioners and follow-on researchers.