製造業一直是台灣產業的強者，但隨著全球經濟發展，台灣製造業所獲毛利逐漸縮減以及服務業角色愈加重要之下，或許服務業所發展的「服務創新」，是拯救台灣低價值循環的一道解藥。過往國內外有關服務創新的研究，大都偏向於專案層次的探討，對於組織層級的著墨很少，其中有關「組織方式（Organizing）」的研究又更少。本研究認為組織方式的研究成果，可以使企業於發展服務創新的過程中，更知道如何有效地建構組織創新平台，以達到建立核心優勢與提升績效的目標。本研究以「組織設計」、「創新研發人力資源管理」、「新服務商品開發」與「外部知識取得」等四大構面為主軸，並針對國內在服務創新與服務力上表現優異的兩家企業－全家便利商店與王品集團，進行深入的個案研究。初步得到了以下的結論： (1)發展服務創新的企業，在組織設計上除了具有正式化的組織外，也會強調系統化的非正式組織，前者適合有形服務商品的開發，後者適合無形服務的發展。此外，因為服務的無形性，也會強調跨部門之間的互動與合作。 (2)發展服務創新的企業，在創新人力資源管理上，會特別著重於與接觸第一線顧客的員工之互動。在創新人力績效衡量方面，則會將顧客滿意度納入評核項目。 (3)發展服務創新的企業，在外部連結與知識取得上，會以開放式創新的概念積極向外獲取所需之技術知識與市場知識，並且讓顧客參與新服務的開發過程。 最後，本研究並提出實務上與後續研究上的建議。 / Taiwan's manufacturing industry has always been strong, but its gained profit margin has been gradually decreasing as the globlal competitition becomes fierce. On the other hand, the service industry plays a more important role than before in the economic development, and “service innovations” might become one of the key solutions to enhance the industrial added values and welfares. Most of the past researches related to service innovations are focused on the “project” level and very few studies are conducted at the “corporate” level, particulary concerning the issue of organizing. We believe the research results of organizing for service innovations can help enterprises set up a better organizational innovation platform in order to build core competence and to enhance performance. This study establishes a research framework with four major constructs: organizing, innovative human resources management, new service development process and external sourcing of knowledge and selects two innovative companies: the FamilyMart and WowPrime Group, for the case study in depth. Three major preliminary conclusions obtained from this study are as follows: (1)As far as organizaing for service innovation is concerned, the firm may use both formal and informal organization. The former one fits better for the tangible service products; and the latter one for intangible service products. Furthermore, the firm will emphasize the interdepartmental connection as the service itself is somewhat intangible per se. (2)As far as organizaing for service innovation is concerned, the firm will emphasize the interaction with the employees who have direct contacts with customers. Furthermore, the firm will include the customer satisfaction as one of the key performance indeices (KPI). (3)As far as organizaing for service innovation is concerned, the firm will actively acquire both of technical knowledge and market knowledge and will invite customers to participate in the development process of new services. Finally, this study draws some recommendations for both practititioners and follow-up researchers.

能源的議題牽繫人類文明的發展，在開發與運用的同時，也伴隨相當的代價。當代所因應發展的新能源經濟，在全球範圍內希冀提供人類前進的方案。 在新能源經濟的浪潮中，三個主要支柱分別是可再生能源，智慧電網與智慧家庭，以及電動車。我們解構產業的組成與價值鏈，分析產業的發展現況，並探究可行的技術運用與商業模式。 最終希望結合我們所擅長的資訊科技，在經濟層面為這片土地作出貢獻。

本研究主要探討電源供應器產業之突破式創新的可能性。透過文獻了解創新的涵意和學者對創新的分類，深入比較「維持性創新」（Sustaining Innovation）與其高階入侵（High-end encroachment），以及「突破式創新」（Disruptive Innovation）之三種低階入侵（Low-end encroachment）方式，分別為：即刻市場入侵（Immediate low-end encroachment）、邊緣市場入侵（Fringe-market low-end encroachment）、分離市場入侵（ Detached-market low-end encroachment）。 首先探究電源供應器之技術、產業現況、供應鏈結構及電源供應器的應用分類；將無線充電器歸類為新科技，針對無線充電技術的市場、聯盟、應用、未來機會做深入的剖析。為驗證無線充電技術之突破式創新的可能性分析，本研究採取學者Schmidt（2008）所提之「辨別創新的三步驟」進行突破性創新的驗證，以「無線方便性」與「充電速度」為關鍵指標。現有充電器的消費者比較重視「充電速度」，而新市場的消費者比較在意「無線方便性」，兩者的需求曲線不同，無線充電科技因提供與既有市場不同的新功能，所以被歸類為「低端突破式創新」之「分離市場」入侵。分離市場的消費者願意為無線的方便性付出較高的價格購買新產品。在新產品推出初期不會侵蝕主流市場的銷售，但經過一段時間，當價格下降及充電速度性能提升後，新產品會「低端突破」原有市場；到最後，新產品會往主流市場及高階市場擴散而影響既有產業和原來的市場結構。 本文藉由與產業專家的深入訪談得知目前既有企業對於新科技尚未開始準備，著實也驗證了Christensen（2005）提過主流企業常常因為過度著重現有技術，而忽略突破性科技的存在。最後，本文建議既有電源供應器產業應多留意突破性科技的入侵且適時跨入新科技，才能在突破性科技崛起時做好準備。 / The main purpose of this research is to examine the potential of disruptive innovation on the power supply industry. This article investigates the definitions and the classifications of innovation by various scholars. It identifies sustaining innovation with its high-end encroachment and disruptive innovation with its three approaches of low-end encroachment which are immediate, fringe-market, and detached-market. This article reviews the power supply industry and its technology, applications, market status, supply chains and then investigates the wireless charging industry and its technologies, evolutions, standards, and market opportunities. To identify the potential of wireless charging becoming disruptive technology, the article refers to the three-step framework of Schmidt (2008) to assess the potential diffusion pattern. The primary attribute of the incumbent is the charging time whereas the primary attribute of new technology is its wireless convenience. The results classify wireless charging as a low-end detached-market encroachment. The current and new products initially sell to the two opposite ends of the market and the highest willingness to pay for each market in the beginning are different, which are “detached “from one another. Over time, charging time would be expected to improve and cost would be expected to decrease, wireless chargers will be more favorable to high-end users of the wired chargers, and eventually current market will be encroached by the new technology. The interviews with incumbents present that current power supply firms have not initiated the development of wireless technology. Companies usually pursue sustaining innovations at the higher tiers of their markets because this is what has historically helped them succeed and they often missed the chances to disruptive innovation. (Christensen, 2005) The results suggest the established organizations to take more efforts to start looking into the disruptive technology so that established organizations will not be displaced by the new firms.

由於醫療服務具高度專業性，故醫療照護市場長期存在資訊不對等的問題。隨著消費者利益保護及病人權利運動的興起、民眾被要求在自己的健康上承擔更多的責任，積極參與健康決策、新資訊科技的發明，使得醫院醫療與服務品質資訊的收集更容易且成本更低廉，因此，歐美各國近年來積極建立健康照護市場的品質資訊，發展醫院品質報告卡，提供民眾就醫選擇所需的資訊，期望能達成保障民眾的醫療權益，同時促使醫院提升醫療與服務品質，及增進醫療照護市場運作效率的目標。 台灣自1995年起實施全民健康保險制度，醫院與中央健康保險局的特約率達90%以上，民眾享有極大的自由選擇就醫地點及醫院，然而到目前為止，仍然欠缺足夠的醫院醫療與服務品質資訊提供給民眾做為選擇醫院的參考。其次，相關研究的結果顯示，台灣民眾對於就醫選擇資訊的提供有高度的興趣，且對民眾就醫選擇決策亦有重大的影響。 目標：本研究旨在由民眾觀點篩選醫院醫療與服務品質報告卡的指標項目，及採用創新擴散理論(innovation diffusion theory)，以結構方程模式(structural equation model)探討住院病人對醫院醫療與服務品質報告卡創新特性的知覺、態度及使用意願。 方法：本研究首先以推動社會福利、關心民眾健康權益及病人團體的30位專家為研究對象，進行二回合的德菲法(Delphi method )問卷調查篩選醫院醫療與服務品質報告卡的指標項目。其次以台北縣市不同層級及權屬別的八家醫院內、外科共500位住院病人為研究對象進行面訪問卷調查，探討住院病人創新接受度、對醫院醫療與服務品質報告卡創新特性的認知、態度及使用意願，並以結構方程模式進行研究假說與架構的驗證。 結果：1.由民眾觀點所選出屬於高適用性且高重視度的指標項目計有院內感染率、手術傷口感染率、住院病人對醫師病情解說內容的滿意度、門診病人對醫師服務態度的滿意度等九項；2.只有17.2%的住院病人在填問卷前有聽過醫院醫療與服務品質報告卡這個名詞；3.有80.2%的住院病人認為醫院醫療與服務品質報告卡對選擇醫院是非常有價值或有價值的；4.住院病人對服務品質指標的瞭解程度相對地高於對醫療品質指標的瞭解程度；5.對呈現方式的瞭解程度由高至而低排序，依序為星號、百分比、長條圖；6.影響「住院病人是否看懂醫院醫療與服務品質資訊」的因素，在控制其他變項的影響後發現，教育程度愈高者、年齡愈輕者、個人平均月收入較高者，較看懂醫院醫療與服務品質報告卡範例中指標資訊；7.創新特性中，「相容性」及「結果展示性」對「對醫院醫療與服務品質報告卡的態度」具有正向的顯著影響；8.「知覺有用性」、「對醫院醫療與服務品質報告卡的態度」及「創新接受度」對「使用醫院醫療與服務品質報告卡的意願」具有正向的顯著影響；9.影響住院病人「對醫院醫療與服務品質報告卡的態度」最主要因素為「相容性」，且達到統計上的顯著水準；10.影響住院病人「使用醫院醫療與服務品質報告卡的意願」的最主要因素為「對醫院醫療與服務品質報告卡的態度」，且達到統計上的顯著水準；11.最後要特別強調的是，本研究的新發現為「知覺有用性」、「知覺易用性」、「相容性」、「結果展示性」、「創新接受度」，兩兩之間具有統計上之顯著相關，這是本研究與以往相關研究結果的最大不同發現。 結論：住院病人認為醫院醫療與服務品質報告卡對選擇醫院是有價值的，因此，建議行政院衛生署可考慮主導，整合醫院評鑑、全民健康保險申報及病人滿意度調查的資料，分區分醫院等級，評比其在高適用性且高重視度的九項指標項目之表現，以星號及百分比的形式呈現，再以小手冊及網際網路查詢的方式對外公佈，並加強對民眾的宣導教育，讓民眾可以將品質資訊運用在就醫選擇決策上，使民眾成為明智的醫療服務消費者及醫療與服務品質的共同監督者，以提升醫療體系的運作效能。 / There exists information asymmetry between providers and consumers in healthcare market due to the highly specialized knowledge in this market. Consumers were asked to bear more responsibility on their own health and to participate in the formulation of healthcare strategies and the inventions of new technology as the uprising in the movement of consumer right protection. These would result in the reduction in costs related to the medical services and information collection. Therefore, western countries have aggressively established the medical information system and developed hospital report cards in order to protect consumers’ right, to improve quality of medical services, and to increase the efficiency of healthcare market by providing service information to consumers. Taiwan initiated the National Health Insurance since 1995 with the facility contract rate reaching over 90%. This provides consumers great access to healthcare institutions. However, few service data have been provided to consumers as a reference for the choice of providers to date. In addition, previous studies showed that consumers were interested in obtaining available service information and these information have a great influence on consumers’ decision of providers. Objectives: The purposes of this study were to select indicators of hospital report cards from public’s perspective and to adopt the innovation diffusion theory and structural equation modeling to explore inpatients’ perception characteristics of innovation, attitudes toward, and willingness to use hospital report card. Materials and Methods: Firstly, we selected 30 subjects who were experts in social welfare or consumer right to participate in two rounds of Delphi investigation to select appropriate indicators of hospital report card. Secondly, we purposely ask for the permission from eight hospitals representing different accreditation levels and ownerships to allow us to select 500 medical and surgical inpatients to conduct a face-to-face interview regarding their innovativeness, perception characteristics of innovation, attitudes toward, and willingness to use hospital report cards. Finally, we used structural equation modeling (SEM) to test research hypotheses by way of. Results: We found that (1) from publics’ perspective the most applicable and important indicators include nosocomial infection rate, postoperative infection rate, inpatient’s satisfaction toward physician’s explanation, and outpatient’s satisfaction toward physician’s service attitudes; (2) only 17.2% of surveyed sample heard the term “hospital report card” before; (3) a total of 80.2% of inpatients considered hospital report cards to be very valuable or valuable for the selection of providers; (4) inpatients understood more in service indicators than clinic indicators; (5) the order of inpatients’ preference in presentation of hospital report cards was to use stars, percentages, and bar charts; (6) those who had higher education and higher monthly incomes, and were younger were more likely to understand the information provided by hospital report cards after adjusting for other factors; (7) among inpatients’ characteristics of innovation toward hospital report card, ”compatibility” and “result demonstrability” had significant positive influence on ”inpatients’ attitude toward hospital report card”; (8)”perceived usefulness”, “inpatients’ attitude toward hospital report card”, and “inpatients’ innovativeness” had significant positive influence on ”inpatients’ willingness to use hospital report card”；(9)”compatibility” had significant positive influence on “inpatients’ attitude toward hospital report card”；(10)“inpatients’ attitude toward hospital report card” had significant positive influence on ”inpatients’ willingness to use hospital report card”；(11)finally it is worth emphasize that this study had a new finding that ”perceived usefulness”, “perceived ease to use ”, “compatibility”, “result demonstrability ”,and “inpatients’ innovativeness” had significant positive correlation between each other. Conclusions: We concluded that inpatients considered hospital report cards to be valuable for the selection of hospitals. Therefore, it is recommended that hospital report cards be initiated by the Department of Health by integrating the information from hospital accreditation, medical claims data from the National Health Insurance, and survey of patient satisfactions. The rankings of hospital shown on report cards can be presented in stars or percentages, and these pieces of information can be released through booklet or Internet. In addition, consumers should be educated to use hospital information in order to monitor hospital performance and improve the efficiency of healthcare delivery system. / 目 錄 誌謝……………………………………………………………… Ⅰ 摘要……………………………………………………………… Ⅲ Abstract………………………………………………………… Ⅴ 目錄……………………………………………………………… Ⅶ 表目錄……………………………………………………………… Ⅹ 圖目錄……………………………………………………………… Ⅻ 第一章 前言……………………………………………………… 1 第一節 研究背景與動機………………………………… 1 第二節 研究目的與研究問題…………………………… 5 第三節 研究的重要性與預期貢獻……………………… 6 第二章 文獻探討………………………………………………… 8 第一節 醫院品質報告卡的沿革……………………………… 8 第二節 醫院品質報告卡的指標項目………………………… 15 第三節 醫院品質報告卡的影響與推行障礙………………… 27 第四節 醫療品質指標系統及品質報告卡的發展步驟……… 32 第五節 創新擴散理論………………………………………… 37 第六節 結構方程模式………………………………………… 43 第七節 國內外相關實證研究之結果………………………… 48 第八節 綜合討論……………………………………………… 76 第三章 以德菲法篩選醫院醫療與服務品質報告卡之指標項目. 79 壹、研究方法……………………………………………………… 79 第一節 研究設計與流程………………………………………… 79 第二節 研究對象………………………………………………… 79 第三節 研究工具………………………………………………… 81 第四節 資料處理與分析………………………………………… 95 貳、研究結果……………………………………………………… 95 第一節 問卷回收情形…………………………………………… 95 第二節 描述性統計分析………………………………………… 96 第三節 第一回合與第二回合問卷調查結果差異分析…………105 參、討論……………………………………………………………106 第一節 重要研究結果討論………………………………………106 第二節 研究限制…………………………………………………108 第四章 住院病人對醫院醫療與服務品質報告卡的認知、態度 與使用意願……………………………………………… 110 壹、研究方法………………………………………………………110 第一節 研究架構、目的與假說…………………………………110 第二節 研究對象…………………………………………………118 第三節 研究變項之操作型定義…………………………………121 第四節 研究工具…………………………………………………124 第五節 資料處理與分析…………………………………………126 貳、研究結果………………………………………………………128 第一節 問卷信度及效度的檢定…………………………………129 第二節 樣本基本特質與研究變項的統計分析…………………130 第三節 研究假說與架構的驗證…………………………………170 參、討論……………………………………………………………178 第一節 重要研究結果討論………………………………………178 第二節 研究限制…………………………………………………187 第五章 結論與建議………………………………………………188 第一節 結論………………………………………………………188 第二節 建議………………………………………………………191 參考文獻……………………………………………………………194 附錄…………………………………………………………………209 附錄一、德菲法問卷專家效度名單………………………………209 附錄二、德菲法問卷專家名單……………………………………210 附錄三、醫院品質報告卡指標項目適用性及重要性評分問卷 212 附錄四、醫院品質報告卡指標項目適用性及重要性評分問卷 (第二回合) ………………………………………………224 附錄五、住院病人對「醫院醫療與服務品質報告卡」的認知、 態度與使用意願之研究問卷專家效度名單……………246 附錄六、住院病人對「醫院醫療與服務品質報告卡」的認知、 態度與使用意願之研究…………………………………247 附錄七、醫院醫療與服務品質報告卡的範例……………………254 表目錄 表2-1品質報告卡的種類及指標項目…………………………… 20 表2-2台灣有關醫療品質指標的實證研究……………………… 50 表2-3台灣用來評估醫院醫療品質的指標彙總表……………… 56 表2-4有關民眾(病人)選擇醫院(醫師)考量因素的實證研究… 58 表2-5台灣有關醫院品質報告卡及民眾就醫選擇資訊需求的相 關研究 ……………………………………………………… 66 表3-1本研究初步選取醫院醫療與服務品質指標的來源或依據…84 表3-2本研究所採用醫院醫療與服務品質指標的操作型定義……87 表3-3問卷發放及回收情形…………………………………………96 表3-4德菲法專家問卷分析結果……………………………………99 表3-5適用性前十名指標項目及其平均值 ………………………103 表3-6重視度前十名指標項目及其平均值 ………………………104 表3-7適用性與重視度交叉分析矩陣表 …………………………104 表3-8高適用性且高重視度指標項目 ……………………………105 表3-9Wilcoxon Signed Ranks Test 檢定結果………………… 109 表4-1研究對象分配表—依層級別、權屬別及性別分 …………120 表4-2預試問卷各成份信度結果 …………………………………125 表4-3有效樣本分佈情形—依醫院別 ……………………………131 表4-4樣本個人基本特質與就醫選擇資訊搜尋及需求狀況 ……133 表4-5對醫院醫療與服務品質報告卡的認知 ……………………137 表4-6對醫院醫療與服務品質報告卡之指標及呈現方式的瞭解 程度…… ……………………………………………………139 表4-7醫院醫療與服務品質報告卡創新特性之描述性分析 ……140 表4-8醫院醫療與服務品質報告卡的態度及使用意願之描述性 分析………………………………………………………… 144 表4-9創新接受度量表之描述性分析 ……………………………145 表4-10住院病人自覺醫院醫療與服務品質報告卡對選擇醫院有 無價值影響因素的雙變項分析……………………………147 表4-11病人自覺品質報告卡對選擇醫院有無價值影響因素之複 迴歸分析……………………………………………………149 表4-12住院前有無先探聽醫院醫療與服務品質資訊影響因素的 雙變項分析…………………………………………………151 表4-13住院前有無探聽醫院醫療與服務品質資訊影響因素之複 迴歸分析……………………………………………………153 表4-14住院病人是否看懂醫院醫療與服務品質資訊影響因素的 雙變項分析…………………………………………………155 表4-15住院病人是否看懂品質資訊影響因素之複迴歸分析……157 表4-16住院病人是否需要醫院醫療與服務品質報告卡影響因素 的雙變項分析………………………………………………159 表4-17住院病人是否需要醫院品質報告卡影響因素之複迴歸分 析……………………………………………………………161 表4-18住院病人會不會參考醫院醫療與服務品質報告卡影響因 素的雙變項分析 …………………………………………163 表4-19住院病人會不會參考醫院品質報告卡影響因素之複迴歸 分析…………………………………………………………165 表4-20住院病人是否會更換就醫醫院影響因素的雙變項分析…167 表4-21住院病人會不會更換到其他的醫院看病影響因素之複迴 歸分析…… ………………………………………………169 表4-22住院病人創新接受度、對醫院醫療與服務品質報告卡創 新特性之知覺、態度與使用意願理論架構因果模式之配 適度檢定結果………………………………………………171 表4-23整體模式之多元相關平方(SMC) …………………………171 表4-24外因潛在變項與其測量變項關係之標準化係數之檢定…173 表4-25內因潛在變項與其測量變項關係之標準化係數之檢定…174 表4-26潛在變項間之因果關係的標準化係數之檢定……………174 表4-27外因潛在變項間相關係數之檢定…………………………175 表4-28研究模式的間接、直接與整體效果………………………175 表4-29研究假說檢定結果…………………………………………176 圖目錄 圖2-1Rogers的創新--決策過程典範………………………………41 圖3-1德菲法研究流程………………………………………………80 圖4-1研究架構 ……………………………………………………111 圖4-2本研究之結構方程模式關係路徑圖 ………………………177

Web 2.0 概念的開放、即時、互動、同步、多元的資訊傳遞方式創造出更多的群體價值。社群網站讓組織與使用者的互動更加密切，公眾接觸的概念興起，本研究政府部門的臺北市立動物園與社會企業網路媒體社企流個案，均為良好的公眾接觸個案。越來越多組織應用社群網站的程度，依據在於長期來看，社群網站創造多少效果。因此本研究從資訊系統層面、使用者層面與組織管理層面的文獻檢閱，探討社群網站對於各部門組織的重要性、目標與效果。加入Web 2.0的特性所建立效能衡量架構，檢視社群網站對兩研究個案所帶來的效果與經營策略。 研究設計兼具量化與質化的混合方法，透過量化網路問卷蒐集使用者態度，從資訊系統層面的系統品質、資訊品質、服務品質，以及使用者層面的公眾接觸、社會影響等構面，以多元迴歸模型，探討資訊系統滿意度、使用者忠誠度與顧客關係目標等使用者態度。並以質化深度訪談組織內部，從交易成本與組織創新等理論，探討組織如何導入社群網站、管理的過程、分工、評估與策略等。 研究發現，資訊系統層面顯著提升資訊系統滿意度，但對於使用者忠誠度與顧客關係目標無顯著關係；資訊品質對使用者態度沒有顯著關係。在第三部門意指使用者認同其理念，社群網站的介面和管理相對不重要。在政府機關，系統品質對於資訊系統滿意度以及使用者忠誠度皆有顯著影響，顯示政府在Web 2.0時代，社群網站管理者已能掌握資訊傳播的系統品質。使用者層面的公眾接觸與社會影響均具有顯著關係，其中公眾接觸構面的涉入與共同創造為最良好的解釋變項。在社會影響構面，在描述性統計評價最低，但與使用者態度有顯著關係，其中公眾形象為良好的解釋變項。使用者態度的顧客關係目標，資訊傳播最容易達成，實際行動與深化關係相對較難。組織管理層面，發現社企流為有機式組織，可以快速應變環境變化，待改善者為組際間合作。而動物園優勢為機關長官支持與跨組室推動，待改善為上級機關仍不熟悉Web 2.0，難掌握民意溝通管道。 從研究發現可以歸納出各部門均可適用的社群網站經營核心，包括「社群」、「內容」、「管道」。實務建議包括鎖定粉絲專頁的目標族群、虛實整合、提升公眾接觸、加強人際網絡建立、深化關係等。經營策略包括精美圖片、回應使用者問題、提供穩定與精彩的資訊內容、配合時事話題、異業合作等。 / In recent years, Web 2.0 has been the buzz word for the field of e-governance due to its openness, immediacy, and interactivity, which facilitate a more collective and effective networking life of the population. In this thesis, author reviews the literature from information system design, civil engagement, and organizational management to research on the importance, objective, and effectiveness of social media usage and its impact on non-profit organizations. Author selects two cases, Taipei City Zoo (the first sector) and Social Enterprise Insights (the third sector), to investigate and compare them to answer questions concerning the objective and effectiveness of utilizing social media. In this research, a mixed-method approach is adopted to collect both quantitative and qualitative data. An on-line questionnaire was administrated to users of both Facebook Fan Pages and in-depth interviews with organizational staffs. According to literature reviews, the research framework contains two dimensions: information system (system, information and service quality) and civic engagement and social influence on users. Author uses multiple regression to analyze users’ subjective responses. Findings are as follows. First, information system dimension contributes to merely information system satisfaction and information quality is no significant. Second, users’ dimension is significant, but social influence is the worst in descriptive statistics. Third, compared to deeper engagement and take action, communication of information is easy to obtain. Forth, in the organizational management dimension, SEI is an organic organization to adapt the changing environment. Manager support and cross- unit execution cause good-use of social media in the zoo. From this research, practical advices to social media “page masters” contains three main parts. First, the keys to manage social media are community, contents, and channels of communication. Second, the managing goals are focusing on target group, integrating virtual with real world, promoting civic engagement and establishing interpersonal network. Finally, the strategies are utilizing eye-catching pictures, promptly responding to users’ questions, and stable provision of interesting contents.

本研究主要是以產業群聚、跨界網絡與研發創新觀點，分析廣東省清遠再生銅產業所形塑出之產業群聚現象。在台灣與清遠地區產業制度變遷的發展過程中，跨界與在地網絡的連結不但對清遠地區在地產業內的權力結構產生衝擊，更因此激勵在地事業機構間對研發創新的渴望。 研究結果發現:清遠再生銅產業之群聚現象，除了可歸於中國中央與地方政府的強制規劃外，台灣事業機構提供廢貨源、資訊、技術、經營管理理念與資金於當地，是促進當地產業群聚的重要推手。隨群聚內的事業體系間的相互提攜與擴溢，間接促使產業內結構得以調整，而使在地企業得以改造，更激發出產業升級、研發創新與當地居民向心力的凝聚。跨界網絡融入清遠在地網絡後，因外部知識的潛在價值，更有利於在地事業機構本身的吸收。而台灣與清遠地區事業廢棄物產業的研發創新的出發點是各自獨立的體系，但隨台灣事業機構於清遠地區取得專利後，亦會藉由知識分享或透過支付權利金模式回饋與台灣境內公司，因此台灣與清遠地區事業廢棄物產業在研發創新的道路上漸漸從分壘的平行線轉向分享的交叉線上。 / This study analyzes the industry cluster established by the recycled copper industry in Qingyuan, Guangdong, primarily from the perspective of industry clusters, trans-border networks, and R&D innovation. During the development process of the industrial system transition on Taiwan and Qingyuan Area , connections between trans-border and local networks not only had an impact on domestic industry power structures in Qingyuan Area, but also stimulated a desire for R&D innovation within local enterprises organizations. The results of the study indicate that in addition to attributing the clustering of the recycled copper industry to mandatory plans by the central and local governments in China, Taiwan enterprises provide waste sources, information, technology, management philosophy and funds, is an important promoter to promote local in industry cluster , mutual support and expansion among the industry cluster enterprises systems indirectly prompted internal industry adjustments, resulting in the restructuring of local enterprises, which further inspired industry upgrading, innovation, and cohesiveness among local residents. As trans-border networks gradually blended into Qingyuan Area domestic networks, the potential value from external knowledge was more readily available for local enterprises to absorb. While the starting points of R&D innovation arose from individual systems on Taiwan and Qingyuan Area, benefits could be reaped by enterprises in Taiwan through shared knowledge or paid royalties when trans-border enterprises acquired patents in Qingyuan Area. Therefore, on the road to R&D innovation, industries on Taiwan and Qingyuan Area transformed from following separate, parallel routes to sharing a single route.

絕大多數在台灣的企業屬於年輕的中小企業，他們所熟知的商業模式是生產代工，並無技術與市場的不確定性問題。如何從生產代工的商業模式跳躍到美國新創公司的知識經濟模式實在是一個對雙方都是很大的挑戰。由於雙方的不對稱性太大有必要讓其它人界入並彌補中間落差。開放式創新中需要技術仲介聯結買方與賣方。而技術仲介則是辦識(破壞式)創新機會的來源之一。在維興國際公司目前所專注的四個不同技術中，同時包括B2B及B2C的產品領域。但無論是B2B及B2C，市場拉力與技術推力在技術仲介的領域中均同樣必須受到重視。 本研究由相關文獻探討，推展出以(買方)目標工業的選擇與管理、(賣方)管理並降低市場的不確定性、技術仲介的需求缺口三構面的研究架構來探討技術仲介業在美國新創公司的技術仲介服務活動的關鍵因素與管理項目。本研究採用個案研究法深入訪談個案公司的高階主管以了解其新創過程的實務作為。由個案分析與研究發現得出研究結論如下： 結論一：成功的技術仲介業對技術賣方的選擇與管理應考慮(1)新創公司生態(2)新創公司的動態管理(3)新創公司的選擇(4)新創公司的管理。 結論二：成功的技術仲介業對技術買方的管理應考慮到(1)社會氛圍與使用者的認知(2)使用者的吸收能力(3)創新與使用(4)降低技術與市場的不確定性。 結論三：技術仲介的成功因素包括(1)技術仲介的加值能耐(2)技術仲介的承諾(3)專利/技術加值增加原供應商的仰賴(4)經營策略的創新與新事業開發。 結論四：技術仲介屬於知識管理的一環，在開放式創新中需要技術仲介聯結買方與賣方。而技術仲介則是辦識(破壞式)創新機會的來源之一。 結論五：台灣目前的技術服務業的主導者是以工研院技轉中心為主要的供需中心，輔以少數私人的智財買賣。 結論六：全世界都在鼓勵創新，國家的競爭力表現於創新與創業教育的養成。 / Most companies in Taiwan are belong to young SMEs, their business model is known for everybody and mainly the foundry model, there is no technology and market uncertainties. It is indeed a great challenge from the production foundry jumping into the knowledge based US startups. Since the dissymmetry from both sides are huge there exist a need for others to bridge the gap. Technology broker links buyer and seller in the area of open innovation. It is also one of the sources of innovation opportunities. WH International currently focused on four different technologies, including both B2B and B2C products. But whether it is B2B and B2C, market pull and technology push in the field of technology brokers are also to be taken seriously. From the related literatures survey, based on a technology transfer company, this study is to promote the technology sales (the seller) and management of technology uncertainty, to help (the seller) to manage and reduce market uncertainty, to meet market demands of the technology broker, and compose the three dimensions of framework: the seller, the buyer and the broker. This research adopts case study method to analyze the practice of the case company. The research results are as below. 1. The selection factors of a successful technology broker facing technology vendor should consider (1) ecosystem of start ups (2) the dynamic management of start ups (3) the choice of start ups (4) the management of start ups. 2. The management of technology buyers from a successful broker should take into consideration of(1) the user's cognitive and social atmosphere (2) the absorptive capacity of users (3) innovation and the diffusion (4) reduce uncertainty of market. 3. The successful factors for technology broker include (1) the value-added capability (2) the commitment to technology (3) patents / technology development to increase value-added services to suppliers (4) innovation of business strategy and new business development. 4. Technical brokering is a part of knowledge management. Technology broker links buyers and sellers in open innovation while it is also one of the sources of innovation opportunities. 5. Technology Transfer Center of the ITRI is the clear leader of technology services industry in Taiwan. There also existed some small private firms that handled intellectual property transactions. 6. Innovation is encouraged worldwide and national competition is reflected in the cultivation of innovation and entrepreneurship education.

本研究的主題是平台商業模式，研究的主要動機是近來不管是從SAP全球輔導過的各產業企業或是在EMBA探討過的無數個案中，發現一個成功企業都有一個共通的元素，就是它們都擁有一個優秀的商業模式，而進一步去檢視這些企業，發覺越來越多成功企業是以建立平台連結多方群體的平台式商業模式快速崛起，它們打破競爭的疆界，很多屬於傳統直線式產業鏈的企業因而紛紛敗下陣來。 鑑於研究者在剛出社會時曾經創過業，加上在外商的工作雖然收獲高於一般人，但總覺得為人作嫁且外商績效掛帥變動性大，因此有朝一日還是想要再次自行創業；加上此刻台灣的產業都面臨轉型，因而想利用這個論文來好好研究與探討這些平台企業的成功之道，歸結出實務建議供未來再次創業時參考，並提供給想轉型或發展平台商業模式的台灣企業參考！ 平台商業模式廣泛出現在各種產業中，受限於研究資源限制，本研究僅以電子商務為研究範圍，本研究選擇國內四家電子商務領導企業為個案研究對象，研究其成功的平台策略，及如何以平台為營運模式持續成長。另外，本研究也以商業模式圖（Business Model Canvas）來分析個案公司，探討其如何建立目標客戶群？如何建立營收模式？如何持續成長？最後，整合與分析其平台策略與商業模式的優劣，歸結出發展成功平台商業模式所應具備的資源與方法。本研究彙整結論如下： （一）找到存在於群體間尚未被滿足的需求，利用平台連接群體並建立互動機制，來提供價值與滿足需求並創造營收。 （二）建立完整的平台生態圈機制設計，讓平台本身與各邊群體成為關鍵資源。 （三）建立成長策略，持續以創新及創意來創造新的平台核心優勢來克服競爭與覆蓋威脅。 關鍵字：商業模式，平台策略，電子商務，創新擴散，價值網，網路效應，賽局理論。 / The theme of this research is to study the platform business model. The main motivation is the recent study whether counseling in each industry from the SAP global enterprise customers or EMBA explored in countless cases. The finding is that a successful business has one common element which they have a good business model. And further to examine these companies, most of the researches show that more and more successful companies have a significant and fast growth through platform business model that they build up a platform to connect multi-group. They break the boundaries of competition, so lots of the traditional linear chain companies have been defeated. Since the researcher used to start-up a company in earlier career stage. Also, although working in the global company has very good compensation compared with the local company. But always felt that work for others without profiting return and global vendor is pure performance driven with heavy pressure and dynamic change. So the researcher plans to re-start up the new business in the future. Besides, at the moment that all the Taiwan manufacture oriented companies are facing business transformation. Therefore want to take advantage of this thesis to investigate success of these platform companies. To conclude with best practice recommendations for reference once start-up a new company in the future. Also, provide reference for Taiwan companies that want to turn business transformation into platform business or start-up a new platform business. Platform business model is widely present in a variety of industries, subject to the limitations of research resources, this study only focus on the scope of E-commerce. This study chose four domestic leading E-commerce enterprise as a case study. Aim to study its successful platform strategy, and how to continue to grow with platform business model. In addition, this study also adopt the business model canvas to analyze the cases of companies that explore how to establish the target audience？How to build up revenue stream？How to continue to grow？Finally, consolidate and analyze the merits of its platform strategy and business model. And came out the must have resources and methods to develop a successful platform business model. This study aggregated the following conclusions: 1. To find out the unmet needs between the groups, take advantage of the interactive platform to connect groups and establish mechanisms to provide value to meet the demand and create revenue. 2. To establish an complete platform ecosystem with solid mechanisms. Let the platform itself and each side of the groups become the key resource. 3. To form a growth strategy, continue to equip innovation and creativity to create new core competence for a platform to overcome the threat of competition and coverage. Key Words：Business Model, Platform Strategy, E-Commerce, Innovation Diffusion, Value Net, Network Effect, Game Theory.

我國傳統產業的發展由早期台灣經濟的中流砥柱，歷經產業變革、環保意識抬頭打壓後，至今被戲稱為「夕陽產業」，主因為產品生命週期進入低毛利成熟期。大部分傳統產業廠家積極尋求多角化轉型以突破困境，但在無法抽離製造代工心態下，積極投入非核心相關領域，無非是落入另一紅海。目前支撐台灣主要經濟命脈產業仍以資訊科技業為主，傳統產業雖非主流，但改變製造心態，堅持投入核心技術研發仍能伺機尋求切入點。 然而，過去強調創新升級轉型的研究不勝枚舉，但鮮少以國內傳統產業模範廠商為個案進行完整詳細地分析，基於此點，本研究針對我國傳統產業廠商「多角化」進行研究，以企業核心資源為基礎，試圖以較為整體性的架構，探討其多角化之相關議題，期能對「傳統產業多角化」，提供一些實務上與學理上的貢獻。 本研究之研究問題有五：（1）傳統產業廠商多角化的動機為何？（2）傳統產業廠商如何進行多角化？（3）傳統產業廠商企業核心資源為何？（4）傳統產業廠商多角化過程中新產品開發流程為何？（5）傳統產業廠商多角化後的新創組織作法為何？ 透過深度訪談個案公司高階經理人，並配合相關次級資料蒐集與整理，進行彙整及分析之後，本研究獲得以下之主要結論：（1）企業核心資源中之個人專長能力的展現為多角化轉型基礎；（2）創新研發過程中，知識資源的累積是技術發展的原動力；（3）順暢的組織內部溝通有助於新產品或新事業的發展；（4）對新產品開發而言，技術資源的彈性運用與高度整合有利於發展新事業；（5）以創新研發為導向之企業與智慧財產權之管理具高度關聯性。 / The domestic conventional industries were the mainstay of Taiwan economics. Because of the transformation of industries and then suffered from the lift of environmental consciousness. It ultimately turned to be the so-called “Sunset Industries”. The root cause was the low margin profit in mature stage of product life cycle. Most of conventional industries firms strove to break through the hardship by diversification. Not to withdraw the ideology from OEM mindset, the conventional industry firms invested in non-core relevant businesses painstakingly. It was just trapped to another red sea. For the moment, the dominant anchor of Taiwan economics was information technologies not the conventional industries. Nevertheless, just switched the manufacturing viewpoint and persevered to the development of core technologies to look for the niche points. Although, the studies in the past focused on innovative upgrading transformation were too numerous and there was scarcely to portray the leading company elaborately in domestic conventional industries. Based on this concept, the thesis paid attention to the study of diversification of domestic conventional industries. Endeavor to apply the comprehensive framework which was founded on the core resources of enterprises and discussed the correlative issues of diversification. Looking forward to the diversification of conventional industries could facilitate the contributions in practical and theoretical domain. The study aimed to investigate the questions: (1) What were the motivations drove the conventional industry firms to diversify? (2) How the conventional industry firms to execute the diversification? (3) What were the core resources of conventional industry firms? (4) What was the procedure of new product development in conventional industry firms during the duration of diversification? (5) What were the practices to construct the new business unit after diversification in conventional industry firms? This study exerted the deep interview methodology of qualitative researches and secondary data analyses to rearrange. The preliminary research findings included: (1) The performance of individual capability in enterprise core resources was the foundation of diversification. (2) During the innovative R&D process, the accumulation of knowledge resource was the motivation of technology of development. (3) The fluent communication in organization was conducive to develop the new products or new businesses. (4) As far as the new product development was concerned, the flexible exertion and high integration of technology resources was favorable for integrating and exploring new businesses. (5) Innovative R&D oriented enterprises were in high connection with management of intellectual property rights.

在電子商務的領域中，多種不同的營運模式被相繼推出，許多成功的電子商務網站，也在各大商管學界被持續探討。展望未來，許多產業勢必導入電子商務經營，而圖像授權這個文化創意領域，更是一個近年來在電子商務領域發光發熱的產業。目前全世界圖像授權平台的競爭劇烈程度與日俱增，國內廠商首當其衝，而國際大廠亦是戒慎恐懼，稍有不慎就很可能會在圖像授權平台版圖的劇烈變化中慘遭擊敗。回顧過去圖像授權平台產業歷史，就曾經發生因為破壞式創新導致產業版圖大幅改變的案例，而現在網路技術日新月異，未來商業模式也必將不斷有所創新，深深值得進一步研究。 　　本研究將使用Afuah & Tucci(2001)發表之論文中的電子商務相關理論作為核心，再由研究者立意選定，以I公司圖像授權網站、G公司圖像授權網站、K公司圖像授權網站、S公司圖像授權網站等四個個案進行個案研究，希望能夠透過對於顧客價值、市場範圍、收入來源、經營之關連活動、資訊系統建置、企業能力、獲利持續性等等面向的探討，針對圖像授權在電子商務創新經營的議題進行研析，希望對於產業界與學術界能有所助益。 / In the field of electronic commerce (e-commerce), a variety of business models have been introduced sequentially. Many successful e-business sites are discussed continously in business or management academia. Looking ahead, many industries are bound to import e-commerce operations. Image licensing is an industry that vigorizes e-commerce in recent years. At present, the intensive competition of image licensing platform all over the world is increasing, not only international manufacturers but also the domestic manufacturers, who are the first to be affected. A slight mistake can lead to failure in the dramatic changes of the image licensing platform. Reflecting the history of image licensing platform, there was a case of a industry destructive innovation that led to significant changes in the industrial landscape. Now, since the Internet technology is ever-changing, the future business model will continue to be innovative, which is worthy of further study. 　　This study will use e-commerce related theories published by Afuah &Tucci (2001) as the core theory, and then selected by researchers.Taking I Company's image licensing site, G Company's image licensing site, K Company's image licensing site, S Company's image licensing site four cases as case studies, in hopes that through the discussion of customer value, market scope, revenue source,management-connected activities, information systems implementation,business capabilities, profit sustainability, etc., research andanalysis will be targeted to the issues of image licensing ine-business innovative operation, and the results can be helpful forthe industry and academia.