本研究主要探討的是國際標準化商品的製造業者如何從事產品創新，特別是針對一個企業銷售的產品就是標準化的完成品，最典型的例子，就是台灣佔有亞太最大產能的影音DVD光碟片製造業。差異化是企業提升競爭力的主要手段，也是經常被企業採用的競爭策略。一個企業可以尋求差異化的空間顯然和自己產品或服務被標準化的程度有關。產品「被標準化」的程度越高，除了創意越容易受限，組織出現「核心僵固」的情形可能也越嚴重。 本研究延續組織知識創造學說「知識螺旋」理論的精髓，提出「創新螺旋」策略規劃程序的理論模型架構，「創新螺旋」模型是一個以產品創新為主軸的策略規劃程序，以行銷導向創新策略為其核心。行銷導向的創新是一個企業核心能耐經組織內部「共同化」，「外化」訴諸市場，再與市場需求「結合」串連，「內化」為企業策略的過程，意謂著企業核心價值與市場價值缺口產生共鳴的「知識螺旋」。「創新螺旋」模型描述企業應以「市場價值、創造價值、核心價值」做為產品創新的核心概念，以「創新是兩種看似不相干的事物將其成功結合」的中心思想，同時秉持「創新來自邊陲的精神」，尋求產品創新上的突破。 一般而言，國際標準規格的制訂是由大國大廠所主導，技術開發首動者的效益來自參與規格制訂及日後商品上市後收取的龐大權利金。一般小廠小國，市場影響力小、技術開發資源有限，不易參與規格角力的競賽，更遑論發揮舉足輕重的影響力，這是一個殘酷的國際現實。因此小廠小國的標準化商品的製造業者，如何從事產品創新就是本研究所要探討的課題。本研究探討的個案公司以「創新螺旋」策略規劃程序的理論模型做為其產品創新的藍本，檢視在此情境下的台灣影音DVD碟片的製造業者，在產品創新過程遭遇到的困境及其突圍的方式。本研究同時觀摩比較其他國際級的競爭同業，如何發揮其地理環境上的優勢及本身的核心能耐，在次世代藍光DVD來臨之繼，創造更有利的競爭條件。 / This thesis aims to study how to do the product innovation under the condition as the core product or service of one corporate is an international standardized end product. The typical example is such as the video DVD disc manufacturers in Taiwan, who own the major market share in the world wide total throughput. From the strategic point of view, “differentiation” has been widely used to build up a corporate core competency. However, the limitation for one corporate to do the product differentiation is corresponding to its product status being standardized. The higher standardized condition on product it is, the more limitation on creation it will be. It also will cause the organization to be inflexible, furthermore becomes stubborn. Generally speaking, international standard has been formulated by the strong or big countries and international corporate. The first mover advantage to develop the product should be as a format creator and as a licenser in the long run as into the commercialized phase. On the other hand, usually, for the small companies or countries, it has less technology resource and marketing power to influence the standard formation. Under such kind of situation, is there any chance for the small companies to do the product innovation? This is the main topic for the thesis to investigate. This research extends the organization knowledge creativity theory by Nonaka (1995) as the “Spiral of Knowledge” to a new model as “Spiral of Innovation”, which presents the sequence of strategy formation in term of product innovation. Marketing-oriented product developing pattern is the main pursuit of the “Spiral of Innovation”. The first step, through the ”socialization” inside the corporate, the common understanding of the corporate standing position can be created. As for product developing, targeting to find out the customers need or the lack in the marketing, those finding should be put into the step as “externalization”. After that, through “combination” of marketing need and corporate competency, the systematic concept can be developed. The final step, all the above can be converted into the organization function inside corporate, which is called as “internalization”. “Spiral of Innovation” theory states, for a corporate, it takes the “marketing value, creating value and corporate core value” as the core product developing concept. The innovation can be simply interpreted as “the success to combine two dissimilar or irrelevant matters”. Innovation usually generates from that being lack of concern or attention. This research studies the case, Taiwan No.1 video DVD disc manufacturer, which implements the “Spiral of Innovation” model as the framework of its product developing strategy formation. It shows the dilemma the corporate faces in the effort for product differentiation and those attempts it took for breakthrough. It also compares the product developing strategy with some other key and leading players from USA, Europe and Japan. From innovation point of view, those companies intend to exploit their advantage from location and core competency to find out the optimal position for the coming next generation high density DVD era.

本研究旨在探討臺北縣立國民中學組織創新與學校效能的實際現況，分析兩者之間的關係，並依據研究結果，研擬改進與建議。 本研究以問卷調查法為主，半結構式訪談為輔，受試者包括臺北縣立國民中學校長、主任、組長、副組長、導師、專任老師，共829人，其中有效樣本649人，可用率為78.3 ﹪，研究工具為『臺北縣國民中學組織創新與學校效能問卷』。本研究以SPSS for Window11.0版套裝軟體的統計分析軟體為工具，茲將研究結果分述如下： 一、臺北縣國民中學教育人員知覺組織創新與學校效能均為中上程度。 二、臺北縣不同學校規模的教育人員知覺組織創新有明顯差異，以13-24 班的教育人員知覺度最高。 三、臺北縣不同學校歷史的教育人員知覺組織創新，有明顯差異，以學校歷史 為10年以下的教育人知覺度最高。 四、臺北縣不同性別的教育人員知覺學校效能有明顯差異，男性教育人員明顯 高於女性。 五、臺北縣不同學校規模的教育人員知覺學校效能，有明顯差異，以13-24班 的教育人員知覺度最高。 六、臺北縣學校創新經營（有參加創新比賽）之教育人員知覺學校效能有明顯 差異。 七、臺北縣國民中學組織創新與學校效能有非常顯著正相關。 八、臺北縣國民中學組織創新對學校效能有極顯著的預測力。 依據上述結論，本研究針對教育行政機關、學校及未來相關研 究提出建議，做為增進國民中學組織創新與提升學校效能之參考。 關鍵詞：組織創新、學校組織創新、學校效能。 / The purposes of this research were to explore the status quo and the relationship between the school organizational innovation and school effectiveness of the junior high school in Taipei County. Some recommendations for improvement were made according to the research conclusions. This study was proceeding primary with questionnaire surveys of school organizational innovation and school effectiveness of junior high school and supplementary with semi-construction interview. 829 samples were chosen from school in Taipei County. They were principles, directors. Department deans, department assistant deans, homeroom teachers and non-homeroom teachers of junior high school. Finally 649 data were collected. The useful rate for this research is 78.3%. The data were analyzed with SPSS for Window 11.0 edition and the conclusions of this research were as follows: 1. The teachers of junior high schools in Taipei County perceived an upper level on school organizational innovation and school effectiveness. 2. There is a significant difference of the perception of junior high school teachers in Taipei County on school organizational innovation among the teachers from different school sizes, there is higher awareness among the teachers from school of 13-24 classes’ size. 3. There is a significant difference of the perception of the junior high school teachers in Taipei County on school organizational innovation among the teachers from the school with different service periods. There is higher awareness among the teachers from school with less than 10 years in service. 4. There is a significant difference of the perception of junior high school teachers in Taipei County on school effectiveness between genders, male teachers have significant higher awareness. 5. There is a significant difference of the perception of junior high school teachers in Taipei County on school effectiveness among the teachers from different school sizes, there is higher awareness among the teachers from school of 13-24 classes’ size. 6.There is significant different of the perception of junior high school teachers in Taipei County , the teachers from the schools participating the organizational innovation competitions have higher awareness on school effectiveness. 7. There were positive and strongly significant correlation between school organizational innovation and school effectiveness of the junior high school in Taipei County. 8. The school organizational innovation had predicative efficacy school effectiveness of the junior high school in Taipei County. Based on the above conclusions several recommendations were made for the authorities of concerned, junior high schools’ principals and future researchers for improvement of school organizational innovation and school effectiveness. Key words: organizational innovation, school organizational innovation, school effectiveness.

在全球個人電腦市場競爭愈演愈烈的趨勢下，台灣個人電腦硬體產業在面對多年來所賴以生存的設計代工設計製造已面臨微利化的時代，企業必須以更積極的創新精神，提高技術障礙，研發差異化的產品，引進新技術並及時推出具競爭力的創新性產品才能脫離紅海戰場的價格戰，進而為企業創造更高的營運績效。 本論文屬探索性研究，並採用個案研究法，以選取一家台灣的個人電腦硬體設計製造公司為研究對象。本研究透過人員訪談的方式，針對個案公司的中高階主管（業務、行銷、研發副總及產品規劃經理等），就該個案公司的新產品研發與新產品創新策略作深入之訪談。並藉由文獻中探討所建構的觀念架構與理論基礎來界定本研究的探討範圍，其包括了探討新產品發展策略、組織結構、核心能力、創新概念來源、創新能力及競爭策略等各個構面與產品創新策略之間的關連性。 本個案研究的結論如下所述： 1、企業所擁有的資源越豐富時，其創新的可能性就越高。企業領導者對於創新，若能給予較豐富的資源，則直接提供了創新重要的基礎。因充裕的資源，亦會使得管理階層可以更有能力去追求創新，負擔創新所產生的成本，以及承擔創新可能所帶來的失敗。 2、企業領導人必須建構動態的組織結構。動態的組織結構相對於僵固型組織而言，對創新會較有正面的影響。因動態的組織會對組織成員產生較少的規範，以及會給予較大的授權。因此，往往會表現出較大的彈性與調適性，所以組織內的成員較易創新。 3、企業各個單位之間的互動程度高低，決定了創新的成敗。成員之間的高度互動，有助於打破創新時所需面對的障礙。企業高階管理者應積極建立跨部門之互動平台機制，供組織內成員面臨技術瓶頸時，可更容易且快速獲得集團內的資源協助，以提早將創新的產品推出到市場。 關鍵字：新產品、新產品開發流程、創新、產品創新策略、競爭策略、五力分析、SWOT

公共服務的來臨，政府單位不斷用心發展更積極創新的作為以提升各項業務服務品質，創新的政策對於政府效能與國民福祉的提升有非常重要的地位，然而優質的政策並不容易提出，在創意開發的運用實例上，不乏國際大企業利用預測市場的網路平台開發公司員工的集體智慧或匯聚眾人資訊協助企業進行決策，因此本文欲以創意市場運用在高雄市政府開發創新政策，探究此機制是否有助於提升市府的施政品質。 本研究內容主要根據政治大學童振源教授與高雄市政府合作之「高雄市發展政策創新與評鑑計畫」，從旁觀察紀錄，事後以質性研究法與量化研究法，檢證創意市場在政府部門的可行性，期能將創意市場機制應用在公部門體系，成為促進政府創新改革重要方法之一。計畫透過提案階段、書審階段、初選階段、決選階段，以虛擬貨幣的方式交易評鑑，判斷提案之優劣，選出最佳創新政策。 研究結果發現獲選之最佳創新政策提案在可行性、創新程度、預期效益、符合市民需求、對高雄發展有利、建議市府採用等指標均獲得相當程度認同，值得高雄市政府深入檢視與評估，進一步規劃相關的政策配套與執行方案。政策創新市場提供基層同仁參與政策產生與決策的機會，營造一個可溝通、討論的平台，使政策在眾人的互相激盪與琢磨之下，能夠更多元、更豐富。而未來有更健全的配套措施與實施辦法後，期望能開放一般民眾加入政策的開發與評鑑，以增加市民對市政議題的關注、參與及認同，提升高雄市政府在市民心中的認同感。 / The coming of public service causes that the government agencies continuously develop more positive and innovative conducts by heart to improve service quality for various businesses. Innovative policy occupies an important place in the promotion of government effectiveness and national welfare. However, it’s not so easy to put forward a good quality policy. For living examples applied in creative development, there is no lack of large-sized international companies using collective intelligence of employees in network platform development companies engaged in market predicting, or collecting people’s information to assist company’s decision-making. Therefore, this article intends to use idea marketplace in Kaohsiung City Government to develop innovative policy and explore if this mechanism contributes to the improvement of city government’s administrative quality. The contents of this study mainly based on “Innovation and Assessment Program for Kaohsiung City’s Development Policies” under the cooperation between Professor Tung, Chen-Yuan of Chengchi University and Kaohsiung City Government, recording and watching from the sideline, using qualitative and quantitative research methods afterwards to verify the feasibility of idea marketplace in government sectors, which is expecting to apply the mechanism of idea marketplace in public sector system and become one of important ways to improve the government’s innovation and reform. The best innovative policy will be selected from this program through the stage of proposal, written review, primary selection and final selection to judge the strength and weakness of the proposal with the assessment of virtual currency trading. Research results found that the selected proposal for the best innovative policy in the feasibility, degree of innovation and predicted effectiveness complies with the demand of the citizens and benefits to the development of Kaohsiung City. This study proposed the city government to adopt such indicators to obtain a considerable degree of identification, which is worth of Kaohsiung City Government’s deep review and evaluation for further planning of the relevant policy set and implementation scheme. Policy idea marketplace provides colleagues at the basic level with the opportunities to participate in policy generating and decision-making, building a platform for communication and discussion, and enabling the policy to be more multiple and plentiful under people’s mutual brainstorming and study. After more healthy supporting measures and implementation methods in the future, this study hopes to open the development and assessment of policy for general public so as to increase citizen’s concern about, participation in and identification of municipal issues and improve the acceptance of Kaohsiung City Government in citizen’s heart.

面對全球科技創新與應用發展快速變遷，厚植組織的創新研發能量，為各界長期面對全球競爭的重要策略，而組織創新研發能量的建置，其關鍵因素在於組織成員的創造力及個人的創新行為，因此如何塑造良好的組織創新氛圍以提升員工的創造力、個人創新行為及個人績效，進而提升組織的整體營運績效，實為組織刻不容緩之議題。 以往組織創新氛圍、個人創新行為及績效之研究，多以「組織」為分析層級，並以西方個案為大多數，本研究特別以「個人」為研究層級，並以國內組織為研究對象來進行實證分析，除研發人員自評其個人創新行為及績效外，並嘗試採以由主管來評量（他評）員工表現的方式，探討員工自評及主管他評之差異，期望能填補學術上國內個案及「個人」分析層級的研究缺口，並同時能對組織創新管理實務上產生貢獻。 本研究旨在探討組織創新氛圍、個人創新行為及其個人績效三者間之因果關係，研究方法採量化研究，以問卷調查研究歸納，受測對象為T財團法人研究機構工作年資一年以上的研發人員，總計問卷發出192份，回收160份，回收率為83.3％，問卷資料以SPSS軟體進行統計分析，並予以驗證研究假說並提出研究發現與結論建議。 本研究所得到的初步結論包括： (1)組織創新氛圍的形塑，有助於提升研發人員的個人績效 (2)個人創新行為的展現，有助於提升研發人員的個人績效 (3)組織創新氛圍的形塑，有助於提升研發人員的個人創新行為 (4)組織創新氛圍會透過個人創新行為提升研發人員的個人績效 (5)研發人員自評的個人創新行為及個人績效較主管他評者高，且組織創新氛圍的形塑與主管他評的個人創新行為與個人績效無顯著相關 (6)研發人員的個人背景並不會影響組織創新氛圍、個人創新行為及個人績效之表現 / To face the quick change of global technolgical innovations and applications, one of the most important stratgies, that the enterprises use, is to strengthen their innovative and research capabilities. In addition, the key factor to enhance the organizational capabilities includes the creative capability of employees and individual innovative behavior. Thus, how to create the good orgnizational innovative climate, in turn, to improve the employees’ creativity and individual innoative behavior, and eventually to enhance the organizational performance becomes the critical issue. Most of the previous studies concerning the relationships among the organizational innovative climate, individual innovative behavior and performance are conducted at the organizational level and within the context of western world. This study specially conducts anaysis at the individual level and selects the domestic organization as the research subject. To fill up with the research gap, the individual performance is evaluated both by themselves and by their supervisors to further address the differnce between these two approaches. This study aims to investigate the cause-and-effect relationship among the organizational innovative climate, individual innovative behavior, and individual performance. A quantitative approach with questionnaire surveys is utilized. Eventually, 192 questionnaires are sent to the researchers who have been working for at least 1 year at T non-for-profit research organization. 160 questionnaires are collected so the effective response rate is 83.3%. The results of this study are summarized as follows: (1)The organizational innovative climate was found to be conducive to enhance the individual performance of researchers. (2)The individual innovation behavior was found to be conducivel to enhance the indiviual performance. (3)The organization innovative climate was found to be conducive to enhance the individual innovative behavior of researchers. (4)The individual innovative behavior of researchers was found to affect the relationship between the organzaion innovative climate and the individual preformance of researchers. (5)The ratings by researchers themselves were found to be higher than those by their supervisors. Additionally, there is not evidence to substantiate the relationship between the organizational innovation climeane and the individual innovative behavior and performance rated by the supervisors. (6)There is not evidence to substantiate the relationship between the organizational innovation climeane, the indicual innovative behavior and performance.

隨著創新時代來臨，政府透過創新的政策推動藉以滿足民眾最新的需求或與民眾產生更好的互動方式，政府部門的創新力近年來亦成提升政府服務品質的關鍵，同時透過政府間對創新政策的相互仿效，形成E.M.Rogers所提出的「創新擴散」（diffusion of innovations）效應。　　　　　　　　 臺北市政府即以美國紐約市「311專線」政策為藍本，於2005年啟用「1999專線」至2014年1月，其後有高雄市及新北市等共17個縣市陸續採用，顯見1999專線於政策擴散的效應，並直接影響各地方政府間及政府與民眾間的互動關係。因此本研究透過四個構面去分析：（1）我國1999專線政策於地方政府間擴散情形；（2）創新先驅者臺北市政府變遷代理人於傳佈各階段所扮演的角色；（3）臺北都會區創新決策過程；（4）臺北都會區創新政策擴散的後果。為探究臺北都會區從啟用至執行1999專線的情形，本研究透過文獻內容分析法、次級資料法與質化深度訪談法進行資料的統整與分析。經由創新擴散理論為架構，探析地方政府間擴散學習的效應及影響組織創新決策的過程，以作為其他縣市的參考。 　　本研究結果發現：（1）創新性分數較高多為直轄市或與創新先驅者鄰近之都會區、擴散型態呈現各式曲線分佈；（2）變遷代理人於擴散各階段扮演不同角色；（3）臺北都會區具有實施動機較高、相對優勢較高、政府網絡關係較高、組織內部資源與規模較高等創新優勢；（4）影響民眾知曉度主要為意見領袖；影響民眾滿意度主要因素為是否能滿足民眾的需求。本研究建議如下：（1）建置地方政府創新政策知識庫；（2）建立縣市創新政策交流機制；（3）建議中央鼓勵我國縣市全面實施。 / As the age of innovation comes, the government satisfies the public’s latest needs and builds a better way to interact with the public by carrying out innovative policies. Besides, innovation had played a key role in increasing governmental service quality for the past few years. Meanwhile, through mutual imitation of innovation between governments, the diffusion of innovations, pointed out by E.M.Rogers, was formed. 　　Based on New York City’s Hotline 133, Hotline 1999 was launched in Taipei by Taipei City Government in 2005, and was then adopted by totally 17 cities and counties one after another until January 2014, including Kaohsiung and New Taipei City, which showed the effect of Hotline 1999’s policy diffusion, and the significant impact to the relation between local governments and among governments and the public. Thus Hotline 1999 project was analyzed by 4 aspects in this study: 1. The diffusion condition of Hotline 1999 on local governments, 2. The roles played by Change agent of Taipei City government, as an innovation pioneer, in each stage of diffusion, 3. Innovation policy decision process in the metropolitan areas of Taipei, and 4. The consequences of the above said diffusion. To discuss the whole process of Hotline 1999 from the very beginning to implementing, the data will be complied and analyzed though document analysis, secondary data analysis, and In-Depth Interviews. Besides, through Innovation Diffusion Theory as the framework, we discuss the learning effect of local governments and the process of innovation policy decision that influenced organizations for the further reference to other cities and counties. 　　The research findings include the following: 1. Directly Controlled Cities and the metropolis that neighbor on innovators score higher in innovativeness, 2. Change Agent played different roles as problem locators and innovation satisfaction, etc, 3. Taipei’s metropolitan areas have several innovation advantages: incentive to implement, relative advantage, stronger network among governments, and abundant resources and bigger scope, and 4. Public’s awareness was raised mainly by opinion leader, and degree of satisfaction depends on whether public needs are met. The suggestions are as follows : 1. Build a knowledge base for local government innovation policies, 2. Provide a mechanism for exchange of innovation policies, and 3. Central government should encourage the entire nation to implement the project.

台灣醫療制度從早期的自費，經歷了公保、勞保、1995年開始實施的健保制度，直到目前的總額預算制。在醫療資源趨近飽和，健保財務吃緊的狀況下，醫療服務業面臨高度競爭，中醫面臨著競爭激烈、大餅被分食的大環境。故如何有計劃的形成差異化，即早全面性的研擬方針，長遠規劃經營方向及創新策略，為經營者必須嚴肅面對之課題。 個案醫療網立基於台灣，成立於1991年，主要深耕於高高屏，目前台灣有15間分院及生技公司。新加坡區成立於1999年，於新加坡擁有23間中醫診所；目前積極拓展大陸市場。台灣區於1995健保制度設立至今，共新增13家中醫院所，2011 年成立20週年。台灣員工近400位，其中包含70位專業中醫師。雖然在台灣，有種種不利的競爭情況，但其績效表現在中醫界卻是令人刮目相看。 本研究主要探討個案醫療網之創新營運模式分析，採個案研究法，透過與個案執行長之深度訪談，並在過程中佐以與主題相關實證文獻、文件及檔案紀錄等多重證據來源，並參與活動時的觀察，相互印證，探究個案之主要創新營運模式。 研究結果顯示，馬光初期因看到中醫產業的機會與需求而採用連鎖策略。連鎖所產生的成本優勢，為馬光連鎖醫療網的早期競爭優勢之一。但因醫療產業的特殊性，健保制度規定收費一致的情況下，馬光逐漸建構新的優勢，透過管理活動的展開，不斷進行核心價值文化深植、組織管理變革、服務流程創新；這些皆有別於傳統中醫院所的特徵及核心技術範圍，形成差異化的競爭力。 醫療院所若未來有意朝向展店成長策略時，經由個案經驗顯示，首先應對產業結構尤其醫療保險政策及給付制度詳加了解；於核心價值文化、專業SOP及整體管理中心、獎懲、、等制度應早作系統性建檔及規劃；並儘早依院所發展特色形成差異化。

本研究旨在探討台灣地區零售業目前行銷創新的現況。以往之文獻顯少涉及廠商特性與行銷創新間的關係，本研究則以細緻化後的行銷創新分類，實證探討台灣區零售業廠商特性與行銷創新間的關係。 首先，本研究探討了台灣地區零售業相較於非零售業之服務業而言，特別會進行哪些類型的行銷創新，以瞭解零售業的行銷創新特性；接著，本研究探討了會進行各種不同類型的廠商有何廠商特性，以瞭解零售業廠商特性與行銷創新間的相關性；最後，本研究進一步鎖定零售業廠商的市場範圍廣度及主要顧客類型此兩個構面，而去研究廠商的市場範圍廣度及主要顧客類型對零售業廠商進行行銷創新是否有顯著的影響。 本研究的分析方法採用probit迴歸模型，實證結果發現： 1.台灣地區零售業廠商行銷創新之比例高於非零售業之服務業的行銷創新之比例，且零售業廠商進行任何一種行銷創新之比例也都高於非零售業之服務業。零售業廠商所進行的各類行銷創新當中，有進行該創新的廠商比例為由高到低為：銷售通路、產品/外觀/形象設計、廣告促銷推廣、產品展示方式/管道、包裝、定價付款。 2.除了定價付款的創新之外，零售業廠商市場範圍包含海外市場數目越多，對於廠商進行其他五種行銷創新皆有正向影響；亦即，廠商的市場範圍越廣，則越容易進行此五類的行銷創新。 3.當零售業廠商的主要顧客類型包含消費者時，除了產品展示方式/管道的創新之外，此項廠商特性對於廠商進行其他五種類型的行銷創新皆有正向影響。當零售業廠商主要顧客類型包含非母企業集團之其他公司時，本研究結論無足夠證據支持其對進行此六種行銷創新是否有正向或負向之影響。當零售業廠商的主要顧客類型包含政府單位時，對於進行產品展示方式/管道的創新有正向影響。 / This research is to study the market innovation of the retail industry in Taiwan. Previous researches had rarely studied on the relationship between firm characteristics and market innovation. This research uses an empirical method to investigate the relationship between characteristics of retail firms in Taiwan and market innovation. This research first finds out what sorts of market innovation that the firms in the Taiwan retail industry tend to do, then identifies the relationship between firm characteristics and marketing innovation, and finally investigate the impacts of customer types and market area upon market innovations of these retail firms by probit regression model. The main findings of this research are in the following. I. Firms in the Taiwan retail industries have higher level of market innovation in every aspect as compared to firms in other service industries. The ranking of the percentage of each sort of market innovation, from high to low, is as follows: channel, design, promotion, display, package, and pricing. II. The increase of the number of overseas markets will contribute to higher level of five sorts of market innovation, except for the pricing innovation. In other words, the higher the retail firms’ market area, the more likely the firms will have marketing innovation. III. If the retail firms’ major customers include final consumers, firms are more likely to have channel, design, promotion, package, and pricing innovation, except for the display innovation. If the major customers include the government, retail firms are more likely to have display innovation, but less likely to have channel, design, promotion, package, and pricing innovation.

支付是商業交易活動中很重要的一環，是買家和賣家之間價值的交換。隨著經濟的發展，支付的需求日趨增長，也因此促使支付方式持續地進化發展。從最早的以物易物方式，以商品貨幣作為價值交換的媒介，到現金以錢幣紙幣的形態出現，一直到訊息通訊技術的蓬勃發展，在電腦和網路的普及下發展出許多線上支付的相關創新服務。支付領域經歷了一連串的演進轉變，現代生活中，市場上有非常多支付方式供我們選擇，我們能夠透過簡單的點擊操作快速完成線上付款，也能利用行動裝置輕易的在刷卡機前感應付款，在我們能夠方便快速地完成支付行為的同時，卻對於支付系統背後的實際運作不甚了解。此篇研究希望透過不同種類支付方式的解構來深入探討支付創新。 此篇研究以支付系統的角度建構了由支付活動參與角色所組成的架構圖，架構圖中包含了付款者、收款者、付款者的銀行、收款者的銀行、負責結算與清算的清算所與信用卡公司等角色。透過多重個案分析，研究多個支付服務案例，在架構圖中依步驟流程拆解、呈現其資訊流和金流，了解各種支付方式的實際運作過程，觀察各個支付系統及角色間互動合作的關係。不僅透過多個案例的流程解構與套用來強化、驗證此研究所建立的架構圖，針對每個挑選出的個案也進行深入分析，分別以付款者和收款者的角度，呈現相關關鍵特性包含支付服務的手續費及收款與付款的時間。此外，經過多重個案的深度觀察與解析，此研究也根據支付系統現況提出相關現象的討論。此篇研究提供一個解構支付服務的工具，希望透過多重個案的解析與觀察更深入了解支付創新。 / Payment is a crucial part of commercial activity that occurs in our daily lives. As an economy expands, the requirements of payment increase rapidly, which gives rise to the continuous evolvement of various payment methods. We have evolved from a barter system to the use of cash and paper-based payment instruments, to the advent of information communication technology (ICT) which contributes to online payments, along with the creation of many types of innovative payment methods. This process has been a series of innovations in payment domains. Although many payment methods currently exist, there is a limited understanding of how payment systems work and what actually happens when we pay with a single click online or complete the payment in a flash by placing a mobile phone close to a merchant point-of-sale terminal. This study is dedicated to deconstructing various kinds of payment systems to understand payment innovations in depth. To explore the information flow and cash flow operating in the ecosystem, this study develops a framework for analyzing a payment system based on the literature. The framework consists of a payer and payee who connect through transactions and launch a series of payment processes that include institutions such as the payer’s and payee’s bank, and intermediaries such as a credit card association, a settlement bank, and a clearing house that handles the clearing and settlement process. These components interact and cooperate to fulfill payment activities. The framework, which aims to illustrate the role that each component plays and how complicated payment systems work, is expected to cover all kinds of payment methods. We enhance and verify the framework by applying several cases for traditional and innovative payment methods. With these selected cases, we analyze payment processes between participants and clarify features relating to payment fees and time in respect to payers and payees. Through the observation of multiple cases, we also derive particular facts from the payment operation in the present ecosystem. We hope that the research will offer an instrument to better understand payment systems and provide an in-depth deconstruction and observation for payment innovation.

隨著國民平均餘命的延長，人民對於自身健康管理的觀念也從治療疾病進步到預防疾病。因此健康管理的醫療機構已經如雨後春筍般到處林立。對於有興趣想跨入健康管理的後進者，如何從中找到商機的切入點及新的創新商業模式，期許能在市場上佔有一定的位置，將是本篇論文探討的目的。 藉由分析、探討M公司的過往經營路程經驗與商業模式的創新變革，希冀提供台灣的健康管理同業們，在面對台灣醫療市場的萎縮及全世界老年化時代的來臨的，能夠共同開創新市場之策略觀點及經營規劃參考，因地制宜地結合台灣醫療優勢及中國廣大市場，創造一個雙贏的局面。