服務產業已在近代成為了世界各個國家的重要產業，台灣尤其，因此推動服務經濟一直是政府主要的推展政策之一。政大服務科學研究中心（SSRC）及資管所AeSL實驗室將服務科學的知識運用在實務上的服務創新，為本國較弱勢的觀光產業中小型商家提升競爭力，進而發展了一個以旅遊意象為引擎的全新網路服務平台，uVoyage。 此平台的目的為幫助弱勢的中小型觀光商家將自己的產品及服務自行行銷，推廣到全國大眾。本經營計畫的最高宗旨為提供一個互動性平台，讓觀光業中小型商家與旅客一起共創價值，達到永續經營。專案在初始挑選了宜蘭縣枕頭山休閒農業區作為開發平台的實驗標的，並於去年就已經完成POC（Proof of Concept）。在持續開發平台的同時，本研究所著重的方向為研討uVoyage平台的實際經營模式，並將其營運計畫做完善的提案。此研究在進行的過程也定時與枕山村休閒農業區的商家辦說明會蒐集意見回饋，讓平台的功能更能夠符合商家的需求。 此論文延續平台的基礎，持續進行完整性的開發，同時將組織管理、財務、營運及獲利模式做完整個規劃。本研究最終目標為完成最後階段的POS（Proof of Service），並提出實際可行的經營計畫。促進台灣地方特色發展、幫助觀光中小企業為uVoyage的最高使命。

Evolution of the global economic system has significantly impacted on customer behaviors. The service economy era has accompanied rapid growth of the service industry. This work focuses on service innovation enhancement for cluster SMEs, which play important roles in the global economic system. These SMEs, which have specific knowledge and capabilities, are keys to improving customer service experiences. However, the entire service system has evolved, as have customer behaviors. In addition to understanding how service value is created, interactions between economic, social, and environmental systems during value creation are also crucial for the sustainable development of service industries. For service systems consisting of SMEs, the design of a value network for clustered SMEs still faces huge challenges in finding key value propositions and assessments for value creation. To assess service value, relationships, and customer feedback from both economic and social psychology perspectives, this research proposes a novel service ecosystem for value creation in service dominant logic and customer-driven and imagery-based value network design approach (CIVNDA) grounded in service dominant logic and image theory. The CIVNDA (1) provides a framework for designing and configuring a service value network that can identify the roles and value propositions of each partner; (2) provides a novel service imagery representation to characterize services of businesses from a customer psychological perspective; and (3) generates appropriate partners for specific cooperation goals and service journey designs. Due to the importance of information technology in service innovation, integration, and provision, this research also implements an ICT-based service platform—uVoyage using color image scale and metaphor theory. Tourism is selected as the study industry to evaluate the effects of the CIVNDA and the uVoyage service platform. Interview and focus group results (1) show that four different evolutionary stages of tourism SMEs exist when adapting to the current service economy era; (2) indicate how the CIVNDA and uVoyage platform facilitate value co-creation for tourism SMEs during different evolutionary stages; and (3) demonstrate how the features of service imagery differ from brand images and can be utilized to bridge gaps between product design and customer-driven service design. This research can contribute to our understanding of service system ecology and service value evaluation in service value network designs consisting of SMEs in the tourism, design, cultural, and creativity service industries. The proposed concept of service imagery also guides future innovative research and outcomes of service value network design.

本研究以「意」的雙字詞彙為主要研究範圍，由詞彙內部結構及上下文切入以釐清「意」的多義現象。前人關於「意」的多義現象討論不多，僅有歷時的探源研究、與內在身體部位「心」的比較以及心理學認識活動的相關論述，至今尚未有關於「意」之共時性語料庫研究。於彙整《中文詞彙網路2.0》與《教育部重編國語辭典修訂本》中「意」的義項，並清楚制定「認知」、「情感」、「意志」三個語意類別後，本研究分析了《中央研究院現代漢語平衡語料庫4.0》一千萬詞條版本中的相關語料。研究結果包含了兩個面向的討論：「意」的詞彙內部結構和語意分佈之間的關係以及「意」的意象圖式。 首先，研究發現「意」在構詞上屬於名詞性黏著詞根詞素，可同時作為詞在句子中自由移動的情形不多；「意」在語意上則屬於「心理集合名詞」，而心理集合名詞為一多義詞素，詞彙語意的完整有賴其共現成分。其次，「＊意」結構的詞類包含了名詞、狀態動詞、動作動詞、副詞四種詞類，而「意＊」結構僅包含名詞、狀態動詞、動作動詞三種。其中，「＊意」的構詞能力較「意＊」強，語意分佈上則皆以「意志」類為主。 最後，從雙音詞的上下文中發掘了「意」的三條刺激反應路徑，統整出「意」的意象圖式，得知「意」的雙字詞多用於「報導」方面。若刺激類別為「文章/話語」或「外在景色」通常由「當局經驗者」報導概念內涵或刺激為其帶來之感覺，若刺激類別為「人際客體」則通常由「旁觀經驗者」報導當局經驗者理解概念之過程、心理狀態或意志狀態。華語教師在講解「意」之詞彙時，可透過解釋其共現成分之詞意為學生建立語意類別的概念，亦可運用刺激類別及報導的方式讓學生知道「意」的雙音詞使用上的差別。 關鍵字： 「意」、多義名詞、詞彙內部結構、意象圖式、中研院現代漢語平衡語料庫 / Key word: Yi4,polysemy, word component structure, image schema, Mandarin Corpus This thesis reports the polysemous usage of the disyllabic words containing Yi4 ‘meaning’ with the emphasis on their internal structure and co-text. Previous studies on Mandarin polysemy Yi4 mostly focused on the classic manuscripts, the comparison between Xin1 ‘heart’ and Yi4 ‘meaning’, or the philosophical system of knowing. However, none of them was based on real texts from the corpus. Based on the senses taken from the Chinese Wordnet 2.0 and the Revised Mandarin Chinese Dictionary, we categorized the usage of Yi4 as FEELING, COGNITION and INTENTION. Using these as the criteria, we analyzed the data from the Sinica Corpus 4.0. The results were discussed based on two aspects, the interrelationship between the internal structures and meaning distribution, and the image schema of Yi4. For the internal structures, we discovered that Yi4 serves not only as a bound-root morpheme at the syntactical level but also as a semantically polysemous psycho-collection morpheme which needs the co-occurred morpheme to fulfill its word meaning. We also found that most instances in both ‘X+Yi4’ and ‘Yi4+X’ structures belong to INTENTION, and these include nouns, action verbs, and stative verbs. However, only the ‘X+Yi4’ structure, with its stronger word-forming ability, contains adverbial use. In addition to internal structures, for the analysis of co-texts, we came up with the image schema of Yi4 which contains three stimulus-response routes. If the stimulus is article/speech/scenery, Yi4 tends to have a direct experiencer conducting a first-hand report about his/her feeling. If the stimulus comes from a human body, Yi4 prefers having an indirect experiencer conducting a second-hand report about the direct experiencer’s emotion, cognitive process or willing. Finally, this thesis also offers some pedagogical suggestions and application based on the findings.