行動科技越來越廣泛地應用在我們的日常生活。不僅使用於溝通方面，對企業活動也有了很大的改變。隨著無線傳輸技術的進步，商業資訊可以立即傳遞到每一個人的手持設備，而不受時間地點的限制。許多公司試著採用這種方便的技術，作為他們新的服務策略。本篇基於Star Model架構的背景，研究公司採用行動服務為一種新的策略時，所應該具備的能力。根據個案研究的結果，我們發現了展覽組織者在採用行動服務應注重的一些關鍵因素：一個良好的IT環境、全組織學習、對市場的快速反應、靈活的結構、彈性流程、良好的訓練體系，以及一個適當的獎勵制度。 / The mobile technology is applied in more and more aspects in our daily life. It is used not only in communication, but also business activities. With the great progress of wireless transmission, commercial information can be delivered to one’s handheld devices immediately, no matter where he or she is. Many companies attempt to introduce such convenient technology as their new strategy to perform their real-time services. Individual-oriented information delivery is also a beneficial function for these companies. This research examined the star-model framework in the context of mobile service as a new strategy. With a case study, we found some critical factors that an exhibition organizer should focus on when implementing a mobile IT project: a good IT environment, company-wide learning, quick response, flexible structure, elastic processes, a good training system, and an appropriate performance-based reward system.

MICE產業在全球有其發展的重要性，全球許多知名城市也陸續完成大型會議及晚宴場地的建制，然而再多再好的硬體配備，終究必需透過產業人員的提案及執行作業。台灣及亞太地區各國家，無論會獎旅遊或會展在經濟貿易及觀光發展中，皆佔據極其重要的角色。 人才在此產業發展中不容輕忽，個人嘗試著將二十多年的會獎旅遊實務以及召募管理經驗，加上訪問國內傑出的產業領導者，藉由冰山理論以量化問卷調查及質性深度訪談，進行分析比對，整理一份極具參考價值的人才需求資料。 如何有效召募所需的職能人員，是本個案研究的目的，會獎產業人員傾向具備多元職能，除了成長過程的學習，在職養成訓練也冗長耗時，本研究相關比對的數據，可以提供有效的參考資料，讓產業在發展中不可獲缺的人才，可以更精準的召募與養成。

In the service economy, as markets change from offering physical products to offering service products, organizations across many industries must embrace this transformation to remain competitive. Mobile technology plays an important role in this transformation because of characteristics such as mobility. According to customer variability in service encounters, we identify several individual differences that affect the quality of the service encounter and try to determine how these factors moderate the effect of mobility in the design of the mobile service. Therefore, we argue that a fit exists between mobile service design and individual difference that increases service performance. The results of this inquiry can guide service providers in developing more attractive mobile services through mobile technology.