科技進步使人類生活不斷改善，產業的發展逐漸轉變，服務業的崛起已成為世界趨勢。在資訊科技的推動下，服務業除了關注人與人的互動與商業的交換之外，科技漸漸成為另一個重要因素，服務產業的核心轉為由科技、人、及商業流程所組成，新的科學理論─「服務科學」應運而生。服務科學的目的在整合各領域之知識以促進服務創新。另一方面，服務產業的重要成員─數位內容產業正迅速發展，在數位內容創作領域中，消費者與生產者角色逐漸模糊，成為協同互利的夥伴，這樣的轉變衍生許多新的問題有待解決，包括夥伴關係如何建立與平台機制的發展等。因此，透過服務科學解決數位內容產業的問題，當是一項值得採用之方法。本研究透過服務科學的三個面向─服務組成、服務流程、以及服務價值作為研究的背景架構，並採用結合語意網路、模糊規則、基因演算法所組成之語意式模糊基因演算法作為數位內容問題的解決方案，在電子市集的環境推動下，以協同式夥伴配對的方式，達到使用者的創作利益。系統共分三大服務組成：本體發展模組、語意式模糊基因演算夥伴配對模組、以及協同價值評價模組，以語意定義創作問題與產品的概念，並透過基因演算法改善模糊規則，釐清概念間的關係，最後透過市場機制完成配對達成雙方利益。本系統之預期貢獻分為：(1)利用服務科學改善數位內容問題。(2)為服務科學方法之應用提供發展方向。 / The economies of the world have been shifting labor from agriculture and manufacturing into services. In the emergent concept of service science, competition will center on value co-creation experiences with information technology and service innovation refers to invented service system designs yielding values to real service problems. This paper presents a novel service system design for the digital content industry. This service design is unfolded with a marketplace featuring producers/consumers collaboratively co-creating digital contents and a self-regulating mechanism enabled by a semantic-based fuzzy genetic approach. In the marketplace, the roles of consumers and producers blur, and they are partners who collaborate to attain mutual benefits. The service system encompasses three service components (ontology developer, S-FGA partnership matcher and co-created value appraiser) that altogether work to empower producers/consumers who can effectively co-create their digital contents in a novel collaborative way. In addition to presenting a solution to digital content creation, this paper also showcases a new methodology for service innovation referred in service science.

人類社會已邁入一個新的階段，而現階段的經濟特徵就是高度發達的服務產業。隨著網路科技進步，各式各樣的e化服務透過網路傳遞，在節省了時間與金錢成本，並提升了服務價值的同時，由於服務具有無形性、不可分離性、異質性及不可儲存性等特點，使得服務經營者也面臨空前激烈的競爭環境；然而在此同時，資訊科技的發展也進入Web2.0時代，強調互動、體驗以及共創價值。本研究在e化服務平台之上，以服務本體論為基礎，結合社會語意網路與認知科學，分析使用者群體基於相同服務需求所浮現出的使用者區隔，進行吸引效果與社會網路分析，建構一套提升服務對使用者的吸引力以及服務創新的轉型的方向，提供給服務經營者做為參考依據。本研究主要分為三個模組：Segmentation Module、Context Module、Analysis Module，在統一服務本體論描述的e化服務平台之上，基於相同服務需求所浮現出使用者區隔，基於吸引效果與社會關係改變服務組合，最後再分析服務使用者的選擇行為。本研究之預期貢獻為：(1)運用社會語意網路，以宏觀角度管理與挖掘使用者需求(2)運用認知科學之情境設計，突顯服務優勢，進而發展創新服務。 / There is a growing market for services and increasing dominance of services in economies worldwide. Nowadays there are many services delivered through Internet which can decrease both service providers and customers’ time and money and increase the service value during service consumption. Differing from physical goods, the four characteristics of service (Intangible, heterogeneous, simultaneous production and consumption and perishable) make the service providers face a competitive environment. In the meanwhile, the concept of web2.0 focuses on interaction, experience, and co-production between service providers and customers in the Internet which can be seen as a platform. Consequently, this research would like to propose a model to help service providers to innovate services. Based on a service ontology and combination of semantic social network and perception science, the model has three steps. First, through semantic social network, emerge the customer segments based on the same need. Second, in order to sustain the service attraction to the customers, for the specific customer segment, manipulate the service choice set by the attraction effect way. Third, for service innovation and transformation, engage new necessary components which refer to resources in this paper. So the social network analysis may provide the guidance for the service providers to build up new services. This study has two research objectives: (1)Find and manage customer needs through semantic social network.(2)Keep the service attraction to the customers and build new services based on perception science and social network analysis.

近數十年來，服務經濟蓬勃發展，使得服務設計在各個產業中嶄露頭角，也帶動了製造型企業進行轉型的浪潮。要設計一個令使用者滿意的服務需要對使用者深入的了解。然而，要從使用者身上得到洞見(insights)必須倚賴服務設計師的經驗及能力，對於經驗較少的設計師以及產品導向思維的企業是相當困難的。過去雖然已有許多探討設計師能力的研究，但對於如何以資訊系統輔助服務設計的過程仍鮮少有研究。本研究首先建構服務設計師在做洞見發現(insight discovery)時，會如何操作他們的認知模型(mental imagery)來讓資料變成有意義的資訊，接著提出一個以 ConceptNet 為知識庫的資訊系統 - Discover+ 來輔助這個過程。另外，我們也提出了洞見深度地圖(Insight Depth Map)，作為衡量洞見影響力的模型。期望本研究能對於服務設計及設計管理的領域有所貢獻，也希望能幫助所有的服務設計師。 / Service economy has been under the spotlight during past decades as well as design thinking has been widely promoted in recent years. Developing a desirable service needs in-depth understanding to customers. However, in the past, discovering insights from customers usually depends on designers’ experiences. It’s hard to do it well for novice designers as well as enterprises with G-D logic mindsets. Although some researches have been done on designers’ ability, little information is available on information technology facilitating the service design process. In this research, we propose an IT artifact with the commonsense knowledge in ConceptNet to facilitate the insight discovery process. We also propose a concept of insight depth which can be a measurement of the influential extent of insights. This research is believed to shed light on both the management and design field for services. We expect this can help no matter who are designing services.

生物學的互利共生，探討兩生物體生活在一起的交互作用，互利共生雙方成員都得到好處，維持持續性的關係。由於環境不斷在變動，使得兩生物體必須共同學會適應環境，持續共生行為。設計服務產業中的供應商及市場上顧客，有如互利共生的雙方，而服務產業的變遷及新科技的注入，為這個環境加入許多不確定性。設計團隊如何利用服務科學之觀點從顧客角度建立互利共生之設計流程，遠瞻市場脈動和顧客建立長久的關係，是本研究要探討的議題。近幾年來工業設計逐漸浮出檯面。箇中翹楚，莫過於「手機設計」。過去通話是手機最基本的功能。現在，因為功能的跨界設計，讓手機不再只是一個移動式的話筒。本研究從設計的流程切入，探究工業設計團隊在初期進行創意構思到概念構成，及最後設計商品化的部分，如何使用互利共生與服務科學原則建立相關分析模型進行設計流程有效管理，使得設計師更瞭解市場和消費者的需求，並以消費者為尊的觀念，讓客製化的程度提高，建立一使得顧客與設計團隊間的交互作用得以持續。 / In service exchange, both providers and customers are involved in shaping the continuum of value co-production. Inspired by the symbiosis concepts, service exchange engaged by providers and customers can be regarded as the unfolding of mutually beneficial interactions between two species. The providers and customers in design service industry (e.g., industrial design) are the analogy as two organisms in mutualism. In this industry, there are many uncertain factors to consider and it is important for a design team to establish a mutualism relationship with their customers and unfold a design service process which can meet consumers’ expectations. This paper takes the design service of mobile phones as an example and presents an analytical model of mutualism-based idea management characterized with the principles of symbiosis concepts and service science. The model is unfolded with three symbiosis analytic tasks (concept definition, idea visualization, and commercialization) and achieves a design service process regarding the points of view of the customers in order to improve customization.

由於資訊科技的發展，提供顧客商品與服務的溝通等價值觀也隨之改變，新興服務業是依賴網際網路和資訊技術所發展而來的，全球產業結構呈現出“工業型經濟”向“服務型經濟”轉型的總趨勢，服務逐步被重視。人類社會第四次的革命“服務革命”，就是服務科學，社會和技術共同演進的科學，以資訊科技為基礎改革服務整體。加上網路效應，讓人們可以透過共同設計思考，為世界帶來創意及新事物的催化劑，將跨領域的人才結合起來，利用群策群力及不同領域的思考藝術互相激盪，激發出創意。將這些觀點整合起來，提出一個共同創造服務的架構，讓人們在獲得服務的同時，也參與創造服務，得到服務的最佳化。本研究透過服務科學的服務組成、服務流程、以及服務價值三方面來探討，並採用結合協同式共同演化基因演算法、互動式基因演算法所組合成的協同互動式共同演化基因演算法，以共同演化的方式，達到使用者的設計需求。系統共分四大模組：設計問題定義模組、設計建議模組、協同互動式共同演化模組、評估模組，將設計思考、共同創作並演化的概念，並透過互動式基因演算法修正適應函數評估的偏差，讓顧客設計過程中，得到最佳化的服務。本系統之預期貢獻分為：(1)利用服務科學創新設計服務e化傳遞。(2)為服務科學提供應用典範與原件發展方向。 / The notion of service science addresses the use of information technology to reform services in terms of designing thinking and value co-production, bringing the catalyst of the innovation to the service world. This paper proposes a novel e-service platform about interior design featuring (semi-)automated mutualism of co-produced values. This platform encompasses a few autonomous cognitive learning components to guarantee effective accomplishment of reaching a user's design demand. These components include models of interior design concepts, cooperative co-evolutionary genetic algorithm (CGA) and interactive genetic algorithm (IGA). The intended contributions of this platform are two-folds: (1) Showcase an intelligent service design as characterized by the sixth quadrant of Figure1. (2) Provide some intelligent service design components (e.g., CICGA) for unfolding future systematic service innovation in service science.

本研究將原有概念工程的服務設計方法，結合預測市場的理論，設計出一套新的概念設計流程，就是因為服務業的特性與傳統製造業的模式大不相同。過去單方面的由公司或是廠商設計產品，顧客只能從現有產品中挑選買單的狀況將越來越不復存在。在未來服務業的世界中，越發重視與顧客間的互動，在設計的過程中就與顧客有高度的互動，強調服務是與顧客共同創作的成品，服務永遠沒有最後的完成版本，只有不斷因應環境與顧客需求改變的beta測試版本。就是因為加入人這樣極度不安定的因素，造成整體服務在設計上的困難，除此之外，也由於需要顧客的高度參與也導致設計時間成本的激增，環境的瞬息萬變，無法即時掌握顧客的需要並快速做出反應，無論是在現在與未來都將是嚴重的致命傷，也因此組織與個人都將面臨嚴峻的考驗。如何在服務水準與開發成本之間取得一個平衡點，正是本研究所希望能提供的。 / In service exchange, both providers and customers are involved in shaping the continuum of value co-production. Combining the concepts of prediction market and concept engineering, service concept design engaged by providers and customers can become much efficient and economical. The providers and customers in service industry are changing all the time. In this industry, there are many uncertain factors to consider and it is important for a design team to establish the relationship with their customers and unfold a service concept design process which can meet consumers’ expectations and needs. This study proposes an IT-enabled process of new service concept design grounded on the analytical model of precision market to achieve the design goal while minimizing the concept development cost by collective customer involvement. This IT-enabled service concept design process comprises four parts (Collecting the voice of the customers, Requirement rater, Concept generator and Concept selector) unfolding the customer-based design of new service concepts in order to meet the customer needs and potentially improve customer satisfaction in light of the uncertainty and the dynamics in what the customers want for services.

近年來服務創新風起雲湧，由服務科學在世界研究之進展，可以看出「服務科學」將成為下一個熱門學科的風潮。國內外著名大學或研究中心投入甚多資源於服務科學之研究與人才培育，就算是製造業，對於服務的提供亦是相當重視，希望透過服務增加價值、強化競爭力，以利與同業進行對抗。因此在現今服務相關的學術領域中，如何透過服務創新以強化競爭力就變得是重要的議題。 本研究以服務創新為架構針對流程差異化進行探討，選擇我國筆記型電腦代工產業進行研究，期望能幫產業找到出路，也為服務創新開創新猷。我國筆記型電腦代工產業由於對於國際大廠之忠誠度與服務滿意度均獲肯定，是故世界上有90%的筆記型電腦代工均是由我國廠商進行，本研究以服務創新解析筆記型電腦產業，進而了解其流程差異化對於競爭力之影響。 本研究將使用Rob Bilderbeek與Pim DenHertog等學者於1998年8月發表之論文中指出服務創新的四個構面進行個案撰寫，素材則是深度訪談與次級資料並用，個案的公司是我國筆記型電腦第一大廠－廣達電腦（Quanta），以及由研究者立意選的華宇電腦（Arima）與精英電腦（Elitegroup）。最後將產業分析與個案分析進行比對，做出本研究之結論與建議，並針對流程差異化在筆記型電腦產業所引發的服務創新相關議題進行省思。 / The service innovation in Taiwan has been thriving in recent years. With the development of service science, we can see its future potential to be the next trend of popular study. Many famous colleges and research centers all over the world invest a lot in research of service science and the cultivation of the experts. Even a manufacturing industry will put a high emphasis on its services. They hope to compete with their counterparts by adding the value and strengthening their competiveness through service. Therefore, how to strengthen competitiveness through service innovation has become an important issue. This research will use service innovation as a framework to discuss process differentiation, expecting to find much more profound thoughts of innovation services and then open a new gate for industry. Taiwan’s notebook computer fundry industry composes 90 percent in the world market thanks to the acknowledgement from global brand-names in terms of loyalty to the brand and satisfaction of service. This research will analyze the notebook industry from the aspect of service innovation and then the effect of process differentiation has on competitiveness. Rob Bilderbeek and Pim DenHertog’s essay in August 1998 discussing service innovation in four dimensions are used in my essay, which are: new service concept, new client interface, new service delivery system and technological options. Interviews in depth and secondary data will be used at the same time. The case studies included are Quanta, Arima and Elitegroup. Quanta have the largest scale in Taiwan notebook industry which may be resulted from their service innovation that enhances their competitiveness. Through their case, I hope to find the edge of those similar companies in Taiwan. To sum up, this research touches on the innovation services especially of notebook computer industry. Comparing industry analysis and case study can lead us to think about the following issues: whether service innovation is easy to be come up with, whether there are too many similar aspects in this industry, what competitive situation or custom can lead to such a desirable result, and how we can deal with the problem when there are too many people doing the same thing.

產業的成熟與市場的飽和，使得產業的競爭變得愈來愈以成本和服務為導向，而激烈的市場競爭促使服務價格降低求存，以致物流業的服務素質及水準只能「將貨就價」，然而消費者意識的抬頭與服務科學的興起，使得服務品質的管理日益重要。因此，國際快遞物流企業要在提升服務及降低成本的驅動下，透過結合物流產業相關科技優勢與運用服務科學思維，找出顧客對產品及服務的喜好以增進服務效益，進而創新服務。 本研究以層級分析法(AHP)之操作步驟，找出對映客戶需求的四個服務品質構面及衡量構面的十二個準則，在建立一顧客喜好因素架構後，訪談某國際快遞物流前四十大客戶，以Expert Choice的整體階層不一致性判斷值(Overall Inconsistency Index, O.I.I)進行效度檢驗，通過一致性之問卷為32份。研究分析結果發現影響國際快遞物流顧客的喜好之準則，其權重依序是「誠實值得信賴」、「容易使用」及「遞送速度」，構面則以反應性及關懷性最為客戶所重視，並且從驚喜性構面發現，客戶在意的是持續性的改進與穩定的提供服務，而不喜歡沒有系統的改變與創新。在統計分析中，客戶重視程度離散度較大的有「遞送速度」及「誠實值得信賴」兩準則，顯示有特別重視此兩項因素之樣本群，而某些喜好因素間具有中度相關之關聯。 接著本研究為落實服務科學之思維與方法，將影響客戶喜好因素之架構結合決策支援系統，以決策支援系統的三個主要元件，資料庫、模式庫、對話管理提出概念設計，以重要性-績效矩陣(IPA)作為改善服務之排序參考，以及使用品質機能展開(QFD)作為在設計與創新服務的過程中納入客戶需求之方法；此外，也使用權重及客戶滿意度作為瞭解客戶對國際快遞物流服務之偏好程度及對方案之態度參考，使國際快遞物流企業能更有效率的提供滿足客戶個人偏好的服務。 / The maturity of industries and the saturation of markets make industrial competition more and more cost-oriented and service-oriented. To survive the keen market competition, the logistic industry has no choice but to reduce price, which leads to a lower level of service quality. With the uprising consumer awareness and service science, the management of service quality becomes more and more important. Driven by the need of higher service quality and lower cost, international logistic enterprises should combine relevant technical advantage and service science intellect to meet consumer demand, increase service efficiency, and innovate service. This research utilizes AHP method to create 4 service quality dimensions corresponding to customer demand and 12 criteria to measure these dimensions. After the establishment of customer preference framework, interview with 40 largest customer of a certain international logistic company and then examine the validity by the O.I.I. of Expert Choice. There are 32 questionnaires pass the consistency check. Analysis found that the weight of criteria which effect customer preference in sequence is “Integrity / trust worthiness”, “Easy to use”, and “speed of delivery”. As to dimensions, customers value “Respond” and “ Understand me” most. From the “Surprise” dimension we found customer need continuous improvement and steady service. Unsystematic changes and innovates are not preferred. In statistic analysis, “Speed of delivery” and “Integrity / trust worthiness” two dimensions have greater level of scatter on customer emphasis, which indicates there are some samples have special emphasis on these two factors and some factors have mid-level correlation. To practice the intellect and method of service science, this research combines the framework of factors that affect customer preference and decision support system. Concept designed by the 3 main part of a DSS : Database, Model base, and Dialog management, use IPA as the reference of service sequence improvement, and utilize QFD to bring in customer demand in the design and innovation of service. In addition, use weight and customer satisfaction as refer to understand international logistic service preference level and attitude toward programs. To bring more efficient and customer preference satisfied services.

本研究主要探討服務創新所具備的關鍵成功因素與所影響的企業經營績效指標的評估架構。並進一步探討影響企業經營績效指標的服務創新關鍵成功因素間的比例權重。 本研究歸納相關次級資料後進行分析，並採用「量化研究」方法-AHP層級分析法，建立「服務創新關鍵成功因素與經營績效評估架構」。再針對台灣進行服務創新且擁有自有品牌的製造業進行專家問卷以探討「服務創新關鍵成功因素與經營績效」各因素的權重關係。 研究結果顯示： 一、 整體台灣進行服務創新且擁有自有品牌的製造業，其四大服務創新經營績效主要影響因子相對權重，依重要程度排序以「顧客滿意度」（0.405）為最高，其次是「顧客忠誠度」（0.339）、「外部服務價值」（0.139）、「內部服務品質」（0.114）。 二、 整體台灣進行服務創新且擁有自有品牌的製造業，其影響服務創新事業經營績效的服務創新關鍵成功因素重要性前六名，以「根據品牌精神創造新的服務價值主張」（0.176）為最重要的服務創新關鍵成功因素。再依序為「顧客感受的產品與服務的品質」（0.113）、「消費前後顧客感受到企業行銷服務品質」（0.101）、「對服務創新事業的持續性投資與承諾」（0.089）、「具有競爭力的產品與服務的價格」（0.079）、「在服務體系中維護價值共創共識與技術傳遞機制以維持企業在價值體系中的地位」（0.074）。 最後，本研究根據研究結果進行理論及實務意涵的討論，並提出後續研究建議。

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.