本研究闡述了為因應PC整體市場的逐漸萎縮，以個案公司所處的顯示卡產業如何透過4D服務設計(Service Design)的邏輯及設計思考(Design Thinking)的系統思維，替現有的商業模式(Business Model)詮釋出另一符合未來需求的新商業模式。透過以人為本之價值共創的服務設計模型，確認相關的利害關係人，並實際訪談各利害關係人後，深入分析使用者潛在問題及需求，以不同視角來找出創新的洞見(Insight)。依據此洞見來發展可行的方案，並展開成為完整的服務系統，再將此服務系統雛型具體化產出後進行風險分析。最終的研究結果訴諸以形塑出新的商業模式來具體呈現。

摘要 　　觀光旅遊是現今十分興盛的休閒活動，根據 2010 至 2012 年交通部觀光局統計資料顯示，國人國內旅遊以非旅行社承辦平均高達約 88%，因此如何有效規劃行程內容及安排各景點間的交通路線，就成為旅遊前的重要準備工作。 　　檢視目前旅遊規劃的數位服務平台並無法真正解決旅遊需求。故本研究設計與建置一套旅遊支援平台，首先藉由訪談，了解使用者需求，歸納出平台設計重點，分析系統的使用流程，再設計功能模組化與操作介面，最後建置平台並進行原型評估。本平台以雲端資料庫為基礎，無縫結合網站與行動應用兩端的資訊流。使用者在行前利用網站規劃行程內容，完成後上傳至雲端資料庫，網站端內容會自動同步於行動應用端，並以適合行動應用的界面呈現。使用者之行程安排因此更便利與彈性，在行動中亦能利隨時以手機查看行程，並依當地情況修改行程、即時安排交通路徑，使得旅遊行程計畫可以依實際的變化機動調適。而更新後的行程亦同步儲存於雲端。 　　本研究未來方向可以往更多的服務串流發展，如景點的多媒體內容、社群結合、智慧邏輯排程或外部資訊連結等等。隨著未來資訊技術的提升，將為系統平台帶來更多可能性、讓整體服務擁有更佳的整合性，提供使用者更好的體驗。 / Nowadays, touring is a popular leisure activity. According to statistics from the Taiwan Tourism Bureau, people arranged their own domestic travels as high as 88%. Because backpacking can be economical and more flexible, many young people tend to travel by themselves. Therefore travel planning has become the most important preparation work. How to plan an effective schedule and how to arrange the routes between attractive points are the tasks that backpackers often need to face. However there are few information services for the needs currently. The thesis designed and implemented a travelling support platform. First, the research identified design key elements by interviewing users and analyzing travelling behaviors. Second, the research mapped the touring process into functional models. Finally, we built and tested the platform prototype. This platform is Cloud-based and seamlessly integrates both website and mobile application to achieve the information service. Users use the website to schedule their trips and upload the schedules to the cloud database. Then the user can access the same schedule made at website on the mobile APP synchronously. They can check their schedule while they are traveling on the mobile phones. In addition, they can edit the schedule and rearrange new traffic routes real-time to adjust to the local circumstances. The further developments of the platform will include more integrated services, such as multimedia contents, social network, and intelligent logic scheduling. With the evolution of the technology in the future, the platform will provide better user experience.

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.

在社交媒體(social media)網站如雨後春筍般出現的時代，作者以觀察「大型社交媒體的高滲透率，以及媒體由服務、迎合大多數人的喜好的型態，演進為提供更加貼近各專業領域的服務型態的現象」出發，選定籃球為本研究之專業領域，藉由開發專注於籃球領域的社交媒體網站---Basketball Addiction來了解使用者是否能如作者觀察媒體的演進般，社交媒體網站也會有更加貼近各專業領域的服務型態出現，而使用者在使用這樣的網站時能得到滿足，持續使用，甚至推薦給朋友。 在經過本研究問卷調查後，利用統計分析軟體PLS(Partial Least Squares)進行模型的分析，Bootstrapping進行假說的顯著性檢定。結果顯示，專注於特定領域的社交媒體網站在未來是有存在的可能的，Fulfillment構面的調查結果也顯示Basketball Addiction的確能滿足使用者「社交」及「專業」的期待。 / In the era of social media sites have sprung up, the author observed, "large-scale high penetration of social media and the phenomenon of the media have made services to cater to most people's favorite patterns evolved to provide more services closer to the various professional fields patterns. Select basketball as this research professional fields. Through the development of social media sites which focus on basketball professional fields --- Basketball Addiction to understand whether the social media sites can follow the evolution of media, such as like, there will be more social media sites provide professional services. In addition, author also wonder that whether users in the use of such sites can be satisfied, continuous use, and even recommend it to friends. After the survey, author uses PLS (Partial Least Squares) to analyze and verify the model’s reliability and validity, Bootstrapping to make significant analysis. The results show, social media sites which focus on specific fields can exist is possible. Also, the results of the latent variable --- Fulfillment show that Basketball Addiction indeed allows users to have to meet the expectations, "social" and "professional" in.

近來服務生態系統席捲全球亦顛覆許多傳統產業。服務平台的最大宗旨是提供一個環境來媒合服務提供者與顧客，而本質是消弭提供商與顧客之間的中介者，但不論在平台或生態系統中仍存在中心的統治角色，而這情況出現矛盾，也造就機會。區塊鏈則是可提供解決的機會所在。不僅如此，生態系統運作中，服務為多個利害關係人共創價值的過程，其互動是極為複雜的。因此在生態系統中營造流暢體驗是關鍵議題。本研究發展一個工具讓生態系統設計者可以設計橫跨基於區塊鏈的生態系統並整合各流程的串連流程機制，讓利害關係人在互動過程中具有流暢體驗。 / In recent years, the service ecosystem flourishes around the world and disrupts the traditional market. Originally, matching customers’ needs with providers is the most important mission of a service platform. However, the nature of creating a platform or ecosystem is to get rid of the intermediators, but either in the platform or in the ecosystem, there is still a central firm to dominate them. This situation seems to both be a contradiction and be an opportunity. The chance to deal with this problem is blockchain. Moreover, in ecosystem, service which is provided not only by one stakeholder but also by interactional stakeholders, it becomes more complex and intricate. As a result, creating a swift and even flow in the ecosystem is a critical issue. In this study, we develop a conceptual framework to build a tool for designers of ecosystem to design the ideal linkware. This study focuses on creating a linkware that can integrate processes across the service ecosystem, achieving the maximum flow experience for the stakeholders within their interaction, and utilizing blockchain.

「台灣的代工製造產業應該如何發展」的問題，是困擾PC產業的管理難題，特別是在公司面臨產品成熟、訂單驟減、毛利下滑的時刻。所有台灣的代工製造產業亟思轉型的方法和方向，但是轉型到的新的產品市場或產品也是非常複雜、動態、多重因素多相互依存及影響。屬於複雜難解的問題(Wicked Problem)、問題本身都還需要定義及釐清。本論文將列出想解決的議題並定義為服務設計的議題。 因此本研究的服務設計議題(Service Design Challenge)可定義如下:「以服務設計思維建構專業代工緯創的未來」。本論文經由訪談傳統PC產業的品牌公司、IC供應商、作業系統公司和工業PC的公司，研究過程藉由運用服務設計(Service Design)手法並發掘洞見(Insights)與價值，據此將真正符合客戶需求，在找出表面及深層需求後、設計新的服務模式，得到其反饋之後再修正設計；接著結合最新科技趨勢，例如：物聯網、工業4.0、感測器和機器手臂，以提供客戶安心的代工服務；最後希望藉由改變運營模式，達到緯創成功轉型的目標。 雖然新的科技尚未成熟，只要方向正確，這些模式或能力成熟後，可以快速讓公司保持彈性，能充分利用的資源，進行個別化差異設計。 / “How to develop the ODM (Original Design Manufacturer) industry in Taiwan” is plagued by PC industry management problems, especially for those companies facing product maturity, orders plummeted and the decline in gross margin. The ODM in Taiwan is trying to change the way and direction, but the transition to the new product market or product is very complex, dynamic and involves multiple inter-dependent factors. It is a complex problem (Wicked Problem), and the problem itself also needs to be defined and clarified. The aim of this thesis is to address and define the issues through the lens of service design. Therefore, our Service Design Challenge Problems can be defined as: “The Future of Wistron through the Service Design Lens". This thesis, through interviews with traditional PC industry brand companies, IC suppliers, operating systems companies and industrial PC companies, adopts the research process of the service design approach and explores the insights and value, which will truly meet Customer needs, identify the surface and deep demand, attain the design of new service model, and integrate the latest technology trends, such as Internet of things, industry 4.0, the sensor and the robot arm, in order to provide customers with reliable and assured ODM services. Our final hope is to change the operating mode and achieve a successful Enterprise Transformation of Wistron. Although the new technology is not yet mature, as long as the direction is correct in light of these models or abilities to mature, the company can remain flexible, make full use of resources, and create individualized design differences.

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.

由於社會人口結構逐漸老化，電子健康照護服務的需求日漸增長，在今日成為健康照護服務中成長最迅速的領域，因此，服務設計就在健康照護產業中成為一個關鍵的議題。設計一個成功且完善的服務系統，首先要先了解病患的特性及需求，我們引用調節變項模型的概念，提出一套電子化健康照護服務設計架構，研究病患的服務偏好以及服務特色之間的配適性關係。本研究採個案研究法，透過台大醫院遠距醫療照護服務計畫中收集資料，我們研究結果發現在病患服務偏好以及服務特色當中存在著高度的配適性關係，如同我們的假設，在這之間的配適度將是一個影響服務效能的關鍵因素之一，本篇論文的貢獻在於為電子健康照護服務產業上提供一個良好的服務系統架構，並且提出一個驗證後的模型以了解關鍵的相關服務特色。 / The demand of e-Health care has been dramatically increasing and is quickly becoming one of the fastest growing areas of health-care today, due to today’s rapidly aging society; service design has therefore become a critical issue in the e-Health industry. To design a successful e-Health system, one must consider the different characteristics and preferences of each patient and design a system from a practical point of view. According to the concept of fit through moderation, this research aims to propose an e-Health design framework that examines the correlational fit between e-Health features and patient preference for achieving the best performance. We conducted a survey, where data was collected from the e-Health care program at the National Taiwan University Hospital (NTUH). From these sources, we found that there is an existing fit between e-Health service features and the preferences of different patient segments. Our findings also coincide with our pervious hypotheses that the fit between service features and patient preference contribute the service performance. The contribution of study is to provide a better understanding of critical service features through a validated framework in order to develop a better service system design for the provision of e-Health service.

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.