日月潭紅茶是台灣魚池鄉的地區特色茶，得天獨厚的風土條件下，有足以與世界紅茶相提並論的優良品質及悠久歷史，但沒有相應的價格及知名度。本研究以智慧資源規劃的觀點分析當地紅茶產業事實及市場概況，歸納優質農產品背後的智慧資源所創造的競爭優勢，進行產品定位。在既有的營運模式下導入智慧資源規劃思維，結合實體商品及智慧資源，發揮綜效(synergy)，創造更高的市場價格。日月潭紅茶產業以自產、自製、自銷的小農為主，私品牌林立，形成許多小供應鏈，資源整合不易。價值活動中存在茶樹育種人員品種權保護意識不足、茶葉相關技術過度專利化且未能廣泛應用於產業、茶作及製茶技術欠缺流程化管理、日月潭紅茶品質及產地認證標準不具公信力、技術竅門多內隱在人身上等問題，削弱商品的競爭優勢。當地紅茶產業參與者宜依照不同環節的價值活動，規劃各類智慧資源的優先順序，強化產製銷一元化的小茶農競爭優勢，其中徹底導入產銷履歷制度，將是整合日月潭紅茶各類智慧資源的重要推手。 / Sun Moon Lake black tea is a local tea growth in the specific area of Yuchi in Taiwan. Although its fine quality, owing to Yuchi’s unique growing conditions with long history comparable to world-renowned black teas, but lacks corresponding price and popularity. Intellectual Resources Planning (“IRP”) is a method for conducting industry and market research, including intellectual resources to identify competitive advantages in product positioning. IRP involves a combination of tangible products as well as intellectual resources into an existing business model to maximize value. Currently most of the teas in Yuchi are sold by individual farmers, various private labels and small supply chains are formed independently, making it difficult to integrate resources. Other problems which lead to weaken competitiveness include inadequate plant variety rights, over-patenting of methods and technologies, insufficient documentation in tea production, low credibility of geographical indications of the products, and the fact that tea production techniques are largely tacit knowledge. For the above reasons, Yuchi’s tea industry should prioritize intellectual resources depending on the core content of value activities to strengthen the competitive advantages of small tea farmers. It is also critical to implement traceability systems to track the authentic products so as to the credibility can be preserved and defend.

自二十世紀的第三次工業革命(原子能、計算機、與空間技術)以來，由科技帶動全世界半個世紀的進步。在1950至1980年代，企業利用經濟規模提昇產業效率蔚為顯學。90年代以後，人類各項生活基本需求早已被滿足無虞。此時，創新且差異化的營運模式（Business Model）成了企業存在的必要條件。理論上，消費者的需求無所不在，各產業的產品與服務亦無奇不有，而且每個企業更有其賴以生存的特點與優勢，因而適合個別企業發展的營運模式理應也有不少的選項。若果真如此，何以許多企業在一次又一次的競爭中被殘酷地淘汰？而存活的企業中，亦仍有不少在生存與競爭的大海裡掙扎，試圖脫困。 本研究擬由＂策略＂、＂創新＂與＂營運模式＂等三個主題出發，探討國內外學者所提出的觀念與方法，嘗試從中找出其關聯性與一套整合的建構模型，並藉由個人電腦產業中的主要企業的成長歷史來驗證此建構模型。希望能幫助產業找出一個系統性的方法來思考、建構並檢驗其策略與創新營運模式。 本研究將針對個案公司進行次級資料的整理及訪談部份個案公司的中高階經理人。在整理三個國際知名的個人電腦廠商一共四個個案的次級資料的過程以及從個案經理人的訪談中發現，套用本研究的＂策略與創新營運模式＂建構模型，可以用清晰簡單的方式描繪看似複雜的策略及其營運模式，此方法有利於理解企業的策略與執行脈絡。因此，我們也期待企業可以運用這一套完整的建構模型方法來引導、推演、架構、驗證、檢討並修正其未來的策略方向與營運模式。如此，企業將更有機會找到好的營運模式。當時空改變時，也較有機會掌握先機，擬定下一個因應步驟。

Amazon於2007年推出了電子書專用閱讀器Kindle後，帶動了全球數位閱讀之風潮，與電子書產業的蓬勃發展。然而，隨著電子書產業發展至今，數位內容與電子書專用閱讀器分別面臨著各自的挑戰：數位內容具有高開發成本及近乎零元的再製成本之特性，使其可輕易地流通於網路空間中，而著作權人則不易從中獲得應得的版權收益；硬體部分，電子書專用閱讀器面臨平板電腦與智慧型手機的夾殺，導致其於銷售市場上較不如前兩者受消費者青睞。面對如此困境，電子書產業鏈上各角色之廠商該如何應對，並極大化收益。 本研究認為免費之商業模式將是可行辦法之一。係此，本研究透過分析「零元手機」以及「iPod」兩個不同類型的個案，找尋出各自於市場上如何以免費商業模式獲取成功之因素，並探討其於電子書產業中得否亦可以發揮效果，且該免費商業模式為何。 研究顯示，硬體為主要獲利來源，而免費提供數位內容之模式並無法成功運行於電子書產業，主因為硬體本身毛利並不足以補貼數位內容的虧損，且硬體與數位內容兩者之間互補性不強；反之，透過銷售數位內容獲利，而以免費電子書專用閱讀器以吸引消費者，盡而快速累積使用群體，此為較可行之免費商業模式。研究並指出，教育與商用市場將是未來電子書產業廠商可積極佈局之利基市場。 / After Amazon launched Kindle in 2007, digital reading became the spotlight of the world and the eBook industry has been growing vigorously. However, digital content and e-readers are facing their own challenge respectively: high development cost but low duplicating cost. It is easy to copy the files on the internet, but it is difficult for the copyright owners to retrieve the deserved profit; as for the hardware, e-reader is facing the keen competition of tablets and smart phones and is no longer attractive to customers on the market. Under these challenging circumstances, how can each entity on the supply chain of E-book industry react and maximize their profits? This research assumes that free business model would be one of the possible solutions. In this research, “iPod” and “Zero-Price Handset” are selected as two different types of case study. This research tries to figure out what the key successful factors are in these two cases and discusses how these factors can fit in the eBook industry and the possibility of creating success or achieving their goal. If the answer is positive, then what the business model would be? This research shows that “Free digital content, Hardware sales as profit source” model cannot work in eBook industry. The main reason would be that the net profit of hardware cannot compensate the shortage of free digital content. On the other hand, the net profit of selling digital content would definitely compensate the shortage of free hardware, because the sales of digital content are continuous instead of one-time sale. What is more, free hardware could attract more potential customer and accumulate a huge amount of customer base. This model would be one of the possible solutions. This research also points out that educational and commercial market are niche markets for eBook companies and they should set strategies aggressively base on that fact.

農作物生長，極易受到氣候如豪雨、颱風、高低溫、寒害、病蟲害等威脅，農民常年使用的農藥、化學肥料等都已被證實，有造成食品安全及水源污染之疑慮，且人口增加、生質燃料的轉作，對糧食供給產生排擠效應。應用溫室設施、水耕栽培技術及 IT 科技，控制植物生長所需光源、溫濕度、養份、病蟲害等環境的「植物工廠」，配合立體及多層架栽培，使農產品能依工業化流程生產及品質管控之新營運模式， 儼然已成為各國解決糧食問題、降低 Food Miles 及碳足跡重要課題。 本研究收集及分析國外植物工廠企業化經營的現況及問題點，運用由外而內(Outside-in)的產業結構分析(亦稱為機會基礎的成長策略)，找尋企業可進入、可獲利的產業機會，從利潤創造公式展開成各種價值動因 ( Value Driver )，把經營重點轉移到營運初期的規劃， 與重點項目評估， 使其能在營運期間的創造價值，進一步與植物工廠運作功能結合， 整理出經營的 9 個價值創造動因，包含單價、單位栽種密度、栽培架層數、栽培面積、年周轉數、平均良率、營運成本、投入成本及使用年限。 找出目前消費者的價值主張， 運用創新、一致、可執行的商業模式來執行及延續，並擬定出企業的策略系統圖 (Strategic Activity System )，經由關鍵的策略活動，執行策略及細部戰術。 / This research aims at the strategic analysis of the business model on the Urban Plant Factory for the future development in Taiwan. The growth of crops is highly vulnerable by climate like heavy rain, typhoon, hot and cold weather, pests etc. Furthermore, the food safety and underground water pollution concerns caused by agricultural pesticides and fertilizers spread. In addition, worldwide population growth and biomass fuels converted create a big pressure to the food supply chain. The " Plant Fatory " uses the greenhouse, hydroponics and IT technology to control light, temperature, humidity, nutrients, pests and disease of the corps growth environment, and the multi-layer cultivation shelf facilities, and the industrial production & quality control technology of new business model to solve the food problem has become an important topic, and solution to reduce foot mils and carbon footprint. In this study, collect and analyse oversea's Urban Plant Factory commerical reports and problems they faced, using the Outside-in strategy of the industrial structure analysis (also known as opportunity-based growth strategy), to find out the company's profitable cut-in opportunities. From the EBIT equation, to develope a variety of value drivers and apply the drivers to the Plant Factory''s management and dialy operation, and focus on the key success factors of the initial business planning and evaluation of the Plant Factory, enabling the value creation during the operationg period. Furthermore, combined with Plant Factory functions and identify nine value creation factors including price, the unit density of planting, cultivation shelf layers, the cultivation total area, annual turnover, annual average yields, operating costs, initial costs and life period. With current proper value proposition, using the innovative, valuable, consistent, executable business model to implement and extend, and develop the Strategic Activity System to find out the key strategic actions to implement the strategy.

數位科技蓬勃發展所帶來的數位浪潮，無遠佛屆影響每個人生活與行為，重視與善用科技已是未來產業發展之重要趨勢之一，而文創業者如何因應變千萬化的數位環境，並藉藝術、人文與科技如何整合，並創造更多的能量，是本研究關心的話題。 本研究探討web2.0自2005年興起後至2012年3月七年間之數位科技新趨勢，對文創產業帶來的加值與影響，以內容分析法為主，個案研究法為輔，總共蒐集38個文創營運模式創新中英文個案，利用營運模式四大支柱—營運面、產品面、顧客面、收益面—作為交叉分析的依據，進而歸納出四大構面下，受科技所激發之文創營運模式創新行為(what)，此外並更進一步探究其中兩創新個案之轉型過程與經營策略(how)。 本研究共有下列幾點發現： 1. 營運面—數位科技驅使文創業者異業結盟或跨足科技領域經營/網路平台拉近產業上下游距離，造成合作夥伴改變/設計新思維/網路效率提高產品替換率。 2. 產品面—加深消費者體驗/融入趣味化元素/更豐富多元與實惠之產品/創造新型態藝術作品。 3. 顧客面—產品通路不斷創新/社群經營提高顧客互動性與黏著度/創造精準行銷新管道/行銷工具多媒體化並無所不在/開拓年輕新族群/服務升級。 4. 財務面—降低成本/改變內容業者獲利模式/延長產品生命週期，增加獲利能力/集體行銷，創造群聚效應/累積小眾市場，發揮長尾經濟。 欲成功藉科技之力成功推動轉型爭取競爭優勢，文創業者必須了解數位環境經營的特殊性、爭取上層支持、聆聽消費者聲音、保持獲利模式彈性，並搭乘科技轉型列車，不斷解決問題與創新。本研究希冀幫助文創業者深入了解數位科技所帶來之創新與加值，提供其在思考現狀突破以及數位時代下經營之參考。 / Rapid technology advancement brings overwhelming influences on people’s lives and behaviors in digital era. The use of technologies becomes more and more crucial to the development of business. The purpose of this study is to find out how companies in cultural and creative industries improve core competence by leveraging Information and Communication Technologies. This study focuses on latest ICT that is used within 7 years from the beginning of Web2.0 until March 2012. The study includes 38 business model innovation cases with content analysis as the primary research method, to conclude the influence of technologies on 4 business model pillars in cultural creative industry---Infrastructure, product, customer, finance. The thesis also delves into progress and insight of how two cases successfully transform business by using technologies. The finding shows that in order to transform successfully by leveraging ICT, company leaders need to understand the different requirements in digital business environment, to gain as much support from company superiors as possible, to listen to customers, to keep flexibility, and to keep solving problems. The purpose of this study is to help companies in cultural creative industry have better understanding of the digital environment, grab opportunities in time, and keep competitive edges in digital era.

近年隨著消費水準以及環保概念的提升，使消費者越加注重食品的健康與安全，也是有機產業蓬勃發展的主因。而目前相關業者除了大型企業多角化事業投注外，民間亦有許多微型企業著手經營。本研究主要國內從事有機產品的微型企業之經營模式、創業的關鍵成功因素等構面分析，並探討有機產業之未來發展契機等。 本研究以個案研究為策略，深入訪談了五家微型產業的頭家，整理有以下之重要研究發現： 一、 有機產品微型企業的創業動機通常來自於本身親身經歷，進而對有機產品的信賴而深入學習、研究與著手經營。 二、 有機產品微型企業在產品與服務上多元發展，基本產品線包括有機蔬果及健康食品類外，亦注重與消費者交流的服務搭配。 三、 有機產品之微型企業經營模式及通路佈局通常以實體店面主，網路或虛擬通路為輔，並注重與顧客的交流。 四、 有機產品微型企業在關鍵成功因素層面，通常無形資產來得比有形資產重要，而財務資產則以自己資金創業為主。 五、 未來有機產業的發展可能朝向制度化、專業分工或連鎖店的經營模式。 / In recent years, the rises of the consumption level and environmental protection concepts make consumers more pay attention to the health and safety of food. It is the main reason that makes the organic enterprises vigorous. Now there are many large-scale enterprises investing in the organic industry, and also many micro-enterprises involving in. The thesis aims at the business model of these organic enterprises, the key successful factors (KSF) of how to start an enterprise, and what is the future about the organic industry. Through the related literature analysis and cases study, we find some important points as followings: 1. Most enterprisers thanks to themselves experiences and further learn more about how to organize and maintain the organic business. 2. The micro-enterprises of organic products always have a variety of products and service, including organic vegetables and fruit, and emphasize on how to contact customers closer. 3. For the micro-enterprises of organic products, physical channels are primary, and virtual channels are secondary. 4. For the KSF of these micro-enterprises, intangible assets are more important than tangible assets, and the financial assets are mainly the micro-enterprisers funds. 5. In the future, the organic industry might become more systematic, profession divisional, and lead to the chain stores business model.

臺灣兒童樂園型態的演進，受氣候、地域、服務等因素影響，從戶外逐漸轉型為室內，並不斷納入各種新元素，形成多元化類型。兒童教育方面，品格教育長期推動，教育部自2004年起推動「品格教育促進方案」、2000年起推動「臺灣有品運動」。另一方面，室內兒童樂園鼓勵孩童利用遊具，能夠盡情的活動，促進肢體與生理均衡發展。騎士堡國際事業股份有限公司進一步將遊具結合學習體適能、品格教育等內容，特別是品格教育為其重要特色之一。此企業經營模式的創新，藉由導入多元教育體驗服務模式，為臺灣室內兒童樂園帶入新的發展方向。 　　本研究的主要目的有三：第一為瞭解國內兒童品格教育推動的現況、問題、困難及突破的方法；第二藉由文獻蒐集及深度訪談，分析室內兒童樂園推動品格教育體驗活動的效益；第三探討室內兒童樂園導入品格教育結合商業平臺經營模式創新策略。 　　本研究為探索性個案研究（case study method），選擇體驗式服務極具代表性的騎士堡公司為個案研究對象，除了擁有兒童品格教育結合商業平臺的豐富經驗外，更創造出經營模式創新的實績。在經營模式及營運成效構面部份，選擇哈佛大學學者Applegate（2001）提出的經營模式，以概念、能力與價值三要素組成，探討室內兒童樂園導入品格教育對經營模式創新的影響。 　　研究結果發現，室內兒童樂園導入品格教育經營模式創新的策略有： 一、結合遊戲中學習「玩中學」經營策略，啟發孩童身心發展，創造安全遊戲、快樂學習的環境。 二、結合品格教育體驗活動策略，對孩童具有提升真實的體驗效果，從中得到快樂滿足，達到品格教育的目的，並吸引更多孩童參與體驗的機會。 三、結合童話主題遊具研發策略，以童話主題創新研發獨一無二的創意遊具，打造充滿創意、想像情境的兒童育樂環境，提升孩童學習動力。 四、結合體驗行銷提升品牌形象策略，將企業社會責任及創新的兒童生活教育體驗服務的理念傳遞給社會大眾，在行銷與商業交易過程中，與孩童、家長、通路產生新的互動與溝通模式。 五、結合產學合作與研究計畫策略，增進產業既有服務內容、元素、規格及組合，建立了新的服務運作方式、經營制度、作業程序與營運系統，改變現有的經營模式，形成了創新的經營技術。 六、結合異業結盟創造商機策略，創造企業和合作品牌的雙贏策略，不但發揮回饋社會的企業社會責任外，更建立騎士堡的品牌公益形象，提高品牌延展性，創造雙贏效益。 七、結合兒童生活教育體驗服務創新策略，能夠產生獨特的競爭優勢，成為一個全方位兒童品格教育體驗平臺；達到孩童、家長、通路、騎士堡四方共贏的經營模式創新效益。 關鍵字：室內兒童樂園、品格教育、經營模式創新、騎士堡

The study is a retrospective and summarized the related subjected and jounals of corelations.The accumulated materials and subjects let us understanding the present trend of the bussiness,the strategy,tendency and point of profit that attracts.This study also let us have a view of how International Bussiness Machine(IBM) becomes a leading star in the field of electronic technology bussiness.This study including the analysis of organizatin,porduct,diferent of market,the strategy of market,the service and inventive value.In essentials,the 5 points of successful elements is(1)the high value of bussiness culture,(2)attrative salary and benefits,(3)efficient leadership,(4)invention,(5)decrease the fixed consumtions and costs.The author also want to present the difference between the past and present change in this area of competitions and maturation of the markets.Either the red ocean strategy of market percentage increase or the mainly inventive leading of blue ocean strategy,the leading man should have a view of complete understanding of the changing markets and opportunity at the changing moments.We all know even excellent company will lose to 2nd on time by other competitor.Ultimately,the one who invented the strategy of blue ocean that make up a strong profitable revenue is in commonplace that need our further study.The author of this article want to make dicussions on the competitive invention and new strategy that make the electronic technology a pace ahead the others and make it the out-standing business of the others.

In recent times, the Internet revolution has spawned numerous innovative enterprises-virtual companies, and electronic markets. Electronic markets (or digital markets) are scalable web-based platforms for buyers, sellers, marketmakers, and brokers to carry out business transactions. Over the last two years, there has been a proliferation of such E-Markets on the web. In this thesis, we develop an E-marketplace, which we call IMAGINE (Intelligent Market with AGents and Integrative NEgotiations) that improves upon the existing state-of-the-art in several non-trivial ways. IMAGINE combines the best features of existing E-marketplaces with several innovations. The thesis describes the conceptualization, analysis, and design of IMAGINE and provides details of implementation of a prototype of IMAGINE at the Electronic Enterprises Laboratory, Department of Computer Science and Automation, Indian Institute of Science. IMAGINE is a collaborative, co-operative, intelligent E-Market that maximizes the combined utility value of the all traders involved. IMAGINE has several distinctive features: • It uses an innovative business model, which is intelligent in the sense of perceiving the nature of the market and market forces and using this market intelligence in matching buyers with sellers and in determining the prices. • It uses integrative negotiations, which make it attractive for buyers and sellers to reveal their true business interests and valuations. • A sound and robust software architecture for a web-based implementation using best practices in object technology. • Implementation of a prototype of IMAGINE has been carried out using leading edge Internet technologies such as multi-agent technology, Jini, and Javaspaces.

隨著科技不斷快速進步的同時，並在數位匯流與高速通訊網路技術的發展下，多媒體資訊衍生了許許多多的應用，且由於載具的不斷創新，使得我們看電視不需局限在電視機前、看報不用弄得滿手油墨、看書也不需帶著沈重的書本、聽音樂也不用為了一首歌而花費大錢買一堆自己沒興趣聽的音樂等等。這些科技帶給人類更便利、更舒適的生活，也帶給企業運用科技創新建立了許多經營模式(business model)的機會，成功掌握機會的企業取代或瓜分了原有市場領先者的市場大餅，成為新的競爭者。 過去零售流通產業中，以「品牌連鎖通路」的經營模式企業佔有廣大的市場佔有率，為市場成功經營模式之ㄧ，但近年來於由網際網路科技的興起電子商務經營模式(e-business model)正快速的改變零售流通產業的風貌。 本研究主要以研究「線上音樂之經營模式」與「破壞性創新」二部份，試以Apple 之iTunes Music Store 之成功經營案例進行個案研究，再以創新理論分析其成功原因及其是如何產生破壞性創新。而因為數位化本身將會與資訊科技的整體環境進行連鎖反應，因此會形成許多不同的通路機會，帶來許多具破壞性創新經營模式的機會。 有鑑於國內外的競爭環境日益激烈，而掌握創新的機會可能帶來成功的契機，本研究希望透過有系統的個案研究，為自身企業在結合國內政府推動數位產業的大環境之下，找到成功的方向。故本研究之目的為： 一、暸解國外itunes music store 的企業經營模式如何產生破壞性的創新，進而成為市場的領導者。 二、瞭解國外Amazon 網路書店企業經營模式如何產生破壞性的創新，進而成為市場的領導者。 三、瞭解國內博客來網路書店企業經營模式如何產生破壞性的創新，進而成為市場的領導者。 四、瞭解電子商務特性對出版通路的影響。 五、在電子書的發展的機會下，提出現有出版通路可能的發展策略與方向。 / Due to the rapid development of high-speed information communication technology and digital convergence, there are more and more multimedia systems and applications. With the media innovation, we are no longer limited to watching TV only on televisions. We don’t need to get our hands with inks while reading newspapers. We don’t need to bring heavy books for reading. Moreover, we don’t need to pay lots of money to get a CD to hear only one favorite song. These technologies make people’s lives more easily and more comfortable, and they also supply the foundation for new business models based on technology innovation.Companies which catch the opportunities start to gain market shares and may even replace the existing market leaders. In the retailing industries, companies with the business models of brand chain stores had large market shares, and this business model was one of the successful business models in the past. However, in the recent years, with the Internet technology, e-business models are changing the retailing industries rapidly. Our research is focused on business models of on-line music and destructive innovation . First, we did a case study to analyze the success of the business model of Apple iTunes music store. Then, we analyzed why it succeeded and how the disruptive innovation occurred. According to the diagnostics, digitalization itself will have the chain reactions with the overall information technology environments. These reactions bring lots channel opportunities. These channel opportunities offer the likelihoods of creating disruptive growth. With the fierce global competitions, companies are eagerly seeking innovation opportunities. Our research aims to offer both the enterprises and the government the direction to success in the digital industries based on systematical case studies. The purposes of our research are as follows: 1. to analyze the business model of Apple iTunes music store, how the disruptive innovation occurs, and why Apple iTunes music store becomes the market leader in USA; 2. to analyze the business model of Amazon on-line book store, how the disruptive innovation occurs, and why Amazon on-line book store becomes the market leader in USA; 3. to analyze the business model of books.com.tw on-line book store, how the disruptive innovation occurs, and why books.com.tw on-line book store becomes the market leader in Taiwan; 4. to analyze the impacts of e-commerce on publishing industries; 5. to offer the possible e-book strategies and directions to existing publishers.