由於行動上網技術不斷地進步，消費者也逐漸養成了行動上網的習慣。Apple公司的iPhone結合了App Store的推出，更帶動了這股風潮。我國電信業者也在這樣的趨勢下，開始自行發展軟體商店(Application Store)以服務用戶。 在過去的行動通訊產業中，電信業者一直擁有主導優勢，各種加值服務都是屬於封閉的型態，所以用戶使用加值服務時，一定得經由電信業者所經營的入口。但是，自從Apple成功發展出軟體商店的模式之後，各種智慧型手機的軟體商店平台也開始蓬勃發展，用戶可繞過電信業者而取得相關的服務。因此，電信業者乃積極發展軟體商店以回應其所面臨的挑戰。 本研究以中華電信、台灣大哥大、遠傳電信等國內三家主要電信業者為個案研究對象，針對個案公司發展軟體商店的創新營運模式進行深入的探討。所得到的初步結論包括： (1)電信業者在經營軟體商店上，會強調多樣化加值服務的策略。(2) 電信業者在經營軟體商店上會根據不同的價值網路進行差異化。(3) 電信業者在經營軟體商店時，在價值創造方面會著重於讓消費者快速地找到正確的、所需要的軟體。(4)電信業者在發展軟體商店時，「在地化」是其經營上的關鍵要素。本文最後並提出實務上的意涵與後續研究的建議。 關鍵字：電信業者、軟體商店、營運模式創新、價值創造 / Nowadays smartphone has an enormous growth over the entire mobilephone market. A lot of people choose to use smartphone such as iPhone or android phone because smartphone brings more fun and convenience into their life. One of the key factors is application store which Apple made it successed in 2008. Application store or so-called app store is an online platform which provides service for customers to download applications and developers to upload. The transaction must be got involved in the whole process. However, the manefactors of mobilephone were active in establishing their own application store but the operators are eager to do so as well. The value-added service used to be controlled fully by the operators. Not only the contents but the portals were hold by operators so end-users had a few choices. Since the application stores become more poplular, operators are encountering a big chanllenge. This thesis studys how operators deal with the problem of decreasing ARPU by running application stores on their own. Based on the case study, the initial findings includes: (1) When operators run an application store, they emphasize variety of value-added services. (2) The methods which operators choose to differentiate their application store are related to the differences in their value network. (3) When operators run an application store, they put emphasis on elimination of information asymmetry. (4) When operators run an application store, localization is the key factor in opration. Key word: oprators, application store, business model innovation, value creation

3G 行動網路的發展和智慧型手機銷售量的大幅成長之助力下,使得全球適地性服務進入多元化的發展階段。而處於萌芽期的台灣適地性服務市場,近年來,隨著傳統語音服務業務的飽和,電信商紛紛希望藉由提供行動加值服務開創新的商機,於是行動加值服務中的適地性服務成了新的發展契機。 本研究認為適地性服務亦屬於服務的一類,但與一般實體服務業、線上購物的服務類型有所差異,故選擇以消費者直接接觸的電信商提供之適地性服務軟體 為研究對象,探討服務品質、顧客滿意度、顧客忠誠度的影響及其關係。以中華電信為研究對象,針對曾經參與適地性服務軟體開發的人員進行深度訪談,並根據質性研究的結果設計量化問卷及建立假設。本研究將問卷連結張貼於電子佈告欄系統的相關討論區,共取得 253 份有效問卷,以 SPSS19.0 軟體進行資料統計分析,驗證假設並提出研究發現與結論建議。 本研究得到以下的主要結論: 一、消費者在服務品質之感受程度,與電信商的關鍵資源和關鍵流程有關 二、服務品質對於顧客滿意度具有顯著影響,且不同要項之影響效果不同 三、服務品質對於顧客忠誠度具有顯著影響,且不同要項之影響效果不同 四、顧客滿意度對於顧客忠誠度具有顯著影響,且不同要項之影響效果不同 五、服務品質、顧客滿意度對於顧客忠誠度具有顯著影響,且顧客滿意度的影響 效果較高 / Recently, the development of 3G mobile networks and the huge growth of smartphone, Location-based service has diverse application. In Taiwan, with the saturation of traditional voice service, oprators hope to find new opportuneities by providing mobile value-added service so Location-based service in the mobile value-added service has become a new direction of development. This study is to investigate the relationship among the service quality, customer satisfaction and customer loyalty of Location-based services providing from oprators. Chunghwa Telecom is the main case for this study. This study obtains information by using both qualitative and quantitative research methods: in-depth interview and online survey. In the part of qualitative interview, interviewees are those participants who have been involved in the development of Location-based service in Chunghwa Telecom. As for the part of online survey, this study uses SPSS 19.0 software to analyze 253 valid questionnaires from PTT, the largest bulletin board system in Taiwan. After analyzing, this study comes to the following conclusions: 1. The key resources and key processes of the oprators affect the feelings of the consumers' service quality. 2. A significant relationship exisits between service quality and customer satisfaction, and different items have the different degree of influence. 3. A significant relationship exisits between service quality and customer loyalty, and different items have the different degree of influence. 4. A significant relationship exisits between customer satisfaction and customer loyalty, and different items have the different degree of influence. 5. A significant relationship exisits among service quality, customer satisfaction and customer loyalty, and customer satisfaction have a higher degree of influence on customer loyalty than service quality.