臺灣博碩士論文加值系統

近年來，在日益競爭的環境中經營模式創新愈來愈受到重視，且有許多創業家也憑藉著經營模式創新為顧客創造極高的價值，並為自身帶來極高的利潤。而過去研究也探討了創業者的先驗知識與機會發掘關係的研究，並強調了機會的重要性，認為機會是一項創業前即存在的初始因素，然而對於運用經營模式創新的成功企業是在何種情況下，使其看見機會此一議題大多以創業者主觀的角度看創業機會，因此本研究欲從客觀的角度探討構成機會來源的因素與條件。

針對機會之論述，本研究以創業機會與創新機會作為理論背景，並針對上述理論進行重新整理與歸納，以既有經營模式之問題、當時顧客使用行為之困擾以及外在情境之變化三部分作為分析的面向。另一方面，經營模式則分為角色定位、價值活動與互動關係三方面進行分析，並以台積電、統一超商、A公司、B公司及台灣專案管理學會為研究個案。

經過資料分析及整理後得到本研究之研究結論，分別為：一、在機會來源中，客觀因素與既有經營模式之問題及當時顧客使用行為之困擾有關，而客觀條件則與外在情境之變化有關；二、不同機會來源之客觀因素會影響經營模式創新中角色定位、價值活動或互動關係之改變。既有經營模式之問題與當時顧客使用行為之困擾會影響價值活動的改變，而互動關係與當時顧客使用行為之困擾有關。且當目前市場有供給者的情況下，經營模式調整主要以價值活動為主，若是市場未出現供給者，則其經營模式便須調整其互動關係。

另外，除了理論背景所提及之機會來源外，社會性交換所帶來之問題、產品使用特性以及固定成本增加皆可能產生缺口，而此缺口則為機會來源之因素。另外，技術壽命縮短也為不可忽視的客觀條件。而就實務面而言，本研究希冀將此延伸至實務，讓欲使用經營模式創新之創業者能更進一步了解其機會來源，並加以創業。

In recent years, there are many entreprenuers create the highest customer value and profit by innovative business model. As it demostrated in the past research,successful companies in innovative business model catch the opportunities in certain circumstance. Most of them investigate the entrepreneurial opportunity in subjective point of view.Therefore, the aim of this reserch is to investigate the oringin of opportunity and the compose factors and conditions in objective point of view.

Researcher use grounded theory approach as methodology in this research, and examine cases in some companies as follow. There are five companies Taiwan Semiconductor Manufacturing Company(TSMC), 7-ELEVEN, A Company, B Company and Taiwan Project Management Association(TPMA). Through the data analysis and collation, the result of the research are two main points. The first one is the factors and conditions from origins of opportunity will influence the elements and development of the innovative business model. The second one is there are difference in distinct oringins of opportunity and the innovative business model.

It is hoped the findings of the research can be applied in industry and the entreprenuers who wnat to start an enterprise by innovatiove business model can be more comprehsion the oringins of opportunity then start their enterprises.

目 錄
中文摘要 .....................................................................................................................................I
ABSTRACT .............................................................................................................................II
致謝詞...................................................................................III
目 錄....................................................................................IV
表目錄 ....................................................................................................................................VI
圖目錄 ..................................................................................................................................VII
第一章 緒論..............................................................................................................................1
第一節 研究背景與動機..................................................................................................1
第二節 研究目的與問題..................................................................................................2
第三節 研究範圍..............................................................................................................3
第二章 理論背景......................................................................................................................4
第一節 經營模式創新與組成..........................................................................................4
第二節 創業機會..............................................................................................................6
壹、創業與創業機會的定義....................................................................................6
貳、創業機會的主客觀............................................................................................7
第三節 創業機會的來源..................................................................................................9
壹、實務觀點............................................................................................................9
貳、理論觀點..........................................................................................................16
参、社會網路觀點................................................................................................. 19
肆、小結................................................................................................................. 19
第三章 研究方法....................................................................................................................25
第一節 研究架構............................................................................................................25
第二節 研究方法之選取................................................................................................25
第三節 研究流程............................................................................................................26
第四節 研究對象............................................................................................................27
第五節 資料收集............................................................................................................28
第六節 資料分析............................................................................................................39
第四章 個案簡介....................................................................................................................31
第一節 台灣積體電路公司............................................................................................31
壹、機會來源 ........................................................................................................31
貳、經營模式創新..................................................................................................32
参、成立後的情境變化......................................................................................... 33
第二節 統一超商(7-11) ................................................................................................ 35
壹、機會來源......................................................................................................... 35
貳、經營模式創新................................................................................................. 36
参、成立後的情境變化與模式改變..................................................................... 38
第三節A公司................................................................................................................ 40
壹、機會來源......................................................................................................... 40
貳、經營模式創新................................................................................................ .43
第四節 B公司............................................................................................................... 46
壹、機會來源..........................................................................................................46
貳、經營模式創新..................................................................................................47
第五節 台灣專案管理學會(TPMA) ..............................................................................50
壹、機會來源..........................................................................................................50
貳、經營模式創新..................................................................................................53
第五章 個案分析......................... ..........................................................................................56
第一節 機會來源分析..................................................................................................56
第二節 機會來源與經營模式創新之比較分析..........................................................59
壹、機會來源與價值活動的調整..........................................................................62
貳、機會來源與互動關係的調整..........................................................................65
参、機會來源與角色定位的調整......................................................................... 66
第六章 結論與建議................. ..............................................................................................68
第一節 研究結論..........................................................................................................68
第二節 研究貢獻..........................................................................................................69
第三節 研究限制..........................................................................................................70
壹、資料蒐集方面..................................................................................................70
貳、個案選擇方面..................................................................................................70
第四節 後續研究建議..................................................................................................70
參考文獻..................................................................................................................................71
Reference..................................................................................................................................73

表目錄
表1-1 研究範圍........................................................................................................................ 3
表2-1 經營模式的定義............................................................................................................ 5
表2-2 經營模式的組成......................................................................................................... 6
表2-3 創業機會的主客觀性................................................................................................... 9
表2-4 交易的障礙與其市場活動.......................................................................................... 19
表2-5 創業機會來源.............................................................................................................. 21
表2-6 機會來源與創業機會來源概念之比對...................................................................... 24
表3-1 研究對象...................................................................................................................... 28
表3-2 個案訪談之譯碼資料.................................................................................................. 29
表3-3 個案之資料分析─機會來源....................................................................................... 30
表4-1 1986年至1993年間我國IC設計業之產業數據.......................................................35
表4-2 TPMA報考資格─第一類(Category I) .........................................................................50
表4-3 TPMA報考資格─第二類(Category II)........................................................................51
表4-4 TPMA 考試費用...........................................................................................................51
表4-5 TPMA報考資格........................................................................................................... 53
表4-6 TPMA之考試方式....................................................................................................... 53
表5-1 個案之機會來源整理 ................................................................................................ 56
表5-2 機會來源與經營模式創新之對應關係...................................................................... 59

圖目錄
圖3-1 初步研究架構.............................................................................................................. 25
圖3-2 研究流程...................................................................................................................... 27
圖4-1 IDM廠之價值鏈...........................................................................................................31
圖4-2 台積電之價值鏈.......................................................................................................... 33
圖4-3 1987年至2008年間台積電之成長率........................................................................ 34
圖4-4 雜貨店之價值鏈.......................................................................................................... 36
圖4-5 統一超商之價值鏈...................................................................................................... 37
圖4-6 傳統自動販賣機之價值鏈.......................................................................................... 41
圖4-7 A公司之價值鏈........................................................................................................ 43
圖4-8 傳統旅行箱業者之價值鏈.......................................................................................... 46
圖4-9 B公司之價值鏈........................................................................................................ 48
圖4-10 PMP之價值鏈............................................................................................................ 51
圖4-11 TPMA之價值鏈......................................................................................................... 54
圖5-1 個案間機會來源與經營模式創新之對應關係.......................................................... 67
圖6-1 修正後之研究架構...................................................................................................... 68

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