臺灣博碩士論文加值系統

　　由過去學者提出的經營模式之組成與要素來看，大部分皆認為包含了價值主張此一要素，此外，更有學者發現，若透過提出對顧客創造價值的主張，不僅讓企業能夠繼續生存，且更能確定其價值定位，由此可知，價值主張在經營模式中扮演很重要的角色，但目前大部分的學者對價值主張的研究皆著重於描述其定義，而較少提及其組成的部份。基於此，本研究希望以故事觀點進一步探討經營模式價值主張的組成，並且探討其故事策略，以了解有效傳遞的要素。

　　另外，本研究是以台灣連鎖加盟企業總部為研究對象，挑選的個案包含A公司與B公司，進行分析與歸納，以探討總部如何成功地傳遞其價值主張，說服加盟主加盟至此一體系。而本篇論文以紮根理論之方法，將收集的資料歸納整理後，得到以下三點結論：

一、 企業傳遞價值主張時，可針對機會、資本與策略佈局三大主題進行敘述
　　藉由故事架構中的語言面意義將組成的要素區分為兩個層次，且經由紮根的方式歸納整理後，發現兩個案說明會內容皆以機會、資本與策略佈局主題加以說明。

二、 企業傳遞價值主張時，使用反對者角色可強化機會與策略佈局主題；使用幫助者角色可強化資本主題
　　如果於描述機會與策略佈局主題時，藉由提出反對者角色將可更突顯企業主體的優勢與差異，但如果於描述資本主題時，提出幫助者角色將可強化其擁有的資源資本，尤其在描述社會資本時，更能發揮其功能。

三、 創業階段早期的企業較重視機會主題的傳遞，成熟的企業較重視資本主題的傳遞
呼應文獻中提到創業早期因為每個創業家的新事業都是獨特且創新的，所
以都會面對缺乏正當性所帶來的問題，如較不熟悉其經營模式，因此將著重於機會主題的描述，以證明其可行性，而較成熟的企業，為區隔和競爭者之間的差異，因此著重於描述所擁有的各項資本，以說服加盟主參與此一體系。

In industrial circles or academic community, business model is discussed widely. According to its fundamental element and function, although many savants have different opinions, but it's all including value proposition. Besides, some savants think if there’s a claim of creating value for customers, the enterprises can not only keep on operating, but can make sure its position of value. From that point, we know that value proposition is an important role. But now most savants focus on describing the definition of value proposition. Therefore, we hope to discuss the form of the business model value proposition in perspective of story and its tactic to realize the essential factor of effective communication.

In addition, the subject of this research is Taiwan franchise headquarters. To discuss how the headquarters express its value proposition successfully and persuade leaguers to join the system. The cases are including A company and B company. Researcher use grounded theory as methodology in this research. This paper is based on Researcher use grounded theory as methodology. From all collecting information, we got two conclusions:

1. The enterprises can aim at opportunity, capital and strategy layout to describe when
they communicate value proposition.

2. The enterprises can use the against role to strengthen the opportunity and strategy
layout when they communicate value proposition. If they use help role, it can
strengthen the capital.

3. The stage of early entrepreneurial enterprises attach importance to the opportunity
theme to convey and mature enterprises that attach importance to the theme of the
capital.

目錄
摘要 ...................................................................................................................................I
致謝詞............................................................................................................................ III
目錄.................................................................................................................................IV
表目錄.... ...........................................................................................................................V
圖目錄............................................................................................................................ VI
第一章　緒論.............................................................................................................. .....1
第一節 研究背景與動機........................................................................................... 1
第二節 研究目的................................................... .....................................................2
第二章　文獻探討.......................................................................................................... 4
第一節　經營模式之定義與組成............................................................................... 4
壹、經營模式的定義........................................................................................... 4
貳、經營模式的組成要素................................................................................... 5
第二節　價值主張之定義........................................................................................... 7
第三節　故事觀點 ........................................................................................................9
壹、故事的定義..................................................................................................10
貳、故事的目的與功能......................................................................................11
参、故事的結構..................................................................................................12
肆、好故事的條件 ..............................................................................................15
伍、故事運用在創業之研究 ..............................................................................16
陸、小結 ..............................................................................................................18
第三章 研究方法 .........................................................................................................20
第一節　研究架構 ......................................................................................................20
第二節　研究方法之選擇 ..........................................................................................20
第三節　研究對象 ......................................................................................................20
第四節　資料蒐集方法 ..............................................................................................21
第五節　資料分析方法 ..............................................................................................22
第四章　價值主張組成分析 .........................................................................................24
第一節 A公司 ..........................................................................................................24
壹、個案背景與簡介 ..........................................................................................24
貳、創設動機與特色 ..........................................................................................24
参、價值主張傳遞媒介 ......................................................................................25
肆、A公司說明會價值主張組成分析 ..............................................................26
第二節 B公司 ..........................................................................................................34
壹、個案背景與簡介 .........................................................................................35
貳、創設動機與特色 .........................................................................................35
参、價值主張傳遞媒介 .....................................................................................36
肆、B公司說明會價值主張組成分析 .............................................................36
第三節 A公司、B公司價值主張組成比較 .........................................................41
第五章　價值主張故事策略分析..............................................................................44
第一節　角色分析 ....................................................................................................44
第二節　情節結構分析 .............................................................................................49
第六章　結論與建議 51
第一節 研究結論 .....................................................................................................51
第二節 後續研究建議 .............................................................................................52
參考文獻......................................................................................................................53

表目錄
表2-1 經營模式組成要素整理 7
表2-2 價值主張定義 9
表2-3 經營模式價值主張定義 9
表3-1 研究對象 21
表3-2 本研究個案之對象、說明會時間與地點 21
表3-3 編碼範例..........................................................................................................23
表4-1 A公司 說明會主題範疇－機會 28
表4-2 A公司 說明會主題範疇－資本 30
表4-3 A公司 說明會主題範疇－策略佈局 31
表4-4 B公司說明會主題範疇－機會 38
表4-5 B公司說明會主題範疇－資本 39
表4-6 B公司說明會主題範疇－策略佈局 41
表4-7 A公司與B公司價值主張比較 44
表5-1 A公司說明會角色分析－反對者 46
表5-2 A公司說明會角色分析－幫助者 47
表5-3 B公司說明會角色分析－反對者 48
表5-4 B公司說明會角色分析－幫助者 49
表5-5 主題與情節結構對照分析 50

圖目錄
圖2-1 行銷顧客價值（Marketing Value） 8
圖2-2 故事類型 11
圖2-3 敘述觀點 12
圖2-4 敘述方式 13
圖2-5 敘述結構 14
圖2-6 故事結構 15
圖3-1 初步理論架構示意圖 20
圖4-1 A公司經營方向 ...............................................................................................24

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