臺灣博碩士論文加值系統

　　商業模式創新之研究已經吸引了越來越多的學術界和產業界的關注。以前的研究大部分在只集中在概念或構面觀點，較缺乏具理論性與系統性的研究方法。因此，本研究擬提出一系統性的創業模式創建與評估的方法，首先以形態分析法創建與篩選商業模式選項，接著以層級分析法進行可行性創業模式方案之評估。本研究以炭烤桶子雞商店之創業為案例，由形態分析法創建與篩選創業模式方案，並從市場觀點、執行觀點與因果效應觀點三個構面建立多個評估準則，隨後建立AHP問卷請專家對評估準則與創業模式方案兩兩比較相對重要性以決定個別的權重與優先序。分析結果顯示，前三名的評估準則為：發展潛力第一名，原料品質管制次之，市場規模為第三名。三個創業模式方案中，創業模式B(套餐-上班族-虛擬通路-集點折價的組合)是專家認為最佳的創業模式。本研究的貢獻可分兩方面，在學術上，本研究提出一系統性的創業模式創建與評估的研究方法，可提供學術界在創業模式方法的研究參考。在實務上，本研究並提供一具體的實務案例研究，可提供業者在創業實務執行的參考。

　　Research on business model innovation has attracted more and more attention to academics and industry. However, most of the previous studies only focused on the conceptual or theoretical point of view, and lacked a systematic and theoretical approach. Therefore, in this study, a systematic method was proposed to implement the construction and feasibility evaluation of entrepreneurial model. First, Morphological Matrix was adopted to create and filter the business models formed by the combination of all the instances in every dimension. Subsequently, Analytic Hierarchy Process (AHP) method was used to evaluate the priority of the feasible business models. The entrepreneurial model of grilled barrel chicken shops was used as a practical approach case. In this case study, Morphological Matrix was used to create and filter entrepreneurial model proposals. Then, based on marketing, implementation and causal effect perspectives, several evaluation criteria were generated. Therefore, an AHP framework for selecting the best entrepreneurial model of grilled barrel chicken shops was constructed.
Following by creating AHP questionnaire and inviting experts to do pairwise comparisons of the relative importance between evaluation criterion and entrepreneurial model alternatives, the priority and weight of the criteria and entrepreneurial model alternatives were determined. The analysis results showed that the top three evaluation criteria are: the development potential of the first, followed by quality control of raw materials, the market size for the third. Among three entrepreneurial model alternatives, model B (combination by suit meal, office workers, virtual channel and collecting premium points for discount) is the best entrepreneurial model that the experts regarded. The contribution of this study can be divided into two aspects. For academic aspect, this study proposes an innovative research method for creating and evaluating entrepreneurial models and it can provide a reference for business model innovation researches. For practical aspect, this study provides a concrete practical case study, which could also be a reference for people interested in implementation of entrepreneurial model.

誌謝 --------------------------------------------------------------- I
中文摘要 --------------------------------------------------------------- II
ABSTRACT-------------------------------------------------------------- IV
目錄 --------------------------------------------------------------- V
表目錄 --------------------------------------------------------------- VII
圖目錄 --------------------------------------------------------------- IX
第壹章 緒論------------------------------------------------------------ 1
第一節 研究背景--------------------------------------------------------- 1
第二節 研究目的--------------------------------------------------------- 3
第三節 研究範疇--------------------------------------------------------- 3
第四節 論文架構--------------------------------------------------------- 4
第貳章 文獻探討--------------------------------------------------------- 5
第一節 商業模式--------------------------------------------------------- 5
第二節 形態分析法------------------------------------------------------- 9
第三節 層級分析法------------------------------------------------------- 12
第參章 研究方法--------------------------------------------------------- 14
第一節 研究流程--------------------------------------------------------- 14
第二節 以形態分析法創建與篩選商業模式選項----------------------------------- 15
第三節 以層級分析法評估創業模式方案---------------------------------------- 21
第四節 研究母體蒐集與分析------------------------------------------------- 28
第肆章 問卷分析與結果----------------------------------------------------31
第一節 評估準則結果分析--------------------------------------------------31
第二節 評估準則權重分析整理-----------------------------------------------39
第三節 創業模式方案評估結果分析-------------------------------------------- 42
第伍章 結論與建議------------------------------------------------------- 48
第一節 討論與研究蘊涵---------------------------------------------------- 48
第二節 結論------------------------------------------------------------ 51
第三節 研究限制與未來建議------------------------------------------------- 51
參考文獻 --------------------------------------------------------------- 52
附錄 -------------------------------------------------------------- 58
附錄A 田野觀察法之觀察記錄表--------------------------------------------- 58
附錄B 層級分析法問卷---------------------------------------------------- 63

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