臺灣博碩士論文加值系統

近年來，人口結構已逐漸呈現高齡化趨勢，相關食品健康需求也日益受到學術研究與管理實務的重視。機能性產品更為高齡化趨勢食品健康需求不可或缺之要素。據此，本研究旨在協助以生產機能性食品為主之個案企業（天○堂特殊食品股份有限公司）強化競爭優勢與創造獲利空間。具體而言，如何確認與調整企業面、顧客面、價值面與財務面等四構面之商業模式以提升相對競爭優勢與獲利為個案企業發展策略之核心焦點。以是之故，本研究首要目的在於確認個案企業之商業模式現況。其次，策略管理程序為策略管理領域之研究焦點，因而本研究依據策略管理程序之界定組織目前的使命、目標與策略、分析環境並資源與能力、形成策略等主要步驟，進行SWOT交叉分析與行銷STP，以發展個案企業商業模式九大要素之策略建議。因此，質性訪談主要研究對象為個案企業各階層管理團隊成員與基層員工。此外，為探究顧客觀點對於商業模式九大要素之評價水準，本研究進一步使用問卷調查法對於個案企業之顧客進行量性研究，以確認商業模式對於顧客滿意度與忠誠度之影響效果。量性研究則著重於運用敘述性統計分析、因素分析、信度分析與模糊集合質化比較分析法（fsQCA）。
綜合以上論述，本研究旨在為個案企業確認與發展商業模式九大要素之策略建議，以協助其強化未來經營權利。透過實證分析，本研究試圖發展主要研究成果。首先，綜合文獻及實務現況質性研究，確認個案企業之商業模式現況。其次，應用策略管理程序，發展個案企業商業模式九大要素之策略建議。最後，確認商業模式對於顧客滿意度與忠誠度之影響效果。

Recently, population ageing becomes more and more prevalent, health of foods has been receiving a lot of attention from academics and practitio¬ners. Functional foods are essential elements of health demand of foods. Therefore, this study attempts to apply strategic management process for help cooperative manufacturer (tta999 Special Food Corporation) to enhance competitive advantage and profit. Specifically, identify or modify the dimensions of firm, customer, value, and financial of business model to enhance competitive advantage and profit is the major issue of cooperative manufacturer. Accordingly, this study firstly focuses on exploring the exits conditions of cooperative manufacturer’s business model. Secondary, academic researchers in the fields of strategic management have paid much attention to strategic management process. Therefore, this study attempts to apply strategic management process (i.e., vision and goal setting, SWOT analysis, and strategy formulation), SWOT cross analysis, and marketing STP for helping cooperative manufacturer to modify the nine factors of business model in order to achieve more competitive advantage and profit. This study constructs an interview and distributes to a sample from the managers and employees of cooperative manufacturer to identify and provide revisable strategy of business model to the firm and help it to strive for the right to operate the stadium in the future. Furthermore, to explore the impaces of business model on customer satisfaction and customer loyalty, this study conducts a quantitative research and collects primary data from customers of cooperative manufacturer. The statistical techniques adopt contain descriptive statistics and qualitative comparative analysis using fuzzy sets qualitative comparative analysis (fsQCA).
Based on the empirical analyses, this study attempts to derive several contributions. First of all, identify the exits conditions of cooperative manufacturer’s business model. Secondary, applies strategic management process, SWOT cross analysis, and marketing STP for helping cooperative manufacturer to modify the nine factors of business model.

中文摘要 I
英文摘要 III
目錄 V
表次目錄 VII
圖次目錄 IX
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 6
第二章　文獻探討 10
第一節　商業模式 10
第二節　策略管理程序 15
第三節　SWOT交叉分析與行銷STP程序 20
第四節　顧客滿意度與忠誠度 23
第三章　研究方法 26
第一節　研究對象與資料蒐集 26
第二節　質性與量性研究方法 27
第三節　研究設計 29
第四章　質性研究結果 33
第一節　個案企業與訪談對象 33
第二節　個案公司使命與目標 36
第三節　個案公司SWOT分析、STP與商業模式 40
第五章　量性研究結果 70
第一節　敘述性統計分析 70
第二節　因素分析 76
第三節　信度分析 79
第四節　模糊集合質化比較分析法 81
第六章　結論與建議 84
第一節　研究結果 84
第二節　管理實務意涵 86
第三節　研究限制與後續研究建議 88
參考文獻 90
中文文獻 90
英文文獻 91
附錄A：訪談摘要表 97
附錄B：研究問卷 125
表　次　目　錄
頁次
表2-1 SWOT交叉分析表 21
表3-1結構型訪談題綱內容 29
表3-2問卷題項內容 32
表4-1訪談對象基本資料 35
表4-2使命與目標訪談內容 38
表4-3外在環境訪談內容 43
表4-4內部分析訪談內容 52
表4-5 個案公司SWOT交叉分析 57
表4-6 個案公司行銷STP 61
表4-7商業模式訪談內容 68
表5-1 樣本敘述性統計分析 71
表5-2商業模式之敘述性統計分析表 73
表5-3顧客滿意度之敘述性統計分析表 74
表5-4顧客忠誠度之敘述性統計分析表 75
表5-5 KMO值與Bartlett球型檢定 76
表5-6 商業模式因素分析結果表 77
表5-7 顧客滿意度與顧客忠誠度因素分析結果表 78
表5-8 商業模式信度分析結果表 79
表5-9 顧客滿意度與顧客忠誠度信度分析結果表 80
表5-10 顧客滿意度之fsQCA研究結果 82
表5-11 顧客忠誠度之fsQCA研究結果 83
表A-1 A1訪談內容摘要表 97
表A-2 A2訪談內容 101
表A-3 A3訪談內容 105
表A-4 A4訪談內容 109
表A-5 A5訪談內容 113
表A-6 A6訪談內容 117
表A-7 A7訪談內容 121
圖　次　目　錄
頁次
圖1-1研究流程與架構圖 9

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